Facebook Video Ads vs Facebook Image Ads – Which is Best?

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about facebook video ads versus facebook image ads which is best okay you've probably had conflicting opinions on this there are some people that sit very much in the video camp others that sit in the image camp so i wanted to create a video where i clarify what's best than in what scenarios where you want to be focusing your efforts and where the best results are like to come from before i get into that should i very quickly ask you to smash that like button and of course subscribe to my youtube

0:29channel if you were new and haven't done so already so you know you put your campaign together i'm an example ad account here you put your campaign together you get to the ad level and you go to add media and what what sort of facebook will immediately ask is when you click on add media is add image or add video and those are sort of the two big categories there are certainly other types of ad creative right you can have carousel um which i would kind of for the most part bundle into image for the purpose of this discussion and then you've got slideshows and sort

0:54of animated image ads and things like which i would for the purpose of this discussion sort of bundle in with video so anything animated movementy whether it's full-on video content or a slideshow type format it's kind of going to be a video anything um image carousel related is going to come under image for the purposes of this of what i'm about to say now like i talk about with a lot of facebook advertising um related features and things like that there's no one-size-fits-all okay i've talked for a long time about different strategies you want to use depending on the product or services that you offer right you cannot advertise a 20

1:32product using the same sales funnel as you can a 30 000 service okay not if you want the best results that is obviously the relationship you need to build with your prospect is very different in those two circumstances um so the approach needs to be different also the economics is very different as well you need customers really really cheaply if you're selling a 20 product you can afford to pay a lot more and probably want to to ensure quality leads when you're offering a 30 000 service and i think that's the biggest takeaway i've got or i want you to have from this video is that it is not a one size fits all

2:06it's not like video always works best or image always works best i would say that on the balance of things most facebook and instagram advertising experts would say that video performs best and they would say that because it's what works best for their businesses now most facebook advertising is gravitating experts they're going to have courses and webinars and content-based things they want to provide and then expensive courses coaching programs etc high ticket items that they're looking to sell so in those scenarios yes i would say that video works best but i think that's one of the big advantages that i've got you know given my position when i'm creating

2:45content and you know you guys get through watching my content is i'm the owner of a facebook ads agency i'm not just advertising my own courses and things like that right so i can see what works best for an enormous suite of businesses that offer you know we've got clients that offer you know i said the 30 000 service the 20 product everything in between digital non-digital you know the works right so it's not as simple just to say video works best video does work best in certain circumstances and what i would say is there's basically like a spectrum so the bigger the ask of your prospects

3:26the more you want to lead to more complex ad creative like video so i'm going to be really wanting to use facebook video ads if i'm advertising anything that's then future content future educational resources particularly to cold audiences so if i am advertising a webinar or a training program or anything like that video if i'm advertising a really high ticket service and looking to advertise that fairly directly um video is likely to work really well because before someone goes ahead and purchases a high-ticket service even a high-ticket product like a bespoke product would be another example they want a bit more information before they they take that step right so

4:10can you put together a product demonstration video if you you know produce like bespoke bathrooms for example you know that sort of thing you know where products sort of meet service doesn't it um what is the service that you offer it you know how does it work can you put in some video testimonials from from from customers give people more if you what you're asking them to do based on the facebook or instagram they see is is a big deal give that person the reasons as to why they should do it and video is the best way to do that you develop a relationship with the person

4:43you can do a product or service demonstration you can put in um customer testimonials you can put in some face to camera video stuff so you start to build that relationship basically the bigger the ask the more and more you want to lean towards um video one small caveat in that around sort of the high-end service is if you're offering something like a free consultation or something like that on the front end and your business's portfolio-based sometimes images or like carousels can work quite well and so i gave the bathroom example like yes a video of you know explaining the process how you do the service could

5:17work an image out of a free consultation about how to do bath how we design and fit bathrooms for you with like a series of images could also work fine so there are obviously going to be exceptions to this but in general that's where i want to lean video is more expensive products and services more of an involved decision one where people want more information things like that on the other side of things the simpler the ask the simpler the product the simpler the service or even sometimes just the simpler the next step like if someone's just downloading a lead magnet for example and you might want to go more towards

5:51the image side of things keep it simple and the reason for that is that video converts better but only if people watch it so if you were to convert people that have been through a video versus people that have seen an image the people who have completed those tasks the video will always convert way better but videos have huge drop-off far far far fewer people go through a video than obviously just glance at an image now when it's an expense a relatively inexpensive product service or the next step is super simple like it's like book a free consultation even if the service is expensive everyone gets it

