Want to improve your digital ad performance?
Meta reveals top Ad strategies from over 1 Million Creative Tests that could change how you create and run campaigns especially if you’re in the business of app promotion or mobile advertising.
In partnership with AppsFlyer and Dentsu, Meta analyzed over 1.1 million ad creatives Meta reveals top Ad strategies from over 1 million creative tests to uncover what really drives clicks, conversions, and user engagement. Even though the study focuses on app campaigns, the key takeaways apply to any brand running ads across Meta platforms like Facebook, Instagram, and Reels.
What Makes Ads Stand Out?
Through its research, Meta reveals top Ad strategies from over 1 million creative tests uncovered a set of creative principles that help campaigns perform significantly better. These recommendations focus on both visual appeal and emotional engagement two critical components of effective digital advertising.
Core Creative Foundations
Based on its findings, Meta reveals top ad strategies from over 1 million creative tests, recommending advertisers start with these four building blocks for every ad campaign:
📱 Vertical video (9:16 aspect ratio)
Ideal for mobile platforms like Stories and Reels.🎯 Emotional storytelling
Capture attention within the first few seconds using emotional hooks.👤 Human presence
Including a person in the ad increases relatability and trust.📝 Text overlays
Use on-screen text to reinforce your message and call to action.
Meta’s internal data shows that using all four elements leads to:
16% lower cost per acquisition (CPA)
29% higher conversion rate
11% more reach across Feed, Stories, and Reels
People Powered Ads Perform Better
One standout insight? Ads featuring real people tend to perform better especially when paired with expressive, engaging audio.
“Reels with a person on screen and expressive audio achieved 8% more conversions per dollar than those without,” Meta reports.
So don’t be shy—put a face to your brand. Human connection builds emotional resonance and trust, which translates into better campaign results.
Diversify Your Creative for Bigger Impact
Another key takeaway: variety drives value.
Meta reveals top ad strategies from over 1 million creative tests and found that campaigns using a mix of creative formats and messages outperformed those that stuck to just one style. In fact, this approach resulted in:
32% better CPA
9% increase in incremental reach
That means mixing things up videos, carousels, reels, different hooks—can help you reach broader audiences and maximize engagement.
“Reels with a person on screen and expressive audio achieved 8% more conversions per dollar than those without,” Meta reports.
So don’t be shy put a face to your brand. Human connection builds emotional resonance and trust, which translates into better campaign results.
AI Is Changing the Creative Game
Meta is also betting big on AI-powered ad creation tools, and it seems to be paying off.
In tests, ad campaigns using AI-generated visuals saw:
11% increase in click-through rate (CTR)
7.6% boost in conversion rate
It’s clear that AI isn’t just a buzzword—it’s helping brands create more engaging, better-performing ads at scale.
📊 Meta reports that over 4 million advertisers now use its AI-driven creative tools each month to generate content faster and smarter.
How to Apply These Tips to Your Campaigns
Whether you’re promoting an app or running brand awareness ads, consider auditing your current creatives. Ask yourself:
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Are you using mobile-optimized video formats?
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Is your content emotionally resonant and human-centric?
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Are you experimenting with AI tools to increase output without sacrificing quality?
Start testing with Meta’s recommended creative elements and measure your results you might be surprised how much small tweaks can impact your performance.
Final Thoughts: The Data Backed Formula for Better Ads
While no ad formula is one-size-fits-all, Meta’s analysis reveals some universal truths:
Design for mobile-first (vertical video, fast-paced)
Capture emotion early and tell a human story
Include people for relatability and trust
Layer in text for clarity
Leverage diverse formats and AI to keep creative fresh
Even if your brand isn’t in the app space, these insights can guide smarter, more effective campaigns across Meta’s ecosystem.
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