Social MediaThe Excellent Social Media Fashion Information for Your Model...

The Excellent Social Media Fashion Information for Your Model in 2022


Each model, publication, and web site wants a superb fashion information. And each good social marketer wants an incredible social media fashion information.

A method information helps maintain your model constant throughout all of your channels. It would make it possible for everybody in your crew is utilizing the identical terminology, tone, and voice.

Let’s have a look at why you want clearly outlined social media model pointers, together with some nice fashion information examples so that you can mannequin.

Why you want a social media fashion information (aka model pointers)

A social media fashion information is a doc that outlines the particular fashion decisions you make in your model on social media.

This consists of every thing out of your brand and branding colours to how you employ emojis and hashtags. In different phrases, it’s a algorithm that dictate the way you current your model.

Why hassle making a social media fashion information? As a result of consistency is essential on social. Your followers ought to be capable of simply acknowledge your content material, irrespective of the place they see it.

Ask your self this:

  • Do you employ serial (aka Oxford) commas?
  • Are spelling with British English or American?
  • Do you say zee, zed, or one thing else fully?

And that’s to not point out that small points like spelling, grammar, and punctuation can have a huge impact on model notion.

If you wish to construct recognition, belief, and loyalty in your model, then you want to be constant in the way you current it. That’s the place a social media fashion information is available in.

What your social media fashion information ought to embody

A method information for social media needs to be clear and concise. It ought to reply fundamental questions on your model voice, goal market, and tone throughout totally different social platforms.

Right here’s a full breakdown of what to incorporate in your social media fashion information.

An inventory of all of your social media accounts

Begin by creating an inventory of all of the social media accounts your online business at the moment makes use of. That is necessary as a result of every platform can have barely totally different guidelines in relation to voice and tone.

For instance, LinkedIn is a extra formal platform than Twitter, and Fb is a mixture of each. Realizing the place your model falls on the spectrum will assist you create content material that resonates along with your viewers.


As properly, be sure that to incorporate your social media deal with(s) in your fashion information. This may assist you get a transparent image of the naming conventions you’ve used in your accounts.

Are the names constant throughout channels? If not, now’s the time to select a method and observe it in your fashion information. This manner you may guarantee new accounts on new channels are simply discoverable by your current followers.

Voice and tone

To attach along with your viewers, you want to have a clearly outlined model voice. Some manufacturers are super-cheeky on social media. Others keep a reasonably formal tone.

You’ll be able to take both strategy, or some variation, however you want to maintain it constant.

Outlining your voice and tone in your social media fashion information will assist you guarantee all of your content material sounds prefer it’s coming from the identical supply.

It’ll additionally assist any new crew members who come on board to shortly get a really feel for a way they need to be representing your model on-line.

Listed below are some questions to think about as you outline your model voice and tone.


Will you employ it? Except you’re in a extremely technical trade with a really area of interest viewers, your finest wager might be not.

Keep on with plain language that’s straightforward in your viewers to know, and make an inventory of jargon-y phrases to keep away from.

speech bubbles showing different types of jargon words

Supply: The World In accordance with Skype

Inclusive language

What pointers will you observe on social media to ensure your language is inclusive and truthful? Contain crew members within the dialogue as you develop your inclusive language pointers. In case your crew is just too massive for everybody to affix within the dialogue, be sure you have various viewpoints represented. Flow into the preliminary pointers to hunt suggestions.

Keep in mind, accessibility is a key element of inclusivity.

Sentence, paragraph, and caption size

On the whole, brief is finest. However how brief? Will you are taking the identical strategy on Fb as you do on Instagram? Will you use threaded Tweets to transcend 280 characters?



Does your model use emojis? If that’s the case, which of them? What number of? On what channels? How typically? Have the identical dialogue about GIFs and stickers.

earnest ice cream instagram caption using different types of emojis

How and the place to make use of CTAs

How typically will you ask your readers to take a selected motion, like clicking a hyperlink or making a purchase order? What sorts of motion phrases will you employ in your calls to motion? What phrases do you want to keep away from?

telus instagram post asking users to check out their open postions

Put up authorship

Do you publish as a model? Or do you attribute your social posts to particular person crew members? For instance, it’s frequent for customer support social accounts to make use of initials to point which crew member is replying to a public message. If that is the way you strategy buyer feedback, you should definitely define this in your social media fashion information.


