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Lessons
Course Introduction
1Welcome
01:19Setting Objectives
2Marketing Funnel
02:50 3Key Performance Indicators
00:47 4Quiz: Setting Objectives
Identifying your Target Audience
5Marketing Personas
03:36Customer Research
01:44 7Facebook Audience Insights
06:45 8Survey Monkey
05:55 9Empathy Mapping
02:34 10Quiz: Identifying your Target Audience
Defining your content strategy
11Content Mission Statement
02:23 12Researching Competitors
08:47 13Content Pillars
04:52 14Identifying Post Types
04:50 15Quiz: Defining your content strategy
Executing on your content strategy
16Executing on your Content Strategy
00:38 17Planning your Posts
07:57 18Selecting Visuals
03:34 19Writing Copy
02:33 20Quiz: Executing on your content strategy
Creating an efficient process
21Creating an Efficient Process
00:16 22Reusing content
02:19 23Getting Help
10:11 24Quiz: Creating an efficient process
Measuring and Optimizing
25Measuring Performance
00:29 26Facebook and Instagram Analytics & Insights
02:14 27Multi-channel content strategy
00:40 28Quiz: Measuring and Optimizing
Conclusion
29What we learned
01:26Final Quiz
30Final Quiz
Lesson Info
Selecting Visuals
visuals, pictures, graphics, colors, they are the bread and butter of all great social media content. But how do you create them? How do you make your visuals pop from a design standpoint? That is in this section, I'll walk you through two key concepts that can make your imagery stand out. First defining and sticking to a brand aesthetic. Second using contrast to make your images pop. You know how sometimes you'll look at something and think ah this reminds me so much of X brand. Like when you look at these pictures, do they call to mind any brand for you? They certainly do for me these pictures look and feel like anthropology and it's this feeling of connection between visuals and a brand that we call brand aesthetic. There are two key ways to create a strong brand aesthetic on social media, First identify what kind of feeling you want your brand to convey. In the case of Carla, the college student, we want her to feel a sense of calm and control over her life. Now go back to Pinteres...
t and the boards you created earlier and notice what types of images fit this feeling. In this case it's images with soft lighting and warm colors. So when you're planning out your visuals, you want to mimic this exact same feeling. One way to do this is through filters, as you can see here. Using the crema filter, makes this picture feels a lot warmer. Another way to do this is by using the same color scheme for your posts, which brings me to my second tip consistency, sticking to the same colors and filters. Makes it easier for your followers to associate your brand to a specific look and feel a good way to know if you're doing a good job with this is to take a look at your instagram grid once in awhile are the colors consistent to all the visual elements go together. The example on this slide shows a great execution of consistency of colors and filters. If you find it challenging to nail down a brand aesthetic, don't worry, you're not alone. It can take years in a lot of trial and error to figure it out but keep at it in addition to selecting images that fit a specific brand aesthetic and incite a specific feeling in your followers. There are other tactics you can use to make sure your images cut through the clutter namely, contrast contrast attracts the eye and draws visual interest to your composition. Let's imagine we're designing a post for our Starbucks client and use the principles of contrast to make it more appealing. Let's take a look at this first image. The white text over the light blue background makes it hard to read. It doesn't pop. There's just not enough contrast changing the color of the text to a darker gray. Makes a huge difference in making this visual more appealing and interesting One more change and suddenly the text pops even more. This contrast was achieved solely with color. Now let's see how we can achieve it with text. Here's our starting point in this version, we use text size to create contrast between the words and the composition. Here we make the text smaller, allowing for more empty or negative space in the composition. This also creates contrast between the empty space and where the words are drawing more attention to the text, selecting visuals that make your followers stop their scroll is a fun but challenging task. It takes a lot of practice and trial and error to figure it out. But if you work to develop and stick to a brand aesthetic and leverage the principles of contrast, you'll be off to a great start.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Carolina Sosa
Es una excelente clase, muy didáctica interesante y amena.