Meta static ad benchmarks: what major brands are running
By Spencer Tribe · Last updated
Across 1,725 static ads that 163 major brands are running on Meta, Product hero is the most common layout overall, used in 46% of ads. The most common hook overall is benefit, at 34.7% of ads. 54.1% of static ads overall are 9:16 vertical. Figures are as of 2026-10-09 and update as the Showfolk library grows.
What are the headline findings?
- Product hero is the most common layout across all industries, used in 46% of ads.
- The most common hook across all industries is benefit, at 34.7% of ads.
- 54.1% of static ads across all industries are 9:16 vertical.
- 71.1% of ads across all industries show the product and 35.3% show a person.
- The median headline across all industries is 6 words long.
Which layouts do major brands use?
| Layout | Ads | Share |
|---|---|---|
| Product hero | 793 | 46% |
| Lifestyle | 300 | 17.4% |
| Text only | 205 | 11.9% |
| Other | 105 | 6.1% |
| Testimonial | 88 | 5.1% |
| Feature callout | 76 | 4.4% |
| Comparison | 71 | 4.1% |
| UGC style | 51 | 3% |
| Before and after | 36 | 2.1% |
Which hooks lead the headline?
| Hook | Ads | Share |
|---|---|---|
| Benefit | 598 | 34.7% |
| Problem and solution | 447 | 25.9% |
| Offer | 330 | 19.1% |
| Social proof | 212 | 12.3% |
| Curiosity | 75 | 4.3% |
| Other | 34 | 2% |
| Urgency | 29 | 1.7% |
How much text do the ads carry?
| Text density | Ads | Share |
|---|---|---|
| Medium | 1,287 | 74.6% |
| Low | 331 | 19.2% |
| High | 107 | 6.2% |
The median headline is 6 words long.
Which aspect ratios are used?
| Aspect ratio | Ads | Share |
|---|---|---|
| 9:16 vertical | 934 | 54.1% |
| 1:1 square | 427 | 24.8% |
| 4:5 portrait | 284 | 16.5% |
| Other | 48 | 2.8% |
| 1.91:1 landscape | 24 | 1.4% |
| 16:9 landscape | 8 | 0.5% |
How do industries differ?
| Industry | Ads | Brands | Top layout | Top hook | Shows a person | Median headline |
|---|---|---|---|---|---|---|
| Business SaaS | 313 | 30 | Text only (25.6%) | Problem and solution (39%) | 27.8% | 7 words |
| Fashion e-commerce | 268 | 29 | Product hero (64.2%) | Benefit (46.6%) | 49.3% | 4 words |
| Food & beverage e-commerce | 211 | 15 | Product hero (67.3%) | Offer (37.9%) | 29.4% | 6 words |
| Home services | 205 | 32 | Lifestyle (47.8%) | Problem and solution (36.6%) | 47.8% | 6 words |
| Health e-commerce | 166 | 10 | Product hero (76.5%) | Offer (42.2%) | 30.7% | 5 words |
| General retail e-commerce | 121 | 11 | Product hero (57.9%) | Benefit (52.1%) | 39.7% | 5 words |
| Technology SaaS | 115 | 9 | Product hero (28.7%) | Problem and solution (39.1%) | 27% | 7 words |
Only industries with at least 100 ads are reported separately. 10 more industries are in the library and will appear here once they reach that size.
How was this measured?
The Showfolk library collects static image ads that brands are running publicly on Meta. Every ad is reviewed by a person before it is included. Each is then tagged for layout, hook, text density, whether it shows a person or the product, and aspect ratio, using an AI model whose tags are open to correction by a reviewer. The figures above are simple counts and shares over those tags. Percentages are rounded to one decimal place.
What are the limits of this data?
- It is a curated sample of major brands, not a census of Meta advertising. Brands were chosen because they are established advertisers, which skews the sample toward larger budgets.
- The ads were running when collected. That a brand chose to run an ad is a signal, but this data contains no performance figures and cannot say which ads performed best.
- Static images only. Video, carousels and animated ads are not included.
- Tags are assigned by a model and some will be wrong. The “other” rows hold ads that fit no category.
- The sample is recent and still growing, so shares will move as it fills in.
Can I use these numbers?
Yes. The figures are free to quote, chart and republish under CC BY 4.0. Please credit “Showfolk” and link to www.showfolk.ai/research/meta-static-ads. The same data is available as JSON and as a CSV download.