I’m breaking down the basics for creating visual content and eye-catching social media graphics. Let’s face it, everyone using the internet and social media is bombarded so much information constantly. Standing out in a sea of all of that content can feel overwhelming, and sometimes, insurmountable. And that’s ok … just don’t let it keep you from sharing your unique message and expertise in the health and wellness industry.
I’ve got the pros and cons about the top visual social media platforms in use today: Facebook, Instagram and Pinterest. Once you’ve got an understanding about these platforms, you can make strategic business decisions about where you to invest time and energy to grow your online wellness business.
Then I’ll walk through some tips and tricks for creating eye-catching social media graphics for each of the platforms.
Understanding the Social Media Landscape
Facebook boasts 2.38 billion monthly active users. With this many users, you’re guaranteed to have a large number of people within your target audience.
However, with each of the 2 billion users having several personal connections and liked pages in their timeline, your post may get lost in the mix. Another downside to Facebook is Individual user posts are more visible than business posts in newsfeeds.
With over 500 million daily active users, Instagram is a great place to help grow your brand awareness. According to Instagram, 60% of people say they’ve learned about products or services on Instagram.
Regular upkeep and engagement on Instagram can be a challenge from some wellness business owners. Not only do you want to keep your photos cohesive, you want to create engaging captions and story content. This can be overwhelming and time-consuming, especially if you don’t have a plan.
Pinterest touts more than 250 million daily active users. It’s a great tool for driving traffic to your website. Conversion rates on this platform are typically higher. Users also tend to spend about 2.5 times more per conversion than both Facebook and Instagram.
While Pinterest is my top recommended social media platform for driving traffic, it’s a strategy that requires time investment (and a decent amount of patience). In order to get your content in front of as many visitors as possible, multiple pins need to be created for each piece of content.
The average account will need to share between 5 to 20 pins per day at least to get traction. On top of that, this platform takes at least 3 months to really produce solid results. It is a long-game platform, not an instant sales machine. But, if done right, you can drive a significant amount of traffic to your site. This will help grow your potential customer base immensely.
How to Stand Out on Facebook
Standing out on Facebook can be a challenge, but if you’ve got an active following and are engaging with your audience, you can really grow the number of website visits with solid Facebook posts.
The most important aspect with Facebook posts is determining your goal. This is really going to provide you direction on what the post should look like, the kind of content it should include and then the call-to-action for readers. Your goals on Facebook are typically one of these:
- Engagement: With engagement, you’re looking for users to interact, share and comment on the post within the Facebook platform. This is typically where you’re asking questions or sharing unpopular opinions to get a discussion going.
- Traffic: If your goal is traffic, you’re trying to get people to click on a link to visit your website. This is typically in the form of blog posts. You’ll include a visually-appealing image with the link to your blog post and teaser content.
- Action: With a goal of action, you want viewers to take action. This action can be purchasing a product, joining your email list, or submitting a contact form to work with you. Not only do you need to have an eye-catching image for this, but you need to clearly communicate the benefits for the reader. It should be about them, not you.
Some of the best content pieces that get engagement and traffic on Facebook are infographic-type images and content. With infographics, you can share a lot of information in a visually-appealing way. By making a vertical infographic, you can catch viewers’ eyes as they scroll. It will be different than the horizontal images and ads that typically show up in Facebook feeds. Infographics allow you to showcase your expertise, while also providing ways the reader can learn more (sharing a link to a blog post where you have the infographic embedded).
Recommended Resource: To create infographic designs, check out Canva for Business. The templates and examples provided will make it so easy for you to create unique infographics.
How to Stand Out on Instagram
The key to growing on Instagram is engagement. I’m not talking about the random emoji bot comments or even one word “LOVE” messages. Meaningful, authentic engagement is what grows your Instagram following, and ultimately your audience base.
When you’re designing Instagram Stories, be sure you’re using the proper dimensions. The dimensions for Instagram Stories are 1080 x 1920 pixels. I recommend using pre-designed Instagram Stories sparingly. Always make sure they are a tool to support what you’re sharing on Instagram, not the main content.
While keeping your Instagram feed and Instagram stories branded is important, it isn’t as important as sharing authentic content. The more you can mix true authenticity in with branded elements, the more you’ll connect with your audience WHILE they develop brand recognition for your business.
Any Instagram Story images you design should be engaging and eye-catching (i.e. professional and polished) but they should also serve your audience. These images should also have some sort of call-to-action. It should be clear why you’re sharing something pre-created in addition to your video stories and content.
For your Instagram feed, again, it’s more important that you’ve got engaging copy and authentic imagery. I do not recommend planning out some fancy-designed, puzzle-piece looking Instagram grid. Most people are seeing posts as one-offs, not actually visiting your grid.
Some great viral-worthy Instagram posts include original sayings designed in a subtly branded way. It’s important when making these types of posts that you include either your website address or your Instagram handle.
Recommended Resource: For great Instagram feed and story inspiration and templates, I highly recommend Canva for Business. With Canva for Business, you can load your brand colors, logos and other elements into every post. You can even customize Canva templates to match your brand so you’re not having to create complete designs from scratch.
How to Stand Out on Pinterest
If your main goal on social media is to increase pageviews to your website and drive traffic to specific pages and posts, I highly recommend investing time, energy and resources into Pinterest. It has become a second Google for so many people. If you can consistently share content for your niche keywords, you’ll start seeing an increase in traffic.
But just like all of the other social media sites, you have to compete with a lot of other content. So, how do you do that?
The anatomy of an eye-catching, viral-worthy pin on Pinterest:
- Vertical image, sized to a 2:3 ratio. I typically use 1000 x 1500 pixels
- High quality image (not pixelated, not ripped from a stock photo site with watermarks all over it)
- Clear, easy-to-read title using niche-specific keywords on the actual image
- Consistent colors and branding. I recommend including your website line (just the domain) and branding elements (a sub logo mark or icon).
The ultimate goal of sharing content on Pinterest is to get people to click through to visit your website. Keep that in mind when designing and planning your pin designs.
Here are some health and wellness niche pins that do well. Use these as inspiration.
Recommended Resource: My favorite tool to get these great graphics spreading is Tailwind. Tailwind allows you to put your Pinterest strategy on autopilot. It drastically improves the reach and viral-quality of your pins without requiring you to be on a computer for hours each day.