Are Static Posts Dead on Social Media?
Are Static Posts Dead on Social Media?
Featuring Insights from Industry Experts
Have you started noticing a decline in reach and engagement on your static posts? We’ve taken a closer look at several accounts and have seen that engagement on single-image and text-based posts is certainly much lower than it used to be. However, there are still instances where static posts perform well, particularly on platforms like LinkedIn. To better understand the current landscape, we reached out to a few industry experts for their insights on whether static posts still hold value in today’s social media ecosystem.
Static Posts Still Have a Role
Static posts aren’t dead, but their role in social media marketing has changed. The decline in organic reach and engagement for single-image and text-based content is undeniable, especially on platforms like Instagram and Facebook, where video formats like Reels are heavily prioritized by algorithms. Short-form video has taken over because it keeps users engaged longer, signals stronger intent, and aligns with platform monetization strategies. However, dismissing static posts entirely would be a mistake.
The key is understanding when and how to use them effectively. Static content still performs well in certain contexts, especially on platforms like LinkedIn, where professional audiences engage more with thought leadership and industry insights. On Instagram, carousel posts remain strong performers, as they encourage multiple interactions per post, signaling high engagement to the algorithm. Well-designed, high-contrast static images with bold headlines still work for brands with strong visual storytelling, particularly when paired with compelling captions.
That said, brands that rely only on static content are at a disadvantage. The best-performing strategies integrate video into the mix, using short clips, motion graphics, and interactive elements to capture attention quickly. One shift I’ve seen work well is repurposing static content into dynamic formats—turning an infographic into a quick-motion video, transforming a testimonial into a micro-clip, or overlaying movement onto product images to make them more engaging.
The biggest takeaway is that static posts still have a place but can’t carry a brand’s social strategy alone. Social media platforms reward content that maximizes user retention, and right now, video does that best. Businesses that evolve their approach to include both video and static content in a way that feels natural to their audience will see the best results.
Short-Form Video Dominates Engagement
Static posts aren’t dead, but they’re definitely struggling. I’ve seen engagement drop across Facebook, Instagram, and LinkedIn, especially when compared to short-form videos. Algorithms are pushing Reels, TikToks, and carousels harder, and it’s clear why—video keeps people on the platform longer, which is exactly what social media companies want.
That said, static posts still have a place, but they need a smarter approach. On LinkedIn, text-based posts with strong storytelling still perform well, especially when they encourage conversation. On Instagram, carousels get more engagement than single-image posts because they increase dwell time. The key is making static content interactive—adding thought-provoking questions, bold visuals, or a reason for users to stop scrolling.
If I had to choose one format that’s dominating right now, it’s short-form video. It’s not just about visibility—it’s about connection. People engage more with brands that show personality, and video does that better than any static post ever could.
Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER
Text-Based Posts Excel on LinkedIn and X
Static social media posts may not get the attention they once did, but they’re far from dead. While it’s true that platforms like Instagram and Facebook are prioritizing video content, static posts still have a valuable role—if you know how to use them strategically.
Take LinkedIn and X (formerly Twitter), for example. Text-based posts are performing exceptionally well on these platforms. Why?
Because people on LinkedIn are looking for insights, professional advice, and quick-to-read updates.
And on X, concise text posts still dominate when it comes to starting conversations or sharing news. These formats cater to the way users interact with content there—direct, thoughtful, and often discussion-driven.
I’ve had an over 700% increase in impressions on X by doing more text-based posts than ever before. The old image and link posts do not work well there anymore.
Here’s why static content still matters:
- Not all audiences are video-first. Depending on your target demographic, some people prefer quick, scannable information over video. This is especially true in professional or B2B markets where users are often pressed for time.
- Reinforces your message. Static posts, like text or single-image content, are great for sharing announcements, quotes, or succinct tips. They’re easy to absorb and don’t require the attention span that video demands.
That said, platforms like Instagram and Facebook have shifted their algorithms to favor video formats like Reels. If you rely heavily on those channels, you’ll likely see better engagement with short-form video over static images.
But don’t abandon static posts entirely—consider using them thoughtfully. For example:
- Mix in static posts to complement your videos. Use images or text posts to expand on points, share key takeaways, or tease upcoming content.
- Test what works. If text posts on LinkedIn are driving comments and shares, lean into that. On Instagram? Experiment with carousel posts instead of single images—people love swiping through multiple visuals. Check your analytics on the social platform.
