Video vs Static: What’s Working on Social Media Right Now (2025 Guide)

Social media moves fast, but one debate never seems to disappear: Should you post video or static content?

With algorithms shifting, attention spans shrinking, and brands fighting for visibility, knowing which format performs best (and when to use each) is essential for any business trying to grow online in 2025.

This guide breaks down what’s actually working right now, backed by UK data, platform insights, and real performance trends- so you can make smarter content decisions that turn views into engagement, and engagement into leads.

1. Video vs Static: What the 2025 Data Says

Let’s start with the numbers that matter.

Video

• Video generates 1.5× more engagement than static content on Meta platforms.
  (Meta Business Insights, 2024)
• 91% of businesses now use video as a marketing tool.
  (Wyzowl State of Video Marketing 2024)
• Short-form video has the highest ROI of any content type.
  (HubSpot Social Media Report, 2024)

Static

• Static images still deliver stronger save rates on Instagram - especially quotes, graphics and carousels.
• Carousel posts can increase reach by up to 2× vs single-image posts.
  (Later Social, 2024)
• Static content is faster to produce, lower cost, and easier to scale.

Verdict:
Video wins for reach and attention.
Static wins for clarity, saves, and speed.
You need both - but not equally.

2. Instagram: Reels Dominate, Carousels Still Convert

Instagram remains the most balanced platform in the UK - both video and static can work well when used intentionally.

What’s performing best right now:

• Reels for reach, virality, new followers
• Carousels for education, saves, and DM enquiries
• Static graphics for brand awareness and shareability
• Stories for relationship-building and daily engagement

The algorithm’s priority?
Content people watch, share, or save - not just scroll past.

Pro Tip:

Reels bring them in.
Carousels convert them.

3. TikTok: No Surprise - It’s Still a Video Playground

TikTok is still the fastest-growing social platform in the UK, with 23 million UK users expected by the end of 2025 (Statista).

On TikTok:

• Video is non-negotiable.
• Authentic, low-production clips outperform polished brand videos.
• Voiceovers, trending audio, quick cuts, and direct-to-camera style perform best.

Static posts don’t exist - meaning video is the only route.

4. Facebook: A Mix Still Works (But Video Leads)

Facebook remains huge for UK local businesses - and reach is still possible when you mix formats strategically.

Video performs best for:

• Awareness
• Engagement
• Building interest with warm audiences

Static performs best for:

• Promotions
• Testimonials
• Carousels for education
• Quick announcement posts

What Facebook really rewards now?
Watch time and conversation.

5. LinkedIn: Carousels Are King, Videos Need a Purpose

On LinkedIn, behaviour is different. Users spend more time reading than most other platforms.

What works on LinkedIn right now:

• PDF carousels = insane reach (best performing format on the platform)
• Static images = high engagement
• Short, intentional video = thought leadership and personal storytelling

LinkedIn video does not behave like Instagram Reels - it’s slower, more reflective, and less trend-driven.

6. Why Video Outperforms Static (From a Psychological POV)

Video works because it:

• Shows real people, building trust fast
• Triggers emotional response quicker
• Delivers more info in less time
• Holds attention longer
• Creates a human connection static can’t match

According to Nielsen (2025), video-based ads improve brand recall by around 67%.

But video also:

• Takes longer to produce
• Requires editing skill
• Needs consistency to perform

This is why a mix - not a one-sided approach - is essential.

7. When Static Outperforms Video

Static has power in places video doesn’t.

Static wins when you need:

• A concise message
• Saves (infographics, tips, checklists)
• Clear graphics
• Branded storytelling
• Quick promotions or announcements

What static does best:
It simplifies.
It clarifies.
It stops the scroll when the design is strong.

Static is also easier to repurpose across multiple channels.

8. The Best Strategy for 2025 (If You Want Real Results)

Here’s the simplest formula working right now for UK businesses:

1. Use short-form video for reach

Reels, TikTok, Shorts
→ Grow your audience

2. Use static carousels for value

Checklists, tips, myths, how-to guides
→ Build trust

3. Use Stories and behind-the-scenes for connection

→ Build loyalty and humanise your brand

4. Use paid video ads to scale

Warmer audiences + strong hooks
→ Convert traffic into leads

5. Use static ads for retargeting

Testimonials, offers, product graphics
→ Push them over the line

This blend works because each format supports a different stage of the customer journey.

9. Content Formats Businesses Should Use in 2025 (Working Examples)

Here are proven ideas you can use immediately:

Video Ideas

• “3 Things We’d Never Do Again in Business”
• Product demo or unboxing
• Before & after transformations
• Trend-led voiceovers
• Client storytelling
• 10-second quick tips

Static Ideas

• Tips carousels
• Infographics
• FAQs
• Before & after graphics
• Testimonials
• “Save this for later” post

Mixed Formats

• Reel + Carousel combo
• Announcement video + static follow-up
• Video hook + static CTA
• Case study reel + image proof

This is the content mix the algorithm loves right now.

10. FAQs: Video vs Static in 2025

Is video always better than static?

Not always - video is better for reach, static is better for saves and conversions.

Should I only post Reels?

No. Reels grow your audience, but carousels and graphics nurture them.

Do videos need to be high production?

Absolutely not. Low-production, phone-shot video is outperforming polished content on every major platform.

Which platforms prioritise static?

LinkedIn and Instagram carousels - both still extremely strong in 2025.

Does paid ads change the mix?

Yes. Video performs best for top-of-funnel ads; static often works better for retargeting.

Final Thoughts: You Need Both - But With Purpose

The days of “just post whatever” are over.
In 2025, social media success comes from using the right format for the right goal.

• Video drives reach, trust, visibility.
• Static drives value, clarity, conversions.
• Together, they turn followers into customers.

If you want a content strategy that’s built around what actually works - not just what trends - we’d love to help.

👉 Book a call with Evolve My Media
Let’s build a content system that grows your brand in 2025.

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