
When running paid ads, either in the form of paid search or paid social, you want to get the best results possible. One of the factors that can influence how well an advertisement works, is the use of imagery or video. Before dedicating a budget to your ad, you might have already found yourself wondering “Do still images or videos work better in paid ads?”. The answer relies heavily on what you want to achieve, your target audience, and your branding. However, we’ve put together this guide to help you discover which avenue would be best for your business and its paid ads.
The benefits of using still images
Simplicity and Speed
Still images provide a quick and easy way for your customers to gain the information they’re looking for. This is especially helpful when used on social media, as here people tend to scroll through posts quickly and their attention spans are shorter. A well presented, eye-catching image can grab their attention and allow them to grasp the message you want to convey almost instantaneously.
When larger forms of content are placed on things such as web pages, depending on the bandwidth of the site and the quality of the content, this can slow down the page's load time. This could be detrimental to a company as it runs the risk of customers dropping off before the page is loaded. Using still images reduces this risk greatly.
Cost-Effective
Still images can be a much more cost-effective way of producing and publishing content. This is because still imagery typically requires less investment than videos due to the lower production costs. Images also have a higher ease of creation as the tools needed to create compelling images are more widely accessible and user friendly than video tools. This can keep the overall cost low and can even result in more content being produced at a quicker rate. This can be very appealing to smaller businesses or those who don’t have a large budget.
Versatility
Most platforms in the modern age are compatible with still images. This makes it super easy to post your content without needing technical knowledge while ensuring a consistent display.
The beauty of still images is that they can be used time and time again with minor tweaks. You can re-purpose them later down the line and use them across different campaigns and platforms with ease.
The benefits of using of Videos
Engagement and Retention
Videos are inherently more engaging than still images. They have the ability to captivate the audience’s attention through movement, sound, and storytelling in a way that imagery cannot. Although an eye-catching image can gain a customer's attention and stop them from scrolling past, a high-quality video will keep them engaged for longer. The longer a potential customer is engaged, the more likely they are to remember the video, the message behind it, and ultimately your brand.
Ease of Communication
Videos provide an opportunity to convey more complex messages and emotions through storytelling. This can be particularly effective for brand-building and conveying detailed product information as it’s an easy and enjoyable way for customers to take in the information you are presenting. Product demonstrations, tutorials, and showcasing features are all examples of this and excel in video format. Using still images for the above might not work as well and it could be more difficult to communicate the message through a single or set of images.
Higher Conversion Rates
Videos can offer deeper insights into their results through metrics such as view times, engagement rates, plays and replays. This helps you to further understand the conversions and conversion rates to help refine future campaigns by using the parts that are working well from your current running video ad, and removing the parts that aren’t.
You may also find that when compared to still images, videos have a higher conversion rate. This is because video can not only be more captivating, but it can create a sense of urgency which encourages users to take action sooner. It can also answer questions sooner and remove any doubts that a customer may have.
Adaptability
Certain platforms, like YouTube, TikTok, and now even Instagram with the introduction of Instagram Reels, are video-centric. Ads in video format can seamlessly integrate with the user experience on these platforms and can align well with current trends. This caters to the preferences of users which is slowly growing in popularity as video is becoming the preferred method of content online.
So, Which Should You Choose?
Making a decision right off the bat might not be as simple as you think. You need to consider the following factors:
Target Audience and Platform Consideration
If your brand aligns mainly with a certain target audience, for example, males in the late 40’s, you want to make sure you don’t ostracise them with your paid ads. Understanding your target audience's preferences is crucial. A younger audience may prefer video content, while older demographics might appreciate the simplicity of still images. If your brand is more focused towards an audience that prefers and appreciates still images, your paid ad might not perform as well as it could do should you choose to use video.
You also need to consider the platform you are advertising on. Instagram and Facebook support both formats, but platforms like TikTok are predominantly video-focused. If you know that most of your target audience spend a lot of their time on Tik Tok, then a video ad will more than likely work better than a still image ad on another platform.
Campaign Goals
Consider your campaign goals. If you’re trying to build brand awareness and convey a product demonstration or something with a deeper message, videos might be more effective as they feel more personalised. However, for campaigns that require quick, direct actions such as an event sign-up or a brochure download, a high-quality still image could be more suitable.
Budget and Resources
Ultimately, it could all depend on the budget you have to invest. Smaller budgets might have to rely on still images for their paid ads as they don’t have the funds to put towards a high-quality video. Or, you might need a quicker turnaround time, which means the imagery would be the better choice.
You also need to consider if you have the resources to consistently create captivating videos. If not, poor-quality videos can do more harm than good.
S2 Pictures and paid ads
Both still images and videos have their unique advantages and can be effective in different scenarios. A balanced approach, incorporating both formats where appropriate, often yields the best results. However, this can be expensive and drain your budget. Here at S2 Pictures, we understand this. That’s why we’ve created our video production services, and photography services, with the clients budget in mind. We pride ourselves in creating high-quality footage and images without breaking the bank.
We have over eight years of experience in video production and photography, and five years experience in digital marketing, including paid ads. We know what it takes to create captivating content that appeals to your audience but we also understand how quickly trends can change in the digital world, and that new content might need creating on a regular basis. We’re able to create multiple videos from one shoot, so you’ll have short-form and long-form to use across multiple channels, and we can also make adjustments where needed from looking at your paid ad results.
If you’re looking for a hands on, reactive video production company based in Sheffield for your paid advertisements, we could be the perfect match! Contact us today for more information and to begin your journey towards amazing content.
Comments