The Art and Science of Effective Social Media Images and Ads

Chad Neuman, Ph.D.
A free video tutorial from Chad Neuman, Ph.D.
Professor / Graphic Designer / Photographer 20+ yrs exp.
4.4 instructor rating • 13 courses • 497,419 students

Lecture description

Welcome to Social Media Market Science! In this introductory lecture, you'll learn from an overview about this course and what you'll learn, including the science-based marketing secrets of getting more clicks, shares, comments, likes, and engagement. You'll also learn about how this course will help you get more customers, followers, and fans through effective social media marketing and digital marketing.

Learn more from the full course

Digital Marketing Success: Proven Science and Design

Apply Lessons from Top Brands to Grow Your Business on Facebook, Instagram, Twitter, YouTube, and Digital Advertising.

04:35:12 of on-demand video • Updated November 2019

  • Design and implement effective and aesthetically pleasing social media images and ads
  • Apply science-backed principles of social media marketing in order to get more shares, likes, comments, retweets, fans, followers, and purchases via social media and online digital marketing
  • Write effective and appropriate promotional copy and calls to action for online digital marketing and social media marketing
  • Apply effective color, including appropriate hue, saturation, and value, in social media marketing
  • Design effective animated ads and cinemagraph social media image posts using Adobe Photoshop
  • Get more clicks, likes, shares, follows, and purchases on media such as Twitter, Facebook, YouTube, Instagram, and more.
English [Auto] Hi I'm Dr. Chad Newman. And in this course you'll learn and apply the science and art of effective social media marketing and digital marketing. You might have a YouTube channel and you want more people to click on your video thumbnail images and you want to know what factors lead to more people clicking on online images. Perhaps you promote your brand or company using a Facebook brand page or a Twitter account and you want more likes shares read tweets and comments which can all raise awareness of your brand. Or maybe you manage social media for a large company and you want to learn even more about the quantitative science of getting more clicks and purchases. This course will benefit you in numerous ways. You'll learn and apply the amazing insights from scientific studies that have proven how various factors such as image size vividness animation written copy color and many other factors affect click the rate shares. Comments follows. Read tweets likes as well as how some of them affect purchase intention. You'll see which factors have enabled the top 100 global brands to get more read tweets on Twitter. From a study that was done using over three years of data you'll discover which factors have led to popular Facebook brand pages to get more likes shares and comments. You'll learn how companies like Gatorade and IBM have used animation to get more clicks and how certain types of animation are more effective. You'll learn the amazing power of color and how certain colors grab more attention and lead to more clicks. After learning from the scientific studies you'll follow along and put those principles into practice. Throughout this course by creating social media images and ads so you can use them on Twitter Facebook Instagram Pinterest YouTube or your own web site in the form of digital ads or content marketing. For example you'll create an animated ad that becomes rich with saturated color. In order to grab attention you'll also create an artful scented Magrath a form of animated image that has been used by brands successfully on Twitter Instagram and other social media sites. You'll learn new insights from my behind the scenes tests of these various principles. You'll see how I confirm these large scale studies with small scale tests by designing ads in various colors levels of light and saturation and promotional copy. And then we'll compare the differences and engagement on social media. Once I post them and promote them as paid ads you might be wondering why am I qualified to teach this course. Well I do have a large following on Facebook Twitter YouTube and so on and I will share example insights that I have. However the majority of this Course is about the numerous quantitative studies that will go over together before we apply those insights. I've also worked in web design at newspapers and a library system and I learned a lot as Internet development director at an award winning advertising design firm for my Ph.D. in communication. My dissertation actually focuses on advertising. Besides my professional experience and freelance work I've also taught advertising writing and web design. For the past nine years as university professor now this course is a combination of a couple of different types of lectures and the first type is science based lecture so we're going to be looking at different academic journal articles and under fair use looking at say a 30 or 50 page journal article and I'll summarize it in just a few sentences in order to comment on it and put it into practice. And so we'll be going over those academic journal articles but then we're going to put it into practice so the other type of lesson that is in this course is a practical hands on activity. And for those who do need Photoshop if you're going to follow along with all of them including the animated gif add an animated image creation lectures. Now there are a couple other image editing options out there and I put that in a lesson in a text lecture so you can see those links if you just want to resize images or do some basic color lighting adjustment or saturation adjustment. There's a couple of options out there but if you want to follow along with me then I do heilig suggests downloading Photoshop. You can go to Adobe dot com and get a 30 day free trial if you've never used the on your computer before. Or you can sign up for the Adobe Creative Cloud which you can then sign up for subscription. So it's just a monthly fee and it's automatically updated if you set it up to do that. Photo shops the industry standard image editing software program. So I do highly suggest getting it if you want to do image editing professionally or for your brand. Now since we will be going over scientific journal articles and summarizing them I'll put them into just plain language. But it is important to take notes I don't repeat a lot of things. I'll repeat a couple overarching concepts but I don't just repeat the same thing over and over. I value your time. I'm not going to repeat some of the things I do highly suggest you keep a notepad readily available and take notes when certain points are made if you want to remember them for later. And so when we put those into practice in Photoshop if you're following along with me or if you do in some of the basic things like resizing and other image editing programs you can download the support files they are listed as additional resource to this lecture that you're watching now. So once you download it you can double click it if you're on a Mac or you can right click it on a PC and just say extract you want to extract the zipped folder and in there you'll have some channel art templates for YouTube for those follow along because the first section after we do a quick win on resizing and looking at that scientific finding about how different sizes have different effects on the online click the rate we're going to be going over some design principles that aren't based on science per se but they're just industry standard design principles that we need to know when we're designing these online images and ads and then we'll get into the science of click through rate and which factors like relevance and animation and vividness lead to more clicks and engagement. And then we'll go over some writing tips specifically in online ad in social media marketing context and then we'll go over the power of color so the section on color will go over the signs of color and then also the specific context of color and online commerce and social media marketing. And there are a couple more tips specifically too. For example Facebook and Twitter getting more engagement and shares and so on. So thanks for enrolling in this course. Let me know if you have questions by posting in the Q&A and I'll see in the next lesson.