Does Video Capture More Traffic Than Imagery?

It’s not hard to see that video is a hot trend on the digital landscape – from Instagram Reel to TikTok. Videos and short clips have been dominating websites, social media feeds, and search results. It looks like in 2023, video will continue to be one of the dominant forms of media. However, what does this mean for imagery online, especially ads? Do users still want to see static image ads? Or does video capture more traffic than imagery?

What Makes Video So Effective?

Video has become a priceless medium for marketers in 2023. Marketers have found that video engages with audiences, effectively promotes brands and delivers clear messages. Over 85% of businesses use videos in their marketing strategies.

1. Encourages Audience Engagement

Videos constantly incorporate movement and there is an incentive to focus on the screen for a period of time. Video demands the viewers’ attention, especially videos that integrate vibrant colors, animation, graphics, and engaging music. Images, not matter how eye-catching, simply don’t pull as much attention as video content. With video, you are integrating both visual and audio so you are engaging two sensory organs instead of just one.

2. Communicates Purpose Clearly

People connect with other people, and this is better conveyed through video. Users can visibly engage with a personals vocal tone, facial expression and body language. This allows the user to fully understand the message that is being communicated. Conversely, static images can only capture facial expression and body language for a single frame. At the end of the day, video content is a more powerful medium for establishing trust. Studies have found that an individual is 97% more likely to purchase a product with a product video. The reason for this: video content is more memorable and sticks with viewers long. This alone should convince you how effective video content is.

3. More Informative

When it comes to content, there is only so much that can be shared. Marketers are unable to convey more than 1-2 points in an image because statistics show that there will be a drop in audience engagement. On the other hand, videos are able to provide a stage to promote more information, especially because videos have an extended time period. This will allow you to express more in a single video compared to an image.

Images and videos also perform better than reading long paragraphs. Reading is considered more taxing and time-consuming as opposed to visual and audio content. Videos are able to deliver multiple amounts of information effortlessly and without causing the viewer to lose interest.  Interestingly enough, videos also integrate a traditional format – verbal speaking. Verbal messages are more persuasive and the viewer is able to better retain the message.

4. Videos Are More Likely To Go Viral

Unlike images, videos are more likely to go viral on platforms like YouTube, TikTok and Instagram. With just a few clicks, videos can be liked, copied, and shared even cross-platform. 93% of businesses gain new customers as a result of branded video content. This illustrates the potential reach your videos can have.

Does Video Capture More Traffic Than Imagery?

According to marketing statistics, it becomes pretty clear that video ads tend to perform better than several different ad formats, including images. Video content has increased traffic to websites, helped to generate new leads, and gave a clearer image of the company.

• 87% of videos help increase traffic
• 94% of videos help convey a clearer picture of a product or service
• 86% of videos generate leads

Video vs. Image Ads Performance on Google

Google Ads is in the pocket of every marketer’s tool belt. If you are going to be advertising through Google Ads, you can us both videos and images in your campaign. Images ads are good for increasing brand awareness. However, videos usually have higher conversion rates, especially if they are in an interactive video format.

Video vs. Image Ads Performance on Facebook

On Facebook, video ads perform better than static image ads. Overall, the Facebook platform seems to prefer them as well. This is especially true with new elements such as Facebook Watch, Facebook Live and Stories. It’s clear that Facebook is prioritizing video content over other types of content. On Facebook, video can generate three times as many leads as image counterparts.

Strategies for Using Video Ads in Your Campaign

Now that we have emphasized the power of video content, you can see that it is a worthwhile investment for your brand or business. When Faceless Marketing is producing video content for our clients, here are a few tips on how we make it engaging:

• Keep It Short and Sweet – You don’t have to go into full detail on your company or give a long-winded speech. Rather, keep things short and simple.
• Provide Value To Viewers – Rather than just shilling your product and service, focus on providing value. Tell your audience why they need it and how it can make your lives better.
• Be Memorable – Make your viewers remember your ad long after watching it. The best way to do this is to be humorous (if appropriate), and personable.
• Include a CTA (Call To Action) – Don’t just give out information. Prompt the viewer to take action with an effective video CTA. This could include clicking a link, calling a phone number, or purchasing a product.

The Bottom Line

If businesses haven’t already, they need to start integrating video into their marketing. However, some businesses are continuing to stick to the tried and true method of only using static video ads. According to research by HubSpot, 54% of consumers preferred video ads, while only 41% supported images. This huge difference should be incentive enough for companies to start funding video creators.

Top Multimedia Marketing Firm

At Faceless Marketing, we have helped countless businesses grow their brands – from planning to execution and optimization. As a marketing agency, we provide a full range of creative services, content creation, and data analytics.

As a top digital marketing firm, we stand by this mission. Reach out to Faceless Marketing for a quote or FREE consultation. Call 1-800-357-1299 or email info@faceless.marketing and check out our YouTube channel for more content.