Static Is Having a Renaissance with Gen Z, and Pinterest Is Proof

When Instagram and Pinterest gained traction in the 2010s, social media was limited to text and static image formats. Fast forward a few years, and teens and young adults popularised Snapchat Stories; a few years further, and TikTok showed up on the scene with short-form in-feed videos. It seemed there was no turning back, and video was crowned king. But in the ever-swinging pendulum of social media, recent studies show that brands are doubling down on static content - flatlays are back, Pinterest usage is surging among teens, and the static image has made a comeback. But does this indicate a more significant shift from video to static, and what does it mean for marketers?

The Rise of Static

A 2023 survey by Sprout Social about the efficacy of static posts revealed that 59% of marketers are making more image-driven static posts than they did the year prior, while in contrast, 53% are focusing efforts on 05-:15 second videos, and 49% on 16-:30 second videos. While this data is interesting, it doesn’t change the fact that TikTok and YouTube are each being used by 72% of 13-17-year-olds. Given the popularity of video-driven social media apps, it’s not as simple as deciding whether your social media marketing plan has the right mix of static vs. video content. It’s about what behaviour drives social users toward static or video.

For years, social media has faced criticism for its negative impact on users’ mental health. Bullying and toxic comparison have gotten particularly out of hand on Instagram, Twitter, and TikTok, exacerbated by algorithms that often reward this bad behaviour. Pinterest has been notably excluded from this conversation. The predominantly static image platform has grown in popularity among teens while maintaining its identity as a positive and uplifting social hub for crafters and creators. It serves as an interesting case study for why social users have come to appreciate static again.

Pinterest as a static case study

Marketers may question whether Pinterest is indeed static-dominant, but a quick scroll through the platform reveals that most animated or video posts are ads. Users can pin videos, but they rarely do; static content continues to reign supreme, even among young users.

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’s recently launched mobile-only Collage feature, which gives users full control over their personal expression, style, and aesthetic, has seen significant engagement from gen z. According to Rachel Hardy, Pinterest’s director of consumer product marketing, 72% of collage creators are gen z, and this demographic shows twice the engagement of other generational cohorts on the platform.

The trend could have large implications for marketers looking to tap into the self-expression interests of gen z teens. YPulse points out Pinterest provides a unique opportunity for marketers in that “the platform integrates self-expression for teens with brand connections - seamlessly linking the identities they’re making boards for with the products and brands that can be part of it.” While this is particularly true of Pinterest, these insights can be applied to broader social media strategies.

Recommended takeaways for your social media strategy

We may have left static behind in the video race, but both formats are valuable, especially in a world where Pinterest matters to teens. 

• Leverage Static Content Across Platforms: Static or static-like content can be leveraged on any social platform, not just Pinterest. For example, TikTok’s and Instagram’s carousel features allow users to scroll through a series of photos or graphics. On TikTok, it’s not unusual to encounter a post with full-screen text overlaying a scenic video, whether the text is a musing or a life lesson. This is the essence of a static post in a video environment. Similar approaches can be taken on other social platforms.
• Embrace Aspirational Photography: Marketers shouldn’t shy away from aspirational photography. While this doesn’t mean shifting back to the aesthetic standards of 2014, it benefits brands to leverage still images that reflect today’s aesthetic aspirations. Authenticity now has an aesthetic, and these images perform well in both organic and paid social on Pinterest or Instagram. These are especially effective when targeting teens with brands that aid in aesthetic identity formation.
• Continuous Testing and Optimisation: Never stop testing your content and optimising it toward what works. Static will not work for all brands, campaigns, and goals, but it also shouldn’t be written off as the format of a bygone era. 

Harnessing the power of static and video together can engage and inspire your audience. And by staying adaptable and curious, the future of social media marketing is a blend of the past and present, creating something truly engaging.