Social Media Graphic Design at Coco Canela

Coco Canela is a marketing agency based in Mexico City.

I was hired as a social media graphic designer for Coco Canela in 2021.

One of the agency's main clients was a natural fertilizer company, also based in Mexico City. Every week, with the help of the community manager, we would meet to discuss the content we were going to share on social media, such as plant trivia, this or that stories, plant care, and product information.

Each week, we would organize our content ideas in a grid. The way we organized it looked like this:

• Day and time

• Copy of the post

• Main image (and clarification if it was a reel or carousel)

• Hashtags

• Status (whether it had been posted or not)

• Content pillar (indicating which category the post fell into, such as trivia, testimony, etc.)

• Comments

The content schedule was as follows: Monday, Wednesday, Friday, and Sunday posts on Instagram; Tuesday and Thursday for stories; and Saturday for reels.

After brainstorming and coming up with content for the whole month, it was time to get to work. For me, this meant researching the topics we discussed and designing all the carousels, posts, stories, and reels. Once the grid was ready, we would share it with the client to get their feedback in the comments section and to receive approval for what was ready to be posted.

I would then share all the designs on a drive and make any necessary changes before they were posted on Instagram.

After the content grid was finished and approved by the brand, the community manager schedule all the post for the whole month.

We tried posting about different topics every month, but always related to the brand, which in this case was a fertilizer brand. We featured their products each month and came up with strategies like discounts and giveaways to grow our audience and boost engagement.

Every month, after all the posts are made, we create a report that highlights the posts with the most reach, likes, comments, shares, and engagement. We include data not only from Instagram but also from Facebook, Google Ads, and SEO. Additionally, we outline the next steps. This report is very beneficial because we can compare the results with the previous month, allowing us to see if there's been any growth and identify areas that need improvement.

Another of my tasks as a designer was to re-design marketing proposals for future clients, aligning design with brand's design system.

Here's a before and after:

Similar to what we did for AliBio Home, we had to also manage and keep posting on the agencies social media, mainly we would post on Instagram.

We would organize the work the same way we did for AliBio Home, making a content grid for each month and doing some research about marketing trends, SEO and things related to digital marketing, phrases, and success with our clients.

Before joining Coco Canela I had no idea the work that went into having a marketing agency and working not only with your own brand but with clients can be intimidating, but once you get into the flow of things, the designs start to flow.

It is very important to stay organized and have a system in place where you can visualize what are the things that you're going to post on social media each month that also align with your brand.

Social media design was so fulfilling and that motivated me to continue doing it.