The Return of Static Posts

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 pictures to reimagining how manufacturers might relate to audiences.

The fast rise of short-form video content material eclipsed static posts in early 2020, when TikTok and Reels took over in style 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 position of static content material because the possible 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 submit 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 have been cited as the most important contributing elements.

The calls for of video manufacturing are taxing creators and entrepreneurs underneath strain to maximise their consistency in hopes of being favored by fickle algorithms. As early as 2019, CNN was already reporting on the burnout price creators on YouTube expertise, typically filming, enhancing 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 12 months, 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 prime 10 highest engagement-generating posts from 2023 characteristic static photos, like carousels and knowledge 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 development. As Alder places it, “As entrepreneurs, we’re at all times taking a look at what’s participating, and what’s making people work together on social media. I believe the shift [toward static] is as a result of video was the earlier development that made individuals cease and have interaction. It’s trying prefer it’s not as a lot of an engagement-driver lately, so we’re all simply looking for what’s.”

Are static posts as efficient as video content material?

With our group’s social knowledge and anecdotal proof from different manufacturers, we see that static posts could be more practical than video content material relating to 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 very 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% mentioned they’re upping the amount of 5-15 second movies this 12 months, and 49% are creating extra 16-30 second movies.

All the time 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 could be trying to enhance discoverability with audiences on video-first platforms like TikTok. Or your knowledge may point out your viewers behaves in another way than ours.

By utilizing an analytics instrument like Sprout Social’s Put up Efficiency Report, you’ll be able to filter in your highest performing posts to see how static content material compares to video and different submit sorts. These outcomes will enable you to decide which codecs you must 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 begin, use greatest practices from these 4 manufacturers in your content material ideation and improvement. Every model produces static content material that feels distinctive and fashionable, 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 people who love them. On social, they use static content material to satisfy their mission. As Alder describes, “We’re an training and advocacy [organization]…Static photos are sometimes essentially the most accessible approach 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 except we’re at an occasion. The massive motive for that is security. With all the anti-LGBTQ+ rhetoric and legal guidelines being handed in our nation, we should prioritize the protection of our PFLAG households. That implies that we are able to share quotes from these households, however oftentimes can’t share pictures,” 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 group makes use of Canva as a central hub for streamlining content material creation for his or her group, and the tons of of volunteer-led chapters throughout the nation.

This boosts the effectivity of PFLAG’s group, Alder says. “For us, incorporating static imagery means it may be utilized in a wide range of methods and platforms. We’re a small group, and with the ability to re-use content material in e-mail or on different platforms is useful for us.”

Apply it: Use static codecs, like carousels and graphics, to teach your viewers. By templatizing these content material sorts in a program like Canva, you’ll save your group 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 sometimes meme-ified static content material is distinctly on-brand, whereas clearly talking the language of social. It’s apparent the Seemore group 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 matches your model persona, experiment with infusing your product into cultural moments and memes that may resonate together with your viewers.

3.  IKEA

IKEA, the long-lasting 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 pictures elicits giddy reward from their viewers.

On different networks like X (previously often known as Twitter), IKEA takes a human-first strategy to their static content material. They keep the identical elevated pictures type, whereas turning the digital camera on designers and different group members behind their model.

Apply it: When everybody else goes lo-fi, strive one thing extra high-brow. Excessive-quality pictures and staging could be the very best strategy for showcasing your product. No matter you do, be certain that 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 situations that draw laughs from audiences who’re in on the joke.

They used this strategy after they rolled out their first submit on Threads.

OREO additionally brings their neighborhood middle stage by reposting user-generated content material, like this Tweet that includes canine named OREO.

Apply it: Use your model id to tell the way you strategy static content material. Surreal situations aren’t proper for each firm. Use your model type information as a place to begin to hone the best feel and look.

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 may not be proper for yours. In the end, there’s room for multiple 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 group’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