Static photos are as elementary to social media because the hashtag or the like button. Static picture posts revolutionized the best way we share photos on-line—from making a tradition of selfies, memes and obligatory meals images to reimagining how manufacturers might relate to audiences.
The speedy rise of short-form video content material eclipsed static posts in early 2020, when TikTok and Reels took over common tradition—however now we’re questioning if static posts are making a comeback with Instagram returning to its photo-sharing roots and Meta launching its nostalgia-inducing community, Threads.
We investigated the function of static content material because the seemingly reigning king of social content material and the way it compares to video, and requested Jackson Alder, Senior Digital Strategist at PFLAG Nationwide, to weigh in.
Are audiences and entrepreneurs experiencing video put up fatigue?
Burnout charges are excessive for social media groups. In keeping with a This fall 2022 Sprout pulse survey, greater than half of social media professionals are both experiencing burnout or have skilled it inside the final one to a few months. Lack of bandwidth and sources had been cited as the largest contributing elements.
The calls for of video manufacturing are taxing creators and entrepreneurs beneath stress to maximise their consistency in hopes of being favored by fickle algorithms. As early as 2019, CNN was already reporting on the burnout fee creators on YouTube expertise, typically filming, modifying and posting a number of long-form movies every week. The New York Occasions revealed an exposé centered round creator burnout on TikTok in 2021, explaining the psychological pressure of regularly producing new short-form movies.
It appears audiences have stopped participating with video content material like they used to, suggesting they too could also be experiencing video fatigue. Even final yr, 61% of customers discovered static photos to be essentially the most participating in-feed content material. At Sprout, our metrics reveal static posts are our highest engagement drivers. On the time of publishing, eight of our high 10 highest engagement-generating posts from 2023 characteristic static photos, like carousels and information visualizations. The opposite two are text-only posts, which makes a compelling case for these tried-and-true codecs.
Different manufacturers are seeing this similar pattern. As Alder places it, “As entrepreneurs, we’re at all times what’s participating, and what’s making people work together on social media. I feel the shift [toward static] is as a result of video was the earlier pattern that made individuals cease and have interaction. It’s wanting prefer it’s not as a lot of an engagement-driver lately, so we’re all simply looking for what’s.”
![A hot pink graphic with white text that includes a quote from Jackson Alder, PFLAG National Senior Digital Strategist. The quote reads: "I think the shift [toward static] is because video was the previous trend that made people stop and engage. It's looking like it's not as much of an engagement-driver these days, so we're all just trying to find what is."](https://media.sproutsocial.com/uploads/2023/07/Question-Callout-Template.jpg)
Are static posts as efficient as video content material?
With our workforce’s social information and anecdotal proof from different manufacturers, we see that static posts might be simpler than video content material in the case of producing engagement. However that’s solely scratching the floor of what it means to be efficient on social.
Most social entrepreneurs are upping their funding in static and video content material, suggesting that each are important for general success. A Q2 2023 Sprout pulse survey discovered that 59% of entrepreneurs are focusing extra on photos in 2023. By comparability, 53% stated they’re upping the amount of 5-15 second movies this yr, and 49% are creating extra 16-30 second movies.
At all times use your technique and efficiency metrics to search out your perfect content material combine, and weigh the professionals and cons of every content material sort. Your model is perhaps trying to enhance discoverability with audiences on video-first platforms like TikTok. Or your information would possibly point out your viewers behaves in another way than ours.
Through the use of an analytics instrument like Sprout Social’s Put up Efficiency Report, you’ll be able to filter to your highest performing posts to see how static content material compares to video and different put up varieties. These outcomes will allow you to decide which codecs you need to prioritize throughout networks.
4 examples of inspiring static content material methods
If you wish to experiment with incorporating extra engagement-worthy static content material into your technique however don’t know the place to start out, use finest practices from these 4 manufacturers in your content material ideation and growth. Every model produces static content material that feels distinctive and trendy, and it makes up a core a part of their social presence.
1. PFLAG
PFLAG is the nation’s largest group devoted to supporting, educating and advocating for LGBTQ+ individuals and those that love them. On social, they use static content material to meet their mission. As Alder describes, “We’re an training and advocacy [organization]…Static photos are sometimes essentially the most accessible technique to share content material, which is a precedence for us. Video isn’t very accessible by comparability.”
