Facebook Ads: The Video Vs. Image Experiment | Biteable

The theory: Video ads outperform images. Every experiment needs a hypothesis, and this is ours: A video ad will outperform an image-based ad. We know a thing or ... Skipnavigation Create Resources Teams Pricing Login Getstarted Create Advertising Business Corporate Enterprise HR LinkedIn Presentations Sales Training Resources Blog Community Helpcenter Teams BiteableTeams Internalcommunication Salesenablement Templates Blog / Videotips TableofContents Thetheory:Videoadsoutperformimages Theexperiment Thedatapointstovideo WhatyouneedtoknowformoresuccessfulFacebookads CreatevideoadswithBiteable Contents Thetheory:Videoadsoutperformimages Theexperiment Thedatapointstovideo WhatyouneedtoknowformoresuccessfulFacebookads CreatevideoadswithBiteable Makestunningvideosreallyeasily TryBiteableforfree Videoishavingamoment.TikTokhastakenover,YouTubeisasbigasever,andInstagramhasdeclaredthatphotosareoutandvideoisin.Buthowfardoesvideo’ssuccesstravel?Formarketerseverywhere,thisnewvideo-eat-imageworldarrivedwithasmanyquestionsasitdidplaybuttons.“Howdowemakevideos?”thepeoplecried.“TheBiteablevideomaker!”weyelledback.“Dovideoadsperformbetterthanimages?”youpondered.Well,let’sputonourlabcoatsandfindout.JoinusinourvideolabaswegetexperimentalwithwhatmakesthemostsuccessfulFacebookAd.Willvideoconquerimagesonceandforall?Let’sleaveittosciencetofindout.WatchFullScreenCreatevideosthatdriveactionActivateyourcustomersorteamwithimpactful,on-brandvideos.MakeavideoThetheory:VideoadsoutperformimagesEveryexperimentneedsahypothesis,andthisisours:Avideoadwilloutperformanimage-basedad.Weknowathingortwoaboutthebenefitsofvideo,butinthecontextofFacebookmarketing,ourtheoryboilsdowntotwothings:1.Videostopsthescroll.Dynamictext,rapidlychangingcolors,andengaginganimationsworktogethertoresultinanadthat’smorelikelytocatchascroller’seye.Toputitplainly:videoismoreenticingthanstatictextorimages.Whentheprizeisinterestedeyeballs,videoseemsmuchbetterpositionedforsuccess.2.Videogetsthepointacross.There’sonlysomuchinfoyoucanconveyinanimageorgraphic—theresthastobeincludedinthesupportingtext.Butisthisreallythebesttactic?Videodeliversinformationawholelotfasterthanablockoftext;youcangetyourentirepointacrossinseconds.Intheageof15-secondTikToksandshortenedattentionspans,thisonemightbeabiggerdealthanitseems.Ofcourse,whenyou’retalkingorganicreach(meaningyou’renotpayingforpeopletoseeyourcontent),thereareawholelotofotherreasonswhyvideoistheprovenwaytogo.Notleastofwhich:theFacebookalgorithmprefersandprioritizesvideo.Butforthisexperiment,we’refocusingonFacebookAds.Algorithmsandfollowercountsareamootpointhere—itallcomesdowntowhatthepeopleprefer.Theexperiment:NovariablesleftunturnedToputourtheorytothetest,wecreatedtwoads.Youguessedit—oneisastaticimageandtheotherisasix-secondvideo.Bothhavethesameclearmessage,andbothhavethesamecall-to-action.Theysharethesamestyle,tone,andcolorscheme.Theonlydifferenceisthatonemoves,andtheotherdoesn’t.Weputthesameamountofmoneybehindeachad($225),targetedthesameaudiences(socialmediapros),andchosethesameadobjectives(leads)whensettingupthecampaigns.WeevenrantheadsonanaliasFacebookaccounttotakevideobiasoffthelabtable.Allofthistosay,weremovedasmanyvariablesaspossibletomakethisatrulyscientificendeavor.Ourheartsmaybelongtovideo,buthereatBiteable,wetakedataseriously.Theresultsarein:ThedatapointstovideoBeforeweexplainwhattheresultsmeanforyourfutureFacebookads,we’regoingtohityouwiththerawdata.Justsomecold,hardstatsandfactstomakethisexperimentextra-scientific.VideoreachedfurtherOurFacebookvideogenerated3xasmanyleadsandwasseenby25%morepeoplethantheimage.Ifyouwanttocheckourmath,that’s7,232imageviewsvs.9,532videoviews.Whatthismeans:Viewsareagoodmeasureofanad’sreach.Morepeoplepaidattentiontothevideothantheydidtheimage.VideogeneratedmoreclicksThevideoadgenerated480%moreclicksthantheimage.That’s186clicksonthevideovs.just32fortheimage.Thevideo’sclick-throughratealsocameoutontopat1.87%comparedto0.43%fortheimage.Whatthatmeans:Clicksareagoodmeasureofanad’sperformance.Here,morepeopleinteractedwiththevideothantheimage.VideodeliveredabetterROIOurvideowas497%cheaperperclickand280%cheaperperleadthanitsimagecounterpart.Thevideocost$1.19perclickvs.$7.11perclickfortheimage.Perlead,thevideocost$2.75comparedto$14.22fortheimage.Whatthatmeans:Conversionisthebestwaytomeasureanad’sreturnoninvestment.Forthisad,ourobjectivewastogenerateleads.Thevideoadconvertedmorepeopleforlessmoney.Thetakeaways:WhatyouneedtoknowformoresuccessfulFacebookadsTosummarize:ourvideoadoutperformedtheimageadineveryway.How’sthatforasuccessfulhypothesis?Whatthismeansforyou:ifyouaren’talready,youshouldusevideoinyourFacebookAdcampaigns.Beyond“videoworks,”ourtopthreetipsforbetterFacebookadsareasfollows:1.BoostsalesandcollectclickswithvideoIftheaimofyourFacebookAdgameistogenerateconversions,videoisundoubtedlythewaytogo.You’llendupwithmoresalesandspendlessmoneytomakeithappen.Swapyourstaticimagesforvideoandseethedifferenceforyourself.It’snotallabouttheadseither—organicsocialvideogets1200%moresharesthantextandimagecontentcombined.Soundslikeawinningcombotous.2.Test,test,testAsself-appointedvideoscientists,weknowforafactthatvigoroustestingisoneofthemostimportantpartsofanexperiment.A/Btestnewcampaignswithavideoandimageoptionandtestourhypothesisforyourself.Whynotrevisitsomeofyourexistingimagecampaignsandrevampthemwithavideomakeover?(DoitinminuteswithoneofBiteable’sprofessionallydesignedFacebookvideoadtemplates.)Slideonyoursafetygogglesandbringyourbrandintothelab.3.Don’tkickimagestothecurbOfcourse,thereareexceptionstoeveryrule.Dependingonyourbrand,youraudience,andyourstyleofFacebookmarketing,videomightnotalwaysbetherightchoice.Anexampleofthisiscarouselads.Videodoesbestwhenit’sallowedtostandinthespotlightandshine—itdoesn’tdosowellwhenithastoshareacrowdedstage.Whenflickingthroughmultipleframesofacarouselad,clearimagesandboldcopyareoftenmoreeffective.Ifyou’renotsurewhichisthebestwaytogo,takeapageoutofourtextbookandputittotheA/Btest.Createscientifically-approvedvideoadswithBiteableTransformingimagesintovideosisquickandeasywiththeBiteablevideomaker.Startwithoneofour1000+ready-to-editvideotemplates,oruseablankcanvastostartfromscratch.Createyourvideoinminutes,andputthisexperimenttothetestyourselftoday.MakeamasterpieceinminutesJointhe9M+peoplewholoveBiteableMakeavideo