social media how to Are you sharing compelling images across social networks?

Do you want more engagement and traffic from your efforts?

If you’re not regularly sharing images that resonate with your audience, you’re missing out on a ton of engagement.

In this article you’ll discover the essential elements of shareable images that increase engagement and drive traffic to your website.

Why Use Images to Drive Social Engagement?

People are drawn to visual content and take action based on its subtle cues faster than any other medium–faster than text, audio or video.

The power of pictures isn’t restricted to image-centric platforms like Pinterest and Instagram. Visuals are attracting attention and driving engagement across all social networks. Even LinkedIn and Twitter are getting in on the action and showcasing images.

All of the major social networks are highlighting visual content. Brands that can leverage the power of original, optimized images are getting noticed.

If you’re worried you need a graphic designer or special skills, don’t be. In this article I’ll introduce you to the tools you need and the five essential elements of shareable, traffic-driving images that you can include in your marketing plan today.

#1: Give Your Audience What They Need

If you want to encourage engagement and shares, your images have to appeal directly to your target audience.

Create images and infographics that either solve a problem or inspire your community to take action. Images that give short, instantly actionable advice are highly shareable. Quick tips, how-to’s, quotes and fun facts are all very popular.

Social media expert Kim Garst matches audience expectations with useful tips by regularly posting images with social media advice and tagging them with #biztip.

Her community shares these problem-solving tips like wildfire, which results in an exceptionally high organic engagement rate on Facebook.

kim garst tip

Creating an image with a useful tip makes for an instantly shareable piece of content.

How-to images have also proven to be a powerful way to encourage sharing and engagement on blogs or social platforms, especially Pinterest. Australian stylist and blogger Nikki Parkinson from Styling You uses this type of image well.

She often posts a clever mix of photos and text overlays to demonstrate a process. She created this highly pinnable image to show how to do makeup in 2 minutes.

nikki parkinson tip

How-to images are highly shareable on Pinterest.

What makes this image so attractive are the original photos, text overlays, numbering and step-by-step instructions. Embedding this type of image in her blog posts makes those articles immediately eye-catching and pinnable.

If you decide to create a how-to image, you can garner even more engagement (and blog traffic) if you upload it to Instagram, and share it across all social media platforms.

Don’t forget quotes! On any social platform, quotes are one of the most shareable types of image. If you decide to go this route, focus on being inspiring or helpful to get the most engagement.

Your first instinct may be to share quotes on Facebook (and that’s not a bad idea), but have you considered Instagram? Mastin Kipp, founder of The Daily Love, posts a mix of behind-the-scenes images and inspirational quotes on Instagram with great success.

mastin kipp tip

Simple, branded quotes create an emotional connection with your audience and are highly shareable.

Finally, funny photos are always a winner on social media, but what about fun facts? Combining a fun fact with a beautiful image is a great way to create shareable content and engage your audience.

Tourism Australia pairs highly engaging images with little-known facts about Australia and shares them on its Google+ profile. Fans love it and respond by sharing the information with their friends!

tourism australia image

Tourism Australia has tailored its image strategy to its Google+ audience with informative, beautiful images!

#2: Be Consistent and Quick

Facebook reach has gotten a lot of attention lately and sharing images continues to boost organic reach and engagement. Do you want to skyrocket shares for your images? Then be timely!

There are two ways to leverage the power of timeliness to make your images more shareable: consistency and fast action.

A consistent approach to sharing images should be a part of every brand’s social media marketing tactics. To get started, simply post an image at the same time every day.

For example, each day food blogger Bianca Slade of Wholefood Simply posts amazing images on her Facebook page. She shares her wheat-free, dairy-free, sugar-free creations and asks a simple question: “Have you tried it?”

The result has sent foodie fans around the world into a frenzy, excitedly sharing Bianca’s creations. They’ll even bypass the news feed and go straight to her Facebook page to check out the recipe she posts at the end of the day (that includes me, guilty as charged!).

wholefood simply image

Tease your fans back to your Facebook page or website with captivating images on Facebook.

But Bianca doesn’t stop there. She leverages her engagement and includes her fans in the decision-making process for the recipe of the day.

wholefood simply choice image

Ask your fans to give their two cents by using an image.