Social media coverage

Your social media fashion information clarifies the small particulars of how your model makes use of social media. Your social media coverage clarifies the larger image.

A social media coverage outlines expectations for worker habits on social media, and normally consists of steering on issues like content material, disclosure, and what to do when you obtain adverse suggestions.

In case you don’t have one but, we’ve acquired an entire weblog publish that can assist you write a social media coverage.

Listed below are some key factors to incorporate:

  • Crew roles: Who’s answerable for creating and publishing content material? Who has the ultimate say on what will get printed?
  • Content material: What sort of content material is suitable (e.g., product photographs, worker photographs, firm information, memes)? Are there any off-limits subjects?
  • Timing: When is content material printed (e.g., throughout enterprise hours, after hours)?
  • Safety protocols: Learn how to handle passwords and safety dangers.
  • Disaster plan: How ought to your crew deal with a disaster?
  • Compliance: Learn how to keep on the fitting facet of the regulation, particularly in regulated industries.
  • Worker pointers: For private {and professional} social media use.

Buyer/viewers personas

In case you haven’t but outlined your goal market and developed your viewers personas, now could be the time to take action. Earlier than you may develop an efficient model voice, you want to know who you’re chatting with.

When constructing out viewers personas, take into account the next:

  • Primary demographics (location, age, gender, occupation)
  • Pursuits and hobbies
  • Ache factors/what they need assistance with
  • How they use social media
  • What sort of content material they interact with (e.g., weblog posts, infographics, movies)

The extra element you may present to your crew from the beginning, the higher outfitted they’ll be to develop content material that appeals to your goal market.

Model language guidelines

There are possible a number of phrases, phrases, acronyms, and names which can be particular to your model. You should outline exactly how you employ them.

For instance:


Your fashion information for social media ought to embody an inventory of all of your model logos. Don’t put your record in all-caps, as a result of this makes it inconceivable to inform the distinction between, say HootSuite (improper) and Hootsuite (proper).

Present pointers for tips on how to use your logos. Do you employ your product names as verbs? What about plurals? Or possessives? Sentence fragments? Get particular.

google trends do's and dont's of trademark usage

Supply: Google Traits Model Tips

Acronyms and abbreviations

In case your model is especially acronym-heavy, you’ll wish to embody a bit on tips on how to use them.

For instance, NATO is at all times written out because the North Atlantic Treaty Group on the primary reference, with NATO in parentheses afterwards. Like this:

North Atlantic Treaty Group (NATO)

In case you’re utilizing an acronym that’s not extensively identified, spell it out on the primary reference.

As properly, make an inventory of the acronyms your organization generally makes use of internally, together with what they stand for. Point out whether or not it’s acceptable to make use of the acronyms on every social channel, or to make use of the complete time period.


Is there a proper option to say your model identify? If that’s the case, be sure you embody the right pronunciation in your fashion information. For instance, is it “Nikey” or “Nikee”?

In case your model identify is difficult to pronounce, take into account making a pronunciation key. This may be so simple as together with the phonetic spelling of inauspicious phrases subsequent to the phrase itself.

Pronunciation is more and more necessary as social media strikes in the direction of video content material.

Different language particular to your model

If there are different phrases or phrases which can be particular to your model, be sure that to incorporate them in your fashion information. This could possibly be something from the names of merchandise to firm slogans.

For instance, Hootsuite workers are affectionately often known as “owls,” each internally and on social media.


Starbucks, then again, refers to their workers as “companions.

In case you use particular phrases like this, write them down. Not simply the way you discuss with your workers, however any non-trademarked language you employ to discuss with any side of your organization. For instance, do you’ve got clients, purchasers, or company? All of this data will assist convey readability to your social media fashion information.

Consistency pointers

Let’s convey it again to the linguistic points we touched on proper initially. Consistency pointers assist everybody posting on behalf of your model to use the identical language each time.

Your first step in constructing out consistency pointers is to select a dictionary. (They’re all a bit totally different.) Listing it in your fashion information and ensure all related crew members have entry to an on-line doc or a paper copy.

