Social Media

Social Media Video vs Images: What Drives Better Engagement?

Discover the advantages of using video content over images on social media platforms.

Sign up for access to even more exclusive video creation content and resources.
Share this

Wondering what kind of content will get those thumbs tapping and hearts double-clicking on social media? You're in the right place! In this blog post, we're pitting social media's top two heavy-hitters against each other: videos vs. images. Which one drives better engagement? And here's a game-changer: what if you could take your top-performing social video and supercharge its lifecycle right on your website? With Ghost's shoppable video, you can do exactly that, for free! Let's dive in: First, we'll delve into the benefits of utilizing video and image content on social media and explore how they can impact your online presence.

Understanding the Power of Social Media

Before we dive into the world of visual content, let's take a moment to appreciate the power of social media in our digital age. Social media platforms have transformed the way we interact with one another, with brands, and with the world at large. This communication medium offers unparalleled opportunities for businesses to connect with their target audience, build brand awareness, and even boost sales.

But what exactly is it about social media that makes it so powerful? Well, one of the key factors is the sheer number of people using these platforms. Facebook alone has over 2.8 billion monthly active users, while Instagram boasts more than 1 billion users. With such a large audience, businesses have the potential to reach a vast number of people and make a significant impact.

Another aspect of social media's power lies in its ability to facilitate real-time communication. Unlike traditional marketing channels, where messages may take days or even weeks to reach their intended recipients, social media allows for instant engagement. Whether it's through comments, likes, shares, or direct messages, brands can interact with their audience in real-time, creating a sense of connection and fostering customer loyalty.

The Rise of Social Media in Digital Marketing

With the rise of social media, traditional marketing strategies have undergone a significant shift. More and more businesses are realizing the potential of social media platforms in reaching their target audience. Through engaging visual content, brands can captivate the attention of their followers and create lasting impressions.

Visual content, such as images and videos, has become a driving force in social media marketing. Studies have shown that posts with visuals receive significantly more engagement than those without. People are naturally drawn to visuals, and incorporating them into your social media strategy can help you stand out from the competition and leave a lasting impression on your audience.

Furthermore, social media platforms offer a wealth of data and analytics that can provide valuable insights into your audience's preferences, behaviors, and demographics. By leveraging this data, businesses can fine-tune their marketing strategies and deliver targeted content that resonates with their audience on a deeper level.

Key Social Media Platforms for Businesses

When it comes to leveraging the power of social media, it's essential to consider which platforms are most relevant to your business. Facebook, with its massive user base, offers a wide range of marketing tools to connect with your audience. From creating engaging posts to running targeted ads, Facebook provides businesses with a comprehensive suite of tools to reach their goals.

Instagram, on the other hand, is known for its visually appealing content and its ability to showcase products and services in an aesthetically pleasing manner. With features like Instagram Stories and shoppable posts, businesses can create immersive experiences for their audience and drive conversions.

Twitter, with its fast-paced and real-time nature, is excellent for real-time updates and engaging with customers. Brands can use Twitter to share news, industry insights, and even address customer concerns promptly. The platform's unique hashtag feature also allows businesses to join trending conversations and increase their visibility.

LinkedIn, often referred to as the professional social network, is a valuable platform for businesses targeting a B2B audience. With its focus on career development, industry news, and thought leadership, LinkedIn provides businesses with a platform to establish themselves as industry experts and connect with potential clients and partners.

By understanding the strengths and demographics of each platform, businesses can tailor their content to maximize engagement and conversions. It's crucial to have a well-rounded social media strategy that considers the unique characteristics of each platform while aligning with your overall marketing goals.

The Impact of Visual Content on Social Media

In the crowded world of social media, standing out and capturing your audience's attention is key. This is where visual content comes into play. Whether it's a captivating image or an engaging video, visual content allows brands to convey their message in a way that is both memorable and shareable.

Visual content has revolutionized the way businesses connect with their target audience on social media platforms. It goes beyond traditional text-based posts and adds a layer of creativity and visual appeal that captures the viewer's attention instantly. By incorporating visually appealing elements, brands can leave a lasting impression and foster a stronger connection with their followers.

The Role of Images in Social Media Engagement

Images speak a universal language, and they have a remarkable impact on social media engagement. A well-crafted image can evoke emotion, spark curiosity, and drive users to take action. Platforms like Instagram rely heavily on images to tell stories, showcase products, and create desire in consumers. By leveraging the power of well-curated visuals, businesses can drive engagement and encourage their followers to share, comment, and like their content.

When it comes to social media, images have the ability to convey a message in an instant. They can capture the essence of a brand, communicate its values, and create a sense of authenticity. By carefully selecting and editing images, businesses can create a visual identity that resonates with their target audience and builds trust and credibility.

Furthermore, images have the potential to go viral and reach a wider audience. When users find an image they resonate with, they are more likely to share it with their own followers, expanding the brand's reach and increasing its visibility. This organic sharing can lead to exponential growth in engagement and brand awareness.

The Growing Popularity of Video Content

Moving beyond images, videos have established themselves as a force to be reckoned with in the world of social media marketing. With the rise of platforms like YouTube and TikTok, video content has become increasingly popular and influential. Videos allow businesses to present their message in a dynamic and engaging format, capturing the attention of their audience like never before.

Video content offers a unique opportunity for brands to showcase their products, demonstrate their expertise, and connect with their audience on a deeper level. By incorporating visual storytelling techniques, businesses can create compelling narratives that resonate with viewers and leave a lasting impact.

