Meta · Published 2026-07-30 · 1 min read

Images or video: what should you run?

It depends on the niche. I usually go through the competitors and look at what they are running — the odds are my picture will look the same.

On many projects images win

They outperform video. I do not think that is because the format is inherently stronger, but because I can test far more images, far faster, than videos.
They outperform hand-made creatives. I often generate creatives in parallel with a designer, and on no project has the designer beaten the AI. I suspect that is less about craft than about the fact that Claude Code understands the mindset better and comes up with more interesting hooks.
There are niches where images simply do not work at all. In photo apps and cleaners I never managed to find a version that performed.

The example shows AI-generated creatives for a mental health app. Looking at the first one, it took me a moment to work out what it was even about.