The Brief: A social media aesthetic is the overall look of a social media account.


In reference to social media, the term “aesthetic” is usually used to refer to the overall visual theme of an account. Most often associated with Instagram, an aesthetic can exist on any digital platform with a visual component. Often, the term is used in relation to branding, as an account will work to curate a consistent aesthetic in order to form and hone in on a brand: either personal or professional.

Instagram and other social media aesthetics are often characterized by the color scheme, use of filters, type of content, fonts, emoji use, in addition to an overarching mood and vibe.