Static or video ads on Meta: what the counts show
One study compared them inside the same accounts, and another tried and declined to publish the comparison. Both results are useful.
In shortIn Biddyco’s 848 top-spending Meta ads from 17 US accounts, video took 68% of spend and statics 32%. Statics cost about 15% less to show and got about 13% fewer clicks, and cost per purchase was within 4% in the median account. That is one small study of top ads, so treat it as a reason to run both, never a rule.
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The question comes up in every team that has to choose where to spend production time. Few published studies answer it with a stated method. The clearest compares the two inside the same accounts, so one large advertiser cannot swing the result.1
Where the money went
| Compared inside one account | Statics against video | Accounts where statics did better |
|---|---|---|
| Cost per 1,000 impressions | 15% lower | 13 of 17 |
| Link click-through rate | 13% lower | 4 of 17 |
| Cost per click | 8% higher | 6 of 17 |
| Conversion rate | About the same | 6 of 12 |
| Cost per purchase | 4% lower | 8 of 12 |
The median across accounts. Purchase figures cover the 12 accounts where both formats drove at least 20 purchases.
Across the 848 ads, video took 68% of spend and statics 32%. Statics were cheaper to show and drew fewer clicks, and the two nearly cancelled out by the purchase.1 Accounts also differed widely: two spent almost nothing on statics, and six spent more on them than on video.1
How far that reaches
The sample is 17 accounts spending at least US$100,000 over three months, and only each account’s top 50 ads.1 It says what happened among ads that already earned budget, not how a new static or video will fare. It also files carousels under static and animated ads under video.1
A second study shows how hard this is to measure. Interconnections set out to compare how the two tire, and cut the comparison because video fell short of its own minimum sample, at 14 ads against the 15 it requires.2 That restraint is worth more than a confident number from someone who did not check.
Motion’s larger count slices the question another way, by kind of ad instead of by file. Text-only ads and product images with text ranked highest for reaching ten times an account’s median spend, with UGC and high-production work further down, in a band of about 4 to 12%.3 Motion’s explanation is that text can be remade in hours, so teams try it more often, which is not the same as text being better.3
Choosing for one idea
| If the idea needs | Consider |
|---|---|
| One clear offer or claim, read at a glance | A static first; it is the quickest to make and to change |
| A demonstration, or a person explaining | Video, because the proof needs more than one frame |
| To learn whether a message lands at all | A static test, then a video if it holds |
| To carry several sizes and languages | Either, laid out from one master |
Our reading of the studies above, not a measured result.
Whichever you choose, read it by the numbers that fit: hook rate and hold rate only mean something for video. Volume matters too, and how many new ads brands launch a week counts statics and video together. To see how the two look side by side for a real product category, browse the ad library, then remake one with your product. If neither is holding, a new opening, a new format or a new idea helps you decide what to change.
eonik makes both from what you own: statics from your design files and product photos, video from your footage, each laid out for every shape from one master.
Download for Mac →Sources
- Static vs. Video Ads on Meta, Biddyco. The top 50 ads by spend in each of 17 US accounts: 848 ads and US$14.9 million, June to August 2026.Checked 4 Nov 2026
- The 2026 Meta Creative Fatigue Benchmark, Interconnections. 368 creatives across 15 direct-to-consumer accounts an agency manages, 8 April to 11 August 2026, with its limits stated.Checked 4 Nov 2026
- Top asset types on Meta in 2026, Motion. Fifteen kinds of ad, ranked by the share reaching ten times the account’s median spend.Checked 4 Nov 2026