For one of the best examples of timeliness, look no further than Oreo. You’ve probably seen the famous tweet that Oreo sent out during the 2013 Super Bowl. The marketing team acted swiftly during a power outage, posting a well-timed tweet before the power came back on. It was perhaps one of the most quick-witted acts of marketing on social media to date.

oreo image

Oreo scored a touchdown with their famous quick-witted Tweet.

Of course, Oreo has a team of people at the ready to jump on these kinds of opportunities. But that doesn’t mean small businesses can’t do it too. Keep an eye out for new updates to products or services in your niche. Those updates are important news for your customers!

In the example below, Facebook expert Amy Porterfield acted quickly to share news about a new Facebook feature by posting a simple screenshot from a blog post at Duct Tape Marketing.

amy porterfield image

Screenshots provide instantly shareable images—a great way to quickly announce breaking news.

By using a shareable screenshot with a link to the original article, Amy added value to her community, brought engagement to her page and drove traffic to Duct Tape Marketing’s blog.

Of course, you don’t have to wait for breaking news to make a splash. With a little planning, you can be ready for popular upcoming events and release images at the start of a celebration to get early traction.

Keep in mind that events recognized by others in your industry will attract more shares. For example, on International Midwives’ Day, my business created a simple yet compelling image using PicMonkey to celebrate the day.

We posted it early in the morning on the Know Your Midwife Facebook page. The result? Over 1,400 shares by the end of the day! The image swept through pregnancy, birth and parenting pages across Australia, then the US and the UK.

know your midwife image

Creating a timely image that appeals directly to your audience results in big engagement.

One of the keys to creating a shareable image is subtle or no branding. There is a fine line between a timely post and shameless self-promotion. In the image above, we decided not to include any branding at all. That made the image more universal, which encouraged other pages to share it as if it were their own.

#3: Create Original Art

In a world where we’re bombarded with information, anything new stands out from the crowd and catches our attention—on any platform, at any time. Take advantage of that and be part of the 20% of people who create original content for the other 80% to share.

When you create original images, they’re yours to keep. You can use them in any way you want, whenever you want.

You never have to wonder about breaching copyright, reading the fine print on a stock photo or making the big mistake of using an image from Google Images. (A quick reminder: Don’t use images you find on Google; it’s not a stock library.)

You don’t need to hire a graphic designer to create original images. You can do it yourself with the advice and tools listed below.

Tips for Creating Original, Shareable Images

I’m not creative enough!

I don’t have time!

I have no idea where to start!

Yes you are, yes you do and no problem. There are a number of easy-to-use tools that give you instant creativity and design skills, as well as allow you to share images quickly.

If you’re at your desk, you can use image-editing tools like Canva or PicMonkey. Both offer gorgeous (and handy) templates. Use them to create 5-10 images with a similar theme.

Not at your desk? Use your phone! Apps like Instagram, InstaQuote, Overgram (free) or Over (paid) make your on-the-fly pictures into works of art you can share immediately.

There are hundreds of apps and tools available for you to use, and the list above is by no means exhaustive. But remember, you don’t have to try everything all at once. Avoid being overwhelmed by starting with just a few tools.

As you become skilled with one tool, add another tool or app to your design kit. When you find something you love, stick with it for a while until something else strikes your fancy.

Two More Tips for Creating Original Images

  • Create a branded background template you can reuse for tip or quote images. You can simply upload it to Canva or PicMonkey when you want to create a new image with a text overlay. Reusable templates save lots of time!
  • If you have a graphic designer, ask him or her to give you PNG files to work with. They’re easy to overlay on backgrounds or templates, which means you can create images quickly when you need them.

#4: Optimize Size, Branding and Source

When creating images, optimization is key. Think in terms of size, branding and source information so your image not only suits the platform(s) you post it to, but has the best chance of being noticed and shared—and sending traffic back to your website.

The best size for your image will depend on how you want to use it and where you’re posting it.

When you want to use an image on Facebook and Twitter, 1200 x 627 pixels works best. Keep that in mind when setting the featured image for a blog post.

If you’re posting primarily to Instagram, square-ratio images work best and can work well on Facebook too.

When you’re aiming for Pinterest, use an image with a portrait orientation as those are shared most often. They also look good in Facebook’s news feed and in Google+.

