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- Video is winning.
- Static is back.
- Carousels are outperforming.
And creators are left wondering which format they should use.
How Video, Static and Carousel Ads Performed Across Three Different Influencers
Our paid media team recently reviewed Meta campaigns for three creator accounts that ran around Summer Prime Week. The results offered three different answers.
Across their respective campaign flights, we estimated return on ad spend (ROAS) using affiliate earnings divided by ad spend.
- For one creator, static creative led at 1.22x, compared with 0.85x for video. For another, carousel led at 1.01x
- For another that compared to static leading at 0.63x and 0.57x for video.
- Then for a third creator, video came out ahead at 0.49x vs. image creative at 0.17x.
That third result is an important distinction. Video performed better than image creative, but its affiliate earnings still fell short of the ad spend. Leading the comparison doesn’t automatically make a format worth scaling.
The accounts had different audiences, product mixes and levels of maturity. We can see which formats performed better within each account, but we don’t have a controlled test that tells us exactly why.
That’s why I’d be careful about turning a pattern from someone else’s campaign into a rule for yours.
What Creators Should Test Before Scaling Their Social Media Ads
Heading into Prime Big Deal Days, I’d want to know what works for my audience. Does video demonstrate something a still image can’t? Do several products shown together give shoppers a better reason to click? And, once they do, does the resulting affiliate revenue justify the spend?
Those are questions your own campaign data can help answer.
If you already have someone managing your ads, ask to see how each format performed and what they changed as a result. If you’re running ads for the first time, test more than one idea before committing most of your budget.
The goal is to find the creative your audience responds to and know when the return is strong enough to scale.
Frequently Asked Questions
What is the best Meta ad format for Amazon influencers during Prime Day?
There isn’t one format that wins for every creator. In our review of three creator accounts around Summer Prime Week, static, carousel and video each led in a different account. The accounts weren’t controlled tests, so the useful next step is to compare formats within your own campaigns.
When should a creator try video, static images or carousels?
Think of each format as a hypothesis. Video may help demonstrate how a product looks or works. A static image can focus attention on one strong recommendation. A carousel can show a collection of related finds. Test the formats that fit your content, then compare their returns in your account.
How do I know whether the best-performing format is worth scaling?
Compare estimated affiliate earnings with ad spend, not just clicks or product sales. A format can outperform the other options and still earn less than it costs to advertise. At 1.0x affiliate ROAS, earnings cover media spend before management fees or other costs.
What should I ask my paid media agency about ad formats?
Ask to see spend, landing page views and estimated affiliate earnings by format. Then ask how earnings were attributed and which results led the team to increase, reduce or stop spending. The most useful report explains the decisions, not only which ad got the most engagement.
Can URLgenius help if I already run Meta ads or am just getting started?
Yes. URLgenius Paid Media Services manages Meta campaigns for creators, using their content to test what works and make spending decisions based on affiliate earnings. If you already have campaigns, we can discuss their results and the next tests worth running. If you’re starting out, we can plan those tests with you.
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