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Video vs. Image Ads: Why Videos Perform Better Than Images

Video marketing has definitely become the hottest buzzword in the industry. Of course, we at Brid.TV do agree that video is a priceless medium if you want to engage your audience, deliver clear messages, promote your brand, and more. This is also acknowledged by 81% of businesses that utilize video in their marketing strategies.

Although 55% of internet users watch online videos every day, some brands still decide to stick to the tried and tested advertising type — images. This is largely because they believe in some video myths that dominate the industry, including that this marketing tool is expensive and time-consuming.  However, if you want to find success in the advertising industry, we suggest that you try both. It is through tests that you find out which medium works best for your company and target audience.

At the end of the day, both tools have their merits. But, in marketer’s experience, video tends to perform better than image ads. To back up our claim, we’ll provide data that proves a combination of sound and images will get you further than a mere photo. In the end, it’s for you to decide which medium you’ll use for your brand.

Here’s what we’ll cover:

Let’s start!

The Basics

Before we delve deeper into the statistics, let’s examine the definitions of image and video ads.

An image ad allows you to use graphics so as to promote your brand. It consists of the photo you selected together with information about your company, services, or products. Once people click on your ad, they’ll be redirected to your website. Although not as versatile as videos, image ads can feature a static image, animated photo, or rely on the Flash format. They are definitely the easiest type of advertising and can be a good place to start if you are new to the business.

Of course, image advertising has its own perks. Namely, images are easily scannable. Not only that, but people will take only three seconds to decide whether or not they want to click on your photo. In contrast, you have around ten seconds to hook your audience with a video.

On the other hand, video ads are promotional content that play before, during, or after a viewer’s selected content. They are quite effective if you want to plug your products and services, with 72% of customers watching video ads to learn more about what you’re offering. Experts in the field claim that video advertising is set to dominate the next decade, meaning that it’s time for marketing professionals to learn more about it.

One of the advantages of this ad type is the range of formats it offers. Namely, you don’t have to stick to one ad rather you can experiment and see which one produces the best results. Some of your choices are:

  • Instream Video Ads
  • Display Video Ads
  • Outstream Video Ads

Of course, as you’ll see, the type of video ad you’re making for your blog posts or social networks depends on your consumers and their needs.

Can Video and Images Coexist?

To answer this question, both video and image ads can actually coexist on the same platform and help you achieve your marketing goals. However, this is only possible if your strategy is executed well.

Before deciding between videos and images, many marketers wonder if static ads perform as well as their dynamic counterpart. And they ask this question because still images are easier and quicker to make. So, if they produce the same results as videos, marketers say, why not shorten the process and just go with images? After all, you can make an image ad in just a few minutes. However, to create video ads, you need to plan, shoot, and edit them, which is a longer process.

For this reason, a majority of advertisers tend to stick to photos. Of course, we do understand the need to save time, but do static image ads yield the same results as a video ad? In short — no, they don’t.

Videos are popular, especially on social media. In fact, users watch 100 million hours of video on Facebook every day. As we turn into a video consuming society, it’s only natural that video ads will produce better reach and get more engagement than photo ads.

With that in mind, let’s see why videos defeat images in the marketing world today.

Video or Image Ads: Which Perform Better

If you’re preparing to launch a new product online, you’re probably wondering which ads to use to spread awareness about it. So, we’re here to help you reach your decision. Remember, it’s up to you which ad type you’ll use in the end. However, we’d be remiss not point out certain facts that speak in favor of videos.

Without further ado, let’s see what you should choose in this video vs. image ads battle.

Videos Convey a Clearer Message

Video ads have one significant advantage over image ads. To be specific, you can convey more information in videos that your consumers can easily understand. In fact, 95% of a message customers see in a video remains with them. This is something you can’t pull off with photos.

For instance, if you decide to post an image ad with a lengthy message, your audience might lose interest in your brand. As a result, they might select your competitor. On the other hand, it’s easier to deliver a lot of information with videos and get your prospects to pay attention. With video ads, you can provide answers that will help them make an informed choice. For example, you can reveal the price of your products or services, client testimonials, and more!

As you might see, it’s much more effective to offer this information in a video rather than make your prospects read it in a photo.

Videos Get More Engagement

It’s a known fact that video content is far more engaging that any other content type. And if you get your videos to be under two minutes, then expect your audience to pay attention. On social networks, the emphasis is on videos today. You can’t scroll down your feed without being invited to watch a tutorial or participate in the latest challenge.

With 60% of marketers saying that video drives more engagement for them, we can safely say that this medium won’t disappear anytime soon. On Instagram, video ads attract three times more engagement than sponsored images, with people mostly commenting on them. Indeed, video is big on Instagram. In other words, organic video posts receive 38% more engagement than photos.

Similar results are produced with Facebook video ads. A study by Locowise revealed that videos were successful at engaging 5.49% of the reached audience. In contrast, the engagement rate for images was 4.67%. So, it’s easy to conclude that videos reign supreme on social media platforms!

Video Ads Earn Consumers’ Trust

People are more likely to purchase things from companies they like and trust. With this in mind, successful businesses launch campaigns that educate their customers about what they do. They strive to show a product’s tangible benefits and how it solves people’s problems. All this because they know that 64% of consumers will reach their purchasing decision after watching a branded video online.

Video is a better tool to use if you want to show the world what your brand is about. It creates space for you to establish more authentic connections with your audience. And when that audience feels like they know your brand, they are more likely to purchase from and work with you. And with video ads performing better than image ads, it’s safe to say they’ll get to know you better through this medium.

Get Ahead Now

Around the world, people are increasingly watching videos every day. So, it’s important for your business to take advantage of this growing trend, especially if you want to stand out and be better than your competitors. Of course, you can use both image and video ads to plug your brand. Just examine the results and go from there.

In the end, as we said, both of these types can coexist together and it’s up to you to devise a strategy that will make them work for your business. But ensure that you don’t discard video ads without even trying them. As you can see from the above, they can help you build trust and get more engagement.

If you have any thoughts on this topic, please feel free to contact us!

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