Every other design for social media, I face this problem. I discussed this in room also. I came to know that different countries have different views. They also gave examples about book spine. Which I couldn't understand very well. Now I know it can be opinion based. But I also know this is a genuine problem. If this weren't a graphic design problem, I would never be so much confused about every other design. I often face this problem.
Does it depends totally on Designers choice (what he likes)? Does it depend on size of text or number of words? Does it depend on side (left / right / top / bottom) of the design?
So for a particular design, how can one decide that keeping top to bottom or bottom to top will be better? For example, how do I decide which approach I should finalize for this design?
Also, book spine text direction is relevant to this topic?
England cricket page uses top to bottom approach for logo and some text: