What is digital branding and why is it important for social platforms?
Digital branding is a mix of internet branding and digital marketing that companies can use to grow brand awareness, audience, leads and sales. It establishes brands as trustworthy and helps them to stand out from competitors.
There are four main aspects to digital branding that stay the same (and equally important) across all social media platforms.
1. Branded Profile Pics and Headers
- The dimensions for profile pictures and headers might vary based on the social platform, but the images you select for your profile pictures and/or headers should stay the same across all your social media accounts.
- If you are a business/company, your profile picture should be a clear, high-resolution image of your brand logo. If you are a personal brand/influencer, use a professional quality headshot.
- Not all social platforms have a header option, but for those that do, select an image (with the correct dimensions) that incorporates your brand name, visual brand, or brand messaging.
2. Bios
- A “bio” on social platforms is a way for you to show off your brand messaging and display your brand’s mission and/or services.
- When writing your bio, keep it short and sweet.
- If the social platform you’re using has a specific “about” section, fill out each section that is applicable to your business.
3. Links
- One of the main purposes of social media marketing is to drive leads to your business. In order to do this, you need to give your audience a place to go to get in contact with you, or learn more about your business. Every social media platform has a place to attach at least one link to your profile.
- Link your company’s website as a landing page for your followers.
4. Verification
- As a brand, you need to apply for account verification so users know that your account is the one and only account for your brand. This will further brand trust and grow your follower count.
- Each platform has a different verification application and process, so research what you will need to complete these.
Instagram allows for one profile picture, with the dimensions 320 x 320 pixels, in a circular shape. The image you select should be clear, high-resolution, and centered. The maximum word count for an Instagram bio is 150 characters. Provide the link to your website where users can learn more about you.
Special Note → The Instagram and Facebook verification process were merged through Meta Business Suite earlier this year. In order to apply for Instagram verification, you need to link your Facebook account to your Instagram account. Once that’s done, you can start the verification process for both accounts.
The Meta Business Suite will also link the profile picture and contact information between your Facebook and Instagram accounts, so you cannot change one without changing the others. To learn more about the Meta Business Suite, visit their website.
Facebook allows for one profile picture, one header, a bio, an about section, and a services section. Profile image dimensions are 170 x 170 pixels, in a circular shape. The image you select should be clear, high-resolution, and centered.
For a header image the dimensions are 820 x 312 pixels on a desktop, and 640 x 360 pixels on a mobile device. To avoid losing important elements of your cover photo, keep all crucial details 90 pixels from the right and left sides, and 12 pixels from the top and bottom edges.
The maximum word count for a Facebook bio is 150 characters. Your introduction should include any information/messaging that cannot be found in your about and/or services section of your profile.
The about section on Facebook is one of the most important sections. Here, you will provide contact and basic information, privacy and legal information, page transparency, details about you (if applicable to your brand).
→ In the about section, add a link to your website. A summary of these will be available on the front page of your profile as an “introduction.” Typically, the introduction for a business account showcases the bio, page type, address, contact information, website, hours of operation, and price range.
Facebook created an account section for users to find a company’s services without having to leave their account. As a business page, you should add all of the services you provide and how users can contact you.
LinkedIn’s profile services are very similar to Facebook. They allow one profile picture, one header image, an about section, a services section, a job section, and a people section.
Profile image dimensions are 400 x 400 pixels, in a circular shape for personal accounts and in a square shape for business accounts. The image you select should be clear, high-resolution, and centered.
On LinkedIn, a header image may also be referred to as a “banner” or a “cover image.” For these, the optimal dimensions are 1584 × 396 pixels. While LinkedIn may prompt you to use one of their provided generic images as your header, you should choose an organic image that incorporates your brand name, visual brand, or brand messaging.
LinkedIn’s about section highlights an “overview” which includes sections for a bio, website link, contact information, industry type, company size, headquarters location, year of founding, specialties, and locations.
The character limit for a LinkedIn bio is 2,000 characters. We recommend breaking this into separate paragraphs, with the first paragraph being a max of 150 characters with the same messaging as your Instagram and Facebook bios. Add the industry you work in to the “industry” section to grow your search engine optimization (SEO). This will increase chances of you appearing in searches for services, etc. within your industry.
By filling out the company size, headquarters location, and location sections of your LinkedIn page, you’ll show up in more search results, make more professional connections, and get more leads through LinkedIn.
The specialities section is where you will provide a list of your brand’s services. Like Facebook, this section allows users to find your services without having to leave your account.
Sections that are unique to LinkedIn are the “job” and “people” sections. This allows users to get an inside look into your company, showcasing any jobs you are currently looking to fill, as well as current/past employees. Encourage your employees to link your company’s page in their job experience, so they can appear on the company profile’s “people” page.
Verification for LinkedIn is not as important as it is for other social platforms, but it can still further brand trust and grow your follower count on the platform. LinkedIn’s verification process is probably the most simple out of all the social platforms, but you should still research what you will need to complete the process.
TikTok
For a business account, TikTok allows one profile picture, a bio, a link to an Instagram account, and an email. You will be able to add one clickable link to your profile when you have 1,000+ followers.
Dimensions for a profile image on TikTok are 200 x 200 pixels, in a circular shape. The image you select should be clear, high-resolution, and centered.
The character limit for a TikTok bio is 80 characters, which is the shortest of all the platforms. This is why it’s important to keep bios short across all platforms, so you can use the same messaging across all profiles.
Uniquely, TikTok only allows accounts to provide a live, clickable link once they reach a minimum of 1,000 followers. So, until you meet that requirement, it’s important to attach your Instagram profile to your TikTok account so that users can find your website easier.
The TikTok verification badge means that TikTok has confirmed the account belongs to the person and/or brand it represents. Like Instagram and Facebook, a verification badge will further brand trust and grow your follower count. But since the application process is a little different, make sure you research what you will need to complete it.
