Hey, have you heard that video is really important for your brand’s success on social media? Yes. Of course you’ve heard that, maybe even from us. If you’re the kind of person to be reading this blog, you probably have some unread emails in your inbox right now that say that. It’s definitely true that video has been the king of content for some years now.
But, plot twist! Static image posts are good, too. Data shows they might actually be having a moment right now. We’re here to make the argument for the good ol’ still photography and graphics that started it all.
The Proof Is in the Pins
While many social media platforms are constantly updating their interfaces and algorithms, Pinterest continues to thrive with its handy pinboard layout that looks pretty much the same as it did five or even 10 years ago. Yes, there is a little more movement, but most animated or video posts are ads. Pinterest is static-dominant.
What’s more, Gen Z actually loves it. The unofficial arbiters of our social media taste have surged to make up more than 40 percent of Pinterest users, Wired says. According to Little Black Book, “By late 2023 to early 2024, Gen Z’ers described Pinterest as ‘bold’ (+16.9), ‘visionary’ (+8.2), and ‘classy’ (+8.9) compared to 12 months prior.”
Pinterest has always filled a certain social media niche that’s more specific than, say, Big Meta, but it remains steadfast as a place creative, stylish people like to curate their aspirations, and static imagery is intrinsically tied to that.
Flat Lays All Day
Do you remember when you would open Instagram in 2017 and every other photo was a “flat lay,” a straight-down view of items tweaked just so? Maybe it was the contents of a purse or a man’s pockets, a fall fashion guide or a holiday tablescape. Flat lays were everywhere, then gone just as fast.
These days, it seems they’re having a resurgence, according to Glossy and data from Dash Hudson: “From April 2024 to May 2024, flat-lay visuals increased by 43%. On average, flat-lay images — both carousels and single-image posts — saw an engagement rate of 0.6%, which is 100% higher than the average engagement rate of posts by beauty brands during the same timeframe.”
So many brands jumped on the flat lay bandwagon in the early days because they realized that it was relatively easy to produce very beautiful compositions that stood out in social media feeds. Once everyone started doing it, the standing out part didn’t work anymore, but the supporting evidence for flat lays is still valid. They’re easy to produce, and they look very striking.
Most research we found around flat lays has to do with retail brands and specifically beauty and fashion accessories, but we see a lot of potential here for other industries. Thinking of Verdin’s tourism clients, for example, we can picture a travel itinerary laid out collage style, a spread of the best tacos from a certain destination or a flatlay of all the gear a visitor should pack for the perfect road trip.
The Engagement Rate Answer
Another trend you may have heard of in the social media world lately is dropping engagement rates across lots of channels. Many experts point out that the rise of video has had a big impact, because people are simply less likely to like, comment or share videos. Just viewing a video all the way through is now akin to taking one of those coveted “engagement actions.”
Static images still see lots of interaction, though, making them a good content choice for brands worried about dropping engagement rates. According to Sprout Social, “eight of our top 10 highest engagement-generating posts from 2023 feature static images.”
Our Not-So-Shocking Conclusion: Diversify Your Feeds
We said we were here to make the case for static images, and there’s a lot of good evidence out there for having some static posts on your brand’s social media feeds. But, shocking no one, we ultimately recommend that you include a mix of content types.
Video is important, but static posts not only can perform well but can be a real boon for your engagement rates and overall brand aesthetics. They’re also much easier to produce. Everything in moderation, right?
Has your brand found the right content mix for social media marketing? To comment or for more information, reach out to [email protected].