Why Video Ads Are Dominating Paid Media (And How to Leverage Them)

As a professional paid ad expert working for a brand/business, you often wonder why your ads fail to capture attention.

You’ve spent hours crafting the perfect ad copy. The visuals are stunning, the CTA is sharp, and you’ve targeted the right audience. But when you check the results—they are just about making the cut. Sound familiar?

The problem isn’t your product or even your messaging—it’s how you’re delivering it.

Consumers today are overwhelmed with static ads, banners, and text-based promotions. 

Scrolling has become second nature, and unless something truly grabs their attention, they move on in a fraction of a second. 

That’s where video ads can flip the switch for brands wanting to break through the noise, boost engagement, and drive real conversions.

But let’s call a spade a spade—video ads don’t work in every scenario. 

In fact, there are certain instances where video might not be the best option for your campaign.

So, how do you create video ads that not only stop the scroll but actually convert? And when should you consider other ad formats instead?

With our rich repertoire of thirteen-plus years of experience in the field of paid advertising, we’ll help you break down:

✅ Why video ads are dominating paid media (and why brands shouldn’t ignore them)

✅ When video ads might NOT be the right choice (yes, there are times they don’t work!)

✅ How to create video ads that actually convert (instead of just looking pretty)

✅ Common mistakes that waste ad spend (and how to fix them)

By the end, you’ll have a clear roadmap to making video ads work for you—without throwing money down the drain.

Why video ads are reshaping paid media (and why you should care)

A decade ago, static image and text-based ads dominated paid media. But today? Video ads have taken over every major platform—Facebook, Instagram, YouTube, TikTok, LinkedIn, and even Google Search.

Here’s why video ads are all the rage:

1. Video creates instant engagement

Studies show that people remember 95% of a message when they watch it in a video, compared to just 10% when reading it in text. That’s because video is immersive—it combines visuals, sound, and movement to create an experience that static ads can’t match. 

Also, viewers are 62% more likely to purchase after watching a product video. This makes video the go-to format for capturing attention and driving action.

2. The algorithms favor video content

Social media platforms want users to stay engaged—and nothing does that better than video. As a result, algorithms prioritize video content, giving it higher organic reach and lower ad costs per engagement compared to static images.

3. Video builds emotional connection (and trust)

People don’t want to be “sold to.” But a well-crafted video ad doesn’t feel like an ad—it feels like a story with a relatable backdrop.

Brands that deploy video ads effectively engender trust, reflect authenticity, and connect with their audience on a deeper, emotional level.

4. Video ads can be used across the entire marketing funnel

One of the biggest myths about video ads is that they can only be used to build brand awareness. Well, to be honest, that’s not true. Video ads can be strategically used at every stage:

🔹 TOFU (Top of Funnel): Eye-catching videos to introduce your brand to cold audiences.

🔹 MOFU (Middle of Funnel): Product demos, testimonials, or behind-the-scenes content to build trust.

🔹 BOFU (Bottom of Funnel): Retargeting ads with limited-time offers or social proof to drive conversions.

📌 Takeaway: If you’re only using video for awareness, you’re leaving money on the table.

However, video ads aren’t always the best choice. Let’s talk about when NOT to use them.

When video ads might not be the best choice

While video ads have their strengths, they’re not ideal in every scenario. Check out some of them here.

🔴 Limited budget? High-quality video production can be expensive. If you’re running a small-scale campaign, static ads might give you a better return.

🔴 Need a quick, direct message? For a flash sale or limited-time offer, a bold, well-crafted image ad with a clear CTA might work better than a long-winded video.

🔴 Retargeting high-frequency audiences? If your audience has already seen your product multiple times, they don’t always need another explainer video—a simple reminder ad might perform better.

🔴 Slow-loading concerns? Some users won’t wait for a video to load, especially on slow networks. Image ads load faster and ensure visibility.

That said, if video is the right fit for your campaign, how do you ensure your ads actually convert?