To see how important image size can be, take a look at my test below. I uploaded a 1200 x 627 pixel image and used it as my blog post’s featured image.

socially sorted image

Your blog post’s featured image will show up when readers share your post on social networks.

When I shared the link on Facebook, it pulled the featured image into the news feed as a linked post without using any additional Open Graph coding or plugins.

socially sorted post image

Use the right dimensions for your blog post featured images so they play nicely with social networks.

When I used Buffer to share the blog post link to Twitter, the image still looked fabulous and stood out in the Twitter feed.

socially sorted twitter image

Images uploaded to Twitter stand out in the news feed.

Experiment with image sizes so you can optimize your content for each platform. In many cases, one image size may suit more than one platform. Find out what works for you, your preferred platforms and where your audience is hanging out.

Here’s an important tip: As you’re creating your original shareable images, don’t forget to brand them with a simple watermark. Once created, you can save the watermark and add it to future images as well. Your URL or logo make ideal watermarks.

Make the watermark bold enough to remind people that you created and own the image (and where to find more information), but subtle enough that you don’t appear too self-promotional.

In the example below, you can see how Y Travel Blog did a great job of creating a beautiful, pinnable image with subtle branding. Their logo in the bottom right corner isn’t intrusive.

ytravel image

A subtle watermark can help identify an image while protecting its source.

#5: Use an Obvious Call to Action

In any news feed on any social platform, you’re always competing against friends, family, funny photos, small businesses and big brands for the attention of your ideal audience.

Your engaging image may catch their attention, but then what? If you don’t know what you want fans to do when they see your image, they won’t either.

Your goal is to garner likes, comments or better yet, clicks and sharing (the golden tickets of social marketing). To get those, you need an obvious call to action.

Ask yourself two things: Can the image stand alone? Is there a clear call to action?

As humans, we’re drawn to images and we naturally migrate to those in social news feeds. If we can’t immediately discern the meaning of the image, we may look to the description or post to find context, or we may move to the next interesting thing.

To give your fans and followers immediate context and encourage them to take action, add some text to your images. In the example below, which image are you more likely to click on?

social sorted pin image

Titles add context and encourage users to click through for more content.

The bottom picture gives viewers clear context and can stand alone. Your fans know what they’ll find when they click through.

When you’re sharing images, there are two places to put a call to action: on the image itself or in the description (this is usually a clickable link). This is universal, whether you’re using Twitter, Facebook, LinkedIn, Instagram or Pinterest.

Mari Smith added a call to action to her Facebook cover photo asking fans to click to sign up for an upcoming webinar. An effective way to convert fans to attendees!

mari smith image

A Click Here button or call to action on an image can be hard to resist!

When fans click on the image, they can find out more about Mari’s webinar by clicking the hyperlink included in the image description.

mari smith link

Include a second call to action in your description to tell your fans what you want them to do.

If you want to try the same thing on Instagram, take a cue from Tabsite co-founder Mike Gingerich. He posts a snapshot of his latest blog post to Instagram. It’s a simple photo of his computer screen coupled with a call to action in the description that leads followers back to his blog.

mike gingerich image

A simple reminder to visit your blog for more content can be a great call to action on Instagram.

Instagram is a bit different from the other social networks. You can include a URL in your description, but it’s not clickable. However, you’re allowed one clickable link on your Instagram profile, so be sure to make this a link to your website.

On Pinterest, the Beauty Department excels at providing images that have a clear call to action to visit its blog for more information.

beauty department image

Want the full story? Click through to the blog!

Some Parting Thoughts

Shareable images are the key to creating engaging social media content. There isn’t a single network that doesn’t rely on compelling images to garner interaction.

An easy way to integrate more visual content into your social marketing plan is to use images that speak to your audience. Try posting an image at the same time every day, and be sure to include a strong call to action.

Take advantage of the many tools available and create a template that reinforces your brand and makes it quick and easy to make new images in batches.

With a little work and planning, you’ll be seeing higher engagement and more website traffic in no time.

What do you think? What kinds of images do you share with your fans? Which social networks have been most responsive? Share your experience or examples in the comments below.

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  • Great post Donna! I love that you educated us on the two places to put a call to action.
    It’s in line with the mindset to never leave it to chance that ideal customers know what to do as a result of your marketing. Tell them to do something.

    This post drives an even more important point about modern marketing and that is to: Build in Virality.

