Social Media: Marketing vs Design, can you distinguish them?

In the ever-evolving digital landscape, social media plays a vital role in companies’ marketing strategies. In this context, two professionals stand out: the social media designer and the social media marketing specialist. Although both are involved in promoting a brand on social media, their roles and responsibilities are distinct.

In this article, we will explore the fundamental difference between a social media designer and a social media marketing specialist. We will explore the unique characteristics of each role and understand how they complement each other to drive the success of social media campaigns.

What is a social media designer?

A social media designer is a professional specialized in creating visual and graphic content for social media platforms. These designers combine artistic skills and technical knowledge to develop engaging visual elements such as images, graphics, illustrations, short videos, and animations, which are used to promote brands, products, or services on social media.

The work of a social media designer involves understanding the specific design best practices of different social media platforms such as Facebook, Instagram, Twitter, LinkedIn, among others. They have knowledge about the ideal dimensions for cover images, profiles, and posts on each platform, as well as staying updated with the latest design trends and visual styles that resonate with the target audience.

Their main responsibilities may include:
  1. Visual content creation:Developing images, graphics, illustrations, short videos, and animations to be used in social media posts and ads.
  2. Profile and cover design: Creating attractive and professional designs for social media profiles, including profile pictures and cover images that represent the brand identity.
  3. Content adaptation: Visually adapting existing content to the appropriate formats on each social media platform, ensuring that posts are presented in an optimized and appealing manner.
  4. Template development: Creating customized templates to facilitate the production of regular posts and maintain a consistent visual appearance.
  5. Image and video editing: Performing edits, color adjustments, cropping, and retouching on images and videos to optimize their quality and tailor them to the needs of social media.
  6. Ad design: Creating engaging layouts and designs for social media advertising campaigns, maximizing visual impact and ad effectiveness.
  7. Trend monitoring: Staying updated with the latest trends and visual styles on social media, ensuring that designs align with audience expectations and preferences.
  8. Collaboration with the marketing team: Working together with social media marketing specialists and account managers to align visual design with the company’s strategic marketing goals.
  9. Testing and optimization: Conducting visual performance tests, analyzing metrics, and optimizing designs based on results to enhance engagement and post impact.
  10. Brand identity maintenance: Ensuring that all designs and visual content align with the brand’s visual identity, maintaining a cohesive and aligned appearance.

These are just a few of the key tasks performed by a social media designer. They play an essential role in creating a visually impactful and attractive presence on social media, helping businesses stand out and effectively connect with their target audience.

In summary, a social media designer is a creative and skilled professional who plays a crucial role in creating visually impactful and engaging visual content for social media. They help brands stand out, effectively convey their message, and build a strong presence on these increasingly important digital platforms.

What is a social media marketing specialist?

A social media marketing specialist specifically focuses on planning, executing, and optimizing marketing strategies on social media platforms. They have in-depth knowledge of major social media platforms, their best practices, targeting features, and advertising opportunities.

Their main responsibilities may include:
  1. Development of a social media marketing strategy aligned with the company’s objectives.
  2. Creation of engaging and relevant content for social media platforms.
  3. Management of social media accounts and pages, including scheduling posts and responding to comments and messages.
  4. Analysis of data and metrics to evaluate the performance of social media campaigns.
  5. Implementation of social media advertising strategies, including paid ads and audience targeting.
  6. Monitoring of trends and best practices on social media to optimize marketing strategies.

What similarities do these two professions share?

  1. Teamwork: Both professionals typically work as part of a team, collaborating with other members of the marketing team, such as content writers, data analysts, and campaign managers.
  2. Brand objective: Both the social media designer and the social media marketing specialist share the common goal of promoting and strengthening the brand on social media platforms.
  3. Knowledge of social media platforms: Both need to have a good understanding of key social media platforms such as Facebook, Instagram, Twitter, LinkedIn, among others, and their respective functionalities.
  4. Understanding of the target audience: Both the designer and the marketing specialist should have knowledge of the company or brand’s target audience to create relevant content and attract the right audience’s attention.
  5. Trend monitoring: Both need to stay updated on trends and changes in social media, as well as best practices in design, marketing strategy, and audience engagement.
  6. Consistent messaging: Both work to ensure that the brand’s messages and visuals are consistent and aligned across all social media platforms.
  7. Performance analysis: Both the designer and the marketing specialist should analyze the performance metrics of social media campaigns and content to adjust and improve the strategy.

What are their main differences?

Although there are differences in skills and focus, the collaborative work of these professionals can lead to an effective and cohesive presence on social media, combining visually appealing elements with successful marketing strategies.

Social media designer:

  • -Main focus on visual aesthetics
  • -Skills in image editing
  • -Responsible for the brand’s visual identity
  • -Works with layouts and templates

Social Media Marketing Specialist:

  • -Main focus on strategy
  • -Skills in data analysis
  • -Responsible for expanding brand reach
  • -Works with trends in social media.

While the designer focuses on the visual and aesthetic aspects of social media, the marketing specialist takes a broader perspective, involving strategies, analytics, and campaign management to achieve specific marketing goals.


In summary, the social media designer and the social media marketing specialist work together to create a comprehensive marketing strategy on social media.

By working together, these professionals can create a cohesive, appealing, and effective online presence on social media. The synergy between visual design and marketing strategy allows the brand to stand out, reach a wider audience, and build lasting relationships with followers.