Social Media Content Design is one of 28 categories this Year
As we’ve expanded our branding categories for the awards in recent years, it felt only natural this year to bring social media content design into the spotlight as its own highlighted category. We’re thrilled to see your most dynamic and innovative work.
Social media content design is the art and strategy of crafting visually engaging, impactful, and platform-specific materials that resonate with target audiences. It’s both strategic and creative, combining typography, imagery, color, and branding elements to deliver messages effectively while maintaining consistency with a brand’s identity.
Beyond aesthetics, successful social media design leverages storytelling, user experience principles, and data-driven insights to forge connections, inspire action, and amplify brand presence in the fast-paced digital landscape. Designers must also consider the unique dimensions, audience behaviors, and algorithms of each platform, from Instagram Reels and TikTok trends to LinkedIn thought leadership posts. This responsiveness ensures that the content is optimized for visibility and engagement while staying relevant to real-time conversations.
Social media content design is like creating a living, breathing extension of a brand—it evolves daily, responding to trends, emotions, and conversations in real time. In social media, design isn’t static; it’s a conversation starter. It’s about finding the perfect balance between aesthetics and purpose, creating content that captivates in seconds but stays memorable long after.
Amelia Nash, designer and digital storyteller
Our jury will be looking for content that deeply resonates with audiences through personal touchpoints. A standout example is Spotify’s annual “Wrapped” campaign. Released at the end of each year, this campaign offers users a recap of their listening habits, including statistics like their most-played songs, favorite genres, top artists, and total minutes streamed. Beyond its marketing brilliance, “Wrapped” becomes a viral phenomenon as users share their personalized results across Instagram Stories, X threads, and TikTok videos, amplifying Spotify’s reach organically.
Another quality we hope to see is campaigns that build loyalty by tapping into cultural relevance. Patagonia’s mission-led social content is a strong example. Dedicated to environmental activism, Patagonia’s channels frequently highlight initiatives such as recycling awareness, the impacts of climate change, and the importance of using your voice (vote) to drive change. For instance, Instagram posts and X threads from the brand this year focused on encouraging sustainable practices, sharing actionable tips, and showcasing the work of environmental advocates—all while fostering a loyal community aligned with its core values.
Humor is also a winning strategy for social media. Campaigns that entertain and engage often stand out in users’ feeds. One of our favorites this year, tied to the football season, is Holl and Artists’ “Football is for Food” campaign for Uber Eats. This playful campaign uses a faux conspiracy theory linking football to food to promote its delivery services. From TikTok skits to Instagram Reels, Uber Eats has brilliantly tapped into the current fascination with conspiracy-driven humor while remaining lighthearted and fun.
Social media thrives in a fast-paced, ever-changing environment where responsiveness is key. Designers and strategists must be nimble, adapting to emerging trends, breaking news, and audience feedback in real-time. This agility allows brands to stay relevant and deepen their connection with their audience.
“Social media content is not only about looking great in a feed; it’s about crafting moments that genuinely connect with people, whether through humor, storytelling, or bold visuals,” says designer and digital storyteller Amelia Nash. “The beauty of this work is its immediacy—every design has the chance to be part of something bigger happening right now.”
Whatever social media story you’ve created for your clients, we’d love to see it! Submit your best work today and take advantage of our Early Bird Rate before it ends on December 12.
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