Image vs. Video Ads: Which One Works Best for Meta Ads in 2025?
When it comes to Meta ads, one of the biggest debates is whether image ads or video ads perform better. Some advertisers swear by video’s ability to drive engagement, while others find that simple image ads deliver better conversions. So which one is best in 2025?
The truth is, both have their place, but their effectiveness depends on your goals, audience, and placement strategy. In this guide, we’ll break down the pros and cons of image and video ads, real-world performance trends, and when to use each format for maximum results.
Meta’s advertising algorithm prioritizes engagement and relevance. The better your ad resonates with your audience, the lower your costs and the higher your return on ad spend (ROAS). But different formats work better for different objectives. If you want more awareness, video often wins. If you need fast conversions, images might perform better. If you’re retargeting, it depends on how much explanation your product needs. Understanding the strengths of each format allows you to make informed decisions about where to invest your ad budget.
The Case for Image Ads
Image ads are faster to create and launch. They don’t require production time, and a strong, eye-catching image with a great headline and CTA can be set up in minutes. They also come with lower production costs since you don’t need a videographer, editor, or script—just a high-quality image and compelling copy. For direct-response campaigns such as flash sales or lead magnets, simple image ads often outperform videos because they are easy to process and act on quickly. Image ads work well for retargeting since a single compelling image can remind past visitors to take action.
Despite their advantages, image ads tend to have lower engagement rates than videos. They can also be ignored more easily since they don’t autoplay in the feed. If your product needs a demo or explanation, an image might not be enough to convince people to buy. Use image ads for e-commerce promotions, retargeting campaigns, quick A/B testing, and local business promotions. To make them stand out, use bold colors, clear text overlays, and a strong CTA.
The Case for Video Ads
Video ads drive higher engagement and retention. Meta favors video content, and users tend to watch longer than they’d spend looking at an image. Videos provide stronger storytelling, allowing you to showcase emotions, problem-solving, and transformations, making them ideal for brand-building and educational content. They are also more dynamic and interactive. Motion naturally catches the eye, making video ads more scroll-stopping than static images. Video is particularly effective for product demonstrations where unique features or detailed explanations are needed.
However, video ads can be more expensive and time-consuming to produce. Creating high-quality video content requires planning, editing, and production time. Users must also watch at least a few seconds to understand the message, whereas an image conveys it instantly. For urgent sales or time-sensitive offers, a static image with a bold CTA might work faster. Use video ads for brand awareness campaigns, product demonstrations, educational content, and lead generation. Keep videos short, ideally under 30 seconds, and always include captions since many users watch without sound.
Performance Trends: What Works Best in 2025?
Meta’s algorithm is constantly evolving, but recent trends show that a hybrid approach works best. Video ads drive more engagement, and short-form videos like Reels and Stories often get lower CPMs than static ads. Image ads convert better for retargeting and direct sales, especially when users are already familiar with a brand. Carousel ads, which combine image and video, work well for e-commerce by showcasing multiple products without requiring full video production. Short videos under 30 seconds outperform long videos, as users engage more with quick, to-the-point ads. User-generated content (UGC) outperforms polished videos, with casual, TikTok-style videos featuring real people often performing better than high-budget commercials.
Best Strategy: A Mix of Both
Instead of choosing only image or video ads, a balanced approach works best. Use short videos to introduce your brand and capture attention in the awareness stage. In the consideration stage, test carousels that mix images and short clips to highlight different benefits. For the conversion stage, run image ads for retargeting to close the sale. The best choice isn’t image versus video—it’s about using the right format for the right audience at the right time.
If you need engagement and brand awareness, video work best. If you need fast conversions and a lower CPA, images are more effective. For the best results, test both formats and optimize based on performance. By using a strategic mix of videos, images, and carousels, you can maximize engagement, conversions, and profitability in your Meta campaigns for 2025.