You might also wish to select an current fashion information, just like the Related Press Stylebook or the Chicago Guide of Fashion.

This manner you don’t should resolve on each grammar and punctuation alternative your self.

Listed below are some consistency points to think about.

US or UK English

Relying on the place your organization calls residence, you’ll wish to use both US or UK English in your social media fashion information. In case you have a worldwide viewers, you might want to think about each.

That is necessary not only for spelling (e.g., shade vs color), but additionally for vocabulary and grammar. For instance, in US English, it’s commonplace to jot down dates as month/day/yr, whereas in UK English the order is day/month/yr.

In case you don’t use language persistently throughout your channels, you danger complicated or alienating your viewers.

Punctuation and abbreviations

On the whole, it is best to use correct punctuation in your social media posts. This consists of issues like utilizing apostrophes appropriately and avoiding textual content converse (e.g., lol, ur).

After all, there are at all times exceptions to the rule. For instance, hashtags don’t use punctuation, and it’s typically accepted to make use of abbreviations on Twitter (e.g., TIL, IMO).

Be sure you define the place and when it’s acceptable to make use of abbreviations and slang in your social media fashion information.


Serial commas

Serial commas are a little bit of a divisionary topic. There’s no proper reply on whether or not to make use of them. The Related Press is generally in opposition to them, however the Chicago Guide of Fashion says they’re a should. Make your personal alternative on this situation and use it persistently.

Headline capitalization

Your social media fashion information ought to make it clear the way you wish to format your headlines. For instance, the AP Stylebook recommends utilizing sentence case for headlines whereas the Chicago Guide of Fashion says to make use of title case. Once more, choose and magnificence and keep on with it.

Sprint fashion

True story: I as soon as received a Dale Carnegie Pen for a speech in regards to the variations between a hyphen (-), an en-dash (–), and an em-dash (—).

You won’t be as into punctuation as I’m, however you continue to have to outline your sprint fashion to make sure consistency.

Dates and instances

Do you say 4pm or 4 p.m. or 16:00? Do you write out days of the week or abbreviate them? What date format do you employ? Be sure you embody all of those particulars in your social media fashion information so everyone seems to be on the identical web page.


Do you employ numerals or spell out numbers? When do you begin utilizing numerals? These are necessary inquiries to reply in your fashion information so that everybody is on the identical web page.


How typically will you embody hyperlinks in your posts? Will you employ UTM parameters? Will you employ a URL shortener? Ensure that your social media fashion information consists of these particulars.

Curation pointers

Not each concept you share on social media will likely be uniquely your personal. Curated content material could be a good way so as to add worth to your social feed with out creating new content material of your personal.

However which sources will you share from? Extra importantly, which sources will you not share from? You possible wish to keep away from sharing posts out of your rivals, for instance.

Additionally outline your pointers for tips on how to supply and cite third-party photographs.

Hashtag use

We cowl tips on how to use hashtags successfully in numerous weblog posts. In your social media fashion information, your aim is to outline a hashtag technique that retains your social channels constant and on-brand.

Branded hashtags

Do you employ branded hashtags to encourage followers and followers to tag you of their posts, or to gather user-generated content material? Listing any branded hashtags in your fashion information, together with pointers about when to make use of them.

Additionally present pointers for tips on how to reply when individuals use your branded hashtags. Will you want their posts? Retweet? Remark?

Marketing campaign hashtags

Create an inventory of hashtags particular to any one-off or ongoing campaigns.

When a marketing campaign is over, don’t delete the hashtag from this record. As an alternative, make notes in regards to the dates the hashtag was in use. This manner, you’ve got a everlasting report of the hashtags you’ve used. This will help spark concepts for brand new tags for future campaigns.

For instance, as journey shut down in March, Vacation spot BC launched a marketing campaign with the hashtag #explorebclater. As native journey started to open up in early summer time, they transitioned to #explorebclocal.

What number of hashtags?

The ideally suited variety of hashtags to make use of is a matter of ongoing debate. You’ll have to do some testing to be taught what number of are proper for your online business. As properly, this quantity will differ between channels. Try our information on utilizing hashtags for each community to be taught extra.

