Automatically generate social sharing images by creating a page-specific image URL, then placing that public URL in the page’s og:image metadata. You can render a card from page data with a code-based route such as Vercel’s @vercel/og, or transform an existing image with a service such as Cloudinary. The right route depends on whether you need to create a designed card from scratch or adapt assets you already have.
How the pieces fit together
Social preview generation has two parts: produce an image, then tell social platforms where to fetch it. The image can be generated dynamically for each page or composed from an existing asset. Either way, the page’s HTML must expose the resulting, publicly accessible image URL in its social metadata.
- Choose an image workflow. Render a card from page data, or use an image transformation URL to crop, resize, and add text or graphics to an existing asset.
- Make the image URL page-specific. Use a route parameter or other page data to identify the title, image, or content for that page.
- Add the URL to metadata. Set
og:imageto an absolute URL that social crawlers can request.twitter:imagemay also point to the image; Vercel’s deployment metadata guidance saysog:imagecan act as its fallback. - Check crawler access and the actual preview. Ensure the route is not blocked by robots rules or authentication, and inspect how the intended platform renders it.
Choose a generation approach
Render a card from page data
A code-rendered route is useful when a card should be designed from the page’s title, author, category, or other content. Vercel documents using @vercel/og with an ImageResponse route to render social cards from markup, with route parameters supplying changing content. See Vercel’s OG image generation documentation.
This approach gives you control over layout and page-specific text, but the renderer has implementation constraints. Vercel’s documented setup lists Node.js 22 or newer and Next.js 12.2.3 or newer; the Next.js App Router includes the package. The renderer supports a subset of CSS, including flexbox but not CSS grid, and supports TTF, OTF, and WOFF fonts. Vercel documents a 500 KB bundle limit. Check these requirements against the versions and deployment configuration you actually use before building a complex template.
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If you already have a suitable photo, illustration, or brand asset, a managed transformation workflow can create the share image by changing its size or crop and adding text or graphics. Cloudinary’s article describes using a transformation URL in social metadata, and its transformation guide covers resizing, cropping, text overlays, and graphics: social sharing images and image transformations.
This can fit teams already managing assets with Cloudinary. Confirm that the source asset is available, that the transformation URL behaves as expected, and that the image is delivered without access restrictions. These are different workflows, not a measured performance or cost comparison.
Compare the practical trade-offs
| Decision | Code-rendered route | Managed transformation |
|---|---|---|
| Starting point | Markup and page data | Existing image assets and transformation parameters |
| Often fits best | Applications needing per-page text or layout, especially those already using Next.js and Vercel | Teams already using Cloudinary or needing managed asset transformations |
| Check before launch | Runtime compatibility, CSS and font support, bundle size, route access, and cache behavior | Asset availability, transformation URL behavior, delivery access, and current service terms |
Set image dimensions and design
Recommendations differ slightly. Vercel’s documentation, last updated in 2025, recommends 1200 × 630 pixels. A Cloudinary article from 2022 calls 1200 × 627 pixels the most frequently recommended size. Neither figure is a universal mandate; check current guidance for the platforms where your audience shares links.
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Design for a small preview: keep essential text legible, use a clear visual hierarchy, and avoid placing important content at the very edges. If you render a card from data, account for long titles and missing fields so the layout remains usable across pages.
Publish the image in page metadata
Once the generation route or transformation URL works, set the page’s social metadata to that image’s absolute URL. For example:
<meta property="og:image" content="https://example.com/og/article-title">
<meta name="twitter:image" content="https://example.com/og/article-title">Replace the example URL with the public URL for your own route or transformed asset. For dynamic routes, ensure each page resolves to the correct content and image rather than accidentally sharing one generic card. Vercel’s deployment metadata guidance describes twitter:image as supporting static or dynamic images and og:image as a fallback.
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Make the generated image fetchable
Social crawlers need to request the image without a browser session. Vercel recommends allowing OG image API routes in robots.txt. Also check for authentication requirements, blocked paths, redirects, and server errors. Passing a robots check only establishes crawler permission; it does not guarantee that a particular platform will display a preview exactly as expected.
For parameterized image URLs, validate externally supplied values and choose cache behavior that matches how often page content changes. Vercel says @vercel/og adds CDN caching headers to reduce recomputation and cost. If a title or image changes, consider whether the existing cached result should remain valid or be refreshed.
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- Open the page source or rendered HTML and confirm the social image metadata contains the intended absolute URL.
- Request the image URL without signing in. Confirm it returns an image rather than an error page, redirect loop, or blank response.
- Check the image dimensions, text, crop, and page-specific content at the URL itself.
- Verify robots rules permit the relevant route, then test the link using the preview tools or sharing flow of the target platform.
- After changing page content or the image template, check whether caching delays the updated preview.
Common problems and fixes
The preview has no image
Check that og:image is present in the HTML delivered to crawlers, points to an absolute URL, and does not require authentication. Confirm that robots rules do not disallow the image route.
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The image route fails in production
Compare the deployed Node.js and Next.js versions with Vercel’s documented requirements for the setup. Review runtime errors and ensure the route is deployed where the metadata URL points.
The card layout breaks or text is missing
For a Vercel renderer, check that the template uses supported CSS and a supported font format. Keep the bundle within the documented 500 KB limit, and test long titles and absent data rather than assuming every page has identical content.
The preview shows old content
Check caching at the image route and any platform-side preview cache. Make sure the URL or cache invalidation strategy changes when content changes if a fresh image is required.
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The generated image is inaccessible to crawlers
Test the URL without cookies or credentials, inspect redirects and response failures, and allow the route in robots.txt where appropriate. Then verify actual behavior on the target platform; crawler access alone does not guarantee preview presentation.
Or skip the browser setup
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