The Role of Creatives in Paid Ads: Images vs Videos

When it comes to paid advertising, targeting and budget matter — but creative is king. The visuals you use in your ads are often the difference between someone scrolling past or stopping to engage.

In 2025, platforms like Facebook, Instagram, TikTok, Google, and YouTube prioritize engagement-first content. That means the performance of your paid ads depends heavily on whether your image or video creative resonates with your audience.

So which one should you use — images or videos? And how do you decide?

Let’s break down how creatives impact ad success, when to use each format, and how to maximize performance with the right visual strategy.

Why Creatives Matter More Than Ever

• Visuals grab attention faster than text

• Great creative can lower CPM and CPC

• Algorithms reward ads with higher engagement (CTR, watch time, shares)

• Bad creative = wasted spend, no matter how good your targeting is

Your creative is the first impression — and often, your best chance to stop the scroll.

Images vs Videos: A Quick Comparison

When to Use Image Creatives

✅ Use images when you want to:

• Test quickly at low cost

• Communicate a simple value proposition

• Showcase a product visually

• Highlight a clear offer or benefit

• Run retargeting ads with static branding

Best practices for images:

• Use bold colors and contrast

• Include text overlays with headlines or offers

• Show people using the product (lifestyle images)

• Keep image size optimized (1:1, 4:5 for Meta; 1080×1920 for Stories)

• Test multiple styles: product shots, mockups, UGC-style, graphic design

When to Use Video Creatives

✅ Use video when you want to:

• Explain a product or service in depth

• Build emotional connection or trust

• Demonstrate functionality or features

• Tell a story or customer journey

• Engage audiences on TikTok, Reels, or YouTube

Types of videos that work well:

• Short-form (15–30 sec) for social platforms

• Explainers or demos

• UGC (User-Generated Content) style

• Talking-head testimonials

• Animated motion graphics (for SaaS or B2B)

Platform-Specific Creative Tips

📘 Facebook & Instagram

• Use both image and video formats

• Square or vertical formats perform best (1:1, 4:5, 9:16)

• Add captions to all videos (many watch without sound)

• Test carousels and collection ads for eCommerce

🎥 YouTube Ads

• Hook the viewer in the first 5 seconds

• Use branding early in the video

• Include subtitles and a strong CTA

• Keep bumper ads under 6 seconds

📱 TikTok Ads

• Native-style, authentic video is key

• Fast-paced and trend-aware

• Use influencers or creators when possible

• Overlay clear CTAs at the end

🛍️ Google Display / Shopping

• Strong product visuals for static ads

• Dynamic retargeting ads with multiple products

• Videos can appear on YouTube and partner sites

A/B Testing Creatives

You don’t have to guess which format works best — test them side by side.

Test variables like:

• Image vs. video

• Static vs. motion

• Different video hooks

• Varying CTAs

• UGC vs. branded content

✅ Tip: Use Meta’s Dynamic Creative feature to let the algorithm choose the best-performing variation.

Creative Performance Benchmarks

While results vary by industry, here are general 2025 benchmarks:

Final Thoughts: The Creative Is the Campaign

In 2025, you can’t separate ad performance from ad creative. Platforms favor visual content that entertains, informs, and engages.

Test both images and videos. See what your audience responds to. Then double down on what works, and refresh often to avoid fatigue.

Your ad creative isn’t just a decoration — it’s your salesperson on screen.