Video Vs. Static post

What appeals the most and what creates more engagement on the digital media canvas – static posts or video posts? Both have their pros and when used aptly they hit their purpose with precision. Let us check out both, in terms of is video better than static post, and when to use each for higher success, in our blog.

Where are we in the digital age? We are in the age of communication that impresses, in the race to make it as small, short and fast as possible. We want content on the fingertips, and we want to communicate, learn, play, shop and get inspired while we are on the go!

Social media is the biggest digital marketing platform and we couldn’t agree more. How content has evolved over these years is astonishing. Behold a plethora of content, yet there still is a very narrow funnel to bring your content to the forefront among the competition.

Let people see your brand. And how? Through exhilarating, valuable and purposeful content – as static or as video. Considering shorter, crisp and ‘snackible’ content that is reigning the digital canvas, it is very important to choose this opportunity of couple of seconds to grab user attention and lead with the right medium of communication. Choosing a static content option or a video option is vital for this.

Let’s check it out – what is more promising – static or video?

Recently social media is trending with more video content. This emphasis is visible with a majority of market pivoting to video from text and static.

Videos? Sure!

Majorly because consumer habits are changing. Videos are effortless! They spoon-feed the brain. Why go through the hassle of reading to understand a static post?
According to a study, video ads are impossible to ignore. They engage and cause multi- sensory impact – see, hear, empathize etc.
Video marketing has stronger engagement. As per a study, viewers are 10 times more likely to engage and share video content than any other.

Content in video – the elements can be reused for future projects. Elements like music, effects, animations, audio etc., can be easily reused.
Video enables the creator to show, than just say. Some projects demand demonstrations and explaining, which is best achieved with video.
Creating video posts can help you reach wider platforms and expand your reach, considering its immense popularity. They help tap in multiple marketing channels and generate better leads.
When people can hear you and see you – your brand, the behind the scenes, or the actual process, it evokes trust and faith. It helps add a personal touch and a strong channel to interact and engage consumers.
Video has a higher engagement, reach and greater ROI / conversions. A study found that even if the email subject line includes the word ‘video’, the chances of opening increased by a considerable amount.
According to Facebook, videos top the social media popularity. Other platforms also suggest higher engagement with videos.
It incorporates multiple elements like music, sound, motion graphics, charts, animation, etc., making video a powerful choice in multimedia.

Videos – and why not…

The pros look so promising? Let’s weigh in the cons too.

Video may not be suitable for all types of content. Some things like resources, research etc., is more impactful in text format.
Sure a majority of users love video. But there still is a considerable chunk that does not like videos, and like to surf through their content.
Google friendly? Well, most search engines are evolving with how they index videos; this format is not optimal for search engines. If you are looking to draw organic traffic, static and text is still considered a promising option.

A video is fascinating with its output, but that takes a lot of efforts. Pre –production, production and post-production, can be costly and time consuming. It also needs more preparation, like the right format, the compatibility technicalities.
Technology is evolving, but not all people have access to good quality internet, and devices. Some may not have the right device compatibility for video.
More often videos are difficult to update and keep on the roll for long. While some elements in the video can be reused, it is otherwise to keep the rest evergreen. Like elements of seasons, clothing, settings etc., can date the content, making it less relatable over time with changing trends among other factors.

Static posts – why …

Static content has been the oldest and most common asset on digital platforms. Instagram has taken the digital world by storm and based on it we can say that anything visual, will be a success, as long as it serves its purpose and adds value.
Static posts are inclusive, with creative control. It can reflect the brand colors, fonts, etc. It can include elements in the digital portfolio that define your brand.
It is easy to curate and create. A standard post with existing elements takes much lesser time to create and post, as compared to other forms.

All you need is to take care of the resolution. No need to worry about complex technicalities, and compatibility like in video formats.
Static is a cost effective and time saving solution, as compared to video. Over time, it can also be converted to interactive project.
With static posts, you can connect and achieve higher conversion rates with targeted groups.
Static posts help you put your CTA (call to action) in focus. A good static ad with clear communication of your benefits will connect to the viewer and encourage them to click or take intended action.
A static post is the best choice when you have a clear and simple message to convey within a small budget.

Static – not a big fan and why …

The bitter truth – some audiences find these ads mundane and boring, after a while. They stop consuming such type of digital communication sooner.
There is no scope of highly engaging the audience – they are not interactive due to one-way communication.
They are not indexed repeatedly by search engine crawlers.

Harder to grab audience attention. Interactive and video content is more effective in retaining attention of viewer.
According to studies, static posts still have their unique position. However, audience prefers video and other interactive content.
Static content makes user take note only if it answers or offers something that they are really looking for. They take time to scan the content, and will read it only if they can relate to the topic.
Retention value is much lesser with static content, compared to other forms.

The verdict –

Both static and video have pros and cons, when considering them for your next project, weigh in on each with the type of project, audience, digital medium, and other factors.

Use video and static when and where it is best appropriate, depending on your target audience. The state of mind of the visitor/ viewer plays a significant role in consumption media preferences. A person casually scrolling for no specific intent may like the video-based content, as they are in a passive state of mind – willing to absorb through video. Whereas a person with a defined intent may favor a text - based static content, being in an active focused mind state, may want to spend necessary cognitive resources to absorb through text.

In both video and static posts, one important factor is the marketing strategy. If you do not have a strong strategy, there is no way either of these will align with your expectations.

A good balance of static and video is crucial for any strategy to bring results. Check which works for you and your brand. Now that you know the pros, cons and purpose, experiment and get your hands on each!

Video Vs. Static post

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