In short
- An A/B test in Meta Ads compares UGC video and static image with the same objective, audience and context.
- UGC video achieves a CPC of €0.17 versus €0.21 and a CPM of €2.64 versus €2.96 for the image.
- The recommendation is to combine images and short video at the top of the funnel, and prioritize UGC video in later stages.
In this article
For years, many brands have based their campaigns on static images: banners, “beautiful” creatives and carefully crafted designs.
But user behavior has changed… and the data confirms it.
Although… not all brands seem to understand that ads with static images perform worse (in 99% of cases).
In this article, we share the real results of an A/B test on Meta Ads (Instagram and Facebook), comparing UGC video vs static image, with the same objective, audience and context.
Spoiler: video not only performs better, it is also more efficient.
The A/B Test
To avoid bias, the test was set up simply:
- 📍 Platform: Meta Ads
- 🎯 Objective: traffic
- 👥 Audience: same targeting
- 💸 Budget: comparable
- 🧪 Variable tested: creative format: UGC Video VS Static Image
No tricks. Just format against format.
Keep in mind that the image campaign had 60% more investment.
This is important for the analysis because, with a larger budget, it is normal for the image campaign to have more volume (more total impressions and clicks), but the fair comparison is efficiency (CPC, CPM, CTR…).
Key Results (Real Data)
Test Summary
| Format | Reach | Impressions | Spend | Clicks | CPC | CPM |
|---|---|---|---|---|---|---|
| UGC Video | 21.956 | 65.357 | 172€ | 1.006 | 0,17€ | 2,64€ |
| Static Image | 25.897 | 92.244 | 272€ | 1.326 | 0,21€ | 2,96€ |
What These Data Really Tell Us (4 Key Insights)
1. Video Generates Cheaper Clicks
- UGC video CPC: 0,17€
- Image CPC: 0,21€
Video delivers clicks that are 19% cheaper.
“It’s not that video has greater reach; it converts attention into action more effectively.”
2. Video Is More Engaging (Better CTR)
Although images generate more impressions, video stands out in terms of real engagement.
- UGC video CTR: 1,54%
- Image CTR: lower
Users prefer interacting with people, not static creatives.
3. CPM Also Favors Video
- Video CPM: 2,64€
- Image CPM: 2,96€
This dispels a very common myth:
“Video is more expensive”
In this case, UGC video is cheaper even at the impression level.
4. Images Scale, but with Lower Efficiency
Images:
- Generate +41% of impressions
But…
- Higher CPC
- Higher CPM
- Lower ability to convert attention into clicks
They are useful for filling the top of the funnel, but not for optimizing results.
Want UGC videos that work for your brand?
Create your free brand account and receive proposals from creators. Pay only per video.
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This isn’t about “video vs image”. It’s about how we consume content today.
UGC video works because it:
- Looks like native content
- Speaks the user’s language
- Doesn’t look like an ad
- Builds trust faster
As a paid media manager we work with told us:
“The difference isn’t the format; it’s that UGC video doesn’t interrupt—it integrates.”
How to Apply This to Your Paid Media Strategy
Practical Recommendation
- Top of funnel: images + short video
- Mid / Low funnel: UGC video as the main format
- Continuous testing: multiple videos, not just one
- Remarketing: videos based on the profile and targeting, knowing that the audience is already familiar with the product
You may be interested in:
The mistake isn’t using images. The mistake is putting all your eggs in that basket.
What Role Does HICARI Play Here
At HICARI, we focus precisely on this point: creating real, usable and testable UGC video at scale, without relying on influencers or inflated fees. Enter the UGC platform and centralize everything.
- Videos designed for ads
- Real people speaking to camera
- Fixed prices from €70 per video
- Content you can download, test and scale
Because winning in paid media today isn’t about one perfect creative; it’s about lots of real creatives that perform.
This A/B test confirms something we see every day:
- UGC video converts better
- It is more efficient
- And scales better in real-world performance
Images aren’t disappearing, but they’re no longer at the center of the strategy.
Fewer perfect ads. More real content.
Ready to order custom UGC videos for your ads?
Choose the creator, publish your brief on HICARI and receive content ready to use in campaigns or eCommerce. Pay only for each video.
Frequently asked questions
Which format gets cheaper clicks in the test?
UGC video gets 19% cheaper clicks: it records a CPC of €0.17, compared with €0.21 for the static image. The comparison uses the same objective and audience.
Why does UGC video perform better in social ads?
Because it looks like native content, speaks the user’s language, doesn’t feel like an ad and builds trust faster. It also integrates instead of interrupting.
How does it recommend applying these formats in paid media?
The proposal is to use images and short video at the top of the funnel, UGC video as the main format in the mid- and low-funnel stages, multiple videos for testing, and videos adapted to the profile in remarketing.
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