Choosing between Facebook video ads and Facebook image ads isn't as simple as picking what looks good. In 2025, ad formats can directly affect how much you spend, how many clicks you get, and whether your campaign drives any real conversions.

‍

If you're still guessing between formats, you're likely wasting your budget. Here's what's actually working and how to decide between image vs video ads based on facts, not hype.

‍

Facebook Video Ads: What Marketers Are Really Seeing in 2025

Scroll through any Facebook feed in 2025, and you'll notice a clear trend: short-form Facebook video ads dominate visibility, while Facebook image ads still fill the gaps in retargeting and static brand campaigns.

‍

The truth is that both ad types have their place, but the winner depends on what you're selling and who you're selling it to.

‍

Across multiple industry reports and user-shared data, image vs video ads performance varies based on product complexity, budget size, and funnel stage. Let's break it down piece by piece.

‍

1. Why Facebook Video Ads Win on Engagement and CTR
‍

There's no denying that Facebook video ads grab more attention.

‍

In most current campaigns, they consistently outperform static creatives in click-through rate and engagement. Videos let you show how a product works, build trust through storytelling, and hold the viewer's focus longer, all of which help drive conversions.

‍

Short-form vertical formats like reels or UGC-style (user-generated content) walkthroughs are particularly effective. They're quick, mobile-first, and blend in with organic content. In many high-spend campaigns, they now outperform polished brand videos, provided the message is clear and the hook lands early.

‍

2. When Facebook Image Ads Still Deliver Better Returns
‍

Not every product needs a demo. That's where Facebook image ads hold their ground.

‍

A clean static image can outperform video in cost-efficiency for simple items like apparel, posters, or single-feature tools. Especially in retargeting or bottom-of-funnel campaigns, image ads often convert better with a lower cost per result.

‍

They're also easier and faster to produce. If you're testing a new audience or offer, Facebook image ads can help validate ideas without the overhead of video production. Make sure the creative is clear, scroll-stopping, and paired with a strong copy.

‍

3. Video Costs More - But Pays Off More Too
‍

Creating Facebook video ads takes more time, tools, and planning.

‍

Whether it's a user testimonial, a screen recording, or a demo, production eats into budget. It's especially pricey for teams without in-house creative resources.

‍

But when done right, the return often justifies the cost.

‍

Marketers report better performance with short, punchy videos that get to the point fast. Higher engagement also means stronger retargeting signals, giving you more control over future ad delivery.

‍

If you're working with a limited budget, test both formats. But don't avoid video just because it's harder. It often leads to better outcomes in the long run.

‍

4. Match Your Ad Format to the Funnel Stage
‍

Choosing between Facebook ad formats is about timing.

‍

At the top of the funnel, Facebook video ads are ideal for stopping scrolls and introducing your brand. They help generate interest, especially when your product needs some explanation.

‍

However, once someone has visited your website or engaged with a previous ad, Facebook image ads (especially statics or carousels) tend to perform better. They're direct, lightweight, and perfect for reminding users to act.

‍

Savvy advertisers combine both formats across stages instead of forcing one to do it all.

‍

5. What's Performing Best in 2025 Across Campaigns
‍

In 2025, in the image vs video ads debate, video leads in cold traffic and brand awareness. Formats like reels, 6-second demos, and UGC clips are topping engagement charts.

‍

Static image ads have made a quiet comeback in lead gen, retargeting, and product remarketing. Sometimes, they deliver better cost-per-result, particularly when paired with strong copy and clear design.

‍

It's ultimately a mix of what's working best. Campaigns using both formats at different stages are seeing the most consistent results.

‍

6. What Advertisers Are Saying About Facebook Ad Formats
‍

Reddit threads tell a story the dashboards often don't. While big-budget campaigns show Facebook video ads driving higher engagement, many small and mid-sized advertisers report that static ads are winning right now - mainly when paired with UGC or simple reels.

‍

Advertisers running $100k+ in monthly spending confirm that short-form vertical video is the frontrunner for cold traffic. But others swear by Facebook image ads for lead gen, fast retargeting, or low-effort wins.

‍

The consensus?

‍

Test both formats, focus on creative that matches your audience and message, and don't chase trends without data.

‍

7. How to Decide: Test the Format, Not the Trend

Don't let stats or trends decide for you. Let your audience do that.

‍

The debate on image vs video ads only matters if you're testing both. Run split tests with the same headline, offer, and targeting - only switch the format. That's the clearest way to see what works for your product.

‍

Facebook video ads often win attention, while an image ad seals the deal. Keep both in your creative stack, test them regularly, and let the numbers (not opinions) guide your next move.

‍

Frequently Asked Questions
‍

Q1. Are Facebook video ads more expensive to run than image ads?
‍

Ans: Yes, Facebook video ads often have a higher cost per click or view due to higher engagement, but they also tend to convert better, especially in cold-traffic campaigns.

‍

Q2. What Facebook ad formats are best for retargeting?
‍

Ans: For retargeting, simple Facebook image ads and carousels work best. They remind users of products they've already seen and drive them back to purchase.

‍

Q3. How long should a Facebook video ad be in 2025?
‍

Ans: Short-form Facebook video ads between 6 to 15 seconds are performing best. These quick clips get to the point fast and hold attention without losing the scroll.

‍

Q4. Do Facebook ad formats affect campaign approval speed?
‍

Ans: Not directly, but simple Facebook image ads are easier to review and often get approved faster than Facebook video ads, which go through more scrutiny.

‍

Q5 Which Facebook ad format is easier to scale quickly?
‍

Ans: Facebook image ads are easier to scale because they're faster to produce and test. However, Facebook video ads scale better for broader reach and engagement when the creative hits the mark.

‍