The Return of Static Posts

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Static photos are as elementary to social media because the hashtag or the like button. Static picture posts revolutionized the way in which we share photos on-line—from making a tradition of selfies, memes and obligatory meals images to reimagining how manufacturers may relate to audiences.

The speedy rise of short-form video content material eclipsed static posts in early 2020, when TikTok and Reels took over standard 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 probably 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 response to 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.

A hot pink graphic that reads: 63%. More than half of social media professionals have experienced burnout in the last three months.

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 price creators on YouTube expertise, typically filming, enhancing and posting a number of long-form movies every week. The New York Instances revealed an exposé centered round creator burnout on TikTok in 2021, explaining the psychological pressure of continually producing new short-form movies.

It appears audiences have stopped partaking with video content material like they used to, suggesting they too could also be experiencing video fatigue. Even final yr, 61% of shoppers discovered static photos to be probably the most partaking 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 function 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.

A screenshot of a Sprout Social LinkedIn carousel titled "Are you prioritizing these 10 social media copywriting best practices?" The post has almost 300 likes, four comments and 30 reposts.

Different manufacturers are seeing this similar pattern. As Alder places it, “As entrepreneurs, we’re all the time taking a look at what’s partaking, 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 folks cease and have interaction. It’s wanting prefer it’s not as a lot of an engagement-driver as of late, 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."

Are static posts as efficient as video content material?

With our staff’s social knowledge and anecdotal proof from different manufacturers, we see that static posts might be simpler than video content material in relation 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 total 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.

Sprout Social Q2 2023 Pulse Survey multi-color infographic reflecting brands' content focus in 2023 compared to 2022. Images are listed as the top focus, with 59% of marketers investing more time into them.

At all times use your technique and efficiency metrics to seek out your ultimate content material combine, and weigh the professionals and cons of every content material sort. Your model could be trying to increase discoverability with audiences on video-first platforms like TikTok. Or your knowledge may point out your viewers behaves in a different way than ours.

By utilizing an analytics software like Sprout Social’s Publish Efficiency Report, you may filter to your highest performing posts to see how static content material compares to video and different put up varieties. These outcomes will provide help to decide which codecs it’s best to prioritize throughout networks.

Screenshot of the Sprout Social Post Performance Report showcasing impressions, potential reach, engagement and engagement rates of each post across Facebook, Instagram and Twitter.

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 greatest practices from these 4 manufacturers in your content material ideation and growth. 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+ folks and those that love them. On social, they use static content material to meet their mission. As Alder describes, “We’re an schooling and advocacy [organization]…Static photos are sometimes probably the most accessible solution 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 purpose for that is security. With all the 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 function on-brand colours and graphics that stand out in feeds. The PFLAG staff makes use of Canva as a central hub for streamlining content material creation for his or her staff, and the a whole bunch of volunteer-led chapters throughout the nation.

This boosts the effectivity of PFLAG’s staff, Alder says. “For us, incorporating static imagery means it may be utilized in a wide range of methods and platforms. We’re a small staff, and having 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 varieties in a program like Canva, you’ll save your staff time and make it simple 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 staff is aware of who their viewers is, and what sort of content material will make them interact.

Apply it: Static posts don’t should be boring. If it matches 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 way of 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.

A screenshot of the comment section on a recent IKEA Instagram post. The comments are all positive celebrations of the brand's static posts.

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 digital camera on designers and different staff members behind their model.

A screenshot of an IKEA post on X (the platform formerly known as Twitter). The post pays homage to an iconic IKEA designer, and includes static images of him and his designs.

Apply it: When everybody else goes lo-fi, attempt one thing extra high-brow. Excessive-quality images and staging could be 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 artistic 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.

A screenshot of a post on X from Oreo Cookie. The post reads: Follow for more beach snack hacks. It accompanies a static image of Oreo ice cream cones in a clear, plastic bag resting on the sand during a bright, sunny day at the beach.

They used this method once they rolled out their first put up on Threads.

A screenshot of a Threads post from Oreo cookie that depicts an Oreo sitting at a desk with a mug in front of it. A speech bubble is coming from the cookie that says, "This is fine." The background of the image is up in flames, referencing the panic that took hold for brands when Threads launched.

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

A screenshot of a post by Oreo Cookie on X. The post reads: If we have to share our name, we're glad it's with them. The post includes static images of dogs named Oreo, referencing how often people used the cookie namesake to name their pets.

Apply it: Use your model identification 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 fitting 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 won’t be proper for yours. In the end, there’s room for a couple of monarch within the social media royal courtroom.

Discover the fitting 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 staff’s bandwidth.

Up subsequent: Try our visible content material information for tricks to create social content material that’s distinct, memorable and unimaginable to scroll previous.

FAQ

What’s a static social media put up?

Static social media posts lack motion and aren’t interactive. Pictures, infographics, memes and screenshots are widespread examples of static social posts.

What’s the distinction between static and dynamic posts?

In contrast to static posts, dynamic posts seize movement or enable 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 staff’s bandwidth, longer content material lifespans by way of repurposing and standing out in a sea of video content material.

What kinds of posts get probably the most engagements?

This finally 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.



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