Imagine spending hours creating beautiful graphics for your social media posts. You finally got it right and posted it on social media. The next day, you log in and see that someone else has posted your image without your authorization, claiming that your work is their own.

Creating a watermark can help protect you from this common problem and help increase your brand awareness. In this article, you will learn about the existing watermark types and how to create your own.

Typically, the watermark’s opacity is set to 50% or lower. If it’s too bold and opaque, it can distract the viewer from other details in the content. However, if it is too transparent, it can be easily overlooked.

The opacity will depend on the type of image you have and its purpose. For example, photographers and videographers will choose higher opacity because every detail of their images is important. They are also more likely to place the watermark at the bottom of the corner of the image.

For brand shared content marketing techniques, the watermark can be very opaque and placed prominently on the asset for easy identification.

Type of watermark

There are two types of watermarks: visible and digital. They are used by different users for different purposes.

When we use the term, most people think of visible watermarks. It refers to a visible stamp, usually a logo, phrase or pattern, superimposed on an image. Content creators use this type most often to prevent theft and help with their brand recognition.

On the other hand, digital watermarks are invisible to the naked eye. Instead, the watermark is embedded into the image’s data. While content creators can also use it, it is more commonly used by banking institutions and news organizations to verify media and identify its source.

Why is watermark important?

Online, especially on social media, content creators and brands don’t have many reliable resources to protect them from theft. Someone can easily take screenshots or screenshots from other users and post them as their own.

While most social media sites offer reporting tools, there is still a lot of work to be done to protect online users from copyright infringement. YouTube is one of the few social channels that seems to be responsive, where the use of music and video is tightly controlled.

watermark example

Image Source

Therefore, watermarks can help you protect your work. It’s not foolproof, but it does provide a layer of security.

Brand Awareness

On social media, content can take off at any time.

If you’re lucky enough to go viral, other pages are likely to repost your content. You want to make sure your content has recognizable content that leads users back to your page.

Reaching a larger audience is also a great opportunity to differentiate your brand and build brand recognition.

watermark example


To prevent illegal downloads of its creative assets, Adobe adds a watermark to every image that users preview. adobe watermark example

Note that they use two types of watermarks: a grey watermark with the words “Adobe Stock” on the entire image, and a black watermark in the lower left corner.

This allows users to easily preview the image without having to use it before purchasing.

buzz media agency

The media outlet uses watermarks in Instagram posts to share their work without the risk of other users stealing it without proper attribution.

Buzz Media Agency Watermark Example

Image Source

You’ll notice that their watermark is their logo, and users can easily find them if the image is shared on the platform or anywhere else.

Also, this is evident without taking attention away from other elements in the image.

PR Girl Manifesto

The brand uses a more modern approach to watermarking, which many companies use when posting engaging, shareable content on social media.

Watermark Example PR Girl Manifesto

Image Source

In this case, there are a few things that differ from your average watermark:

  • Opacity is 100% to make it very visible. However, it is balanced by a small font size.
  • It’s not a logo or pattern, but the Instagram handle of the page.

Watermarking this way is always a good idea when marketing content on social media. It puts your brand at the center and makes it easy for users to find your profile.

How to create a watermark

There are many ways to create watermarks. So the method you use will depend on the tools available to you and the type of asset you want to watermark.

The most popular tools for creating watermarks are:

Because Canva is the easiest option to use, let’s describe how to use this tool to make watermarks.

  1. Visit and create an account.

  2. Choose a template type or create a custom template.

    How to Create a Watermark on Canva Step 2: Canva Homepage

  3. Create your watermark and choose your desired opacity.

    How to Create a Watermark on Canva Step 3: Watermark Creation

  4. When you’re done creating the watermark, click “Share” in the upper right corner. Then, select Download.

    How to Create a Watermark on Canva Step 4: Menu Sidebar with Download Button

  5. Check “Transparent Background” and download your watermark.

    How to Create a Watermark on Canva Step 5: Menu Sidebar "Transparent Background" choose
    notes: This feature is only available on Canva Pro. To complete this step for free, download the image, then visit to upload your image and remove the background for free.

  6. Use watermarks on videos, images and other content.

Watermark added to video

you have it! Creating a watermark is a preventative measure that can help you protect your creative assets and help you build brand recognition.

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