Moreover, videos have the advantage of being highly shareable. When users come across a video that resonates with them, they are more likely to share it with their friends and followers, leading to increased brand exposure and engagement. This viral potential can significantly amplify the reach and impact of a brand's message.

Additionally, the popularity of video content on social media has led to the rise of influencer marketing. Influencers, who have built a loyal following, often leverage video content to promote products or services. By partnering with influencers, brands can tap into their established audience and benefit from the trust and credibility they have already established.

In conclusion, visual content plays a crucial role in social media engagement. Whether it's through captivating images or engaging videos, brands can leverage visual elements to convey their message, drive engagement, and build a stronger connection with their audience. As social media continues to evolve, visual content will remain a powerful tool for businesses to stand out and make a lasting impact.

Comparing Social Media Videos and Images

Now that we understand the impact of visual content on social media, let's compare the benefits of videos and images and determine which format is best suited for your brand.

User Engagement: Video vs Images

When it comes to user engagement, both videos and images have their strengths. Images are known to evoke emotion and capture attention within seconds. They can be easily shared, allowing your brand to reach a wider audience. On the other hand, videos provide a more immersive experience, allowing businesses to tell a compelling story and engage their viewers for a more extended period. Videos also have the added benefit of incorporating audio, which can further enhance the message you want to convey. Depending on the nature of your content and your target audience, you can choose which format will resonate best with your followers.

The Cost of Producing Videos and Images

Another factor to consider is the cost of producing videos and images for your social media content. While images can often be quickly and affordably captured with just a smartphone, videos generally require a heftier investment, encompassing specialized equipment, editing software, and sometimes even a skilled team to pull it all together. However, it's not all about the initial outlay. What sets video apart is its versatility and repurposing potential.

Your investment in a high-quality video isn't just for a one-and-done social media post. You can slice and dice that video into snippets for other platforms, use it in email campaigns, or even better, convert it into a shoppable video on your website with Ghost. This way, that initial investment becomes a multi-channel asset, giving your brand a competitive edge that goes well beyond your social media timeline. When you think of it this way, the ROI for video becomes a lot more compelling. It's crucial to weigh these long-term benefits against the initial cost when deciding which format to prioritize.

The Reach and Virality of Videos vs Images

When it comes to reach and virality, videos are the undisputed champions. Not only do they have the potential to go viral, but they can also quickly rack up views, shares, and likes, signaling a wave of engagement that can elevate your brand awareness within an incredibly short period. This virality isn't just a vanity metric; it's a vital indicator of what resonates with your audience. When a video goes viral, it's like your audience is telling you, "Hey, we love this, and we want more of it!"

But don't let that virality be a flash in the pan; seize the moment! With Ghost, you can take that top-performing, crowd-pleasing video and extend its lifecycle by making it shoppable on your website. By doing so, you not only maximize your initial investment in producing the video, but you also provide a direct, interactive avenue for viewers to move from inspiration to action. Clickable tags and CTAs can lead them right to the checkout or to a product page, transforming that viral sensation into tangible returns. While images may offer less in terms of virality, they still play a role in creating a cohesive and engaging brand narrative. But when it comes to capitalizing on massive reach and converting it into sales or action, viral videos, especially when made shoppable and added to your website, are the full package.

Case Studies: Successful Use of Videos and Images on Social Media

Let's take a look at some real-life examples of brands that have excelled in utilizing both videos and images on social media.

Brands Excelling in Video Content

Red Bull is a prime example of a brand that has mastered the art of video content on social media. Their adrenaline-pumping videos of extreme sports and daring stunts have captivated millions of viewers worldwide. The brand's visually stunning videos showcase their products in action and create a sense of excitement and adventure.

Brands Excelling in Image Content

Nike is a brand that knows how to leverage the power of images on social media. Their visually striking and inspirational images evoke emotions and resonate with their target audience. By featuring athletes and impactful visuals, Nike's images convey a sense of empowerment and motivation, creating a loyal following of fans.

How to Choose Between Video and Image Content

Now that we've explored the benefits of both videos and images, let's discuss how to decide which format is best suited for your brand.

Understanding Your Audience Preferences

The first step in choosing between video and image content is understanding your audience. Take the time to analyze your followers' demographics, preferences, and behavior on social media. Are they more likely to engage with videos or images? By knowing your audience, you can tailor your content to their preferences and maximize engagement.

Considering Your Brand Message and Goals

Next, consider your brand message and goals. What do you want to communicate to your audience, and what actions do you want them to take? If you have a complex story to tell or a product demonstration that requires more in-depth explanation, videos may be the way to go. On the other hand, if you want to create quick and visually appealing content, images can capture attention and deliver your message concisely.

Evaluating Your Resources and Budget

Lastly, evaluate your available resources and budget. Producing high-quality videos can be a more significant investment compared to images. Consider your capabilities and the level of expertise required in video production. If you have the resources and budget, videos can provide a unique and immersive experience for your audience. However, if your resources are limited, images can still make a significant impact on social media when executed effectively.


As we've explored in this article, videos and images both have their unique benefits and can be powerful tools in your social media marketing strategy. By understanding your audience, considering your brand message and goals, and evaluating your resources, you can make an informed decision on whether to prioritize videos, images, or a combination of both. Remember, at the heart of it all, it's about creating captivating content that resonates with your audience and drives engagement, ultimately leading to a stronger online presence and increased brand visibility.

Create unlimited videos for Free
There's no cap on the number of videos you can upload, create and publish with Ghost.