Image vs. Video: Which Works Best for B2B Ads?
Everyone says "video is king," but static images are still the workhorse of successful LinkedIn marketing. Here is why.
If you read marketing blogs, you probably hear "Video! Video! Video!" all the time. It seems like every expert is telling you to pivot to video content.
Yes, video is a powerful tool. But for many B2B businesses, video can actually be a trap. It is expensive, it is slow to make, and if the first 3 seconds aren't amazing, people scroll right past it.
The good news? Good old-fashioned images (static ads) still work incredibly well. In fact, for many companies, they work better.
The Hidden Power of Static Images Why do simple images work so well in a high-tech world?
Speed of Consumption: A user can look at an image and understand the message in less than 1 second. A video asks them to stop, unmute their phone, and watch for 30 seconds. That is a big "ask" for a busy professional. Images respect their time.
Lower Production Costs: To make a good video, you need scripts, microphones, cameras, and editing software. To make a good image, you just need a clear message and a clean design.
Easier Testing: As we discussed in our previous post, you need to test many variations. You can create 10 different image ads in the time it takes to edit one video. This allows you to learn faster.
When Should You Use Video? We aren't saying video is bad. It has a specific purpose. Video is great for Trust and Demonstration.
If you need to show exactly how a complex software feature works (clicking buttons, moving mice), use a video.
If you want to show a customer testimonial where they speak emotionally about your brand, use a video.
When Should You Use Images? Images are best for Traffic and Leads.
Promoting a new ebook, guide, or whitepaper.
Announcing a webinar.
Getting people to sign up for a free trial.
Highlighting a specific benefit (e.g., "Save 10 hours a week").
The "Hybrid" Strategy You don't have to pick a side. A great strategy is to use images to catch people's attention because they are easy to consume. Once they have visited your website and know who you are, you can retarget them with a video later.
Make Images That Pop Since images are static, they need to do a lot of work with just one frame. They need bold headlines, high contrast, and clean layouts.
Stirling specializes in creating high-performing static ads. We focus on the format that drives the most consistent results for B2B companies. We help you create stunning images that get the message across instantly.
Stick to What Works You don't need a Hollywood budget to get leads. Master the art of the static image first.
Create your high-converting image ads at TryStirling.com.
