US Instagram ad impressions split across three placements in Q2 2026, with Stories at 39%, Reels at 35% and Feed at 26%

Creatives

Share of Instagram Ad Impressions by Placement, Q2 2026

Reader Note:: Shares of impressions, not of spend or of results, so this describes where Meta chose to deliver rather than where advertisers aimed. Stories and Reels together take nearly three quarters of delivery, which matters for creative: both are vertical and full-screen where Feed is not. The sample is restricted to Tinuiti-managed programmes that stayed active on a consistent strategy across the periods compared, so accounts that were paused or overhauled are not in it.
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:: Anonymized performance data from Tinuiti-managed advertising programs representing over $4 billion in annual digital ad spend; sample restricted to programs that remained active and maintained a consistent strategy over the periods studied; mostly same-client growth.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

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.

69% of marketers say creator content performs better than other creative for paid ads

of Meta ads reach winner status by scaling to at least 10× their account’s median spend in Q4 2025 – Q1 2026

Top 50 advertisers are much more likely to run 26 or more landing pages than advertisers overall

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Text-only assets had the highest hit rate of any asset type at 11.60%, ahead of product images with text at 8.75% and UGC at 7.56%

Asset types: hit rate (% of ads that became top performers)
Asset type	Winners — top performing ads (count)	Mid-range — average performing ads (count)
Text only	1,728	4,766
Product image with text	6,256	29,402
Lifestyle-product image	24	186
UGC	11,374	60,699
High production	2,653	15,812

Affiliate and comparison sites use 30 landing pages per advertiser at the median while AI tools and platforms use 1

ChatGPT Ads: Median landing pages per advertiser, by industry category
Category	Median landing pages (count)
Affiliate & Comparison Sites	30
Travel & Hospitality	18
Retail & Consumer Brands	14.5
Industrial & Business Supply	13
Telecom	4.5
Education & Training	4
Developer Tools & Infrastructure	4
Finance & Insurance	4
Electronics & Hardware	4
Ecommerce & Website Platforms	4
Cybersecurity	3.5
Career & Employment	3.5

98%

of ChatGPT ad headlines were net new rather than reused from other channels