Why static ads are making a comeback in paid social

As a digital agency that specialises in paid social ads, we're forever looking for fresh ways to give our clients’ campaigns the edge over their competitors.  

In recent months, a strategy we've seen working well is one that might surprise you. It might seem downright retro, but ‘static ads’ are making a comeback! 

Side note: If you're wondering what we mean... 'static ads’ is really just a fancy way of saying ‘not a video’.  

The rise of static ads, again 

One thing we’ve learned from recent campaigns is that the most effective ad isn’t always the flashiest – it’s the one that gets straight to the point. And a great static ad does exactly that.  

In a feed full of autoplay videos and layered storytelling, a well-designed static ad can feel like a breath of fresh air. 

Static ads also force you to be intentional. You’ve got one frame and a few seconds to capture someone’s attention and get them to act. That constraint often leads to stronger creative decisions, clearer headlines, sharper visuals, and more direct calls-to-action. 

Instead of trying to hold someone's attention for 15 seconds, a static ad delivers the value instantly. It’s not about doing less, it’s about sparking interest and driving action. 

So, what does this mean for your creative strategy? 

Let's be clear – this trend doesn’t mean video is dead. Rather, it means being more intentional and choosing formats based on what serves the message best, not just using video because its trending.  

Static ads are also more effective in some contexts than others – they work particularly well for direct response ads, and for retargeting.  

The great thing about this is that it means not every piece of ad content needs to be video. In other words, you can save your Reels efforts for top of funnel awareness and connection building and rely on simpler-to-produce statics for high-impact content lower down the funnel. 

Tips for high-performing static ads 

If you’re leaning into static ads, here are a few creative principles that drive better results: 

• Lead with strong visuals and bold typography: 
  Your ad needs to stand out instantly. Use high-contrast imagery, bold fonts, and clear visual hierarchy to grab attention mid-scroll. 

• Keep messaging clear and concise: 
  You’ve got seconds to make an impression. Focus on one key message and make sure it’s easy to understand at a glance. 

• Test multiple creative variations: 
  A/B testing is essential. Try different headlines, layouts, and visual styles to see what resonates best with your audience. 

• Use colour psychology and stay on-brand: 
  Colours influence emotion and action. Choose palettes that align with your brand but also evoke the right responses, whether it’s urgency, trust, or excitement. 

• Design for mobile-first consumption: 
  Most users will see your ad on a phone. Make sure text is legible, visuals are sharp, and the layout works well on small screens. 

As platforms evolve and audiences become more selective with their attention, the pressure is on marketers to create content that’s not just eye-catching, but purposeful. 

Static ads show that simple designs can be very effective. They push us to improve our messaging, visuals, and focus on what motivates action.  A strong static ad with clear, engaging messaging can stop the scroll – and, in a busy feed, that’s more valuable than ever. 

Ready to elevate your statics?
At Matter, we help brands cut through the noise with clear, effective statics that drive action.