Work Kits
Optimize your Social Media Process with Magic
A Playbook
Welcome to this
Marketing playbook.
This website and accompanying templates walk you through easier ways to make the most of your social
media - from designing and posting to measuring success.
1
Scroll down
For content on the best practices for social media marketing.
2
Learn by doing
Open the accompanying template to follow along step-by-step.
3
Get the TL;DR
A checklist at the end of the playbook summarizes the steps to make sure everything’s covered.
4
Set the pace
Jump to sections, return to the work kit, or come back the playbook later, using the handy navigation bars.
Success in social media requires
a balance of creativity and organization
When it comes to social media, it takes the perfect mix
of inspiration and tools to create your best content.
Having an online presence isn't just about expanding your reach
It allows you to understand
what your community loves and
how they engage with your content.
From basic to better - then best!
If you’re here, you probably know social media marketing inside and out. But this playbook compiles some tricks and tips to make your work faster, easier, and even more enjoyable. See what a little magic can do! ✨
Open this template in a separate tab. Let’s turn it into the best social media post we can as we walk through the ABCs of this playbook together.
A is for Assets: The Brand Kit
Organize your tools in one place. A brand kit helps you set guidelines to maintain consistency and save time by having everything organized and accessible. Set yourself up for success by creating a clear reference tool for your brand.
Setting up a Brand Kit
1
On the Canva home page, choose ‘Brand’ under the
Tools options. Click on ‘Add new’ to create a new brand kit.
2
The first section is the logos. Upload your brand logos -
the main one and its alternative versions. Add your primary and secondary colors next, followed by all your fonts.
3
On the editor, as you design templates, access the brand
kit you made by just clicking
on ‘Brand’ on the object panel.
Did you know?
Templates for You
Aside from the Brand Kit feature, browse the library for templates that help you organize your branding tools
Try it out
Add your branding to the basic template.
Add your logo
Apply your fonts
Apply your colors
Tip: To quickly update the brand colors and fonts on your social media post, choose “Change All” under the Color and Font options of the toolbar.
B is for Building Your Collaterals
Social media is where the most attention-grabbing visuals win. People are more likely to pause their scrolling for well-lit photos, the silliest GIFs, and the most dynamic or interesting first frame for videos. For copy, the most concise yet compelling captions are read, shared, and even replicated across platforms. Use all these elements in your arsenal to show off a distinct brand personality that audiences will relate to and want to stick around for.
Build Beyond Basics
Consider the following best practices for writing and designing posts for social media.
Some Tips for Social Media Copy
1
Short and sweet. Get the message
across in two seconds or risk losing
people’s attention. If you’re writing
a caption, important details should
always be stated right at the start.
2
Keep it short and sharp. Remember that the intention of the job ad is
to attract as many candidates as possible. Long lists deter them.
3
Know the platforms. Tailor your content across each channel; what works for some may not work for others. Examine what performs well for each platform.
4
Call to action. Prompt audiences
to engage with your content. Whether
it’s to like, share, comment, or click
on a landing page, make sure the action
is appropriate to the platform.
5
Join in on the latest trends. If a topic
or style is in the zeitgeist, incorporate
them into your content and captions.
Feeling uninspired with your writing?
On your template, highlight a textbox to see the “Magic Write” option. Choose among the listed actions and let Canva refine and jazz up the initial copy you’ve come up with!
Try it out
Go back to your template and try keeping the copy short and snappy. Information
should still delivered even when a user scrolls past your post on their phone.
Prioritize brevity.
Summarize with magic write
Recommended Resources
Some Tips for Social Media Visuals
1
Make sure hero imagery
or background imagery have good quality regardless of size
2
If you’re not using imagery,
use dynamic shapes to
draw attention to your
post and important details
3
Colors with good contrast
help grab attention and are more accessible for people
with disabilities
Breathe Magic into Design
Maximize everything that the Magic Studio offers as you create eye-catching content for your various channels online
Improving the background
An image that fills empty space grabs more attention. On your template, click the photo you want to extend. Select “Edit Image” and choose “Magic Expand” among the Magic Studio options. Select the size you want to expand the image to and watch it happen!
Adding elements
Choose an image with a subject you want to isolate. Click the photo and select “Edit Image” on the toolbar.
