Video or Images: Which Performs Better in Facebook Ads?

center_img Optimizing ImagesWe also learned that an optimized image can do wonders for the success of your ad. Here are a few tips to help ensure your image is optimized:Watch the text. Facebook ads may run with reduced impressions, or not at all, if too large a percentage of your image is covered by text. Use Facebook’s Image Text Check to make sure your image doesn’t exceed the limit. This is what we used to create the optimized image for our second test above.Be clear. Make sure that the image makes clear what people will get when they click through to learn or read more. This’ll help ensure that the folks that are coming to your page are actually interested in the content and will help reduce bounce.Be eye-catching. Choose something bright, clear, or unique to stand out in the News Feed.But as we discovered, there’s no one-size-fits-all approach, so it’s important to test –try a few different things, see what works, what doesn’t, and iterate.Optimizing ROI with A/B testingWhether or not you’ve used A/B testing in the past, thinking about testing in the context of video can be a lot to wrap your head around. There are all sorts of things to test, from CTA copy to colors, fonts, what photos and video clips you use, what story you tell, and everything in between. Test videos against images; test videos against other videos; test everything and improve your results over time.What Variations to TestNot sure which variations to test? Here are some suggestions:Media variations: Try using different photos or video clips in a video to see which performs for you. Or, if you’re testing an image, try to optimize the image to suit your needs, as we did in the second test above. In this example, WV Skydivers tested two video variations—one starting with a photo and one starting with a video clip. The video clip variation reached 10K people, while the photo variation reached only 1.2K. How to Set up A/B TestsYou can set up A/B tests in Facebook. To get started you’ll need a Facebook page, a Facebook Ads Manager account, and some ad variations — two or more videos, two or more images, or a combination of images and videos. Simply run two versions of your ad and be sure to keep everything the same except for the variation you are testing. This includes the ad objective, budget, target audience, and any copy that runs alongside your ad (unless the copy is the variation).As you test, you’ll begin to understand what resonates with your audience and can hone your strategy going forward. By not assuming that one type of content will work best for your advertising you can start creating ads that perform.Animoto and HubSpot recently joined forces to create a collection of video templates for business owners looking to create professional marketing videos to promote blog posts, boost event registration, or collect leads for a product. Don’t forget to share this post!last_img

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