Zoho Corporation is a global SaaS company offering a broad suite of cloud-based business applications across CRM, marketing, finance, HR, and operations. Its integrated ecosystem enables companies to manage their entire business in one place. Known for its cost-efficiency and privacy-first approach, Zoho serves 150+ million users worldwide.
Consultor de Growth Marketing Sênior
Inside Zoho Desk’s Brazilian operation, I launched a LinkedIn paid media experiment with a simple question:
Between static image and video, which drives a higher click-through rate?
Same message, value proposition, and campaign objective. Only the format changed.
The campaign ran across four distinct audience combinations:
(I won’t go deep into targeting mechanics here — format performance was the focus.)
One important note: Impression volume was not strictly controlled between formats. This was a real-world campaign environment, not a lab.
Contrary to what most people and marketers would instinctively answer, my hypothesis was:
Static image would get more clicks than video.
Why? Because attention is scarce, especially on LinkedIn.
Video demands time. Static, only a glance.
The data was clear. Although LinkedIn was promoting more the video, the static image delivered a 33% higher click-through.
And here’s the twist: it did so with less than one-third of the total campaign impressions.
Even when isolating a specific period (May 24 to May 31), the pattern held: Static outperformed video again.
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