Are Static Posts Dead?

In today's fast-paced social media landscape, dynamic content like Reels and TikToks have significantly shifted how content is created, shared, and consumed. Remember that these videos are very different from traditional video content like shot for commercials. Short-form video content has proven to be a game-changer. On Instagram, Reels bring in higher engagement rates than any other type of content and boast an average reach of 30.81%, according to Social Insider. That’s roughly 2x more reach than any other type of content on the platform. 

This type of content has undeniably dominated recent trends by capturing users’ attention through scroll-stop storytelling and immersive experiences. But does this mean static posts are a thing of the past?

Here’s what we think. 

For many of our clients, building short-form video content into their marketing strategy is something we highly recommend to highlight their people, products, or services while getting in front of new audiences. While Reels and TikToks are a significant part of many social media content strategies, they are not replacing the entire strategy. Our team believes in creating an intentional content mix of graphics, images, carousels, user-generated content, stories, and short-form videos for our clients' social media accounts.  

If you’re looking for the tl;dr answer,  no – static posts are not dead in 2024. Let’s dig deeper! 

The Power of Static Posts 

Static posts consist of images or graphics that serve as a snapshot of a message or idea. They remain a key element for their simplicity, clarity, and ease of quick information delivery – which, on scrolling feeds, can be a powerful tool. 

Another important benefit of static posts is that they require less production time and resources than short-form videos, making them a great addition to your content strategy.  

The real power here comes from understanding how to effectively blend both types of content to keep your social media strategy adaptable and engaging. 

Let’s explore how to do just that.

Visual Brand Identity

Static posts are a great way to weave your brand's colors, fonts, and imagery throughout your content, you create a cohesive look that resonates across all your social media profiles. This intentional design choice pays off in two powerful ways:

• Stronger Brand Recognition: Visual consistency is key to making your brand memorable and recognizable.
• Instant Audience Connection: When your audience sees your distinct visual style, they'll instantly know it's you, creating a deeper connection, trust, and loyalty.

Crystal Clear Messaging

A crystal clear message in a world saturated with noise is a breath of fresh air. Ditch the distractions and get straight to the point with:

• Key Announcements: Share news, updates, and breakthroughs that matter most to your audience.
• Promotions and Offers: Drive sales and conversions with targeted promotions that grab attention.
• Product Highlights: Put your products in the best light, showcasing features and benefits that your customers care about.

Long-Term Content Planning

Static posts can be a business’ secret weapon when the aim is to support long-term planning and consistency. Here's why:

• Plan Ahead: Static posts can be planned and scheduled in advance, which means less stress for you and fewer last-minute scrambles. 
• Keep It Steady: Being consistent with your posting schedule, including recurring topics or campaigns, ensuring readers know what to expect from your site. This builds brand trust.
• Evergreen Content: Static posts have the power to transcend fleeting moments and topical videos, building engagement over months without needing to be urgent or time-sensitive.

The Role of Social Media Videos

While static posts still have high value, there’s no denying the potency behind short-form videos. In fact, 60% of internet traffic revolves around video. These videos are designed to be more engaging and immersive, allowing brands and businesses to tell their stories in a way static posts can’t. 

• Go Viral: The format of short-form videos makes them easy to share, ensuring that they have a high level of viral potential. They’re perfect for jumping on trending challenges, hashtags, or topics.
• Show Off Your Brand Personality: Reels and TikToks let you show off your brand's personality, humor, and heart, helping you connect with your audience on a more human level.
• Get Discovered: Social media videos are built for discovery, with algorithms that reward engaging, immersive content that stops scrollers in their tracks.
• Tell BIG Stories: Videos let you weave narrative-driven stories that static posts can't. This unlocks the opportunity to showcase your brand's mission, values, and impact.
• Create Moments That Matter: With video, you can create moments that stick in viewers' minds, building brand recall and loyalty that lasts long after the video ends.

Balancing Your Content Strategy With Both  

Finding your brand’s ideal content mix of both static posts and Reels offers a dynamic way to engage and grow an audience. By understanding and adapting to these trends, marketers can craft more effective social media strategies that not only follow user preferences but also maximize engagement across different content formats.

Static posts and social media videos both have their strengths. By embracing a balanced approach to content creation, you can adapt to changing consumer behaviors and platform algorithms, ultimately growing your audience and reaching a broader range of users.