Why Video Ads Convert Better than Static Images

Why video wins

Motion triggers attention, voiceover clarifies value, and duration creates intent signals. Platforms reward watch‑time and interaction, so video gets cheaper reach and better distribution when done right.

1) Set objectives

• Strategic: pick one goal per campaign (sales, leads, traffic) and one CTA per ad.
• Commercial: design 15–30s videos with an emotional hook + clear benefit.
• Financial: start with scrappy production; upgrade after finding message/market/creative fit.

2) Audience & signals

Segment by engagement to personalize asks:

• Cold: interruption + curiosity + low‑friction CTA (learn more).
• Warm: proof, comparisons, FAQs.
• Hot: urgency, offer breakdown, risk‑reversal.

Feed strong signals: Conversions API, event quality, and consistent UTM/naming improve delivery.

3) Script & structure

Use a repeatable outline that fits shorts‑first platforms:

• Hook (0–3s): pattern break, bold claim + proof, or objection first.
• Value: 3 bullets (problem → promise → proof/demo).
• CTA: one action stated as a benefit ("Get your plan" not "Click here").

4) Production basics

• Shoot vertical (9:16) first; keep safe areas for captions and UI.
• Natural light or one soft key light; clear audio > perfect image.
• Use on‑screen text for silent autoplay; auto‑caption everything.

5) Editing & format

• Front‑load your hook; cut every 1–2 seconds until the CTA.
• High‑contrast thumbnails and first frame to stop the scroll.
• Export 9:16, then repurpose to 1:1 and 16:9; keep bitrate reasonable for upload speed.

6) Launch checklist

• At least 3 creative variants per ad set (different hooks, first 3 seconds).
• Pixel/CAPI set; events mapped; UTMs and naming consistent.
• Landing page speed & clarity verified (promise on page matches ad).

7) Optimization loop

• Hook metrics: thumb‑stop/3‑second view rate; pause weak starts.
• Engagement: average watch time, 75–95% views, CTR.
• Outcomes: CPA/ROAS; scale winners by 10–20% steps; clone and iterate hooks.

8) Retargeting sequences

• View‑based audiences (25%, 50%, 95%).
• Follow‑ups: testimonial → comparison → offer breakdown.
• Frequency caps to avoid fatigue; refresh creatives weekly.

Troubleshooting

• Low view‑through: rewrite hook; change first frame; add movement in first second.
• High CTR, low CVR: misaligned landing; fix above‑the‑fold clarity; repeat promise from ad.
• Fatigue: rising CPM and falling CTR → refresh angles and first 3 seconds.