Welcome to the secret life of a social graphic…

At TDG, we’re no strangers to volume. On average, our team creates around 30 social media graphics per week. Over 1,500 a year. That’s just for regularly scheduled client posts…not including last-minute additions, campaigns, and whatever else pops up throughout the year.

Some graphics are simple and quick. Think adding an image, resizing, and exporting. Others are more involved, like multi-slide carousels packed with information. Those can take an hour or more each to perfect.

So how do we manage this many graphics without losing our minds? Or our quality?

1. We plan ahead
   Each week, our social posts are fully briefed with all the details ahead of time: dates, quotes, links, and any supporting info. By having the plan laid out before design begins, our team can jump straight into creativity instead of scrambling for content mid-week.
   
   
2. Thank you, templates
   We create reusable templates for quotes, promotions, events, and other common post types. This saves time and gives designers a solid starting point, rather than reinventing the wheel for each post.
   
   
3. Design systems
   With Creative Cloud libraries, all brand logos, colours, and assets are at our fingertips. Designers can pull what they need instantly without hunting through folders or emails, ensuring brand continuity on every feed. Efficiency, meet consistency.
   
   
4. Batch it out
   We group similar posts together during production. Instead of opening five separate files for five image posts, we work on them in one batch file. This streamlines workflow and keeps our creative brain in the zone.
   
   
5. Time estimates
   We aim for about 15 minutes per graphic. When more complex designs are required, we prepare them in advance, when possible, rather than rush during the same week the post is due. This keeps quality high and stress low.
   
   
6. Minimal text, maximum impact
   Less is more on graphics. Audiences don’t want to read essays on images. We save the storytelling for captions while keeping graphics visually clean and engaging.
   
   
7. Buffer time is key
   Our goal: graphics and captions done by Wednesday each week for the following week’s posts. This leaves two days for revisions and adjustments in the working week, reducing frantic last-minute changes.
   
   
8. Pre-made posts for the year
   For recurring occasions (like employee anniversaries, for example), we pre-create all the necessary graphics in one go. When the calendar calls for them, they’re ready to post, no scrambling required.

The truth is, the key to designing social graphics is deceptively simple. We aim to keep the time spent on each one efficient, with strategy and impact maximized. So next time you scroll past a post, remember: there’s a whole secret life behind every social graphic.

Looking to curate social channels that are strategic, on-brand, and made to stand out? Let’s create something your audience won’t scroll past. Get in touch to get started.