Brand Design and Communication in Social Media News: Practices and Trends for Enhancing Audience Engagement

Abstract

As social media has become a crucial channel for news consumption, news organizations face challenges not only in content production but also in establishing a distinctive brand identity within a highly competitive digital space. In this context, visual design, interactive experiences, and brand cognition play pivotal roles in attracting and retaining audiences. Brand design has evolved from traditional logo creation and color schemes to multidimensional applications on social media platforms, encompassing content presentation formats and social interaction modes. This trend drives social media to adopt innovative design strategies aimed at enhancing audience engagement and cultivating a loyal user base.