Our newsletterVendor reportMotion, 2026
In parenting & family Meta ads, the highest winner rates came from unboxing, expert explainer and cinematic b-roll creatives
Creatives
| Visual format | Hit rate (%) |
|---|---|
| Expert explainer | 25% |
| Unboxing | 25.53% |
| Cinematic b-roll | 21.88% |
| Founder | 20% |
| Unformatted | 17.31% |
| Before and after | 15.79% |
| Static to video hybrid | 15.38% |
| Montage | 15.03% |
| POV | 14.29% |
| Us vs them | 12.33% |
Parenting & family: hit rate by visual format (% of ads that became top performers)
Parenting & family: 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. Rows in the source table are not sorted strictly by hit rate.
- 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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