Static content material like branded graphics and quotes makes up the majority of PFLAG’s content material. “We lean closely into static photos and gifs, with video content material being pretty minimal until we’re at an occasion. The massive cause for that is security. With the entire anti-LGBTQ+ rhetoric and legal guidelines being handed in our nation, we should prioritize the security of our PFLAG households. That signifies that we will share quotes from these households, however oftentimes can’t share photographs,” Alder explains.
Their static posts on their nationwide and regional accounts all characteristic on-brand colours and graphics that stand out in feeds. The PFLAG workforce makes use of Canva as a central hub for streamlining content material creation for his or her workforce, and the a whole bunch of volunteer-led chapters throughout the nation.
This boosts the effectivity of PFLAG’s workforce, Alder says. “For us, incorporating static imagery means it may be utilized in quite a lot of methods and platforms. We’re a small workforce, and with the ability to re-use content material in electronic mail or on different platforms is useful for us.”
Apply it: Use static codecs, like carousels and graphics, to coach your viewers. By templatizing these content material varieties in a program like Canva, you’ll save your workforce time and make it straightforward to make sure model consistency.
2. Seemore Meats
Seemore Meats is a women-owned meat firm that makes sausages with recent greens and humanely-raised meat. On social, their model excels at leaning into cultural moments and creating their very own.
Their fantastical, whimsical and infrequently meme-ified static content material is distinctly on-brand, whereas clearly talking the language of social. It’s apparent the Seemore workforce is aware of who their viewers is, and what sort of content material will make them have interaction.
Apply it: Static posts don’t need to be boring. If it suits your model persona, experiment with infusing your product into cultural moments and memes that can resonate together with your viewers.
3. IKEA
IKEA, the enduring Swedish dwelling items and furnishings model, builds rapport with their viewers by sharing photos that really feel heat, cozy and aesthetically pleasing, like their Instagram web page demonstrates. All of it feels distinctly IKEA, and the swoon-worthy images elicits giddy reward from their viewers.
On different networks like X (previously generally known as Twitter), IKEA takes a human-first method to their static content material. They preserve the identical elevated images fashion, whereas turning the digicam on designers and different workforce members behind their model.
Apply it: When everybody else goes lo-fi, attempt one thing extra high-brow. Excessive-quality images and staging is perhaps the most effective method for showcasing your product. No matter you do, be sure your content material has a glance that’s undeniably yours.
4. OREO
The model behind milk’s favourite cookie is irresistibly playful and inventive with their static posts. OREO content material typically options their merchandise in absurd, comedic eventualities that draw laughs from audiences who’re in on the joke.
They used this method after they rolled out their first put up on Threads.
OREO additionally brings their group heart stage by reposting user-generated content material, like this Tweet that includes canines named OREO.
Apply it: Use your model id to tell the way you method static content material. Surreal eventualities aren’t proper for each firm. Use your model fashion information as a place to begin to hone the best appear and feel.
Make room for video and static posts in your calendar
So, is static content material again to reclaim its seat on the throne? The reply is, it relies upon. Whereas static posts can generate excessive engagement for some manufacturers, going all-in on static won’t be proper for yours. In the end, there’s room for a couple of monarch within the social media royal court docket.
Discover the best content material combine by listening to your viewers and measuring what works. Make investments your time and expertise strategically to enhance your efficiency, with out overtaxing your workforce’s bandwidth.
Up subsequent: Try our visible content material information for tricks to create social content material that’s distinct, memorable and unattainable to scroll previous.
FAQ
What’s a static social media put up?
Static social media posts lack motion and aren’t interactive. Photographs, infographics, memes and screenshots are frequent examples of static social posts.
What’s the distinction between static and dynamic posts?
In contrast to static posts, dynamic posts seize movement or permit person interplay. For instance, lengthy and short-form movies, quizzes and polls.
What are the advantages of static posts?
The advantages of incorporating static posts into your content material line-up embody: much less pressure in your workforce’s bandwidth, longer content material lifespans by repurposing and standing out in a sea of video content material.
What varieties of posts get essentially the most engagements?
This in the end depends upon your viewers, business and distinctive efficiency. Flip to your metrics to be taught if static, video or different content material varieties are powering your social wins.
