Stop comparing video vs static ads
You're asking the wrong question. Here's what actually matters for BFCM..
🗓️ Tuesday, 18 Nov 2025
Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.
The question I hear most often: “Should we be running video ads or static ads?”
Here’s the thing—that’s the wrong question entirely.
I’ve been running eCommerce accounts long enough to know that this isn’t a boxing match where one format needs to knock out the other. It’s more like having a pitcher and a catcher on your team. They do different jobs, but you need both to win the game.
So grab your coffee, and let me walk you through how these two formats actually work together—and why understanding their roles will save you a ton of wasted ad spend this holiday season.
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The Real Split: Scaling vs Converting
Here’s what I see in almost every account I audit:
Video ads are your scaling engines. They’re built to reach cold audiences, introduce your brand, and get people into your ecosystem. They’re the ones doing the heavy lifting when you’re trying to grow beyond your existing customer base.
Static ads are your conversion machines. They work best when someone already knows who you are. They’ve seen your video, maybe visited your site, and now they just need that final nudge to pull out their credit card.
Think about how people actually use Meta. Most of the inventory is video-first now. Even your “static” ads probably have some motion—animated text, a subtle zoom, background music. The platform is designed to favor video at scale.
But that doesn’t mean statics are dead. Not even close.
When Statics Actually Outperform Videos
Yeah, you read that right. There are situations where static ads will quietly outscale your fancy video content.
High visual clarity products: If you’re selling jewelry, watches, or anything where the value hits you in one glance—statics can dominate. A stunning product shot of a ring catches the eye faster than a 15-second unboxing video sometimes.
Impulse buys: Selling accessories under $30? Meme merch? Beauty products people grab without overthinking? A static with a punchy offer (”Buy 2, Get 1 Free—Today Only”) can convert faster than you can say “hook, hold, close.”
Retargeting audiences: When you’re re-engaging people who’ve already watched your video or added to cart, statics grab attention with lower CPMs and get straight to the point. No fluff needed.
One study analyzing over 12 billion impressions found that image ads actually have 24% lower cost-per-purchase than videos on average.
They also get about 7% higher click-through rates.
So if pure conversion efficiency is your goal, statics win that fight.
But here’s where it gets interesting...
The Funnel Changes Everything
At the top of the funnel—when you’re targeting cold audiences—videos have a 26% higher cost-per-purchase than images. Makes sense, right? People don’t know you yet, they’re scrolling fast, and getting them to stop and convert takes more work.
But when you look at remarketing? The gap basically disappears. Videos become almost as cost-effective as statics (only 3% difference). Why? Because now these people have context. They’ve seen your brand before, and they’re willing to spend 10 seconds watching what you have to say.
Where Video Absolutely Crushes It
Now, if your goal is engagement—likes, comments, shares, building that community vibe—video isn’t just better. It’s six times better. We’re talking 612% more engagement on average compared to static ads.
And for certain products, video is non-negotiable. If you’re selling skincare, you need to show the before-and-after. If it’s apparel, people want to see the fit, the movement, the fabric. If it’s anything with a “story” to tell, video does the storytelling.
The BFCM Game Plan
So with Black Friday and Cyber Monday breathing down your neck, here’s how I’d approach this:
Start with video for prospecting. Cast that wide net. Get your brand in front of new eyeballs. Show them why your product solves a problem they didn’t even know they had.
Hit them with statics in retargeting. Once they’ve engaged with your video, visited your site, or interacted with your brand—bring in the statics. Show testimonials, highlight your BFCM deals, remind them what they’re missing out on.
Test both in every campaign structure. Don’t assume. What works for a jewelry brand might flop for a supplement company. Let the data tell you the story, not your gut.
For high-intent moments, lean static. When someone’s already in buying mode (like during a flash sale or peak shopping hours), a clean static with a clear CTA can outperform a video that makes them wait.
Stop Comparing, Start Assigning
The biggest mistake I see founders and marketers make? Treating this like a competition. They’ll look at their dashboard and say, “Well, my videos have a higher CPA, so I guess statics are better.”
Wrong.
You’re comparing apples to oranges. These formats have different jobs:
Video = Find and engage new audiences
Static = Convert and reinforce
You don’t pick one. You use both in sequence. Video opens the door, static closes the deal.
The Bottom Line
As you’re finalizing your BFCM strategy, don’t get caught up in format wars. Instead, ask yourself: What’s the job I need this creative to do?
If it’s reaching cold traffic and building awareness? Video.
If it’s converting warm audiences who already know you? Static.
If it’s creating buzz and community? Video all day.
If it’s a low-consideration impulse product with instant visual appeal? Maybe static wins.
Your best-performing accounts aren’t running just videos or just statics. They’re running both, strategically, in a way that makes sense for the customer journey.
So this BFCM, give each format the respect it deserves. Build a video that hooks new customers and makes them care. Then follow up with a static that reminds them why they need to buy right now.
That’s how you win Q4.
Now go build something great. And maybe grab another coffee—you’ve got ads to launch.