Why it matters: Before posting anything, your profiles themselves communicate trust, credibility, and consistency. Investors, customers, and press often check your profiles before your website.
Social Media Profile Branding
Profile Pictures
Purpose: Instant brand recognition.
Specifications:
LinkedIn (company): 300×300 px
LinkedIn (personal): 400×400 px
X (Twitter): 400×400 px (circular crop)
Instagram: 320×320 px (circular crop)
Facebook: 400×400 px (circular crop)
Design tips:
Use logo only (not wordmark + tagline).
High-contrast, centered, with breathing room.
Export at 2x size for retina screens.
Cover / Banner Images
Purpose: Sets tone and context for the company (often underused).
Specifications:
LinkedIn company cover: 1128×191 px
LinkedIn personal cover: 1584×396 px
X header: 1500×500 px
Facebook cover: 820×312 px (desktop), 640×360 px (mobile safe zone)
YouTube banner: 2560×1440 px (safe area: 1546×423 px)
Design tips:
Avoid critical text on edges (mobile crops).
Use simple tagline or proof point (e.g., “Trusted by 120 YC startups”).
Visual background that matches brand palette.
Platform-Specific Content Specifications
Each platform has unique behavior and constraints. Designing without considering these = low conversions.
Organic posts:
Best ratio: 1:1 (1080×1080) or 4:5 (1080×1350).
Carousel/docs: export as PDF, 7–12 slides, large text, one idea per slide.
Native video: <30s, captions on, brand in first 3s.
Ad creatives:
Single image (1:1 or 4:5).
Video (<30s).
Carousel or Document Ads (clear CTA at end).
Feed: 4:5 (1080×1350) performs best.
Carousels: 5–10 slides, one idea per slide, strong cover slide.
Reels: 9:16 (1080×1920), hook in first 2s, text safe zones.
Stories: 9:16, use stickers/polls/CTAs native to Instagram.
Feed/ads: 1:1 or 4:5.
Stories: 9:16, similar to IG but with larger CTA buttons.
X (Twitter)
Images: 1200×675 recommended (16:9).
Videos: <15s performs best, captions required, logo in first 3s.
TikTok
Organic & ads: 9:16 (1080×1920).
Principles: look native (like UGC), people-led, trending sounds, text overlays.
Spark Ads: repurpose winning organic content into paid.
YouTube
Thumbnails: 1280×720 px, bold subject, 3–5 words.
Shorts: 9:16, <60s.
Banners: 2560×1440 (keep text/logo in safe area).
Content Structure (How to Build Posts/Reels/Ads)
Every piece of creative follows the same content architecture:
For Organic Posts
Background / Visual: simple, branded, minimal clutter.
Heading: 3–7 words, big and clear (example: “Cut Sales Calls by 70%”).
Subheading (optional): small context, 1 sentence max.
Proof Point: metric, testimonial, or logo (e.g., “Backed by YC”).
CTA:
Organic post → soft CTA (“Save this,” “Read more,” “Comment your thoughts”).
Should NOT look salesy (no “Buy now” on organic posts).
For Reels/TikToks
Hook (0–2s): surprising statement or pain point (“Your pitch deck probably sucks—here’s why”).
Middle (3–15s): show solution, demo, or tip.
End (15–30s): simple CTA (follow, save, click bio).
Overlay text: captions must be large, centered safe zone.
Style: raw, real, native to platform, not polished like ads.
For Paid Ads
Hook: must interrupt scroll, often bold claim or pain.
Product in Use: always show actual product/service, not abstract graphics.
Proof: metric, testimonial, logo, or feature.
CTA: single, specific, action-driven (e.g., “Book a demo,” “Try free,” “Download”).
Do not use vague CTAs like “Learn more” unless it’s a low-friction awareness ad.
Having a CTA as a button on the design isn’t functional on ads.
Formats to test: 1:1 and 4:5 for Meta; 9:16 for TikTok; <30s video for LinkedIn.
Key Factors to Ensure Conversion
One idea per creative — don’t clutter multiple messages.
Text hierarchy — heading > proof > CTA.
Mobile-first — 80%+ of users view on mobile. Check safe zones.
Captions always on video — 85% watch sound-off.
Human faces > stock icons — real > polished.
Fast iteration — build 6–12 creative variants, test, kill losers, scale winners.
Content-Type Checklists
Profile/Branding Assets
Logo centered, high contrast.
Cover banner: tagline or proof line + visual.
Check mobile crops before publishing.
Organic Posts
Ratio: 1:1 or 4:5.
Headline bold, ≤7 words.
One CTA max.
Ensure brand palette & typography consistent.
Reels/TikTok/Shorts
9:16, captions on, hook in first 2s.
People-first, native trends, show product early.
Ad Creatives
Build multiple variants (hooks × visuals × CTAs).
Keep simple — product + proof + CTA.
Avoid small text, complex diagrams.
CTA should be actionable (Book / Try / Get).