SDARM Brand Book — Chapter 14: Social Media

14.1 — Editorial principles

How the SDARM
communicates on social media

Social media is the Church's main point of contact with people who do not yet know it. Every post is a door. The question is not how much to publish — it is publishing with coherence, intention and respect for the message the Church carries.

Human before institutional

The person scrolling the feed is not looking for an official notice. They are looking for something that touches them. The SDARM's communication begins with people — not with rules.

Clarity over quantity

Three well-made posts a week communicate more than seven hurried ones. Volume without quality dilutes the brand and wears the follower down. Prefer fewer and better.

Rigorous visual coherence

The feed of an SDARM account should look like a considered publication — not a notice board. Anyone who visits the profile should feel that there is a system behind it.

The SDARM is not an entertainment brand. It does not need to compete with memes, viral videos or influencer language. Its strength lies in being consistently human, spiritually serious and visually coherent — in an environment where most religious accounts swing between spectacle and cold institutionalism.

The follower of an SDARM account does not need to be surprised by every post. They need to trust that, when they open the profile, they will find something worth the time — a sentence that stayed with them, a photograph that moved them, a verse they needed to hear.

1

Spiritual

Faith lived, not advertised

2

Human

Real people, genuine moments

3

Informative

Events, dates, notices — with design

4

Communal

Church life, Sabbath, fellowship

What the SDARM does not publish

Religious memes · generic motivational quotes · posts using non-institutional fonts · images with extreme beauty filters · party-political content · shares from other pages without curation · posts with spelling mistakes · content that contradicts the customs of the Church.

Section 14.1 · Editorial principles

"Documentary photo of a young Adventist volunteer planning social media posts with printed drafts on a desk, phone face down, modest long-sleeve clothing, warm lamp light, film grain, low saturation, no readable text, 4:3"

14.2 — Formats and dimensions

Post · story · reel
carousel · cover

Each format has a defined ratio, resolution and safe area. The SDARM's standard post format is 3:4 (1080×1440px) — taller than square, it takes up more space in the feed and delivers greater visual impact. Stories keep the 9:16 standard (1080×1920px).

Format Ratio Resolution Use Platform

Standard post ★ 3 : 4 1080×1440 Institutional · devotional · photo · notice · standard format for every post IG · FB · WA

Alternative post 4 : 5 1080×1350 Photo of a person · long quotation · carousel — second option to 3:4 IG · FB

Story / Reel 9 : 16 1080×1920 Daily devotional · event · behind the scenes IG · WA · TK

Cover / Thumb 16 : 9 1920×1080 YouTube · presentation · live broadcast YT · FB Live

Profile cover 851×315 851×315 Banner of the institutional profile FB · LinkedIn

Profile photo 3 : 4 400×400 Institutional logo — no text All

3:4 1080×1440

★ STANDARD

4:5 1080×1350

PORTRAIT

9:16 1080×1920

STORY

16:9 1920×1080

COVER / VIDEO

SDARM standard · Post

3:4 · 1080×1440px

Taller than square — it takes up more space in the feed, giving greater visual impact and less competition with the surrounding content.

Story safe zone

Essential content between 20% and 80% of the height — the platform interface covers the top and bottom bands.

14.3 — Post templates

6 ready-made templates —
with photo upload

Six templates in the standard 3:4 (1080×1440px) format. Click the camera icon to insert your own photograph. The structure is fixed in all of them: logo · category · title · subtext · identity bar.

Insert photo

SDARM

Institutional

You are welcome here.

Seventh Day Adventist Reform Movement Church

T01 — Post 3:4 · 1080×1440

Institutional with photo

Blue background · base gradient · white text · gold bar

WelcomeIdentityPhoto

SDARM

Devotional

"Here, no one walks alone."

Sabbath · Proverbs 17:17

T02 — Post 3:4 · 1080×1440

Typographic devotional

Cream background · quotation in Noto Serif · no photo · gold rule

VerseSabbathDevotional

SDARM

28

JUN

Event

Week of Prayer 2026

Central Church · 7 p.m.

T03 — Post 3:4 · 1080×1440

Event with date

Gold date badge · location icon · background photo

EventWeekWorship

Photo 4:5

Insert photo

SDARM

Fellowship

The Sabbath gathers us.

As a family, in peace, in the presence of God.

T04 — Post 4:5 · 1080×1350

Photographic with caption

Portrait format · full-bleed photo · base gradient · short text

SabbathFellowshipFamily

SDARM

Notice

Sabbath worship
at 9 a.m.

Rua das Palmeiras, 120

Everyone is welcome

T05 — Post 3:4 · 1080×1440

Institutional notice

Blue header · white background · hierarchical typography · no photo

NoticeWorshipAddress

Food photo

Insert photo

SDARM

Health · Fellowship

The table is also
a place of fellowship.

