Selfies and billboards were made for each other. Over the past decade, out-of-home advertising has transformed from something people drive past into something people seek out, pose in front of, and share with their followers. Billboard selfies are now a legitimate social media trend — and a powerful amplifier for OOH campaigns.
“The desire to take selfies is a stamp of relevancy for billboards. It’s no longer just people driving by and noticing the boards. Now, they want to take their pictures with them.”
— Robert Landau, author of Rock ‘N’ Roll Billboards of the Sunset Strip
The Rise of Billboard Selfies
Billboard selfies became a trend over the past decade, and Instagram deserves most of the credit. Between 2016 and 2018, the number of Instagram users doubled, going from 500 million to 1 billion. The app also overtook Snapchat — the longtime go-to photo app for people under 25 — with the addition of Stories, which vanish after 24 hours, much like Snapchat’s content.
As Instagram matured, so did users’ tastes. Feeds became more curated and focused on aesthetics, which also contributed to billboard selfies’ rise. Billboards provide cool backdrops that spark conversation. People can add clever captions or put their own spin on others’ selfies.
Trends are also a huge part of social media, and billboards play into that too. People shoot fun twists on things like the Bridgerton shuffle in front of a Bridgerton board, or use optical illusions to “save” a celeb on a billboard. Advertisers recognized the audience desire for interactivity early — how many times have you seen a billboard in Times Square inviting passersby to text a selfie to be featured on the brand’s feed?
Why Do People Take Pictures in Front of Billboards?
Selfies are a form of self-expression. Choosing the backdrop for a photo you plan to post on social media is akin to an endorsement. “When you look at a social media post and like it, you’re saying, ‘This speaks to me,'” says Landau. “Taking a selfie in front of a billboard is another way of sharing that. This is something you’re putting your stamp of approval on.”
- 🎨 You like the artwork. Whether it’s a dapper dresser or a visual pun, billboards always have stunning creative — and including them in your background preserves that creativity for all time. Agencies design billboards to be visually arresting specifically to encourage this.
- 🎵 You like the musical artist. When you spot your favorite artist on a billboard in the wild, you want to document that moment.
- 📸 You bring something to the moment. A funny pose, a takeoff on the billboard imagery, an equally absurd pun, a showy outfit — the possibilities are endless. Agencies increasingly design OOH installations like a canvas that you can add to with your own creativity.
- 🎥 You’re on the billboard. This is hardly new — Landau remembers artists in the 1970s, like ABBA, taking photos in front of their billboards on the Sunset Strip. It’s just easier to share them now. It’s also a pretty great way to show everyone you made it.
Our Favorite Billboard Selfies
Here are a few examples of billboard or out of home selfies and videos we love:
- Playboy Shop: Taking a selfie in the iconic Playboy bunny outfit 👯♀️ in front of a Playboy Wild Posting®? Doesn’t get more on-brand than that.
- L.A. Witch: This selfie reflects the attitude of the billboard: totally hot, a little mysterious, a lot of drama.
- Danny Lux: There is absolutely no bigger flex than taking a selfie in front of your own billboard — unless it’s celebrating a Grammy nomination by taking a selfie in front of your own billboard.
- The Yips: Playing with optical illusion by holding hands with the billboard, then lifting them apart in a grand reveal.
- Provoker: Another “boys in the band” selfie, with the artists unveiling the billboard for their latest album. Did we mention how rare it is to be good enough to get your own billboard for an album? Serious aura.
- BLXST: Popping champagne 🥂 in front of your own billboard is a vibe and the perfect way to celebrate a new album (Sixtape III).
- Mike Dimes: The billboard asks “Who is Mike Dimes” — and the selfie answers.
- Julia, Julia: The simple symmetry of Julia Kugel Montoya’s real face lined up right below her face on the billboard.
- The Sculpt Society: You can’t bottle sheer excitement, but you can capture it in a reel.
- Manya Schiess: After South African artist Manya Schiess’s designs won a contest to be featured in the We ❤️ NYC campaign, she came to New York to check out her Wild Posting®. Dreams do come true!
Take Advantage of the Selfies and Billboards Trend
We know what goes into creating out-of-home advertising that earns organic social amplification. Contact us today to discuss your options and put up a board people will want to stand in front of.