Image or Video Ads? Here’s When to Use Each for Better Results
If you’re running ads on Facebook, Instagram, or TikTok, one of the biggest questions you’ll face is this: Should I use a photo or a video?
Both formats can work, but knowing when to use image ads vs. video ads can make the difference between wasting money and getting real results.
Let’s break down the strengths of each type of ad, when to use them, and how to choose the right one for your next campaign.
The Case for Image Ads
Image ads are simple, fast, and effective, when used the right way.
When to Use Image Ads:
- Retargeting: Show a clear offer to people who already know you.
- Reminders and promos: Flash sales, new arrivals, or price drops.
- Brand reinforcement: Keep your brand visible with consistent messaging.
- If you’re low on time or budget: A clean, branded image can still get attention.
Why They Work:
- They’re quick to create and easy to digest.
- Great for direct, simple messages like “50% Off This Week” or “Order Now.”
- They load fast, even on slower connections—helpful in many areas of Ethiopia.
When They Don’t Work:
- When the message is too complex to explain in one image.
- When you need to build trust or tell a story—images often aren’t enough.
The Power of Video Ads
Video ads are more dynamic and allow you to tell a full story. That’s why platforms like TikTok, Instagram Reels, and Facebook Watch prioritize video content.
When to Use Video Ads:
- For cold audiences who don’t know your brand yet.
- To explain a product or service in action.
- To tell a story, show testimonials, or highlight results.
- When building trust with real people, faces, and emotion.
Why They Work:
- You can hook attention in the first 3 seconds.
- Videos boost engagement, watch time, and conversions.
- Viewers feel like they “know” your brand more after seeing a person talk on camera.
When They Don’t Work:
- If the video is poorly produced or too long.
- When you don’t have a clear script, structure, or CTA.
- If you’re targeting people who already know the offer—sometimes a photo is all they need.
So Which One Should You Use?
It depends on your goal:
| Goal | Best Format |
|---|---|
| Build awareness | Video |
| Retarget past visitors | Image or short video |
| Promote a sale or discount | Image |
| Explain a product or service | Video |
| Collect leads or sign-ups | Video (with CTA) |
| Reminder or announcement | Image |
Our Approach at Awaj Ads
When we run campaigns for Ethiopian businesses, we don’t guess. We test both formats and optimize based on what works.
But here’s a general rule we follow:
Use video to attract. Use images to convert.
Videos pull people in. Images seal the deal.
And when both work together in a funnel—that’s when the real results come in.
Final Thoughts: It’s Not One or the Other—It’s Strategy
Don’t get stuck asking “video or image?” Instead, ask:
What do I want this ad to do, and what will help the viewer act?
If you use the right format for the right purpose, your ads will not only perform better—they’ll cost less and convert more.
Need Help Choosing the Right Format?
At Awaj Ads, we help Ethiopian businesses create strategic ad campaigns that mix video and image content to get results.
Get a Free Starter Video or Image Ad and let’s build your next winning campaign together.