Vegetarian and healthy food

T06 — Post 3:4 · 1080×1440

Health / Potluck

Dark green background · food photo · leaf icon · green bar

HealthPotluckFood

Standard format and visual hierarchy

Every post uses the 3:4 (1080×1440px) format as standard. The 4:5 (1080×1350px) is the second option, for carousels and photographs of people. The 9:16 is exclusive to stories and reels — never adapt a 3:4 post to stories by stretching it: remake it in the correct format. Every template follows the same hierarchy: logo (top left) → category (small label) → main title → subtext → identity bar (footer). No local variation may invert or remove elements of this hierarchy. The logo always appears — it is never replaced by the name of the city or of the association without the institutional logo.

Section 14.3 · Post templates

"Overhead shot of printed square post mockups arranged in a grid on a wooden table, hands aligning them, modest dress, warm window light, film grain, low saturation, no readable text, 16:9"

14.4 — Copy system

Caption · hashtag
CTA · bio

Copy on the SDARM's social media follows the same tone of voice as the Brand Book — human, spiritual, clear, with no religious clichés. The caption does not repeat what the image already says. It adds to it.

Anatomy of the perfect caption

1

Opening

1–2 lines that stop the thumb. It may be a question, an observation or a direct statement. No "Hello friends" or "Good afternoon, family".
E.g.: "On the Sabbath, time stops."

2

Body

2–4 lines that go deeper. Spiritual, practical or communal context. No sermon, no list of benefits, no gospel jargon.
E.g.: "It is the one day of the week when we stop running and remember what truly matters. Family, prayer, the table together."

3

Discreet CTA

Optional. A gentle invitation, never an urgent one. Never "click now", "do not miss it" or "come urgently".
E.g.: "If you would like to, we will be waiting for you on Sabbath at 9 a.m."

4

Hashtags

A maximum of 5–8 hashtags. Separated from the text by a blank line. Never mixed into the caption text.
#SDARM #Sabado #VivaAFe #ReformaAdventista

Sabbath post

"The Sabbath gathers us.

Not out of obligation — out of choice. Because there is something good about stopping, breathing and remembering where we came from and for whom we exist.

We will be waiting for you."

Potluck

"After the worship service, the fellowship continues.

Every dish someone brings is also a way of caring. The Sabbath table is an extension of worship — full of flavor, of people and of peace."

Welcome

"Here, no one walks alone.

If you are looking for a place where you can be yourself, ask without fear and find people who care — you have found it."

Why 3:4 and not 4:5 as the standard

The 3:4 format (1080×1440px) takes up more vertical space in the Instagram feed than the 4:5 (1080×1350px) — 90px more in height. That means less visual competition with the posts above and below, longer viewing time and more attention from the user. The Instagram algorithm favors posts that hold the screen for longer. The 3:4 is the format with the best balance between impact and compatibility with every platform.

The SDARM's official hashtags

#SDARM · #ReformaAdventista · #Sabado · #IgrejaAdventistaDaReforma · #VivaAFe · #ASDReforma · #NinguemCaminhaSozinho — Always use Portuguese for a Brazilian account. International accounts use #ASDMR · #AdventistReform · #Sabbath · #NoOneWalksAlone

14.5 — Carousel

Slide structure
and sequence rules

The carousel is the format with the longest reading time on Instagram. A well-built sequence holds attention, deepens the message and increases reach by generating swipes — which the platform treats as high engagement.

Carousel structure in 6 slides

1 / 6 · COVER

Theme of the carousel

What the Bible says about the Sabbath

Swipe to read →

2 / 6 · CONTEXT

What the Sabbath is

"Remember the Sabbath day, to keep it holy."

Exodus 20:8

3 / 6 · DEVELOPMENT

Why the 7th day

God rested on the 7th day and blessed it. The Sabbath is not a tradition — it is the memory of creation.

4 / 6 · APPLICATION

In practice

From sunset on Friday to sunset on Saturday. Worship, family, rest, fellowship.

6 / 6 · INVITATION

"You are welcome to come and know the Sabbath."

Nearest church at sdarm.org

Swipe horizontally to see the slides → The "Swipe to read" arrow on slide 1 raises the swipe rate by 30%.

Mandatory structure

1

Slide 1 — Cover with the title and "Swipe to read →"

2

Slides 2–(n-1) — Content with a clear hierarchy

n

Last slide — CTA or discreet invitation with the logo

Common mistakes in the carousel

Slides designed differently from one another — breaking the coherence

More than 10 slides — the user loses interest before the end

Too much text per slide — 20–40 words per slide is ideal

An aggressive CTA on the last slide: "Save it and share it!"

14.6 — Stories and Reels

Safe zone · content
and creative direction

Stories and Reels have specific composition rules. The main one: never place essential content outside the safe zone. The rest is a matter of consistency — an SDARM story should be recognizable without seeing the name of the account.

Safe zone — 9:16

Photo

Risk zone

Safe zone

SDARM

"A moment to stop and listen."

The red bands (20% at the top and at the base) are covered by the platform interface. All essential content stays in the central zone.

Types of content for stories

Devotional of the day

A verse plus a short sentence. Published Monday to Friday at 7 a.m. It keeps a daily presence without demanding much content.

Behind the scenes of the Sabbath

Real photographs of the worship service, of the potluck, of the time after worship. No posing — genuine moments. Published on Sabbath afternoon.