Choose “Magic Grab” among the options and see the magic unfold! Reposition the subject and adjust your template as you see fit.
Removing elements
You can erase an entire background to focus on one subject. Just click on your photo and select “Edit Image” on the toolbar. Choose “Background Remover” among the Magic Studio options!
Tip: If you only want to remove a certain detail, click on your photo and select “Edit Image” on the toolbar.
Choose “Magic Eraser” among the Magic Studio options and start brushing away those details.
Bring it to life!
Add transitions and animations with one click.
Select “Animate” on the toolbar and click on “Magic Animate”.
Canva will do the rest for you, like magic!
AI in one place
C is for Content Planning
Knowing when and where to post online can be tricky. It depends on your audience’s habits, what content you’re posting, and how a specific platform functions. Establish a consistent online presence by staying on top of your schedule and knowing when to mix things up.
Magic Switch
Boost engagement on your posts by tailoring the same content for different platforms. This also enables you to post various versions of the same content at different times throughout the day or week.
Transform your posts into stories and your decks into docs.
Canva reformats your design for multiple platforms.
On the upper-left corner of the editor, click on “Resize & Magic Switch.” Choose among the options
to see your same great content transformed for any platform.
Steps for scheduling posts
Directly post on social media platforms like Instagram, Facebook, Tiktok, and Pinterest
1
Once you’re happy with your social media post, click “Share” on the upper-right corner of the editor and choose ‘Schedule’.
2
Choose a date and set the time. If it’s your first time to schedule a post, some steps will guide you in connecting your social media accounts to Canva.
3
You can also add a caption. Once you’re done, just hit “Schedule”! You’ll see the post reflected on your calendar.
Schedule via Content Planner
1
Alternatively, go to “Content Planner” under “Apps” on the Canva home page. Choose a
day on the calendar and click “+”.
2
Add the design you want to publish. If it’s your first time
to schedule a post, some steps will guide you in connecting your social media accounts to Canva.
3
Choose the time and channel you’ll publish on. You can
also add a caption. Once you’re done, just hit “Schedule”!
Canva Tools For You
D is for Data: Performance Insights
Understanding analytics helps inform you of audience behavior and content
performance so you can you adjust and optimise your future content.
Let’s Review Some Terms
1
2
3
Impressions
refer to the number of times your content
was shown onscreen. If the content is shown on someone’s screen multiple times as they scroll, then the impression increases.
Reach
refers to the number of unique
users who actually saw the content.
Views
refer to the number of times your content was watched or browsed. This requires audiences to actually click on the content to view it.
4
5
Click-Through Rate (CTR)
is computed by looking at how many
times your content was clicked and dividing
it by the total number of users reached.
Engagement
is an umbrella term for the likes, comments, shares, clicks, or any interaction that your content receives. To compute the engagement rate (ER), sum up all the engagements your content received and divide it by the total number of users reached.
How to track your insights
Canva has made it easier for teams to track key data points, such as views and engagement.
Use learnings from this evaluation stage in your next campaign or to improve your existing project.
Just click on the Insights logo at the top of the editor. It will show you the views and engagements that your post
has made.
Insights also allow you to create unique links to share with the public so you can draw in more audiences.
Canva Tools For You
For advanced data analytics, go to the “Apps” tab on the sidebar. Search for ‘Flourish’ to get some interactive charts.
Final Checklist
Set up the Brand Kit
Add your brand’s fonts, colors, logos, and other assets to Canva.
Enhance collaterals with Magic Studio
Get creative with your social media posts. Experiment and find fresh insipiration with our Magic features that make designing easier for you.
Schedule your posts
Use the Content Planner to organize your social media calendar.
Evaluate your performance
Check Insights on the editor to analyze how each of your social media posts is performing.
More Resources: Social Media Marketing
Get started with some planning tools or jump straight into designing posts. Canva has templates for every stage of the marketing campaign.
Did you know?
Canva has a ton of articles and resources for marketing professionals to stay on top of their game
Looking for more social media templates?
Check out a range of high-quality templates, conveniently housed in Canva’s library.
What will you design today?
Design anything and everything with Canva! With an endless world
of visual content in your hands, find all that you need to start inspired.