Picture vs video vs text: How to choose the optimal ads format in nutra arbitrage?

Advertising in nutra arbitrage plays a key role in attracting users and conversions. However, the choice of the format of an advertising creative can significantly affect the effectiveness of the campaign. Different formats have different effects on the audience, evoke different emotions and involve users in the sales funnel. In this article, we’ll look at three popular formats: image, video, and text. We will analyze their strengths and weaknesses, determine in which situations each of them works best, and give recommendations on choosing the best option for your audience.

1. Picture: Visual simplicity and instant impact

Graphic ads, whether banners, teasers, or push notifications, are used in all advertising networks. A picture can instantly attract attention and evoke emotion, which makes it indispensable in traffic arbitrage.

Advantages:

• Fast information transfer. The human brain processes visual information 60,000 times faster than text information. A good graphic creative can deliver a key message in a split second.
• Easy to create. Complex production is not needed for the image: it is enough to find or create a high–quality creative, apply text, make adaptations to different formats, and you can run tests.
• High compatibility. Images work in most advertising networks: teasers, Facebook Ads, Google Ads, push networks, etc. They do not require specific settings and are suitable for all types of devices.

Disadvantages:

• Limited amount of information. Unlike text or video, an image cannot convey the complex details of an offer. All you have is a visual image and a couple of words.
• Rapid audience fatigue. The same images are quickly displayed to users, especially in large-scale campaigns. This requires constant updating of creatives.
• The risk of being banned. Some images may not meet the requirements of advertising platforms, especially when we speak about nutra. Excessively shocking content, images of diseases, or manipulative elements can lead to blocking.

When to use it:

• In teaser ads and push notifications, where instant effect is important.
• In mass hypothesis tests, when you need to quickly identify a working concept.
• In offers with a clear offer (weight loss, beauty, antiparasitic drugs), where a strong visual trigger is the key to success.

2. Video: High engagement and offer explanation 

Video content has become one of the most effective tools in traffic arbitrage. It allows you not only to attract attention, but also to tell in detail about the product, evoke emotions and convince the user of the need to purchase.

Advantages:

• Deep dive. The video can reveal the user’s problem, offer a solution, and explain the benefits of the product. Much more can be conveyed in 30-60 seconds than through a static image.
• Emotional impact. Music, voice, dynamic scenes — all this creates a presence effect and increases the credibility of the product. People are more likely to make decisions based on emotions.
• High conversion rate. According to statistics, video ads have a higher CTR and CVR than images, as the user gets the most information before clicking.

Disadvantages:

• Expensive production. To create a high-quality video, you need a script, actors (or animation), shooting, and editing. This requires significant resources.
• Long viewing time. If the video exceeds 15-30 seconds, it is likely that users will not watch it to the end, especially if the offer is complex.
• Platform requirements. Video is not always suitable for all advertising platforms, and in some  of them it requires adaptation to other formats (stories, feeds, pre-roll, etc.).

When to use it:

• In advertising campaigns on social networks (TikTok, Facebook, Instagram, YouTube), where the audience is used to consuming video content.
• For complex offers where it is important to convey the essence of the product (for example, medicines, financial services, complex gadgets).
• In retargeting, when it is necessary to remind the user about the product once again and push him to purchase.

3. Text: Detailed explanation and SEO benefits

Text content is a classic marketing tool that remains relevant even in the age of visual content. It is especially important in nutra, where users often want to examine the product before buying.

Advantages:

• Flexibility of information presentation. The text allows you to convey any idea, describe in detail the properties of the product and answer possible questions from the user.
• SEO effect. Well-written text is able to attract organic traffic, which makes it useful not only for advertising, but also for a long-term promotion strategy.
• Ease of adaptation. Unlike videos, the text can be quickly changed, different titles can be tested, and information can be provided.

Disadvantages:

• Low engagement. Visual content attracts attention faster than text. If the text is too long, it simply won’t be read.
• Long perception. To understand a long text, the user needs to spend time, and this reduces the likelihood of an immediate response.
• Poor visual effect. Without graphics and text structure support, it can look boring and featureless.

When to use it:

• In the pre-landing and landing pages for detailed disclosure of the benefits of the product.
• In native ads and articles that increase trust and convince the audience.
• In niches with a serious audience (medicine, financial services), where a full understanding of the offer is important.

How do I choose the format?

The choice depends on your audience and site. Images work better on teaser networks, videos work better on social networks, and text works better on landing pages. The best option is to combine all three formats: use teasers for attraction, video for engagement, and text for a detailed explanation. This approach will allow you to reach the maximum audience and increase conversion!