Facebook is a great place for schools to advertise and reach new students. But with so many ads out there, how do you make sure people see and click on yours? This is where choosing the right type of ad comes in. What gives better results? Image ads vs video ads? Both options have their benefits and can help you get more students interested in your courses. In this guide, we’ll look at when to use videos and when to use pictures for your ads. We’ll use simple examples and tips to help you decide which is best for your goals.

The Benefits of Video Ads for Educational Institutions

Reach More People: Videos are eye-catching. They can stop someone from scrolling through their feed and make them watch what you have to say. This is good for getting more people to know about your school or courses.

Tell a Better Story: With video, you can share more about your school’s atmosphere, programs, and what students can expect. A good video can show off your campus, classes, and happy students. This helps future students see themselves at your school.

Share More Information Quickly: Videos let you put a lot of information into a short time. This means you can give potential students a good idea of what you offer before they even visit your website.

Get More Responses: People are more likely to comment on, like, or share a video than a picture. This means more talks about your school online, which is great for getting noticed.

Cost-Effective: Even though making a good video can cost some money, it can be worth it. A great video can get you more clicks and interests for each dollar you spend compared to pictures.

Using video ads can be a powerful way to connect with potential students and get them excited about joining your educational community. Next, we’ll compare how image ads stack up and when they might be a better choice.

The Benefits of Image Ads for Educational Institutions

Quick to Capture Attention: Image ads are simple and fast. They grab attention without asking for much time from viewers. This is perfect for getting your message across fast.

Cost-Effective: Generally, making and running image ads costs less than video ads. If your budget is tight, image ads can be a smart choice. They let you reach many people without spending a lot of money.

Easier to Produce: Unlike videos, you don’t need a lot of equipment or time to create a good image ad. You can often use photos you already have of your school or from events.

Effective for Calls to Action: A clear, strong image with a simple message can be very effective at driving action. Whether it’s applying to a program or signing up for a tour, image ads can push people to take the next step.

While video ads are great for storytelling and engagement, image ads offer a cost-effective, versatile, and straightforward way to communicate with potential students. Knowing when to use each type of ad can enhance your RTO marketing strategy.

Comparative Studies and Experimental Results

Here’s what real-world tests reveal about using video and image ads on Facebook.

Video Ads: Proven to Increase Engagement

• Biteable’s Experiment: Biteable tested video against image ads. They found video ads generated three times as many leads. They were seen by 25% more people. Video ads also resulted in 480% more clicks. They were 497% cheaper per click than image ads.

Image Ads: Cost-Effective for Extensive Reach

• HubSpot’s Findings: HubSpot conducted two tests. The first test compared a video teaser to a blog post’s meta-image. The video got 20% more clicks than the image. In a second test, they compared two videos against an optimised image. The narrative video performed best, with the lowest cost per click and highest clicks. The optimised image outperformed the listicle video.

Direct Comparisons and A/B Testing

• Confect’s Analysis: Confect’s testing showed that video ads cost more per purchase, about 24% more. However, they engaged users far better, with 612% more interactions than image ads.

These studies highlight that the right choice depends on your goals, audience, and budget. They also show why it’s crucial to test both ad formats to see what works best for your specific needs.

Best Practices for Creating Effective Facebook Ads

Creating Compelling Video Ads

• Keep it Short and Sweet: People’s attention spans are short, especially on social media. Keep your videos brief—aim for 15-30 seconds. Get your main message across.

• Focus on Quality: High-quality visuals and clear audio make a strong impression. Ensure your videos look and sound professional.

• Engage Immediately: Grab viewers’ attention in the first few seconds. Use engaging visuals or an intriguing start that makes them want to keep watching.

• Include a Clear Call to Action: Always end your video with a clear, compelling call to action. Tell viewers exactly what you want them to do next, like visiting a website or signing up for a course.

Designing Impactful Image Ads

• Use High-Quality Images: Choose clear, high-resolution images that stand out in Facebook feeds. Avoid cluttered backgrounds that might distract from your message.

• Keep Text Minimal: Facebook ads perform best with less text. Use a few words to make your point. Let the image do most of the talking.

• Optimise for Mobile: Most Facebook users access the platform via mobile devices. Ensure your image ads look good on small screens.

• Test Different Designs: Don’t settle on one design. Try different images, layouts, and color schemes. Use Facebook’s A/B testing feature to see which ones perform best.

By following these practices, you can create video and image ads that not only capture attention but also drive action and engagement. As you refine your approach through testing, you’ll develop ads that better resonate with your target audience.

Strategic Recommendations for Marketers

Choosing the right type of Facebook ad is key to meeting your campaign goals. Here’s how to decide between video and image ads:

1. Assess Your Campaign Objectives

• For Brand Awareness: Use video ads. They are great for telling stories and making your brand memorable.

• For Direct Response: Go with image ads. They work well for quick calls to action like sign-ups or downloads.

2. Know Your Audience

• Younger People: Young audiences usually enjoy video ads more. They find videos engaging and fun.

• Professionals: Busy professionals might prefer image ads. They give quick, clear information.

3. Consider Your Budget

• Small Budget: Start with image ads if money is tight. They cost less to make and run.

• Bigger Budget: If you can spend more, try video ads. They cost more but can get more people involved.

4. Continuous Testing and Optimisation

• Try Different Things: Always test different ad formats to see what works best. Change up your images, headlines, and calls to action.

• Review and Improve: Keep an eye on how your ads perform. Learn what works and use that information to make your ads better.

By thinking about these points, you can pick the best ad type for your needs and improve your Facebook ad results.

Conclusion

Choosing the right Facebook ad, either video or image, matters. Videos are great for getting people excited about your school. They can show a lot in a short time. Images cost less and can tell people what they need to know.

The best way to find out what works is to try different things. Test both video and image ads. See which ones do better and use what you learn to make your ads better. This will help you spend your money and get more students interested in your school.

Use Facebook ads to reach more people and grow your school. The right ad can make a big difference.