Best practices to make your video ads convert

Now that we know when video works best and when it doesn’t, let’s talk about execution.

1. Hook viewers instantly – You have 3 seconds!

Think about how you scroll through social media—if something doesn’t grab your attention immediately, you’re onto the next post. Your audience is the same.

Fun fact, the average attention span on social media is just 1.7 seconds. If your ad doesn’t pull them in right away, they’re gone.

So, how do you stop the scroll?

✅ Start with something bold—a surprising visual, a thought-provoking question, or a quick action shot.

✅ Put your brand name or key message up front—even if they don’t watch the whole video, they should remember who you are.

2. Tell a story, don’t just sell

Nobody likes being sold to, but everyone loves a good story. Instead of a dry sales pitch, make your audience feel something.

🔹 Not-so-good example: “Our fitness app has 100+ workouts, progress tracking, and diet plans.”

🔹 Great example: Show a real person juggling work, family, and fitness—staying on track thanks to your app.

People relate to stories, struggles, and emotions—not just product specs.

3. Keep It short & tailored for each platform

Every social platform has its own sweet spot for video length. Stick to these timeframes to keep viewers engaged:

📌 TikTok & Instagram – 15 to 30 seconds (fast, fun, and snappy)

📌 Facebook & LinkedIn – 20 to 45 seconds (clear, engaging, and professional)

📌 YouTube – 1 to 2 minutes (if you can keep them hooked)

Shorter is almost always better—unless your content is so good they can’t look away.

4. Add captions & optimize for mobile

Ever watched a video without sound? Most people do. In fact, 85% of Facebook users watch videos on mute.

🔹 Always add captions so your message gets across—even with the sound off.

🔹 Use vertical or square formats for mobile. Nobody wants to flip their phone to watch an ad!

5. Use video ads as part of a bigger strategy

Video ads work best when they’re part of a full-funnel approach—not just standalone content.

🔹 TOFU (Awareness): Grab attention with a compelling video ad.

🔹 MOFU (Consideration): Follow up with carousel ads, testimonials, or product highlights.

🔹 BOFU (Conversion): Retarget engaged users with a strong CTA—discounts, free trials, or social proof.

For instance, a skincare brand could:

✅ Run a video ad showing an amazing skin transformation

✅ Follow up with carousel ads featuring individual products

✅ Retarget those who visited the website with a special discount offer

This multi-step strategy turns views into conversions—instead of relying on just one video to do all the work.

Common video ad mistakes that kill your budget

Even the best marketers mess up video ads sometimes. Here’s what NOT to do:

🚫 Prioritizing fancy production over message – A simple, raw behind-the-scenes clip can perform better than an overproduced ad. It’s advisable to focus on the message first.

🚫 One video for all platforms – TikTok, YouTube, and Instagram have different formats—customize for each.

🚫 Forgetting the CTA – If viewers love your video but don’t know what to do next, you just wasted ad spend. We recommend always including a CTA.

How to know if your video ads are actually working

We just talked about common mistakes that can waste your budget—like weak storytelling or not adding a relevant CTA.

But how do you tell if your video ads are on the right track? Simple, you just gotta track the right numbers.

Here are some of the key metrics to watch:

📊 View-Through Rate (VTR): This is an indication of how many people watch your video till the end. If most drop off early, your video probably isn’t generating quite a buzz.

📊 Click-Through Rate (CTR): Are people clicking on your ad? If not, your CTA might not be clear or convincing enough.

📊 Engagement Rate: Are people liking, sharing, or commenting? If not, your video may not be interesting or engaging enough.

📊 Cost Per Engagement (CPE): This is an indication of the cost per interaction. If it’s too high, you may need to tweak your targeting.

📊 Conversion Rate: The big one—are people actually buying or signing up? If not, your message might need improvement.

Tracking these numbers helps you see what’s working, fix what’s not, and make the most of your budget. 

The road ahead

Now that you know how to make the most of video ads in your paid media campaigns, you might want to explore the common mistakes to steer clear of in Facebook Ads.