The bottom line: Static posts aren’t dead, but their effectiveness depends on where and how you use them.
Platforms like LinkedIn and X are proof that simple text content still works when done right. It’s not about choosing one format over another; it’s about knowing your audience and making your strategy fit.
Lisa Sicard, Small Business Owner, Inspire To Thrive
Static Posts Must Evolve to Stay Relevant
No, static posts are not dead—but they need to evolve. While platforms like Instagram, Facebook, and LinkedIn are prioritizing video content (Reels, TikToks, and Shorts), static posts still serve a valuable purpose in a well-rounded content strategy. The key is understanding how to make them work in today’s algorithm-driven landscape.
Static posts still have a place in social media marketing because they offer quick, digestible content that audiences can easily scan and engage with. Not everyone wants to watch a video, and static formats like infographics, carousel posts, and quote cards remain highly effective for delivering concise insights. They also drive shareability, especially on platforms like LinkedIn and Instagram, where well-designed text-based posts and visuals often go viral.
Additionally, static content plays a crucial role in branding consistency, reinforcing a brand’s identity through color, design, and messaging. While video content dominates algorithms, static posts continue to be a valuable tool when used strategically.
Dan Taylor, Partner, SALT.agency
Strategic Mix of Content Formats Works Best
Static posts aren’t dead, they’ve just become one instrument in a larger orchestra. In our experience managing social media for dozens of clients, we’ve definitely seen a shift in algorithm preferences toward video content, but this doesn’t mean static posts have lost all value.
What we’ve found works best is a strategic mix. While our video content typically generates 3-4x more reach than static posts on platforms like Instagram and Facebook, static posts still perform exceptionally well for specific purposes—particularly for professional announcements on LinkedIn and in-depth educational content where users want to digest information at their own pace.
The key is understanding the purpose behind each post. When we need immediate engagement and visibility, video is unmatched. But for establishing authority, sharing detailed information, or driving traffic to a specific webpage, well-crafted static posts with compelling visuals still deliver results.
We’ve had particular success with carousel posts that combine the depth of static content with an interactive element. These tend to perform significantly better than single-image posts while requiring less production effort than videos.
Rather than abandoning static posts entirely, we’ve refined when and how we use them within our overall content strategy, ensuring each format serves the specific objective it’s best suited for.
Harmanjit Singh, Founder & CEO, Website Design Brampton
Carousel Posts Perform Well on Instagram
Carousel posts, like you commonly see on LinkedIn, are the types of “static” posts that seem to be doing well on Instagram and Facebook. These types of updates are super easy to do since you can just upload 3 to 5 static images together. These are great because they have the feel of a video without requiring the work of creating and uploading a video. I do think we’re going to see this trend continue since users seem to engage more with videos.
Elizabeth Nelson, Owner, Digital Marketing Strategist & CSO, Snowmad Digital
Static Posts Struggle to Hold Attention
Static posts are struggling to hold attention. Algorithms favor movement, pushing video to the forefront. Users scroll fast. A single image lacks the pull of dynamic content. Platforms reward interaction, and static visuals often fail to spark engagement at the same level as short-form video.
That doesn’t mean static posts are useless. Strong visuals with compelling text still serve a purpose—reinforcing brand identity, sharing key updates, and supporting multi-format strategies. However, relying solely on them is ineffective. The shift is clear: video outperforms. Motion grabs attention, storytelling holds it, and engagement follows.
Short clips, behind-the-scenes footage, and interactive content keep audiences engaged. The key is adaptability. Testing formats, analyzing performance, and refining the approach matter more than clinging to outdated tactics. Social media isn’t about what worked yesterday—it’s about what commands attention today.
Mike Khorev, Managing Director, Nine Peaks Media
As we’ve seen, static posts can still be effective, but their success is highly platform-dependent. For example, on Instagram, a carousel of images can be enhanced with music, which may be transformed into a reel if the post performs well, ultimately leading to higher reach and engagement. Similarly, we’ve noticed that images of people on LinkedIn (especially from company accounts) tend to perform better than generic graphics. This could be because users feel a greater connection when they see real people behind a company, as opposed to just a brand. Ultimately, video content is performing better overall because it fosters a deeper connection with the audience, allowing them to engage with the person behind the message, not just the service.
Need help evaluating your social media strategy or formats? Get in touch with us for tailored insights.