If content is king, creative is God on TikTok. But the question is—should you lead with TikTok image vs video in your listings?
In 2025, TikTok Shop isn’t just about dancing teens and trending sounds. It’s become a $20B+ ecommerce beast. But the truth is, 90% of sellers are leaving money on the table because they don’t know what type of content drives conversion: TikTok image vs video (static images or dynamic videos).
Let’s break this down. No fluff. Just what works.
The Psychology of Scroll-Stopping Creative
Before you even get into the algorithm, let’s talk human behavior. Your customer’s attention span is less than 3 seconds. Your creative needs to do one of two things:
- Interrupt the scroll (pattern break)
- Create curiosity (open loop)
Now ask yourself—what does that better: a photo or a video?
Let’s find out.
🧪 Performance Comparison: Images vs. Videos on TikTok Shop
| Metric | Images Only | Videos Only | Hybrid (Image + Video) |
|---|---|---|---|
| Average CTR | 1.8% | 3.7% | 4.5% |
| Conversion Rate | 2.2% | 4.1% | 5.3% |
| Average Watch Time | N/A | 8.2s | 9.4s |
| Return on Ad Spend (ROAS) | 1.3x | 2.6x | 3.2x |
| Refund Rate | 5.9% | 3.2% | 2.5% |
Key Takeaway:
Video wins. But video + image wins bigger.
Images set the frame. Videos close the sale.
When to Use Images
There is a time and place for images—if you’re smart.
Use images when:
- Your product is visually complex (e.g., skincare sets, multi-piece tools)
- You want to highlight USPs (ingredients, features, bonuses)
- You’re targeting product listing SEO (images help with keyword tagging)
Best Practices for TikTok Shop Images:
- Use 3-5 high-res images (1:1 or 9:16)
- Include at least 1 infographic-style with features and benefits
- Add bold, legible text on-image
- White backgrounds for clean thumbnails
When to Use Videos
TikTok rewards video. It’s the core of the platform. If you’re skipping it, you’re skipping reach.
Use videos when:
- You want to demonstrate the product in action
- You’re leveraging UGC (user-generated content) for trust
- You want to emotionally hook the viewer
- You’re aiming for algorithmic distribution
Best Practices for TikTok Shop Videos:
- Keep it under 30 seconds
- Use hooks in the first 3 seconds
- Add subtitles and captions (80% of users watch without sound)
- Show before/after or problem/solution
Winning Formula: The Hybrid Listing
The best TikTok listings today combine image and video.
Here’s the layout used by top 1% sellers:
- Thumbnail: Crisp image with bold USP (think “Instant Abs in 7 Days”)
- First Slide: 5-second punchy video – demo or reaction
- Gallery Images: 2-4 carousel photos with key selling points
- Full Video: 15-30 seconds with social proof or UGC
This combination builds trust, desire, and urgency.
The Hormozi Framework Applied to TikTok Listings
Let’s zoom out and think like Hormozi.
The offer isn’t just the product. It’s the presentation.
“If the value of your offer isn’t immediately obvious, you don’t have a product problem—you have a packaging problem.”
Use video to create perceived value.
Use image to reduce perceived risk.
That’s the game.TL;DR: What Actually Works
- Use BOTH images and videos in listings
- Videos increase CTR, watch time, and conversions
- Images increase trust and clarify product details
- TikTok algorithm favors video-first content
- Best listings use the hybrid layout: hook, proof, polish
Want This Done For You?
Most agencies throw generic content at your listings. We don’t.
We’re a TikTok Shop Marketing Agency that engineers content that sells.
If you want high-converting creatives, A/B testing, and real data behind what works—we should talk.
Book your free strategy session now.