Image vs. video on Facebook: We have a winner




If an image is worth a thousand words, what's a video worth? during this experiment, we put it to the test.

The internet seems to believe video ads work better on Facebook than images, but is that true? Both mediums have their merits, sure, but in our experience, video tends to perform better.

We decided to run an experiment to check this assumption. You’ll be floored by the results.

The test
We created two ads. One was a static image with a transparent message and a call to action. the opposite was a six-second video ad with a transparent message and call to action. Same style, same tone, but one move and therefore the other doesn’t.

Both ads were made with limited assets during a very short amount of your time by Ken from our social team.

The video we created and ran within the experiment.

Our image ad is as visually almost like our video as possible.

Our ad spend
We spent $225 for every ad and targeted an equivalent social media-focused audience groups.

How we ran the campaigns
For both campaigns, we chose leads as our objective.

Both ads prompted users to check-in for a marketing handbook. We sent results on this landing page.

Little did these subscribers know that they were a part of a marketing experiment that might influence the content they subscribed to. Very meta. Trust us, the results were worthwhile.

What we found
Video got more reach
Even though we’re video-makers ourselves, the results were staggering.

The test video vastly outperformed the static image, generating over triple the leads. The video was also seen by around 25% more people, with the static ad attracting only 7,232 viewers compared to 9,532 for the video ad.

Video got more clicks
Our video ad got 186 clicks while the static image got just 32. For fans of statistics, that’s roughly 480% more clicks for the video.

Likewise, the value per click was far lower for the video. The video ad cost $1.19 per click and therefore the image cost $7.11, therefore the video was 497% cheaper per click.

On top of that, there was a drastically higher click-through rate on the video – 1.87% compared to 0.43% for the image.

Video got better ROI
Sure, clicks are an honest measure of performance, but within the end, conversion is that the best thanks to assess your return on investment.

Both ads cost an equivalent to form and therefore the same to run, but the results represent themselves.

Video brought in drastically more leads. 270% more, to be precise (59 versus 16).

And, more importantly, the value per lead for the video was 280% but the image. For the image, each lead cost $14.22 compared to $2.75 for the video.

But what does this all mean?

Theory
Why video is scroll-stopping
Compared to text on a screen, videos catch the attention and have interaction viewers. On top of that, they deliver information an entire lot faster than reading text, meaning you'll get your point across to viewers in seconds.

Recommendations
Use video to drive traffic and sales
In short, if you would like more clicks and sales, use video rather than static images in your Facebook ads.

There’s much evidence to back that up.

Social video gets over 1200% more shares than text and image content combined, especially on Facebook, where over 500 million people are watching video content daily.

Fall back on images for carousels
Of course, there are exceptions to each rule. counting on your sort of Facebook marketing, video isn’t the simplest thanks to enter every circumstance.

For instance, carousel campaigns are a really common (and successful) sort of Facebook advertising. When flicking through multiple frames, it’s often much easier to inform a fluid story with multiple static images and a few bold copy rather than video.

Never stop testing
Our experiment relates specifically to campaigns with leads because of the objective. We believe, however, that our results are transferable to most other campaign objectives also.

Don’t just take our word for it though. Test your existing image campaigns to ascertain if you'll get them achieving more with video. we expect you’ll be pleasantly surprised by what you discover, a bit like we were.

Video outperformed image. The video version scored:
480% more clicks
497% cheaper per click
280% lower cost per lead

Video can probably assist you. See if you'll get an existing campaign performing even better by adding and testing a video variant.


Digital Sucker Punch
Address: PO BOX 160 Caloundra QLD 4551
Phone Number: 1300 310 473
Email: hi@digitalsuckerpunch.com
Website: https://www.digitalsuckerpunch.com
Operation Hours: 9 am — 6 pm
Industries: Marketing and Advertising
Specialties: DIGITAL MARKETING, SOCIAL MEDIA, FACEBOOK, INSTAGRAM, WEBSITE, EMAIL, CUSTOMER SUPPORT, SOCIAL MEDIA SUPPORT, BUSINESS CONSULTING, E-COMMERCE, LEAD GENERATION

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