Social Style Guide
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Social Style Guide

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Please note: This guide was written early in our social media adventures before we evolved the kinds of posts we make. All examples here should be used as specific references to the topic at hand and not as general guidelines.

Brand Voice

At Cantilever we want our brand voice to be fun, quirky, expert, informative, cheeky, upbeat, and helpful. We want our content and responses to show our community that we know what we are talking about and that we don't take ourselves too seriously. This will be a unique balance which requires an upbeat voice to keep readers engaged and aware of our sometimes playful content.This project tweet shows fun culture awareness and personality with a reference to The Wizard of Oz:

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This is another example of a post with our personality,

Come move your bodies with us!

Brings excitement and humor to the event we are participating in.

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Posts with copy like this not only encourages engagement but also shows that we love and we are proud of what we do!

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Post Formatting

Links should be separated from the main post body:

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Hashtags that are not inline should appear in a block after the main body of the post:

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Typography

All quotes should be typographer’s quotes. Ty will notice and whine annoyingly at you if you forget.

Emoji

Emoji help our posts stand out and fit nicely with our brand since they are friendly and playful. Although emoji should only be used when they fit in well with the post, and never too many of them. With 2-3 sentences, for example, only around 2-3 emoji should be used. Don’t overdo it.

Good examples:

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Hashtags

We always want to use hashtags very intentionally. On Instagram and LinkedIn, they are key for content discoverability. On Twitter, they should only be used if the specific hashtag has a known active audience.

Ex:

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CTA Use

We want our Call to Actions to be engaging and personal. We want to drive traffic to our website and guide potential clients to checking out our work. If we make a post with the CTA of "We just did X project...Click the link to learn more:". Not only is nobody going to click, but it looks like we don't care because we aren't even excited about our own work.

Emoji help call out the main link in a post and give the user some context:

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Visual Guidelines

The Cantilever visual identity is crisp and clean, with splashes of personality. We have a set of social media tiles in Google Drive which should be the basis of the graphics we produce for social. Feel free to experiment and push the limits, but make sure that things are always cohesive.

Confidentiality

We have clients who only want us to share certain things on social media, or who want to approve anything we put out on social media. Please be sure to check with the Project Manager if you are unsure about whether or not we can post to social media for a specific client. Do not post anything with out their go ahead.

Inspiration

Below are some examples of shareable posts which did well on Instagram that would also do well on our page with the right hashtags:

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To make content like this in our design language it might look like this:

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