  • Thanks Patrick – you are so right about never leaving it to chance! Great point about virality – and I am always so pleased when I see pages like Kim’s and Bianca’s (wholefood simply) getting massive reach purely from their shares. Organic reach is not dead!

  • StacyRFirth

    Great post! Wonderful reminders of all the ways in which images can be incorporated into all social channels. This is one of things that I preach but often forget to practice, so reading this was a great kick in the butt! 🙂

  • Great article, @sociallysorted:disqus . I Pinterest sized photo to pin from the post would have been awesome.

  • ha ha thanks Stacy – no problems – hope it didn’t hurt too much (the kick) and be sure to let me know how you go when you get back into posting images!

  • You are so right about infographics! If you’re a company with a specific niche, infographics do you wonders. Being consistent and timely about it also helps a ton cause that shows you’re staying up-to-date with your industry.

    Very good thoughts. Thanks for sharing!

  • Hey Peg – thanks so much. Stay tuned – the team at social media examiner are most likely going to cover ideas for shareable and header images and thanks for your suggestion!

  • Thanks so much James – glad you agree… consistency and timing can be the difference between an awesome image that does well and one that doesn’t. Thanks for stopping by to comment!

  • Will you be doing more like taking one of these above – let’s say that example on Pinterest and dissecting it and then showing how to make one?

    Great piece, thanks.

  • Andrew Fortune

    I struggle with making a good call to action in my images. Your Pinterest example from the Beauty Department was helpful. Great post.

    Just shared it on G+.

  • Great post! Now I will have to go find an image to pair it with as I share it! Just yesterday I starting really making an effort to use pictures more in my Twitter strategy, so this couldn’t be better timed.

  • Donna, I loved how thorough and backed up with examples this post was!

    I am using quotes a lot and giving a choice through images as well, as I figured this creates the highest engagement for my audience. My quote images are not just quotes but with a nice background, filtered with cross process – I am trying to keep a certain brand tone everywhere as the page is new.

    What I might be doing wrong though (which I thought about after I read your post) is my too much branding. All the images I make with canvas and picmonkey, I put the facebook page and the name of the brand in the lower right corner – I guess this is the reason I do not get so many shares. I personally think the images are awesome 🙂 lol

    If you want, you can have a look: The page is new, I am posting for a Bulgarian restaurant which is going to be open in a sea resort in the summer (the posts are in Bulgarian language), so I am not in any ways trying to promote the 🙂 I am just curious to see ‘why o why’ I don’t get more shares 😀

  • Thanks, @sociallysorted:disqus, for providing great information. I hadn’t thought about adding a call to action to my cover photos like that. I also appreciate you introducing me to Canva, another great resource for creating images people want to share.

  • You are very welcome Anthony! Have fun getting creative with it!

  • Hey Blake, that’s great to hear about using more images in your Twitter Strategy. I am definitely seeing some inventive images being posted on Twitter, and not a lot of people are embracing it yet, so it’s worth playing with it now while you really stand out!

  • Excellent Andrew! Be sure to go to the Beauty Department profile on Pinterest and have a look at their boards as it will give you some ideas – they are very good at driving traffic from Pinterest to their blog.

  • Thanks Michele! Do you mean an example of how to make an infographic style image like the Beauty Department or the logo watermark/overlay from Y Travel Blog use or the how-to image from Nikki at Styling You (it is from her facebook page but it is actually posted from her blog)? All of the above are possible!

  • Donna, I loved how thorough and backed up with examples this post was!

    It made me figure that what I might be doing wrong is branding too much. I mostly use Canvas and Pic Monkey for the images I create and always put the brand name in the lower corner. I will do some tests next week and see how it goes. Considering that the page is new, I am giving it some time 🙂 Thank you for the post!

  • This article is chock full of great information. As I guide the social media efforts of my company, I’m not sure where to start with all of these new (to me) ideas. Thanks Donna!

  • No problems Gaya! …and definitely test and see what works. I think the main thing to focus on is consistency and posting out images at a regular time. You will find out more about whether to brand or not brand your images as you go along, but if you do include a watermark or logo, just keep it subtle. Avoid adding “everyting” ie a url, then a business name and a logo… if you are just adding brand name in the corner it should be fine though (and if you have a new page, then definitely give it time.. ). Good luck with it!