Quick notice

Information about an event, a change of time or an announcement. No elaborate design — it may be plain text on an institutional background.

Reel — max. 90s

A member's testimony, a fragment of a sermon, behind the scenes of an event. No commercial soundtrack — use Noto Sans for the subtitles and royalty-free instrumental music.

14.7 — Editorial calendar

Frequency · categories
and the Sabbath at the center

The SDARM's editorial calendar has one fixed anchor: the Sabbath. Everything orbits around it. The communication week begins on Wednesday — with the preparation — and closes on Sunday, with the reflection of the Sabbath just past.

Sabbath

Institutional

Devotional

Community

Sun

Mon

Tue

Wed

Thu

Fri

Sat

1

Photo from the previous Sabbath

2

Verse of the week

3

Devotional story 7am

4

Sabbath notice

Devotional story 7am

5

Devotional story 7am

6

Invitation post

Sunset story

7

Worship behind-the-scenes story

Potluck post

8

Sabbath reflection

9

10

Bible carousel

11

Special event notice

12

Community photo

13

Invitation post

14

Live worship story

After-worship post

Recommended minimum frequency

Feed posts: 3–4 a week · Stories: daily (they may be simple) · Reels: 1 every two weeks · Carousel: 1 a week · Sabbath: at least 1 post and 3 stories. Accounts with fewer than 1 post a week lose relevance in the algorithm and in the follower's perception. Quality should never be sacrificed to frequency — but zero frequency is abandonment.

Section 14.7 · Editorial calendar

"Close-up of a paper monthly planner with handwritten marks, a cup of tea beside it, warm morning light, shallow depth of field, film grain, low saturation, no legible text, 4:5"

14.8 — Account setup

Name · handle · bio
and profile photo

The social media account is the Church's digital calling card. The setup of the profile — name, bio, photo — must follow the same naming system as the institutional signatures.

Approved handle nomenclature

General Conference@sdarm.gc

Country@sdarm.brasil

Union@sdarm.uniao.sul

Local church@sdarm.sp.central

Department@sdarm.jovens.brasil

Profile photo

S

The Church's symbol on a blue #0F3999 background. No text in the profile photo — it is far too small to be legible. Format: PNG 400×400px.

Institutional symbol centered

Blue #0F3999 background

Photograph of a pastor or leader

Logo with the name of the city over the image

Horizontal version of the logotype (it crops at the sides)

14.9 — Common mistakes

What never
to publish

The mistakes below are the most frequent in the accounts of local churches. Each one, on its own, looks small. Together, they destroy the perception of the Church's seriousness and coherence.

Fonts outside the system

Using Comic Sans, Impact, decorative script fonts or any typeface outside Noto Serif/Noto Sans. It looks amateur and disconnected from the institutional system.

Colors outside the palette

Using purple, pink, orange or any unapproved color. Every color outside the system weakens the identity — even if the design "looks good".

Photographs with inappropriate dress

Any image with jewelry, makeup, short sleeves on women or low necklines — even old photographs, even in a mission context outside the Church.

Sensationalist wording

"A powerful service", "You will not want to miss it", "It is going to be tremendous", "The Spirit will move" — the language of spectacle, which contradicts the institutional tone of the brand.

Excessive emojis

🙏🙌🔥💫✨🕊️ — emojis are not part of the SDARM's visual system. In captions, use them with extreme moderation (max. 2 per caption). Never in visual posts or titles.

Sharing without curation

Sharing posts from other churches, pastors or ministries that are not part of the SDARM — even if the content seems appropriate. Every share implies institutional endorsement.

Social media is not
a digital notice board.

A post is a door

Every post published may be someone's first contact with the Church. The visual and editorial quality of each publication is the perceived quality of the institution itself. There are no "minor" posts.

Consistency beats volume

An account that publishes 3 posts a week with quality and coherence for two years builds more than an account that publishes 7 posts a week without consistency. The algorithm favors consistency.

The Sabbath at the center

The SDARM's communication week orbits around the Sabbath. When that is visible in the feed — when anyone can tell that this Church has the Sabbath at its center — the identity is working.

Brand Manager's Note

"The greatest threat to the SDARM's digital communication is not a lack of resources — it is a lack of discipline. A post outside the system, however good the intention behind it, communicates that the system does not matter. And when the system does not matter to those who produce it, it will not matter to those who receive it."

Hugo Cibalde

Brand Manager

Seventh Day Adventist Reform Movement

General Conference · 2026

How the SDARMcommunicates on social media

Post · story · reelcarousel · cover

6 ready-made templates —with photo upload

Caption · hashtagCTA · bio

Slide structureand sequence rules

Safe zone · contentand creative direction

Frequency · categoriesand the Sabbath at the center

Name · handle · bioand profile photo

What neverto publish

How the SDARM
communicates on social media

Post · story · reel
carousel · cover

6 ready-made templates —
with photo upload

Caption · hashtag
CTA · bio

Slide structure
and sequence rules

Safe zone · content
and creative direction

Frequency · categories
and the Sabbath at the center

Name · handle · bio
and profile photo

What never
to publish