Social Media Playbook
Meta
The world’s biggest social channel used to extend reach and build brand engagement.
Channel Customization
Logo
Please review the digital display section for guidelines on how to develop the Nissan Brand social profile picture.
Profile Image and Cover
Facebook cover and profile images are uploaded as separate assets. The left side of your cover photo will be partially covered by your profile picture. For profile pictures and cover photos with your logo or text, you may get a better result by using a PNG file. Try using an iconic cover image that represents the company at its best, like the current car campaign.
Posts
Standard Image Post
On the Nissan timeline, a standard image post are recommended to have a ratio of 1.91:1 to 1:1. A photo post can be any type of image, including a photo, infographic, or other artwork. You can add as many photos as you want to each post, but for 10 or more, consider creating an album instead.
Standard Video Post
On the Nissan timeline, a standard video post will have the ratio of: 1:1 (for desktop or mobile) or 4:5/9:16 (for mobile only). Refer to TVC/OLV/Radio guidelines when it comes to the usage of standard mnemonic and other online video best practice.
Include caption for standard feed as well as a title for video feed.
- Videos should either be HD 1920 x 1080
- Maximum size is 4GB and 240 minutes long
- If you prefer square format use 1200 x 1200 pixels
Facebook Best Practice
General Best Practice
- Create actionable posts - ask questions, use interactive features, share links, etc.
- Brevity in copy generally performs better due to the differences in language translation.
- It’s important to get across your message in an engaging and entertaining way.
- Consider repurposing the same content on Facebook and Instagram, as these are two separate communities. Instagram followers are not necessarily active on Facebook, and vice versa. But be sure to think first of what each community responds to and cater the content to each platform’s best practices based and platform insights.
- Know your audience. Use Page Insights to learn more about where they are from, the types of posts they interact with, the time of day they are most active, the types of creative they best respond to, etc.
- Consider different formats that fit with the target message and behavior. Each format has its own best practices. video content:
Video Best Practice:
- Loyalty: Create a strong theme, through-line, concept or cast to keep viewers coming back; track week-over-week viewership
- Habit-building: Publish on a regular schedule to foster “appointment viewing”
- Dialogue: Spending a few minutes to start conversations, respond to comments and answer questions can turn a casual viewer into a loyal fan. Start a group!
- Duration: Design content that captivates viewers for at least 1 minute
- Technical Specs: Aim for the highest resolution and encoding possible — at least 3Mbps / 720p or 6Mbps /1080p
- Exposure: Share the link to your Facebook video content on all properties and social channels
- Search: Use recognizable branding and write a good post description to make your content more search-friendly
- Key video distribution principles:
- Duration - Longer videos and longer views
- Loyalty & Intent - Intentional, high-quality video
- Integrity - Authentic, original content & sharing behaviors
- Conversation - Interactions
A visually-driven, news-magazine-style platform that gives fans a lifestyle view of Nissan to build engagement.
https://www.instagram.com/Nissan
Channel Customization
Logo
Please review the digital display section for guidelines on how to develop the Nissan Brand social profile picture.
Profile Image, Bio, Link
The recommended dimensions for an Instagram Profile Image is 180 pixels X 180 pixels. Even though the dimensions are in square format profile photos are displayed as a circle. Add a short description that best represents the brand. You may also share link to a website to campaign or brand website.
Posts
In Feed Image Post
In feed Image posts appear on the follower’s main feed and lives in the profile grid. Recommended aspect ratio is 1:1.
Reels
Instagram Reels appear on follower’s main feed and lives in the profile grid feed. Recommended aspect ratio is 9:16.
- Videos should either be HD 1080 x 1920 pixels
- Maximum size is 3.6GB
Stories
Stories contents appear on follower’s Story section. Contents shared as Stories would disappear in 24H. Recommended ratio is 9:16.
- Videos should either be HD 1080 x 1920 pixels
- Maximum size is 3.6GB
Brand Mnemonic
Including the brand mnemonic is not mandatory in Reels & Stories videos. For scenarios where it is required, the recommendation is to include the opening brand mnemonic.
Instagram Best Practice
General Best Practice
- Maintain a consistent feed of high-quality visuals. Instagram is the perfect platform to create intriguing and captivating visual stories - i.e. Stories about Nissan’s history, consumer stories, employee experiences, brand impact, etc.
