Video content or static images? We’ve put them to the test. Whether it’s an animated GIF, pre-recorded video, live video or a still image, thoughtful content can generate high engagement. But which works best? Videos grab a lot of attention and have the potential to stop someone from scrolling. On the other hand, images have the potential to produce more clicks and support a brand’s call to action. At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, we know how important it is to create the right content for the right platform to achieve the best results. While there’s no one-size-fits-all approach to which type of content to use, we tested videos and images on several platforms and have these tips to share.
Facebook: Videos and Curated Content
A video grabs more attention by shifting the consumer’s focus toward it. According to an article from The Motley Fool, Facebook videos receive 135% more organic engagement than photos. With Facebook video ads, not only do they perform better, but this platform seems to prefer them. It comes as no surprise that video ads have a 30% higher audience reach than image ads.
With curated content, images can still offer a good bang for the buck. Facebook Carousel ads, which are a series of curated content pieces, perform ten times better than regular static image ads, according to Digiday.
Brands can share different videos on Facebook, such as Facebook Watch, Facebook Live and Stories geared toward video content. Additionally, Facebook and other platforms have an automatic play feature for videos. An experienced PR agency should advise a brand to keep these videos short and place important information in the first few seconds. Furthermore, it’s most effective to include text overlays or captions for videos when they begin playing or when customers watch them on mute. Creating engaging video content is vital when it comes to social media.
Instagram: High-Resolution Photos, Reels and Stories
For Instagram, a mix of static high-resolution images and videos work wonders. While some may debate it, according to an Inc. magazine article, video is the preferred content choice. For example, on Instagram, both sponsored and organic video posts generate more engagement than their image counterparts.
Instagram offers a few video-based options, such as Reels, Stories and Instagram Videos. While the battle lies between Reels and Stories, which both offer robust features like editing, audio, effects and hashtags, one shines brighter for engagement. According to DemandSage, Instagram reels outperform the others when it comes to engagement activity and followers. Plus, they remain active until deleted by the brand instead of disappearing after 24 hours.
TikTok: Authentic Videos
With more than 1 billion monthly users, TikTok is a powerful force in social media marketing. As a trending force—it was last year’s #1 most popular iPhone app download. Unlike other social media channels, like Instagram, TikTok content is not about a perfectly curated feed. Authenticity on social media has grown in importance and the content that does well is not super edited and polished. Its genuine and organic.
TikTok, which only hosts and plays short-form videos, introduced TikTok for businesses and features unique advertising capabilities. According to Adweek, there’s a performance-based ad option called Focused View. Like its counterpart, YouTube, its function is to skip ads and only charges brands for videos voluntarily watched for at least six seconds.
Additionally, the platform’s algorithm can organically increase a brand’s reach much faster than other platforms. Combine this with its low barrier-to-entry feel and less polished or super edited look and a brand should not think twice about finding its way onto the platform.
LinkedIn: Jobs, Company News and Professional Content
LinkedIn, known for its business-first style of posts and content, offers native and embedded video options for brands. In one year, LinkedIn video posts generated more than 300 million impressions on the platform. Videos also earn an average of three times the engagement of text posts. Plus, native videos are five times more likely than other content to start a conversation among LinkedIn members, according to LinkedIn.
When used on mobile, a brand can record and post in-app and add text, stickers and filters, like other platforms mentioned. However, desktop use requires a pre-recorded video. Organic native videos on LinkedIn are a creative way for a brand to share knowledge and express itself. Additionally, a video posted to a brand’s social media page is five times more likely to get noticed than other types of content, like text only or static images, to start a conversation among members.
Twitter: News, Blog Posts and GIFs
Twitter is known for news and blog post sharing from brands, journalists, top PR firms and celebrities. It has blossomed beyond text-only posts to incorporate images, videos and GIFs. GIFs are beneficial for content and are among the most popular forms of marketing on social media sites like Twitter. GIFs are one of the fastest-growing functions on social media. They allow brands to create short, animated images that followers and friends can share. Another benefit of posting GIFs is there’s no need to worry about limitations for the size of an image.
It’s a good rule of thumb to understand the demographics of each social media platform. We should also point out that Twitter users love videos. According to Postcron, 90% of Twitter videos are seen from mobile devices. Additionally, tweets with videos generate more engagement, as in “2.5 times more responses, 2.8 times more retweets and 1.9 times more favorites.”
Which is Best?
Back to our original question: which performs best, video content or static images? Videos consistently show more numbers for engagement. For some platforms, like TikTok, it is the only content to post. However, Instagram posts are comprised of gorgeous, curated photographs and shoppable (and linked) posts that can still garner clicks. Ultimately, a brand will determine what their audience prefers and finds engaging.
Social media and video marketing are evolving. With the help of seasoned marketing and social media professionals at PR agency Durée & Company, we can assist with keeping brands up to date on the latest trends, best practices and the most effective social media platforms for the product or service it offers. Contact us today to find out how!
About Durée & Company
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.