Minnesota Department of Transportation

511 Travel Info

Design System

Social media graphics


All social media ads and boosted posts/events must meet brand and accessibility standards to ensure they appropriately present the agency and are designed for all audiences.

Minimum thresholds for budget and run time must be met to ensures ads and boosted posts/events are a cost affective solution to reaching target audiences on these platforms.


Ad and boosted post/event requests

All requests must be made at least 48 hours in advance (not including weekends) of the requested start date.

The following information should be provided with every ad or boosted post/event request:

  • Is this an ad or boosted post/event being requested?
  • Who is paying for it – consultant or project? If project, the fund, fin dept, approp, project number and source/activity codes are needed.
  • What is the lifetime budget? The minimum budget is $100.
  • How many days should it run? The minimum run time is five days.
  • What is the target location? Zip codes or cities and radius around it (minimum of 10 miles and maximum of 50 miles) are acceptable.

Note: changes to requests may be required to make sure target audiences are reached and agency funds are used affectively.


Always follow standards and guidelines for plain language, grammar and writing for communication channels.


Visuals must be submitted in jpg, png, gif or mp4 format—do not submit a PDF.

Figure 1: Example graphic sizing
Exmaple social media graphics in 9:16, 1:1 and 16:9 formats
  • Three sizes of images need to be submitted: 16:9, 9:16, 1:1 (see Figure 1).
  • Images must have a low amount of text and be ADA compliant for both content and design.

Note: Don’t use “open house” as Facebook doesn’t allow that/lowers the number of impressions – use “public meeting” instead.



Best practice for copy is 125 characters (including spaces) or less—it’s okay to go over this, but try to keep the character count as low as possible.

Example copy:

Join us on March 27 from 5:30 to 7:30pm at the Pine Island American Legion to learn more and share your thoughts on a Hwy 52 construction project!