Our newsletterVendor reportMotion, 2026
Unboxing, offer-first banner and behind-the-scenes creatives had the highest winner rates among Meta visual formats
Creatives
| Visual format | Winners — top performing ads (count) | Mid-range — average performing ads (count) | Hit rate (% of all ads that became winners) |
|---|---|---|---|
| Unboxing | 1,229 | 5,295 | 9.83% |
| Offer-first banner | 11,006 | 39,448 | 8.68% |
| Behind the scenes | 772 | 2,989 | 8.64% |
| Founder | 692 | 4,961 | 8.57% |
| POV | 792 | 3,831 | 8.28% |
| Demo | 5,563 | 28,551 | 8.11% |
| Grid swap | 882 | 4,975 | 7.98% |
| Influencer endorsement | 635 | 4,331 | 7.71% |
| Montage | 3,704 | 21,565 | 7.02% |
| Cinematic b-roll | 900 | 5,847 | 6.85% |
Meta ads: hit rate by visual format (% of ads that became top performers)
Meta ads: 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). Offer-first banner also produced the most winners in absolute terms (11,006).
- 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
Comparing yourself against a similar segment, and choosing what to test next.
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.
- The source says how much it looked at, but not how any of it was chosen.
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