Our newsletterVendor reportMotion, 2026
In travel & hospitality Meta ads, the highest winner rates came from how to, greenscreen and asmr creatives
Creatives
| Visual format | Hit rate (%) |
|---|---|
| How to | 16.67% |
| Greenscreen | 14.29% |
| ASMR | 13.64% |
| Grid swap | 13.16% |
| Founder | 12.5% |
| UGC overlay | 12.28% |
| Meme | 12% |
| Review | 11.8% |
| Behind the scenes | 9.43% |
| Nostalgia | 9.3% |
Travel & hospitality: hit rate by visual format (% of ads that became top performers)
Travel & hospitality: 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.
Related cards
IdeaCreativesTrend
Only 5% of Meta ads reach winner status
Trend
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
Open full graph