6:28they understand what free consultation is go ahead and book the consultation um you want as many people to take that action as possible you want to keep that cost pretty low you know imagine advertising a 30 product right you need a reasonably high percentage of people that see that ad to actually go ahead and purchase if you used a video ad for a 30 product the issue is that so many people are going to drop off on the video that your overall percentage of people that purchase is likely to be lower than with an image ad because with an image out people can just glance at it they can

6:59get it 30 do i want this do i not impulse decision move on on the other side of things with the with the the higher end products and services with the video side of things you're going to have less people going through the video than just glancing at the image but you need the proof you need the information you need the reasons the benefits associated with service for them to take that next action you need that extra convincing power that a video can bring and that's why the video works best so people often think like well video converts better and you're like yes it does provided people get to the end of it now

7:37no one or not many people are gonna go ahead and buy a you know a thousand dollar course let's say or a training program based off of an image ad particularly if it's cold audiences um they're just like why what is this where's the proof that this is good who knows et cetera et cetera but um so you need absolutely the convincing image ad won't work but also on the lower side of things you don't want to make the creative too complex because people who could have bought your product just based on an impulse oh it's 20 bucks let's just go ahead and buy it well actually if

8:09they need to watch a video first they don't make it through it they don't purchase so hopefully that makes a lot of sense the other thing i want to quickly talk about with the facebook video ads versus facebook image ads discussion is around cold and warm audiences so where we've got video favoring more complex products and services and and images favoring less you know lower price points less complex stuff this not to same extent but somewhat the same thing with cold versus warm audiences so with warm audiences i'm going to lean more towards simpler ad creative you know warm warnings to people that interact with your business before perhaps you don't

8:45need to explain how your service works um to that audience perhaps you just need to get like a reminder ad in front of them so that quick sharp nice easy touch point that you can do multiple times with images might work quite a bit better in that scenario than a video whereas with cold audiences we're going to lean more towards towards video because those are people that don't know you from anyone else that need to have your product or service explained need to have all the benefits associated with it so you can see that based on the fact that warm audiences have had a previous touch point

9:16um the process might be a little bit you know a reminder is often more what's required than a full explainer ad if that makes sense um but that's not as powerful as the what it is that you're offering that's the main determining fact of whether you want to go down the video or image route now of course there's you know it's easy if you've got a 20 product or you've got a 30 000 service but what if you're somewhere in the middle which tons of businesses are and think about it like a spectrum and there are going to be anomalies so if you are at all unsure where you fit

9:50video or image absolutely test both and i'd recommend that most facebook advertisers at some point test both and see which performs best you know you could eat have a low lowish value product but still see better results with video the majority of people see better results of the image but you might see better results of video we see anomalies in this quite a lot and so i'd recommend testing both and likewise you know for the for the reverse so test both if you're at all unsure but that is hopefully some guidance and some direction around that when you should at least start focusing your efforts where

10:20the majority of your sort of creative time or budget if you're getting professionals to do it for you should be spent and yeah hopefully that's useful okay so a couple of things before you go the first is my facebook group so i've got a facebook group called the facebook ads mastermind group we've got about 70 000 members right now it's amazing community full of facebook advertisers just like you want to get better results with facebook and instagram ads they're asking questions getting them answered it's one of the biggest communities of facebook advertisers in the world which is really really cool and we'd love to have you be part of it you know if

10:52if that's not something you want to be part of i'll do free live trainings in there most weeks as well by the way guys there is a link in the video description you can go ahead and click on that go through to our uh to the group request access and uh and yeah we'd love to see you get involved other thing i want to mention is our facebook advertising services so my company lead guru is a facebook advertising agency specialist facebook and instagram advertising agency and we create manage and optimize facebook and instagram ad campaigns for our clients now we do have a minimum budget requirement of 3k per month but

11:21if you meet that threshold and you'd be interested in finding out more about our services how we might be able to help you get better results than what you're currently getting you can go ahead and book a free call with one of my team members again a link in the video description to go to a page in our website you can book a slot directly to calendar into our calendar that works for you and yeah no obligation we'll just have a chat about what it is that you're looking to achieve if we might be able to help we may have worked with a business like yours in the past there's

11:47a good chance we've worked with hundreds and hundreds of clients um at this point so um so yeah maybe we'll get a chance to uh to work together in the future okay hopefully that's been useful uh please comment below to let me know if you've got any questions um remember hit that hit that thumbs up button and of course subscribe to my channel if you're new and haven't done so already okay thanks a lot guys bye for now