The Excellent Social Media Fashion Information for Your Model in 2022

Each model, publication, and web site wants a great type information. And each good social marketer wants an excellent social media type information.

A mode information helps preserve your model constant across all your channels. It is going to make it possible for everybody in your group 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 type information examples so that you can mannequin.

Why you need a social media style guide (aka brand guidelines)

A social media style guide is a document that outlines the specific style choices you make for your brand on social media.

This includes everything from your logo and branding colors to how you use emojis and hashtags. In other words, it’s a set of rules that dictate how you present your brand.

Why bother creating a social media style guide? Because consistency is key on social. Your followers should be able to easily recognize your content, no matter where they see it.

Ask yourself this:

  • Do you use serial (aka Oxford) commas?
  • Are spelling with British English or American?
  • Do you say zee, zed, or something else completely?

And that’s not to mention that small issues like spelling, grammar, and punctuation can have a big impact on brand perception.

If you want to build recognition, trust, and loyalty for your brand, then you need to be consistent in how you present it. That’s where a social media style guide comes in.

What your social media style guide should include

A style guide for social media should be clear and concise. It should answer basic questions about your brand voice, target market, and tone across different social platforms.

Here’s a full breakdown of what to include in your social media style guide.

A list of all your social media accounts

Start by creating a list of all the social media accounts your business currently uses. This is important because each platform will have slightly different rules when it comes to voice and tone.

For example, LinkedIn is a more formal platform than Twitter, and Fb is a mixture of each. Figuring out the place your model falls on the spectrum will enable you to create content that resonates with your audience.


As effectively, be certain that to incorporate your social media deal with(s) in your type information. This can enable you to 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 mode and observe it in your type information. This manner you’ll be able to guarantee new accounts on new channels are simply discoverable by your present followers.

Voice and tone

To attach together with your viewers, you must have a clearly outlined brand voice. Some manufacturers are super-cheeky on social media. Others keep a reasonably formal tone.

You may take both method, or some variation, however you must preserve it constant.

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

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

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


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

Follow plain language that’s straightforward in your viewers to know, and make a listing of jargon-y phrases to keep away from.

Supply: The World According to Skype

Inclusive language

What pointers will you comply with on social media to verify your language is inclusive and truthful? Contain group members within the dialogue as you develop your inclusive language pointers. In case your group is just too massive for everybody to hitch within the dialogue, ensure you have numerous viewpoints represented. Flow into the preliminary pointers to hunt suggestions.

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

Sentence, paragraph, and caption size

Normally, quick is finest. However how quick? Will you are taking the identical method 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 usually? 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 usually will you ask your readers to take a particular 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 must 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 group members? For instance, it’s frequent for customer support social accounts to make use of initials to point which group member is replying to a public message. If that is the way you method buyer feedback, remember to define this in your social media type information.


Social media coverage

Your social media type 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 often consists of steering on issues like content material, disclosure, and what to do when you obtain unfavorable suggestions.

If you happen to don’t have one but, we’ve bought a complete weblog publish that can assist you write a social media policy.

Listed below are some key factors to incorporate:

  • Staff roles: Who’s accountable for creating and publishing content material? Who has the ultimate say on what will get printed?
  • Content material: What kind of content material is acceptable (e.g., product photographs, worker photographs, firm information, memes)? Are there any off-limits matters?
  • Timing: When is content material printed (e.g., throughout enterprise hours, after hours)?
  • Safety protocols: The right way to handle passwords and security risks.
  • Disaster plan: How ought to your group handle a crisis?
  • Compliance: The right way to keep on the proper aspect of the regulation, particularly in regulated industries.
  • Worker pointers: For private {and professional} social media use.

Buyer/viewers personas

If you happen to haven’t but defined your target market and developed your audience personas, now’s the time to take action. Earlier than you’ll be able to develop an efficient model voice, you must know who you’re chatting with.

When constructing out viewers personas, think about 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 have interaction with (e.g., weblog posts, infographics, movies)

The extra element you’ll be able to present to your group 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 want to outline exactly how you employ them.

For instance:


Your type information for social media ought to embrace a listing of all of your model logos. Don’t put your checklist in all-caps, as a result of this makes it unimaginable to inform the distinction between, say HootSuite (flawed) and Hootsuite (proper).

Present pointers for how one can 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 Trends Brand Guidelines

Acronyms and abbreviations

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

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

North Atlantic Treaty Group (NATO)

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

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


Is there a proper approach to say your model title? If that’s the case, ensure you embrace the proper pronunciation in your type information. For instance, is it “Nikey” or “Nikee”?

In case your model title is difficult to pronounce, think about 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 essential as social media moves towards video content.

Different language particular to your model

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

For instance, Hootsuite staff are affectionately referred to as “owls,” each internally and on social media.


Starbucks, however, refers to their staff as “companions.

If you happen to use particular phrases like this, write them down. Not simply the way you confer with your staff, however any non-trademarked language you employ to confer with any facet of your organization. For instance, do you’ve prospects, shoppers, or company? All of this information will assist carry readability to your social media type information.

