Social Media & Design: Intersection, Influence, and Trends

People spend hours scrolling through their social media feeds, checking out pictures and watching videos daily. Amid all this content, brands strive to grab attention. But doing it effectively is nearly impossible without engaging visual materials.

If you’re wondering why you should have a graphic designer to run social media marketing activities, read this article. It elaborates on how images can influence consumers and unveils four modern graphic design trends to consider in 2024.

Why graphic design is crucial for social media platforms

Social media and graphic design are interlinked. Even though online platforms are often seen as a tool for communication, visual materials play a big role in this online space. The reason is that many popular social media, e.g., Instagram or TikTok, focus on visual representation. And even on other platforms like Facebook, X (Twitter), or LinkedIn, the first thing that grabs your attention are images. They’re what makes you want to dive deeper into the information.

FAQ: What is the main role of a graphic designer on social media?

If a graphic designer is involved in implementing a social media marketing strategy, they are responsible for developing all visual materials. These may include company covers, avatars, informative creatives, and advertising banners. Furthermore, these graphics should be aesthetically pleasing, capture attention, and encourage action.

So, what impact do high-quality graphic materials have on social media?

Brand identity

Based on the U.S. Chamber of Commerce, 55% of brands’ first impressions are visual. For companies, this means that they can enhance their recognition through a consistent color palette and fonts. A single visual style should be maintained across multiple promotional channels, including social media. Graphic designers can help develop visual materials that will be associated with a particular brand while also conveying useful information to users.

Engagement

Engagement encompasses all interactions with your social media content. These can be likes, comments, and shares. But what influences this metric? It’s the content quality. Brands may craft compelling texts, but that alone isn’t sufficient without a visual component. Moreover, unique creatives enable a more thorough exploration of the topic and inject a touch of humor, which users appreciate. It’s no wonder that 56.2% of marketers highlight the pivotal role of visual content in their promotional strategy.

Communication styles

To connect with a specific audience and keep engagement consistency, companies create their unique tones of voice. However, written communication significantly differs from spoken communication; it can sometimes distort conveyed emotions and meanings. This is where graphic design is helpful. Visual narratives can influence the way people perceive brand messages, whether they are neutral, friendly, or formal.

Marketing

Social media designers are responsible not only for the visual appearance of graphic materials. Through proper composition and the selection of elements, they can enhance your marketing activities. A good example is Red Bull. Instead of just promoting their products, they sell a lifestyle associated with energy, adventure, and excitement using meaningful social media posts.

Storytelling

Storytelling is a powerful technique that brands use to promote their social media presence. With its help, companies can establish a stronger emotional connection with their target audience. However, creating deep narratives without visual elements is challenging. A designer must skillfully combine texts, fonts, colors, and images to tell a complete story.

Advertisement conversions

According to Brain Rules, when relying on text alone, people tend to retain only 10% of the information. However, incorporating visuals increases memory retention by 65%. If information about a product stays in people’s minds, it positively impacts conversions. This is especially effective for B2B businesses where the sales cycle is longer. In this segment, a client might seek services a year after seeing an advertisement. Quality banners also work well for B2C companies, particularly if they evoke an emotional response, as many consumers tend to make impulsive purchases.

FAQ: Why is social media important for a designer?

On one hand, social media helps designers find work. Many professionals in this field concentrate on creating captivating creatives and effective banners. On the other hand, social media allows designers to share their thoughts with the community, make valuable new connections, and showcase their portfolios.

4 visual trends for social media content in 2024

To create engaging and pleasing visual materials for social media, graphic designers should monitor current trends. Consumer preferences are constantly changing; what worked well a year ago may yield the opposite result today.

Take a look at some creative social media design ideas.

• Multi-dimensional designs. Such visuals work particularly well for product companies; they create a sense of realism and volume. You can combine 2D and 3D elements to craft a unique image and direct the user’s gaze towards the key details of the composition.
• Retro vibes. Antique fonts, unconventional color schemes, and vibrant textures can help brands stand out. While nostalgic motifs were previously common in visuals for technology companies, this trend has now been adopted by various types of businesses. The key here is to seamlessly convey the essence of your message.
• Storytelling through carousel posts. The carousel format has opened up numerous possibilities for interacting with users. Through it, you can systematically engage your target audience in your story and provide much more information. When creating such posts, it’s crucial to adhere to a consistent style, highlight key elements, and visually connect each creative with the next.
• Textured designs. While social media favored clean, monochromatic backgrounds in the past years, new trends are taking over in 2024. Textured backdrops allow you to create a more dimensional image and convey specific meanings, such as eco-friendliness or naturalness.

FAQ: What is the social impact of graphic design in society?

Design goes beyond mere visual art; it can shape the way people see things. For example, scientific studies reveal that colors affect physical state. Warm tones like red or orange can make body temperature rise, while cooler colors have the opposite effect. This, in turn, evokes certain emotions, meaning that designers can use visual storytelling to influence how society perceives different realities.

Wrapping up

Graphic designers can engage in brand marketing through various channels, but one of the most significant is social media. Crafting distinctive and cohesive graphic materials helps companies build connections with users, influence their emotions, boost recognition, and drive sales. Try implementing the four design trends described in this article to enhance your brand’s online presence and drive user engagement on social media.