Text-to-video and image-to-video can both support business campaigns, but they begin with different information and carry different creative risks.
How text-to-video starts
Text-to-video begins with a written description and may generate new visual scenes. It is useful for concepts but needs careful checking for unexpected objects, text or brand details.
How image-to-video starts
Image-to-video begins with supplied imagery and adds movement or transitions. It can preserve the core product or scene more directly, but movement may still distort edges, logos or people.
A retailer may animate authorised product images for the central scenes while using generated background footage for the opening and closing.
Choose according to the campaign
Use text-to-video for concept-led scenes and image-to-video when approved product photography or brand visuals should remain central. Mixed workflows can combine both.
Limitations and responsible review
Neither method guarantees exact geometry, identity or brand text. Every scene requires visual review.
Generated scripts, media and recommendations should be checked against the approved business information, source assets, rights, platform policies and intended audience before professional use.
Conclusion
The right method is the one that protects the campaign’s important facts and assets while supporting the desired visual style.