This test pits a few different types of podcast videos against each other, as well as a static image. We did a similar test on Facebook, and are working our way around the social networks, this time on Instagram Posts (Instagram Stories coming soon).
For this test, we used a clip from our interview from the podcast Stream Line with Mike Warner. This podcast features interviews, tips, tricks, advice and news for creatives hungry to succeed.
Big Big Big thanks to Mike for having us on his show and for letting us use this clip for the test!
Stream Line Test
We are testing to see if video is more effective than a static image for promoting your podcast. We did this using a Facebook Split Test. Targeting was set to people on Instagram, over 18 years old living in the United States who are interested in Podcasting, Music, or Entrepreneurship.
We set up a few test videos using different combinations of waveforms and captions (or lack thereof).
- Waveform Only: this video featured the audio, a moving waveform, and an image.
- Waveform and Captions: everything above plus captions across the bottom.
- Video w/Image: this video featured the audio and an image, that’s it!
- Captions Only: this video featured the audio, the image, and captions.
- Static Image (No Video): just like it says, this unit is simply an image. There is no audio, and it is NOT a video.
Click on any of the video images below to view the actual video.
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Waveform and Captions -
Captions Only -
Waveform
Only -
Video w/Image -
Static Image (no video)
The Results
| Type | Clicks | Impressions | CTR | CPC |
| Video: Waveform and Captions | 35 | 3,354 | 1.04% | $0.86 |
| Video: Captions | 30 | 3,271 | 0.92% | $1.00 |
| Video: Waveform | 27 | 4,218 | 0.64% | $1.11 |
| Video: No Waveform, No Captions | 22 | 3,377 | 0.65% | $1.36 |
| Image: Static Image | 9 | 5,242 | 0.17% | $3.33 |
The Best performing Video was over 6 times more effective at driving clicks than the static image
The winning video featured a moving waveform and captions. It was more than six times more effective than the static image post. The next best video, just captions, was over five times more effective than the static image post. The worst performing video, the simple image with audio, was still over three times more effective than the static image post. Instagram really loves video, don’t forget that when you are promoting your podcast!
Thanks for checking this out, if you have a test you’d like to see us run, or would like to have your podcast considered for a future test, please email us.
