Static vs video: what to generate when
A short guide to picking the right format per channel, from paid social to product pages.
By Studio Notes
Short answer: default to a static image for anything shoppable (product pages, web banners, retargeting) and to short video for anything scrollable (Reels, Stories, TikTok). When the stakes are high, such as a major campaign, test both. And build each format separately rather than cropping one image.
Every channel has a bias. Feeds reward motion, product pages reward clarity, and landing-page hero sections reward a single confident image. Picking the wrong format is the fastest way to waste a good idea.
Why the format matters so much
An image or video always does one of two things: grab attention or support a decision.
- In a scrolling feed you compete with everything just above and below. Motion helps make someone stop.
- On a product page the customer is already interested. There they want to see the product clearly: colour, detail, label.
Ignore that distinction and you end up with a slow video on a product page or a static packshot in a Reel. Neither tends to work.
The decision guide we use in the studio
At Vela we use a simple internal guide. It starts from the purpose of the asset, not the channel:
- Does someone need to buy or compare right away? Choose static. Think product pages, catalogues, web shop banners and retargeting with a price or offer.
- Does someone need to stop scrolling? Choose short video. Think Reels, Stories, TikTok and in-feed video.
- Do you need to explain something or show how it works? Choose video, such as a short explainer or a before-and-after.
- Does it need to read from a distance or at a glance? Choose static, such as a billboard, site hoarding or trade-show stand.
- Is a lot of budget at stake? Test both with the same message and let the results decide.
Which format for which channel?
| Channel | Default | Ratio | Size |
|---|---|---|---|
| Feed (Instagram, Facebook) | Static or short video | 1:1 or 4:5 | 1080 × 1080 or 1080 × 1350 |
| Stories and Reels | Short video | 9:16 | 1080 × 1920 |
| TikTok | Short video | 9:16 | 1080 × 1920 |
| LinkedIn post and link preview | Static | 1.91:1 | 1200 × 627 |
| Web banner and hero | Static or video | 16:9 | 1920 × 1080 |
| Product page | Static (plus optional short video) | 1:1 or 4:5 | 1080 × 1080 or larger |
| Billboard and DOOH | Static | 4:1 | 4800 × 1200 |
These are part of the eighteen fixed formats Vela creates from a single brief.
Mind the safe zone in Stories and Reels
In vertical formats, part of the image disappears behind app buttons and text. For Story and Reels ads, Meta recommends keeping roughly 14% at the top, 35% at the bottom and 6% on each side free of text and logos (overview of official sizes). So keep your product and message in the centre.
Static or video by goal
For paid social
Start with several static variants to learn quickly which angle works. Static images are faster to make and replace. Then turn the winning angle into short video for Reels and Stories. At Vela, one packshot gives you five angles: hero and benefit, before and after, problem, review and us versus the rest.
For your product page
A clear image remains the foundation: the product on a calm background, supported by lifestyle shots that show how it is used in real life. A short video can help for products you need to see move, such as textiles or anything with a mechanism.
For organic social
Mix it up. A feed of only video or only images feels monotonous. More important than the format is that something new appears regularly. How to keep that pace is covered in Catching the wind: shipping content faster with AI.
Why cropping is a bad idea
The temptation is strong: make one great image and crop it for every channel. But a square composition cut down to vertical often loses half its context, and a portrait image forced into 16:9 cuts off the product.
That is why Vela composes each format separately from the same brief. Your product sits well in every ratio, and labels and small print stay legible. How we keep the style consistent across all those formats is covered in Brand consistency at generative scale.
The takeaway
- Shoppable? Static.
- Scrollable? Short video.
- High stakes? Test both.
- Every format composed separately, never just cropped.
Want to see your product in every format, as both static and video? See it with your own products.
Frequently asked questions
When should I use a static image and when video?
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Default to a static image wherever someone needs to understand what you sell straight away, such as product pages, web banners and retargeting. Default to short video on channels where people scroll, such as Reels, Stories and TikTok. Test both when a lot of budget is at stake.
What aspect ratio should I use for a feed ad?
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In the Facebook and Instagram feed, 1:1 (1080 × 1080) and 4:5 (1080 × 1350) work. A portrait 4:5 image takes up more screen space on mobile.
What format should I use for Stories and Reels?
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Vertical 9:16, 1080 × 1920. Keep text and logos away from the edges: Meta recommends leaving roughly 14% free at the top, 35% at the bottom and 6% on each side.
Is video always better than a static image?
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No. Video grabs more attention in a scrolling feed, but a clear image often works better when the customer already knows what they want, as on a product page. The channel and the purpose of the asset decide the format.
Can I just crop one image for every format?
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Better not. Cropping often cuts out the product or the message. It is better to compose each format separately so the product sits well in every ratio.
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