Ensure your social media fashion information outlines finest practices for hashtag use on every channel.

Hashtag case

As properly, hashtag case use needs to be clearly outlined. There are three otions for hashtag case:

  1. Lowercase: #hootsuitelife
  2. Uppercase: #HOOTSUITELIFE (finest for very brief hashtags solely)
  3. Camel case: #HootsuiteLife

Consumer-generated content material

Consumer-generated content material generally is a large enhance to a model, however be sure that your crew is aware of tips on how to correctly curate and credit score it.

Tips to be used

Undecided the place to start out along with your pointers for UGC? We recommend some fundamentals in our publish on tips on how to use user-generated content material:

  • All the time request permission
  • Credit score the unique creator
  • Supply one thing of worth in return
  • Use search streams to seek out UGC you might need missed

Learn how to credit score

Specify how you’ll credit score the customers whose posts you share. You need to at all times tag them, in fact, however what format will you employ for that credit score?

For instance, digicam icons are a typical approach of attributing pictures on Instagram.


Design pointers

We’ve talked lots about phrases, however you additionally have to outline your model’s visible feel and appear for social media. Listed below are some design pointers to get you began.


In case you’ve already outlined your model colours, these will possible be the colours you employ in your social media accounts. You could want to outline which colours to make use of in numerous contexts.

spotify brand colour use do's and dont's

For instance, you might wish to use a softer model of your model’s main shade for backgrounds, and a extra saturated model for textual content and call-to-action buttons.

Emblem use

The place and when will you employ your brand on social media? It’s typically a good suggestion to make use of your brand as your social media profile image.

In case your brand doesn’t work properly as a sq. or circle picture, you might have to create a modified model particularly for social media use.

medium brand logo guidelines

Supply: Medium Model Tips


What sorts of photographs will you employ on social media? Will you employ inventory photographs, or solely photographs that you simply’ve taken your self? In case you do use inventory photographs, the place will you get them from?

Will you watermark your photographs? If that’s the case, how?

Be sure you embody all of this data in your fashion information for social media.

Filters and results

It’s necessary to create a visible feel and appear in your model. Whether or not you go #nofilter otherwise you use the newest design instruments to edit your photographs, consistency is essential.

Your social media fashion information ought to embody data on which filters and results to make use of (or not use).

Social media fashion information examples

Able to construct your personal social media fashion information? Use these examples as a jumping-off level in your personal information.

New York College (NYU) social media fashion information

The New York College (NYU) social media fashion information consists of

  • all lively NYU accounts
  • tips on how to attribute content material to particular sources
  • detailed data on punctuation and magnificence.

In addition they embody platform-specific data, like what number of Retweets to make use of on Twitter every day. And, tips on how to use line breaks on Fb.

twitter guidelines from nyu social media guidelines

Indigenous Tourism BC social media fashion information

Indigenous Tourism BC makes use of its fashion information for social media to enhance public understanding of Indigenous tradition throughout digital channels.

This part of the Indigenous Tourism BC social media fashion information has an enormous deal with language. Language is a crucial a part of de-colonizing narratives round Indigenous peoples. By selling right utilization of Indigenous Fashion throughout media, they’re paving the way in which for higher understanding between Indigenous and non-Indigenous communities.

details of language usage for indigenous people in social media style guide

Starbucks social media fashion information

Starbucks’ social media fashion information presents a culture-first information to discussing and selling the Starbucks model on-line.

By explaining the “why” behind their fashion decisions, they provide Starbucks companions a extra detailed understanding of the aim behind the model’s messaging.

starbucks social media style guide culture guidelines

Social media fashion information template

Feeling a bit overwhelmed? We’ve lined a whole lot of materials on this information. However don’t fear—we’ve created a free social media fashion information template you should use to construct your personal social media model pointers from scratch.

Bonus: Get a free, customizable social media fashion information template to simply guarantee a constant look, really feel, voice, and tone throughout all of your social channels.

To make use of the template, click on the File tab within the prime left nook of your browser, then choose Make a replica from the drop-down menu. When you’ve performed that, you’ll have your personal model to edit and share. Be happy to delete any sections that aren’t related to your online business, or that you simply’re not able to sort out presently.

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