Choosing Images and Graphics for Social Posts

What an image is for

An image in a post has a job. It might show a product, explain a step, set a mood, support a number, or simply stop a reader from scrolling past a block of text. Before choosing one, decide which job it is doing. A picture that does no job is decoration at best, and at worst it distracts from the message or misleads.

Ask three quick questions: does it match what the post says, can a reader understand it in a second or two, and would the post still make sense if the image failed to load? The last question matters because images do fail to load, and some readers use tools that read the page aloud instead of showing it.

Photos or graphics

Original photos of your own work, place or people are usually the most distinctive option. They need not be professional. Natural light, a clean background and a clear subject go a long way. Real photos tend to suit a small business, a club or a team better than polished stock images, which can look generic. If you are showing your workplace, think about how much to reveal; the same judgment that applies to behind the scenes content applies to photos.

Graphics such as simple diagrams, quote cards, charts and step-by-step panels work well when the message is an idea, a list or a number. Keep them plain: one message, a readable font, few colors.

Stock and illustrations can fill gaps, but choose ones that look relevant and avoid staged images that feel at odds with your actual work.

Picking a good image

• Clear subject. The main thing should be obvious at small size, since many people view images on a phone.
• Good light and focus. Blurry or very dark images rarely improve with editing.
• Honest content. Do not use a picture that implies something untrue, such as an old photo presented as recent or a stock photo posed as a real customer. Misleading visuals erode trust and can break rules about advertising and endorsements, which vary by place. The same care that helps readers with misleading headlines applies to your own pictures.
• Consistency. Using a similar style, color range and layout across posts helps people recognize your account. This is part of your wider brand voice, though a visual style does not need to be elaborate.

Sizing and cropping

Different places display images in different shapes, and the display rules change over time. Rather than memorizing exact pixel sizes, which may be out of date soon, follow a few general habits:

• Check the current recommended sizes in the help pages of the place you are posting.
• Keep the important part of the image in the center, with margins, so cropping does not cut it off.
• Use images that are large enough to look sharp, but avoid huge files that load slowly.
• Test by previewing the post on a phone before publishing.
• Avoid putting key text close to the edges.

If you reuse one image in several places, you may need to crop each version separately.

Text on images

Text placed over a picture can help a quick message stand out, but it comes with limits. Keep it short, use a large simple font, and make sure it has strong contrast with the background. Anything important in the text should also appear in the caption or in the alt text, so readers who cannot see it still get the message. Also remember that long text in an image cannot be searched, copied or resized by the reader.

Crediting and permission

Having an image on the internet does not mean you may use it. Several points apply in most places, though the details of copyright and licensing vary by country:

• Use your own photos and graphics, or images you have clear permission to use.
• If you use an image under a license, read the terms. Some require credit, some restrict commercial use, and some limit changes.
• If you have credited someone, name them and say where the image came from, in the caption or as the platform allows.
• Get permission before posting photos of identifiable people, especially customers, volunteers and children. The considerations around child photos are worth reading before posting pictures of minors.
• Keep a simple record of where each non-original image came from and what license applies.

If you are unsure whether you can use a picture, choosing a different one is the safe approach. This article is general information and not legal advice.

Basic accessibility

Accessibility means making sure people with different abilities can understand your post. For images, a few simple steps cover a lot:

• Alt text. Write a short description of what the image shows and why it matters, in plain words. Skip phrases like “image of,” and keep it to a sentence or two. Decorative images that add nothing can be left without a description where the tool allows that.
• Contrast. Make sure text stands out clearly from its background. Pale gray on white or text over a busy photo is hard for many people to read.
• Color alone. Do not rely only on color to carry meaning in charts, such as red versus green. Add labels or patterns.
• Flashing and motion. Avoid rapidly flashing images, which can be harmful to some people.

The wider topic is covered under accessible posts, and the habits there make your visuals work for more readers.

Quick checklist before posting

1. Does the image support the message?
2. Is the subject clear at phone size?
3. Is it sized and cropped sensibly for where it will appear?
4. Do you have the right to use it, and is it credited if needed?
5. Is there alt text, and is any text on the image readable?