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Best practice for social media advertising is always changing due to a number of factors, like new features, advertiser competition, media types encouraged by platforms, the list goes on…

There are so many things to consider, and a key one is which type of creative to use.

Sometimes video ads are more effective, sometimes ads using still images perform better.

It changes more often than you’d think, and differs by industry.

Here’s a snapshot into what we’re seeing right now in the golf world for membership advertising. (If you’re reading this a while after it was published, feel free to email us on sayhello@intuitiveedgemarketing.com to get an update).

The ads used for this comparison were all run at the same clubs so we could get a direct and clear picture of what’s working best.

Adverts with still images in June-October

These performed steadily, generating membership enquiries at an average of £4.36.

Advert with videos in June-October

These performed significantly better at an average of £2.38 per membership enquiry.

A difference of £1.98 per enquiry.

It may not sound a lot, but when you’re talking about generating hundreds if not thousands of enquiries every year – which you should be doing to ensure you’re generating enough interest to hit targets – it makes a big difference to your ROI from your golf club marketing budget.

Whether you’re operating on a big budget or a small one, understanding the most cost effective approach is vital in getting the best from your golf club marketing investment.

Read our blog about social media conversion rates to see how much these sorts of ads could be worth to your club

Takeaway: Use video content in your social media ads at the moment (correct as of 11th October 2023)