Our newsletterVendor reportMotion, 2026
Broad lifestyle statements and vague benefit claims are less common among winner ads
Creatives
- Reader Note:
- This is stated as an absence rather than measured: the report says such messages “surface less frequently among winners in this dataset” and publishes no share for them, so there is nothing to compare against the hooks that did rank — urgency, offers, price framing and newness. The window is September 2025 to January 2026, covering the holiday run-up and Black Friday, and a sample that seasonal favours offer-led and urgency-based creative over anything slower. A winner is Motion's own threshold: an ad that spent at least ten times its account's median.
- 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 source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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