The Art of Designing for Instagram, Snapchat, TikTok and Beyond
In the age of social media, where every moment is a photo or video op, your store’s display isn’t just a backdrop—it’s the star of the show. Whether it’s a meticulously arranged product stand, a jaw-dropping window display, or an interactive setup that begs for a dance video, today’s visual merchandising has a new mission: to be social media-worthy. After all, if it’s not shared on Instagram, TikTok, Snapchat, or the latest app, did it even happen?
The Power of the Perfect Pic or Clip
Let’s face it: We’re all guilty of pausing to snap a photo or record a quick video of something eye-catching—be it a colorful mural, an intricately designed coffee, or a store display that stops us in our tracks. And where do these visual gems inevitably end up? On Instagram, TikTok, Snapchat, and wherever else we can get those likes, comments, and shares. In the retail world,
a social media-worthy display can translate into free advertising, increased foot traffic, and yes, even sales. But creating a display that compels people to whip out their phones and hit that share button? That’s an art form.
Gen Z: The Social Media Powerhouse
Enter Gen Z, the digital natives who’ve grown up with smartphones, social media, and a constant flow of content. For this generation, social media isn’t just a tool—it’s a way of life. They’re the trendsetters, the influencers, and the ones driving the latest viral challenges on TikTok. When it comes to retail, Gen Z is a crucial demographic, not just because of their buying power but because of their ability to amplify your brand through their social networks.
Creating displays that resonate with Gen Z means understanding what they value: authenticity, creativity, and experiences. They’re not just looking for a product—they’re looking for something to share with their followers. A store display that’s visually striking, interactive, and offers a unique experience is more likely to capture their attention and, more importantly, end up on their social media feeds. And once something catches on with Gen Z, it’s only a matter of time before it spreads like wildfire.
The Elements of a Social Media-Worthy Display
1. Bold Colors and Contrasts
Think of social media as a massive gallery of eye candy. Your display needs to stand out like the most decadent dessert at a buffet. Bold colors, high contrasts, and visually striking elements are your best friends. Picture a sea of monotone posts, and suddenly, your vibrant display pops up like a firework on New Year’s Eve. That’s the kind of reaction you’re going for.
Pro Tip: Mix unexpected colors or use a single, bold shade against a neutral backdrop. It’s like wearing a neon pink suit to a black-tie event—people can’t help but look.
2. Interactive Elements
What’s more shareable than a beautiful display? A display that people can interact with! Whether it’s a funhouse mirror, a swing set in the middle of your store, or even a life-sized cardboard cutout of a celebrity that customers can pose with, interactive elements invite people to not only take photos but also to be in them. This is where platforms like TikTok and Snapchat shine—people love to create content that’s both fun and engaging.
Pro Tip: Add a #hashtag to your display so customers can easily tag their photos and videos, and you can track the buzz. Encourage customers to create short TikTok videos or Snapchat stories featuring your display—consider offering a prize for the best one!
3. The Power of Lighting
If you’ve ever tried to take a selfie under fluorescent lights, you know the struggle is real. Good lighting is essential for any social media-worthy display. Think soft, diffused lighting that makes everything—and everyone—look good. Neon lights, LED strips, and strategically placed spotlights can add that extra flair to make your display shine—literally.
Pro Tip: Lighting isn’t just about visibility; it’s about creating mood and ambiance. Go for warm tones to create a cozy feel or bright whites for a modern, clean look. And don’t forget about dramatic lighting effects that can add a dynamic touch, perfect for TikTok videos.
4. Keep It Simple, Yet Stunning
There’s a fine line between “Wow, that’s cool!” and “Wow, that’s…a lot.” Overloading your display with too many elements can overwhelm the eye and make it difficult for customers to focus on what’s important. Remember, the goal is to create something that’s easy to photograph and visually appealing.
Pro Tip: Think minimalist chic. Sometimes, less really is more. A single, well-placed piece can have more impact than a cluttered collection. And a simple yet striking display can become the perfect backdrop for a TikTok dance challenge or a Snapchat story.
Case Studies: Brands Who Nailed It
Case Study 1: Glossier
Glossier, the beauty brand known for its millennial-pink aesthetic, has mastered the art of social media-worthy displays. Their stores feature sleek, minimalist designs with soft lighting and a clean, pastel color palette that begs to be photographed. Customers can’t resist snapping a selfie in the iconic pink mirrors or capturing the perfectly arranged product shelves. The result? An endless stream of user-generated content that keeps the brand trending on Instagram, TikTok, and beyond.
Case Study 2: KITH Treats
KITH, the streetwear brand, ventured into the world of social media-worthy food with KITH Treats, an ice cream shop known for its over-the-top milkshakes and cereal-topped sundaes. The stores feature neon signs, futuristic lighting, and graphic murals, creating a visually stunning environment. Every corner of the shop is designed to be camera-ready, turning every visit into a photo op or a TikTok-worthy moment.
Case Study 3: Urban Outfitters
Urban Outfitters has long been a favourite among Gen Z, not just for its trendy apparel but also for its highly Instagrammable store displays. Their locations often feature unique installations, like artful product arrangements, vintage-inspired decor, and even pop-up experiences that change seasonally. One notable example is their “Music Corner,” where customers can listen to vinyl records and share their experiences on social media. Urban Outfitters leverages this kind of experiential marketing to create content that resonates with their tech-savvy audience, driving both in-store visits and online engagement.
Bringing It All Together: The Social Media Magic Formula
So, how do you create a display that’s bound to go viral across platforms like Instagram, TikTok, and Snapchat? It’s all about understanding the magic formula:
Visual Appeal + Interactivity + Simplicity + Lighting + Gen Z Appeal = Social Media Gold.
Your display should not only grab attention but also invite people to engage with it. Make it easy to photograph and film, and make it something people will want to share with their followers.
But here’s the kicker—don’t forget to make it authentic to your brand. In a world where everyone’s trying to be the next big thing on social media, authenticity stands out. Your display should reflect who you are as a brand while also being eye-catching and shareable.
Final Thoughts: Don’t Just Sell, Create an Experience
In today’s social media-driven world, your store display isn’t just a place to showcase products—it’s an experience. A social media-worthy display can transform a regular shopping trip into a memorable event, driving engagement and brand loyalty in ways traditional advertising can’t. And when you factor in the power of Gen Z, the stakes are even higher.
So, the next time you’re designing a display, think beyond the shelf. Think about the story you want to tell, the emotions you want to evoke, and the photos and videos you want your customers to take.
