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Should I choose an image or a video for my ad?
Should I choose an image or a video for my ad?

Create an advertising campaign that catches the public's attention

Solene Lemaire avatar
Written by Solene Lemaire
Updated over a week ago

The question of whether it's better to choose an image or a video for an advertising campaign is crucial for brands and marketers wanting to optimize the impact of their communication on their audience. This article explores the advantages and disadvantages of both formats to help you make the most suitable choice for your objectives.

The Impact of Images

Images have always been a cornerstone of visual communication. They are capable of transmitting emotions, messages, or ideas instantly. Here are some advantages of choosing images for your advertisement:

  • Speed of Assimilation: Images are perceived and processed quickly by the brain, which is ideal for capturing attention in information-saturated environments.

  • Cost and Ease of Production: Generally, producing an image is less expensive and faster than creating a video. This can be a decisive advantage for small businesses or campaigns with limited budgets.

  • Versatility: Images can be easily adapted to different formats and platforms, whether it's social networks, websites, or even physical advertising displays.

The Power of Videos

Videos, on the other hand, offer a more immersive and dynamic experience. They allow for complex stories to be told and engage the audience on a deeper level:

  • Emotional Engagement: The combination of image, sound, and sometimes text, creates a richer and more engaging experience for the viewer.

  • Explanation and Demonstration: Videos are particularly effective at explaining how a product or service works, which can be crucial for convincing consumers.

  • Viral Potential: Videos have a greater potential to go viral, especially on social platforms where engaging content is king.

Strategic Choice: Image or Video?

The decision to choose between an image and a video will depend on several factors:

  • Campaign Objectives: Do you want to increase your brand's awareness, explain a complex product, or encourage immediate purchase? Your objectives will influence the most suitable format.

  • Budget: Video production is often more costly, but its potential for high return on investment can justify these initial higher investments.

  • Target Audience: Your target audience's preference for one type of content over another can also influence your choice. Some audiences prefer videos, while others are more receptive to images.

  • Distribution Platform: Some platforms are more suited to videos (like YouTube or TikTok), while others may favor images (like Instagram or Pinterest).


The choice between an image and a video for an advertising campaign is not just a question of cost or ease of production. It's about understanding your campaign's objectives, knowing your audience, and choosing the format that will communicate your message most effectively. In some cases, a combination of both may even be the best strategy to maximize the impact of your communication.

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