  • Hi Jennifer – thanks so much for commenting – I would recommend to start with consistency if you are going to start anywhere. And aim to post one image per day (a tip, how-to, quote etc) on whatever platform your company suits the best (and where your ideal customers are hanging out). Then step it up from there. And remember, you can share the images of others as well, to top up your content, but if you can create some original images, it will get you noticed!

  • Yes, I am only putting the name and the FB page url in a subtle way, but yes – I will give it some time. I am posting at the right times for the audience and I am consistent with the brand tone, even my filter is the same for the images 🙂 I do get a lot of likes and comments on some images (for the small fan base I have yet), but the shares are scarce. Anyways, thanks again for taking the time to reply to everyone here and all the best to you too!

  • Andrea

    Thank you for this post!

  • You are very welcome Andrea!

  • Great post! Any chance you know what program Kim Garst used to create that cartoon image of herself? It’s pretty cool!

  • AmandahBlackwell

    Great post Donna — most informative!

    I’m the Social Media Coordinator for our local animal shelter and share pictures of the shelter animals and cute pictures of dogs, cats, puppies and kittens with sayings and quotes on them. I also share posts from community members. They’ve been helpful with reuniting lost dogs with their owners. Facebook is the most responsive; I’m not surprised.


    I’m trying to use Power Editor and it’s kind of wonky. 🙂

  • Donna, I have really LOVED this article. I am a strong advocate of using images and always explain to everyone the importance of it… but when I need to apply my preachings to my own brand, I tend to struggle a lot, with excuses like the ones you mention (‘I’m not a graphic designer’ or ‘I don’t have time’ being the most used) I guess this post could be summarised in a few words by saying ‘Think out of the box’. I will put in practice some of these tips.

  • Infographics are great! But it’s not the same to create one engaging single image, that a full infographic: regardless of the graphic layout, they require much more work (e.g.: structure, data, etc…) This has been on my list of things to do for a loooooong time.

  • Good idea… let’s keep it simple and start with a daily image. Thanks.

  • Kristin Neudorfer

    Awesome post! So happy to have stumbled on this – working on reach and grow with SM and images especially on FB.

  • Belinda @ MyOodle

    Thanks for the great tips, I’m always looking for new ways to grab people’s attention. I’m going to try the large image idea. Thx

  • This is very helpful. Thank you Donna!

  • Thanks guys! I will check for you… and yes, it is very cool. Regardless of whether you use a designer or a program or DIY, there are lots of things you can do to save time and money, especially when you batch your images (as in the box above). Glad you found it useful!

  • Hi Amandah – I love that you are encouraging posts form your community – that is a great way to get more reach and engagement, and I love that you are getting to reunite animals. How rewarding!

  • Antonio! It’s ok, we all fall into that trap…. though I have been good this week and working on creating a batch of images ready for SMMW14 so that will be fun… I am actually doing a mix of my own creation and having a designer create some templates for me, so this week I AM practicing what I preach haha. Thanks for your comment….and go for it!

  • Awesome comment Kristin! Thanks for stopping by, and good luck with smashing your FB reach!

  • Excellent Belinda – glad you found it useful!

  • You are most welcome Christy! Have fun playing with images!

  • Awesome tips Donna! Images are powerful, and it’s a great strategy to utilize the power they can give your content. There are great tools available to help create an effective image; Canva and PicMonkey are very easy to use and two of my favorites!

  • This is most helpful Donna. I’m going to use this strategy to make my blog more effective. Thank you Donna!

  • ameeeee

    I absolutely LOVE this post! So very useful. Going to start coming up with some themed ones for my Page 🙂 Thank you!

  • AWesome Ameeeee!!! Have fun creating them!

  • You are very welcome Charlotte – your blog is a great place to start with images! Everything comes back to your blog! Go for it!

  • Hey @JohnLeeDumas:disqus – thanks so much! I love Canva and Picmonkey and quite a few of the images above I know were made with one or both! I was on a skype call with Canva today and we are plotting something cool for my session at #SMMW14. Look forward to meeting you in person! Love your podcast! (and that is an awesome profile shot BTW!).