Consistency pointers

Let’s carry it again to the linguistic points we touched on proper at the beginning. 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 choose a dictionary. (They’re all somewhat totally different.) Checklist it in your type information and ensure all related group members have entry to an on-line doc or a paper copy.

You might also wish to select an present type information, just like the Associated Press Stylebook or the Chicago Manual of Style.

This manner you don’t need to resolve on each grammar and punctuation selection your self.

Listed below are some consistency points to contemplate.

US or UK English

Relying on the place your organization calls dwelling, you’ll wish to use both US or UK English in your social media type information. When you have a worldwide viewers, you might want to contemplate each.

That is essential not only for spelling (e.g., coloration vs color), but in addition for vocabulary and grammar. For instance, in US English, it’s commonplace to put in writing dates as month/day/yr, whereas in UK English the order is day/month/yr.

If you happen to don’t use language persistently throughout your channels, you threat complicated or alienating your viewers.

Punctuation and abbreviations

Normally, you must 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 all the time exceptions to the rule. For instance, hashtags don’t use punctuation, and it’s usually accepted to make use of abbreviations on Twitter (e.g., TIL, IMO).

You should definitely define the place and when it’s applicable to make use of abbreviations and slang in your social media type 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 individual selection on this situation and use it persistently.

Headline capitalization

Your social media type 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, decide and magnificence and persist with it.

Sprint type

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

You may not be as into punctuation as I’m, however you continue to must outline your sprint type 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? You should definitely embrace all of those particulars in your social media type 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 essential inquiries to reply in your type information so that everybody is on the identical web page.


How usually will you embrace hyperlinks in your posts? Will you employ UTM parameters? Will you employ a URL shortener? Make sure that your social media type information consists of these particulars.

Curation pointers

Not each thought you share on social media will likely be uniquely your individual. Curated content could be an effective way so as to add worth to your social feed with out creating new content material of your individual.

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 how to source and cite third-party images.

Hashtag use

We cowl how to use hashtags successfully in several weblog posts. In your social media type information, your purpose 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? Checklist any branded hashtags in your type information, together with pointers about when to make use of them.

Additionally present pointers for how one can reply when folks use your branded hashtags. Will you want their posts? Retweet? Remark?

Marketing campaign hashtags

Create a listing of hashtags particular to any one-off or ongoing campaigns.

When a marketing campaign is over, don’t delete the hashtag from this checklist. As an alternative, make notes concerning the dates the hashtag was in use. This manner, you’ve a everlasting file of the hashtags you’ve used. This may help spark concepts for brand spanking 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 season, they transitioned to #explorebclocal.

What number of hashtags?

The supreme variety of hashtags to make use of is a matter of ongoing debate. You’ll must do some testing to study what number of are proper for your corporation. As effectively, this quantity will differ between channels. Try our information on using hashtags for every network to study extra.

Make certain your social media type information outlines finest practices for hashtag use on every channel.

Hashtag case

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

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

Consumer-generated content material

Consumer-generated content material could be a big enhance to a model, however be certain that your group is aware of how one can correctly curate and credit score it.

Pointers to be used

Unsure the place to begin together with your pointers for UGC? We propose some fundamentals in our publish on how to use user-generated content:

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

The right way to credit score

Specify how you’ll credit score the customers whose posts you share. It’s best to all the time tag them, after all, however what format will you employ for that credit score?

For instance, digital camera icons are a typical manner of attributing images on Instagram.


Design pointers

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


If you happen to’ve already outlined your model colours, these will possible be the colours you employ in your social media accounts. You might want to outline which colours to make use of in several contexts.

spotify brand colour use do's and dont's

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

Brand use

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

In case your emblem doesn’t work effectively as a sq. or circle picture, you might must create a modified model particularly for social media use.

medium brand logo guidelines

Supply: Medium Brand Guidelines


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

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

You should definitely embrace all of this information in your type information for social media.

Filters and results

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

Your social media type information ought to embrace information on which filters and results to make use of (or not use).

Social media style guide examples

Ready to build your own social media style guide? Use these examples as a jumping-off point for your own guide.

New York University (NYU) social media style guide

The New York University (NYU) social media style guide consists of

  • all lively NYU accounts
  • how one can attribute content material to particular sources
  • detailed info on punctuation and magnificence.

In addition they embrace platform-specific info, like what number of Retweets to make use of on Twitter every day. And, how one can use line breaks on Fb.

twitter guidelines from nyu social media guidelines

Indigenous Tourism BC social media type information

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

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

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

Starbucks social media type information

Starbucks’ social media style guide gives a culture-first information to discussing and selling the Starbucks model on-line.

By explaining the “why” behind their type selections, they offer Starbucks companions a extra detailed understanding of the aim behind the model’s messaging.

starbucks social media style guide culture guidelines

Social media type information template

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

Bonus: Get a free, customizable social media style guide 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 duplicate from the drop-down menu. When you’ve completed that, you’ll have your individual model to edit and share. Be happy to delete any sections that aren’t related to your corporation, or that you just’re not able to sort out presently.

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