Here’s the truth: It’s not about what works in theory—it’s about what works for you

“So… does video work better than images?”

We get asked this a lot.

At events.
On webinars.
In DMs from marketers who’ve been running ads for years.
And honestly? We totally understand why.

You’ve probably heard it all before:

• “Video always wins!”
  
• “Images convert better!”
  
• “This one creative doubled our sales overnight!”
  

And while we love a good success story, here’s what we’ve learned after 8+ years managing Facebook and Instagram ads across millions of pounds in ad spend:

It’s not about what sounds good.
It’s about what actually works—for you.

Sometimes Video Wins. Sometimes… It Doesn’t.

We’ve run campaigns where a beautifully edited video absolutely smashed it.
And others where a simple static image outperformed every other creative.

There’s no golden rule.
No guaranteed “winner.”
No one-size-fits-all shortcut.

Because what works for one offer, one funnel, one audience—might totally flop for another.

The Only Real Answer? Test It.

That’s why when someone asks us “What’s better—video or images?” our answer is always:

• Let’s test it.
• Let’s see what the data says.
• Let’s remove the guesswork.

Because the truth is…

• What worked for your competitor last month? Might not work for you.
• What the gurus say on TikTok? Doesn’t always hold up in real life.
• What we think might work? Doesn’t matter if the data disagrees.

This is where we plant our flag:
We don’t build campaigns based on opinions—we build them based on performance.

Why Data-Driven Marketing Always Wins

At Impactful Marketing, we believe the best decisions come from the best data.

We don’t:

• Set your ads live and hope for the best
  
• Push one tactic because it’s trendy
  
• Get emotionally attached to creative
  

We do:

• Run tests (A/B, multivariate, you name it)
  
• Track the metrics that actually matter (not just vanity ones)
  
• Adapt quickly when the numbers tell us to
  
• Give honest feedback—even when it’s not what you expected to hear
  

Because we’re not just here to make things look good.
We’re here to make things perform.

Final Thoughts: Don’t Follow the Crowd—Follow the Data

If you’re asking whether to use video or images in your Facebook ads, that’s a great question.
But don’t stop there.

Ask: “What’s the goal of this campaign?”
“What do my audience respond to?”
“What creative has actually delivered results?”

And if you don’t know the answers yet?

That’s okay.
That’s what testing is for.
And that’s what we’re here to help with.

Because in the end, data is the real decision-maker.
And when you’ve got a strategic partner who knows how to read it, test it, and adapt fast?

That’s when your marketing really takes off.

Need a hand with your Facebook Ads? Here’s some options:

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Free Resources – Handy guides and downloadables.

Blogs – More blog posts like this with real stories of strategy and success.