  • Julie Harris

    Great article you got here Donna. I am a huge fan of graphic designers and
    I would say it’s my frustration lol. I always share photos in my
    social media accounts and I am having fun with it looking on the
    results. 🙂

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  • Fantastically thoughtful – and helpful – post, Donna! Thanks! (and #KeepSTRONG!)

  • kodeexii

    5 ways? Felt like there’s more than 5 in there. Currently testing out the FB CTA thingy myself. Will also try out the latest blog on instagram later. Hahaha.. that’s a good one.

  • LetMeDoThatForYou

    Great article Donna! Full of useful tips & we launched a brand new facebook page yesterday !!

  • Thanks and great timing then! Have fun with visuals!

  • Ha ha, yes, lots of examples! Good luck with the CTA thingy (I like to call them a “clickable” image) – you can have some fun with them and get quite creative with it.

  • You are very welcome Vincent. thanks for your comment!

  • Thanks Julie – I am a huge fan of graphic designers too – I have a great one on my team but I love that I don’t have to bother her for little things anymore and keep her for the cool stuff that she can stick her teeth into like our infographics. I think the key is to still use your designer where you can to make these shareables easy too… like for instance, I would sometimes get her to design a template background and then I use that to add text etc. Glad to hear you share a lot of images – good luck with it!

  • Meg Cook

    I liked the quick tip cartoon at the top the best. Would love to see some statistics on what types of images are shared the most. Great post Donna, thanks for the information!

  • Great ideas, Donna! I’ve already made some changes to our Facebook strategy based on your suggestions. Visuals are so important on all the social media channels. I appreciate you sharing your expertise!

  • Thanks Meg – the guys from Curalate have done some cool research on what images are shared well from the web in general and also on Pinterest – check out their blog, and fortunately there are more and more tests being done on it. In my experience, quotes still do really well and any how-to or tips (anything that really helps your audience) do best – make it about them. Thanks for your comment!

  • Excellent! Glad to hear you got a lot out of it. Thanks for your feedback! Good luck with your Facebook image strategy and loving what you guys are doing at My Kids Adventures already so it will only get better!

  • Thanks Donna, I will go for it.

  • Mile

    Great post! very helpful and interesting.

  • Thanks and you are welcome!

  • Stacey Herbert

    I especially like no#1. I thought I was already being creative with my use of images, but you’ve revealed so many tactics here that I’d never even thought out. Really excited to give some of them a try!

  • Awesome Stacey – have some fun with it!

  • Jason Fonceca

    Absolutely brilliant sharing here, Donna. Thanks so much.

    More important than ever with Facebook’s recent crackdown on EdgeRank algorithms.

    I used the majority of the tips here to create what I feel is a fun, shareable, engaging, inspiring, actionable piece of FB content – check it out if you wanna see the original art you helped inspire.

  • JenniferKAT

    Great post! Donna – who does the adorable graphic illustrations you use throughout the site? I LOVE them!!!

  • Hey Jennifer – I did some for my blog (socially sorted) and the one for Know Your Midwife using Canva and Picmonkey, Kim Garst does her own and uses a designer, and the various businesses featured did their own.

  • Awesome Jason – and glad you agree – yes the Facebook reach issue does not have to be so bad if we create quality, shareable visual content that catches attention. I love your image – have you shared it anywhere I can see it on a social site or your blog? DM me or send me a link!

  • Jason Fonceca

    Thanks so much, Donna! I love my image too, and I love it extra because of how all your tips helped guide it.

    It’s shared across all Evan Carmichael’s social media channels (fb, twitter, pinterest, etc.)

    I followed you on Facebook, but here’s a link to the image (and there’s 2 more like it if you want to see them as well):

  • Luissa Tallo

    Excellent photo use tips, Donna. I want to get better at creating original photos that represent the brand. Also, a watermark image is a terrific idea.

  • While reading this amazing blog I couldn’t believe how informative and well written it is! I am interning as a social media manager. Thank you very much. Lots of love from Dubai!

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  • Wow! what a great post… thanks a lot for sharing your knowledge based article… I just wonder if there any image tools available to put click-able button like “call to action” directly…

  • SEM Clash

    You are mentioned & shared websites for photo sharing sites are good. It makes the your High resolution images to get more traffic for your posts.

  • David Fuentes

    This is really good, even if there are some old rules still mentioned but I can have an idea of the basics that still work today and will always do. Thank you so much for taking your time to share this with us!