Should You Invest in Video Ads? Here’s What the Data Says
Video advertising has rapidly established itself as one of the most effective channels for driving business growth. With consumer attention shifting increasingly towards digital platforms such as Instagram, TikTok, and YouTube, video content is increasingly a critical addition to your marketing strategy.
In this article, we analyse the latest industry data, examine ROI across key platforms, and outline how businesses can determine whether video advertising is the right investment for their objectives.
Video is a storytelling tool that combines visuals, sound, and motion to capture attention in ways static images simply can’t. Here’s why video ads perform so well:
Higher engagement: People are twice as likely to share video content compared to other types of content.
Increased retention: A recent statement from Vimeo’s CEO, Philip Moyer, highlights the significant impact of video; “If you watch a video, you’re 67 percent more likely to buy a product”.
Trust building: Product demonstrations and testimonials delivered through video help establish credibility.
These benefits translate directly into improved click-through rates (CTR), conversions, and brand recall but the real question is whether the returns justify the costs.
According to multiple industry reports, video ads consistently outperform other formats in terms of ROI. Take a look at the data in our comparison chart below:
(Source: HubSpot, Wyzowl, Meta Ad Benchmarks 2025)
The numbers show that video is a proven performer across multiple platforms. YouTube leads in ROI and watch time, while TikTok and Facebook deliver strong discovery and engagement opportunities.
Despite TikTok’s rise, Facebook remains a dominant force in video advertising. With advanced targeting options and the ability to retarget users who have previously interacted with your brand, Facebook video ads can be highly effective.
Best for: Retargeting, brand awareness, lead generation
Formats available: In-feed video, stories, reels, carousel video
Average CPC (UK): £0.42 – £0.65
One of the strongest benefits of Facebook video ads is their versatility. From short, punchy clips for mobile audiences to longer-form storytelling, the platform offers a range of placements to suit your objectives.
Additionally, Facebook’s detailed analytics and robust reporting tools allow marketers to track performance in real-time, optimise campaigns for specific goals, and allocate budgets more effectively. Combined with the platform’s extensive audience reach and sophisticated targeting options, this makes Facebook video ads a highly strategic choice for businesses of all sizes.
YouTube is still the go-to platform for long-form video content. With over 2.7 billion monthly users and advanced targeting powered by Google Ads, YouTube offers massive reach with measurable ROI.
Best for: Product demonstrations, explainer videos, in-depth brand storytelling
Formats available: Skippable in-stream, non-skippable in-stream, bumper ads, discovery ads
Average CPV (UK): £0.03 – £0.07
Viewers often come to YouTube with high intent, whether searching for product reviews, tutorials, or “how-to” guides, ads placed here can convert at a higher rate compared to interruption-driven platforms.
Both Instagram and TikTok excel at short, snappy video ads designed to capture attention in seconds. TikTok, in particular, is driving a cultural shift towards vertical, full-screen video. Take a look at our comparisons below:
| Platform | Strengths | Weaknesses |
| Integrated with Facebook Ads Manager, good for brand consistency | Higher CPC than TikTok, declining organic reach | |
| TikTok | Viral potential, lower CPM, discovery-focused | Less effective for B2B, requires creative, fast-paced content |
If your target demographic skews younger, these platforms should be at the top of your list. However, the need for regular, creative content production is higher here than on other channels.
When comparing video ads to image-based ads, the data consistently demonstrates that video outperforms images in nearly every key metric. Video ads achieve higher click-through rates, better conversion rates, and significantly greater engagement levels, making them a more effective tool for capturing audience attention and driving action. While image ads may require less investment in production, video offers a stronger long-term return on investment by delivering immersive storytelling, enhanced brand recall, and increased audience interaction.
Video consistently outperforms static ads, especially in engagement and conversion rate. While images may be cheaper to produce, the long-term ROI of video tends to outweigh the initial investment.
Simply running a video campaign isn’t enough, you need to optimise for ROI. Here are some key considerations:
Know your audience: Tailor video length, tone, and style to match your target demographic.
Prioritise the first 3 seconds: Most viewers decide whether to continue watching almost instantly.
Always include captions: According to a 2025 report by Sprout Social 74% of Facebook videos are watched without sound
A/B test creatives: Small tweaks to thumbnails, copy, or call-to-action can dramatically impact results.
Measure beyond vanity metrics: Focus on conversions and cost per acquisition (CPA), not just views.
According to the data video ads deliver stronger ROI, higher engagement, and better conversion rates compared to static ads. Platforms like YouTube and TikTok are driving discovery and long-form engagement, while Facebook and Instagram provide robust targeting and retargeting options.
If your goal is brand awareness, lead generation, or direct conversions, video ads should be part of your strategy. The key is to start small, test rigorously, and scale campaigns that deliver measurable ROI.
At Clever Clicks Digital, we help businesses create high-performing video ad campaigns that deliver measurable ROI. From strategy and creative to execution and optimisation, we ensure your campaigns work harder for your budget.
Get in touch with our team today to discuss how utilising video advertising can transform your digital marketing strategy.
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