Video or Images: What Works Best for Meta Ads in 2025

The format battle continues, even as Meta rewrites the rules every quarter.

The age-old question: video or image? Even in 2025, as Meta decides who sees your ad — and who gets banned — the core question remains: what drives results?

The answer? It depends. Because as always, there are nuances. A lot of them.

What the Data — and the Market — Say

• Video ads tend to have 25–35% higher CTR compared to static images.
• CPM for video is often lower, as Meta prioritizes it as "valuable content".
• But! Conversion rates (CR) are sometimes better with images — they’re clear, quick to process, and don’t require a play button.

When Video Outperforms

This is the format Meta wants you to use. Which means: lower CPMs, longer creative lifespan, and smoother performance during the learning phase.

Video works best when:

• You need to explain complex products (nutra, finance, SaaS)
• Grabbing attention is key — first 3 seconds = everything
• You’re leveraging UGC, testimonials, or effect demos that feel real and “not like an ad”
• Perfect for Stories, Reels, vertical placements

Video Formats Winning in 2025

• Testimonial-style videos
• TikTok-style edits with subtitles
• Before/after animations
• Product demonstrations with voiceovers

You don't need professional production. martphone videos with captions often outperform studio shoots.

Why Images Still Matter

• Speed: You can launch a banner in 10 minutes using Figma or AI tools.
• Clarity: Great for simple offers, discount promos, or emotional hooks.
• No filming: Easily scalable in batches.
• Retargeting: Familiar face + offer = click.

Top-performing image formats:

• Meme-style creatives
• Before/after in one frame (careful — Meta flags some of these)
• Pain point + direct CTA (“Tired of headaches?”)
• Infographics for SaaS or complex products

What’s the Best Strategy? Hybrid. Test. Mix. Scale.

In 2025, winners aren’t choosing between video or banners — they’re testing both. Same offer might crush with banners in Tier-3, but flop without video in Tier-1. Or:

• First click = video in Stories
• Retargeting = image in Feed

How to Decide Where to Start

Final Tips: How to Look Like a Pro in 2025

• Start with banners, but prep video in parallel.
• Test angles, not just formats — same concept may work better in video or image.
• Spy on competitors — see what’s running in your GEO (use tools).
• Don’t worship video — format ≠ results. Message > format.

P.S. Want to see what’s actually working in your niche?

Try Adheart — the Meta Ads Spy Tool that lets you search creatives by offer, placement, format, and keywords.