- Post consistently but do not over post. One or two posts per day is best, keeping your feed steadily refreshed and relevant without clogging up people’s feed. Think quality over quantity.
- Focus on telling your story through images, video and text, and seek connections with your audience.
- Use intentional hashtags that are branded, industry-specific, niche to boost content discovery and overall brand visibility and which are cleared by legal. Do not exceed 7 hashtags in a post.
- Instagram is constantly evolving, so it is important to stay on top of the latest trends and features.
- Engage in the comments and DM’s to further build community engagement.
Feed Tips
- Post a mix of videos and photos
- Go vertical (4:5 or 9:16)
- Always use hashtags and geotags
- Use carousels for more engagement in one post
- Understand your metrics and audience
Image Post Best Practice
- Develop a visually consistent style by following brand guidelines
- Grab user’s attention with an eye-catching, high-quality image
- Write catchy captions to help users connect with the brand. Use hashtags in captions to connect with communities.
- Use alt text to make content more accessible and boost SEO ranking signals. Alt text provides a text description of what is in the image
- Pin your best or most relevant posts
Reels Best Practice
Length and Format Recommendations
- Make the most of the first 3 seconds to capture attention upfront. Experiment with dynamic motion, teaser titles, etc. Show people in the first 3 seconds what they will get out of the Reel and why they should keep watching.
- Reels under 90 seconds are eligible to be recommended and seen by more people on Instagram.
- Create a cover image to make your reel easier to understand/recognize in feed.
Content Recommendations
- Invite community to interact with stickers like poll, quiz, and emoji slider for which Nissan has rights to and has cleared. Encourage people to share feedback in comments and respond to comments to build community.
- Add text to reels to increase accessibility and sound off views.
- Use trending audio where possible through the licensed IG music library.
- Make images and videos more dynamic by leveraging Templates in the Reels tab.
Audience Engagement
- Relate to your audience, connect with passions you share with your audience, or teach people something new! Experiment with voice over and timed text to reinforce the product or brand message.
- Find inspiration by searching relevant brand or industry hashtags. For weekly inspiration, check out resource links for more information. Experiment with the Remix feature to encourage engagement.
Stories Best Practice
Length and Format Recommendations
- Keep attention with speed. People consume Stories content much faster than other mediums. Test different lengths of Stories to learn what your audience prefers.
- Create a full-screen vertical design (9:16) designed specifically for Stories.
- Begin with the brand at the start of the creative.
- Save your best and most important Stories to highlights.
Content Recommendations
- Use interactive stickers such as polls, quiz, question, etc.
- Enhance your Stories with more motion and multiple scenes to make them more engaging and easier for viewers to consume.
- Cross promote content using different features. Share important in-feed posts to Stories to try and increase visibility. Promote your Stories in your feed posts - i.e. if you are directing users to a link or specific action in Stories - “Head to our Stories to learn more!”
- Experiment with different kinds of content that fits with the Stories format i.e. tutorials, behind the scenes, quizzes, etc.
Fan Engagement Recommendations
Monitor Instagram daily. Your response to followers’ comments and posts will depend on the sentiment. Use the below as a guide:
- Remove all comments or posts containing foul or offensive language.
- Remove all spam and promotional comments or posts.
- Remove all comments or posts that contain links — their origin is unknown and may be malicious.
- Wit the exception of the first three points, avoid deleting fan posts and comments. Fans will complain and rant, but in order to appear transparent these should be dealt with by the Community Manager or followed up by the wider Customer Service team.
- Don’t just look at @mentions, search for conversations that don’t specifically mention your @handle and surprise fans by engaging with them that way.
- Identify influencers who can help spread your message and be a valuable form of third-party media. Ensure you contact and hire any influencers prior to using any of their content.
Understanding the Algorithm
The Facebook and Instagram algorithms decide the type of “personalized” content to display in the user’s newsfeed when they login to the platform. All the content is ranked based on the interaction with the businesses. The algorithm then decides what content shows up, and in what order, on all users’ feeds, the Explore Page, the Reels feed, hashtag pages, etc. Consult with your social media representative on the latest trends or information regarding latest updates or trends on Meta’s algorithm.
Refer to Meta resources for more insights and details on platform best practice.
https://www.facebook.com/business/foresight
https://www.facebook.com/business/industries/automotive
https://www.facebook.com/business
/industries/automotive
