Over the last few weeks, I have seen a lot of great debate on statics versus videos in the ad account for brands.

Some people are statics only, others are videos only, and then others have a mix of mediums.

The biggest argument to statics only was people haven't gotten videos to work while they have been able to get statics to work.

Cherene came in with this hot take:

https://x.com/ChereneAubert/status/1794762649714217376

Look, I agree.

Every major platform is a video first platform - if you can't get videos to work, that is a you problem.

The market is telling you, they don't like your videos. The market isn't saying videos don't work... because they do on a video first platform, but the market is signaling you need to change things up.

https://x.com/MatthewGattozzi/status/1797629804298281125

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How to get results with video

Making changes and adjustments on statics is very easy.

In fact, most of the changes should be the headline which is copy and less design.

For videos, to make changes, you need to change how scripts are written, talent on camera, how videos are shot, and edited.

More factors for videos mean they can be more expensive and time consuming.

People want change and results today, but to get videos to work, you need months to crack the code and build a good system. When you do get a good system with winning ads, you can really scale the account way faster with videos than statics.

Last week I talked about the feedback loop that you need with data and creative decisions.

The core part that most people miss is that they never rewatch their ads.

This action is SO SIMPLE and yet many don't do it.

They see an ad not work, and then they just move on.

They don't dissect the shots, the talent, or anything else on camera. If you don't have a post-mortem with your content, you will not learn or improve.

Most of the people struggling with video blindly throw out creative and hope the hit the jackpot. You must be methodical to get videos to work.

Content changes on organic platforms - but so should your ads.

You have to adapt your ads to the present times. What is working a year ago might not work now.

Again, videos have to work on a video-first platform, you just need to get better at making them.

If some worked before but not anymore, it is because you are not adapting your content.

This goes back to reviewing your content. If you don't know why something is working or not working, you just got lucky. If you review your work, you will know what is working and why so that you can replicate success.

Are statics necessary?

Okay but statics are still dope and you need them.

Statics are the best to quickly test out messaging and positioning for products and your brand. I like to have a core design, and then test out a few headlines. The winning statics can be graduated to a video with a little more certainty because you know that message got clicks.

You still need great video ads, but at least you do angle testing with a cheap test via statics and then go bigger on the video with a little less risk.

Statics are easier to create so you can spend more time on the copy and getting the messaging solid.

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At the end of the day, you need formats that are native to these platforms. If video isn't working, you will not be able to scale your account.

If video is not working, the world is telling you to change your videos, not to give up on them.

You must put in the time to build this core competency if you want to scale your brand.

It is not videos or statics - it is how do these two formats help each other get the best messaging to sell more products. Use these formats cohesively - do not fight them, embrace them.

What’s your take on this debate? Let me know!