All About The Aesthetic

Some brands just have that thing, you know? You click on their Instagram, Facebook page, or some other platform, and it is pleasing to the eye. You immediately start to associate certain things or feelings with their brand, whether that is relaxation, fun, health, or absolutely anything in between. You almost immediately know what they are about.

Your initial impression of a brand is largely in part due to their social media aesthetic. A social media aesthetic is the look and feel of the content on our feed. A distinct and visually pleasing social media aesthetic has the potential to impact your brand recognition and overall success significantly. 

The use of social media is an essential marketing tool for any business. In 2021, 91.9% percent of U.S. marketers in companies larger than 100 employees were expected to use social media for marketing purposes. So then, how do you make your social media stand out? It’s all about the aesthetic.

How to Find Your Unique Social Media Aesthetic

A visually appealing and unique social media aesthetic is sure to grab the attention of consumers. How do you go about finding the aesthetic that will make that great first impression? The following steps are a fantastic place to start.


1. Know Your Audience

In order to find your social media aesthetic, you must have a deep understanding of your target audience. Ask yourself, who is my target audience? What kind of content would they most like to see? Once you understand this, it becomes easier to speak to them and develop quality content. 

Having a comprehensive understanding of your audience is necessary to develop your brand aesthetic successfully. You want to speak to your audience’s language. When this is done correctly, it will drive engagement and make your followers more loyal to your brand.

You do not have to completely guess either. Using social analytics tools like Facebook analytics or Instagram insights will help determine the sort of content your audience reacts most favorably to. 


2. Understand Your Brand Identity 

You can not show people who you are if you do not know yourself. The better you understand your brand identity, the better you will be at developing an aesthetic that is both effective and true aesthetic to your brand. 

You must be in tune with your business’s core values, and your social media should reflect those values. A person should be able to look at your social media and be able to figure out what you are all about reasonably quickly. 

You should also know your vibe. It may sound a little silly, but you must give it thought and try to keep it consistent. Are you trying to come across formal or informal? Do you want to seem lighthearted and fun or serious and informative? Your vibe will bleed into your colors, fonts, captions, and really anything and everything having to do with your brand.

Understanding your brand identity is the foundation of creating your unique aesthetic. 


3. Get Inspired

The social media of your competitors, influencers, and your followers is the perfect way to find inspiration. This will give you a good idea of what you do and don’t like. When you find what you do like, ask yourself what about it stands out to you. Think about how you can draw that response in ways that are unique to your brand. 

Inspiration really is everywhere, so be sure to keep your eyes open. It may sound cheesy, but you never know where you will find it. Several brands are killing the aesthetic game, do what you can to make sure you are one of them.


4. Choose an Eyecatching Color Palette

Do not underestimate the power of color when creating your distinct aesthetic for your brand. Your colors are one of the first things a person will notice about your social media.

The use of color in branding is an extremely powerful tool. In fact, research has found that color influences consumer buying decisions by about 85%. We know that people associate different colors with different feelings, and that affects their actions.  

You will want to pick a color palette that will align well with your brand identity and the tone you are going for. When you decide on the color palette, stick to it for the most part. You will be amazed by how clean and cohesive your socials will begin to look when you do this. Your color palette is an essential part of making your aesthetic visually appealing and supplements your tone and vibe.


5. Fonts and Filters

Another critical element of nailing the aesthetic game is deciding on the fonts and filters to use on your social posts. Several different filters and fonts are bound to clash and create a messy look. Consistently using the same sets of fonts and filters will give your brand a cohesive and professional feel. 

A great way to make sure the filters you use are consistent and cohesive is to use presets. Adobe Photoshop Lightroom is the perfect place to build your own presets. They are an absolute game changer.


6. Create a Brand Style Guide

If you have not already created a brand style guide, this is a must-do for any business. This is where you can put all things relating to your brand’s style preferences and brand identity in one place. It keeps you organized and is the perfect place to refer back to when creating any content. 

Your brand style guide will contain things having to do with your brand identity such as, but not limited to: 

  • Mission statement
  • Values
  • Tone
  • Personality

As well as your brand’s assets such as:

  • Brand logo
  • Color palette 
  • Fonts
  • Formatting guidelines

This article from Hubspot explains more on how to create a brand style guide, as well as several examples. The brand style guide is the best way to ensure your business sticks to a consistent style and feel. 


7. Plan it out 

Now that you have established your brand identity and are well in tune with the style you are going for, it is time to plan. You want to make sure your posts, especially on Instagram, look well thought out and professional altogether. 

When you plan out your feed, you can see what looks good next to each other and what does not. This gives you the ability to notice if one color is too dominant or see that two graphics or photos clash next to each other. You will be able to look at your feed and see what you may be missing and the necessary adjustment you should make. When you do this, you can be confident that you will have a killer looking feed before ever even posting. 

When you are planning, make sure that what you are posting makes sense. While it may seem like a good idea to post something at first, make sure it drives home the message you hope to convey. Ask yourself, does this align well with my brand identity? 

Planning will allow you to more critically evaluate what you will be posting. You will be much more likely to be sure of every post you make. 

Not only will planning out your feed ensure every post is of value and that you are creating your desired aesthetic, but it will also save you time. More efficient, of value, and more aesthetically pleasing?  Sign me up.


8. Don’t Stop At Your Feed 

All parts of your social media should align well with your desired tone and the style you are dedicated to. This includes stories, reels, posts –– anything and everything having to do with your brand.

Adding a stories highlight cover to your Instagram is another great way to elevate your Instagram’s look and feel. Choose colors and icons that compliment your brand colors. Taking these extra steps adds and professional and fun touch to any Instagram page. It is important to always be looking for ways to enhance the look and feel of your socials. 

When you follow these eight steps, you are sure to be on your way to creating a more cohesive and unique social media aesthetic that is true to your brand. 

Stand Out From The Crowd

A distinctive social media aesthetic makes you stand out from the crowd. When you take the time to create unique, professional, and beautiful content, there is no denying that it makes a positive difference for your brand.  When you creatively present your business through social media, it catches the eye, and people remember you. It allows you to break away from the competition and be in a league of your own. 

Social media puts such a powerful marketing tool at our fingertips. You are doing yourself a disservice if you don’t take full advantage of what it offers. Giving yourself a visually appealing and distinctive aesthetic is an integral part of using this powerful tool. 

Now, go ahead and create the kind of content that makes someone stop scrolling and leaves an impression. It really is all about the aesthetic. 

For more tips and advice for personal branding strategies, check out the rest of Power Move Marketing's blogs.


Author: Alexandra Jaillet