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"Statics don't work for us. We've tested it." I hear that sentence frighteningly often. But when I dig deeper, it rarely turns out that anyone actually used them properly. Let me explain.

Today there is an ocean of formats: talking video, advertorials, UGC, founder ads, partnership ads, AI animations. After helping and advising close to 65 brands in paid social, my experience is that every format works — just at different stages of the customer journey and with the right effort behind it. If you design 20 random images in Canva every week and see no results, that actually makes sense. Statics never fail on their own. A missing strategy does.

The advantages of statics are many. We can produce at an extremely high pace, gather learnings fast, and clients avoid investing in expensive shoots, influencers and UGC productions before we know what actually works. We consistently see statics perform significantly in both TOF and BOF, while video typically has the biggest effect in the middle.

Our approach has been the same for years: use statics as the driving engine in prospecting and concept validation. We deliver a high volume of tests, each building on the previous batches. Every learning we find along the way is handed to the client (even in our own intuitive dashboard), who use it directly to brief UGC, founder ads and larger productions.

We are specialists in statics. Prospecting, performance tracking and thorough research — that is what sits behind a scalable system already used by recognised brands across Europe.