Here's what the data says and how to decide which format fits your app.
What the data says about slideshows vs video on TikTok
The research doesn't point to one clear winner:
- Video ahead on engagement: Buffer's analysis of millions of posts found that TikTok video earns 77% more engagement than carousels and photos, with a median engagement rate of 3.39% vs. 1.92% (Buffer).
- Video ahead on reach: A 2026 study of 92,000 TikTok accounts and over 2.31 million posts found that video outperformed image and carousel posts on views, reach, likes, comments, shares, and engagement rate (Statista).
- Carousels ahead on engagement: Fanpage Karma analyzed about 698,000 posts and found that carousels generated 81% higher engagement rates and 82% more likes than comparable video, but 33% fewer shares (Alici).
The takeaway: on average, video may reach slightly more people, but slideshows are clearly competitive. For apps, averages matter less than what you can produce consistently and how well each format sells your product.
Why slideshows usually win for app marketing
They're faster to make
A slideshow usually takes 15 to 30 minutes to make by hand, and even less with a tool. A video can take hours between scripting, filming, sound, color correction, and editing. When consistency is what grows an account, a format you can make in 20 minutes beats one that takes all afternoon.
It's easier to work your product in
Slideshows are built on written text, which makes it natural to feature your app. A listicle like "6 unexpected ways to get better at golf" can make your app the sixth tip, then end with a call to action slide that shows it working. In video, integrating a product without it feeling like an ad is much harder.
They're repeatable
Once a slideshow format works, you can reuse it with new hooks, new tips, or new background images. Videos usually need a new concept every time.
They're easy to automate with AI
A slideshow is just images and text, so AI can help create, edit, and scale it. Automating video is much harder.
They don't require filming
Slideshows are faceless. You don't need a creator, a camera, or a filming setup, so you can post from anywhere and run multiple accounts.
When video is the better choice
Slideshows aren't always the answer. Video can be the better fit when:
- Your product needs motion to make sense, such as a game, a camera app, or a feature best understood as a live demo
- You're chasing shares, since carousels may get fewer shares than video
- You have a founder or creator who's great on camera and can build a personal brand
- You're jumping on a trend that depends on audio, timing, or a specific video format
Proof from Scratch AI
Scratch AI, a golf app, has earned more than 15 million views on slideshows and hit $100k ARR in 7 days, with slideshows as a big part of that growth. The team posted videos too, but slideshows were the format they could make fast, repeat daily, and naturally feature the app in.
How to decide
- Start with slideshows if you're a solo founder, have no budget, or don't want to film. You'll post more, learn faster, and feature your app more naturally.
- Add video if your app needs a live demo, or once you have someone who's great on camera.
- Test both if you have the time. Your own results matter more than any study's averages.
FAQ
- Do TikTok slideshows get more views than videos?
- Not necessarily. Some large studies show video with slightly higher average reach, while others show carousels winning on engagement and likes. Both formats can reach millions of views.
- Are TikTok slideshows good for app marketing?
- Yes. Slideshows are fast to make, easy to repeat, and make it easy to feature your app. Scratch AI has earned more than 15 million views on slideshows.
- How long does it take to make a TikTok slideshow vs a video?
- A slideshow usually takes 15 to 30 minutes by hand. A video can take hours between scripting, filming, sound, and editing.
- Do slideshows or videos get more shares on TikTok?
- Video tends to get more shares. One study of about 698,000 posts found carousels earned 33% fewer shares than video but more likes and higher engagement overall (Alici).
- Should I use slideshows or video for my app?
- Most app founders should start with slideshows because they're faster, cheaper, and easier to repeat. Use video when your app needs a live demo or you have someone great on camera.
Make slideshows even faster
Slideshows are already faster than video, and tools can make them faster still. Volume turns winning formats in your niche into slideshow campaigns that post to TikTok on a schedule, so you can put more time into testing hooks and less into design.
