X Creative Assets

On-Channel Photography and Videography for X 

Imagery

• The look and feel of the images should match Bayer’s branding but also be artfully and wonderfully composed, with human elements when possible, interesting angles, details, and stunning imagery

• Opt for natural, clean and not overly edited imagery

• Limit the amount of text to 20% of the asset for easy viewing

• Avoid the excessive use of quote cards across channels.

• Consider testing formats over time to optimize results.

Asset Specs

Image specifications for X Feed and Story Assets are everchanging. For the most up-to-date specification recommendations, visit the Sprout Social specification guide. 

Video

• Shorter video content performs better, ideally under 15 seconds.

• Optimize format for mobile. This means editing videos using a 4:5 aspect ratio or a square format. 

• If you are including a call-to-action (CTA) for the audience to click a link, do NOT give all context away in the video or the click through rate may decrease. Consider adding a CTA to “Learn More” within the video itself.

• Publish the video .mp4 files directly in the social post when including a website link or when posting a video under 140 seconds. Any videos over 140 seconds should be published on YouTube and linked within the social post. Reminder: You cannot publish a YouTube link and a website link within the same social post.

• Publishing a .mp4 file directly in the social posts makes for a simplified user journey by limiting the number of actions a user must take to watch the video content.

Asset Specs

Video specifications for X Feed and Story Assets are ever changing. For the most up-to-date specification recommendations, visit the Sprout Social specification guide. 

X Video Formats

Optimizing X Post Formats

In order to optimize your X Feed, create content using the various post formats available that are popular within your online community. Doing this helps to support your position in the feed based on your ability to serve your community’s interest in relevant content, making them more likely to engage.

It is important to note that social channels are constantly changing and adding new formats. The following are the current, available formats with specific recommendations on how to best utilize them on channel. 

Link Preview

Link previews are the most common static image format. The image automatically populates when you paste the link within the post. 

Use the link preview when possible and ensure the populated image is optimized for social. If the image is not optimized for social or there is specific, stand-alone creative, upload separately with the copy and link.

Video

Videos can be posted as teasers for webpages or stand-alone, on-channel assets. Videos typically see higher engagement because they account for video views, as well as post engagements (likes/comments/shares).  

Add the .mp4 video file directly within the post to drive native platform video performance. Link the video from YouTube to boost video views but only if there is no website link in the post copy. 

GIFs or videos under 60 secs will automatically loop. You may post the GIF format on-channel, but .mp4 files that have looping creative are recommended as they have higher resolution than the GIF format. 

Retweet

Retweeting allows you to share other user’s tweets to amplify their messages to your followers. This is a way to share leadership or other Bayer-affiliated messages about company news updates or partnership. It is also recommended to share collaborative announcements directly from 3rd party channels. 

Poll

Polls are best used to gather online community feedback after events or about the content featured on your page. 

This can also be used to showcase your company’s efforts towards transparency and relationship building with your community.

Photos

The photo format is used when you are posting without a link. These images should follow the photography guidance. This format is also used when sharing infographic or text heavy assets. 

You also have the option to post multiple images in the Gallery format which is typically used to share images from events. 

Carousel

This format is best used when sharing a story that needs more visuals to give more context or better showcase lists or facts. 

Publishing Guidance: This format is posted as a “document.” Assets will need to be sized as a square and saved as a PDF.

X Channel Accessibility Best Practices 

At any given time, at least one billion people—15% of the world’s population—have some form of documented disability. Additionally, 100% of us are temporarily-abled; as we age, every person will experience variations in the way they can access digital experiences. In line with the COM mission to engage for trust, Bayer must lead the way in creating accessible and inclusive experiences in our digital landscape.

Keep the following in mind when writing social copy:

• Avoid jargon and abstract concepts; be direct and use an active voice

• Provide trigger warnings to avoid exposing people to potentially emotionally harmful content

• Use emojis and symbol fonts sparingly as it is difficult for them to be picked up by assistive technologies

• Capitalize the first letter of each word in your hashtags so it is easier for assistive technologies to read

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