Test a product photo against a short video ad
By Drizzle team
1 min read
A video costs more to make only if its movement adds something a still cannot show.
Use one purchase question
Choose a question such as how a closure works or what a texture looks like. Use the same SKU, message, and destination in both assets.
Plan the motion
Let the video reveal one documented detail. A decorative camera move with no additional information may not justify another generation batch.
Compare cost and response
Include production cost, delivery, qualified visits, and contribution. A cheaper still may be the sensible asset for a simple item.
A worked example
A candle image clearly shows the jar and label. A video adds only a gentle camera drift; it may not answer anything new. Compare it with a second video that reveals the actual lid and wick count. Include production and review cost when judging whether motion added value beyond the still.
Decision check
Keep the numerator, denominator, date range, currency, and attribution definition with every reported result. A metric describes one part of the shopper path; compare it with visits, purchases, and order contribution before changing the creative or budget. State what the observation cannot establish.