Our newsletterVendor reportMotion, 2026
In food & nutrition Meta ads, the highest winner rates came from letter, countdown and unconventional text placement creatives
Creatives
| Visual format | Hit rate (%) |
|---|---|
| Letter | 17.9% |
| Countdown | 16.67% |
| Unconventional text placement | 15.91% |
| Time lapse | 15.15% |
| Infographic | 13.75% |
| Trend | 13.04% |
| Notes app | 12.94% |
| Transformation | 12.7% |
| Nostalgia | 12.62% |
| Sign | 11.21% |
Food & nutrition: hit rate by visual format (% of ads that became top performers)
Food & nutrition: hit rate by visual format (% of ads that became top performers)- Reader Note:
- Hit rate = share of ads in that format that became winners (spent 10x their account median). Vendor report; short, holiday-heavy window.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- An anonymized dataset of 550,000+ Facebook and Instagram ads from 6,000+ advertisers, representing about $1.3 billion in spend.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Getting a rough orientation, and deciding what to check yourself.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- This result turned up while the researchers were searching the data. It has not been tested a second time.
- The source says how much it looked at, but not how any of it was chosen.
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