Creative Types That Work in 2026
The complete guide to ad creative archetypes. Know when to use each type, what makes it work, and what to avoid.
Key Creative Rules for 2026
Never exceed 15 seconds for paid video ads
Attention drops off a cliff after 15 seconds on paid placements. Say your piece and get out. If you need more time, use organic.
Test each archetype 3-5 times before concluding it doesn't work
One failed creative is not a failed format. You need 3-5 variations with different hooks, angles, and CTAs before you can call a verdict.
80% manual creatives, 20% AI — AI drives engagement, not trust
AI-generated visuals get clicks but don't build brand trust. Use AI for ideation and variations, but the core creative must be human-made.
For timed campaigns: 60-70% statics, 30-40% videos
Statics are faster to produce, easier to iterate, and often outperform video on conversion metrics during time-bound campaigns.
Creatives define targeting under Andromeda
Make creatives for your audience and Meta finds them. Your creative IS your targeting strategy — the algorithm reads it and matches it to the right people.
Refresh angles, not formats
If UGC Problem-Solution works, don't switch to Editorial. Change the hook, change the person, change the problem — keep the format that converts.
Quick Format Reference
| Archetype | Format | Funnel Stage | Best For |
|---|---|---|---|
| Grid-Style Ads | Static | Top/Mid funnel — product discovery | Fashion, Beauty, F&B |
| EGC (Employee-Generated Content) | Video | Top/Mid funnel — trust building | Services, SaaS, D2C with strong team culture |
| Lo-fi Founder Style | Video | All funnel stages — especially powerful for mid/bottom | D2C, Services, Any brand with a visible founder |
| Creator / Partnership Ads | Video | Top funnel (broad reach), Mid funnel (consideration) | Beauty, Fashion, Lifestyle |
| Text-Heavy Editorial | Static | Mid/Bottom funnel — considered purchases only | High AOV products, B2B SaaS, Consulting |
| DPA / Catalog Ads | Dynamic | Mid/Bottom funnel — retargeting | E-commerce with 50+ SKUs |
| Evergreen Creatives | Both | Always-on — all funnel stages | ALL categories, This is your base creative layer |
| UGC Problem-Solution | Video | Top funnel — awareness + immediate consideration | Skincare, Health, F&B |
| Before / After | Both | Mid/Bottom funnel | Skincare, Health, Fitness |
| Case Study / Testimonial | Both | Bottom funnel — decision stage | Services, SaaS, High AOV products |
The 10 Creative Archetypes
Each archetype has a specific purpose in your media mix. Master all 10 and you will never run out of creative ideas.
#1Grid-Style Ads
StaticStatic (carousel also works)
Multiple products or SKUs displayed in a clean grid layout. Think product catalog meets Instagram aesthetic. These ads let the product range do the talking.
Best For
When to Use
Top/Mid funnel — product discovery
Placement
Feed, Stories
Example Hook
"7 shades. 1 obsession. Which one's yours?"
Key Rules
- Keep to 4-9 items per grid
- Price anchoring works well — show range
- Clear, consistent product photography
- White or neutral backgrounds for contrast
What NOT to Do
- Overcrowd with text overlays
- Use low-quality or inconsistent images
- Mix product categories in one grid
#2EGC (Employee-Generated Content)
VideoVideo (15 sec max)
Team members showing behind-the-scenes processes, workspace culture, and how things really get done. The anti-corporate ad that builds trust through transparency.
Best For
When to Use
Top/Mid funnel — trust building
Placement
Reels, Stories, Feed
Example Hook
"Here's what our Monday morning actually looks like..."
Key Rules
- Raw and authentic — phone camera quality
- Show real workspace, real people
- No scripts — bullet points at most
- Subtitles are mandatory (85% watch muted)
What NOT to Do
- Over-produce it with studio lighting
- Make it look corporate or scripted
- Use stock music — native audio wins
#3Lo-fi Founder Style
VideoVideo (under 15 seconds for paid)
Founder speaking directly to camera, addressing objections and sharing the real story. No polish, no pretense. The most underrated format for building conviction.
Best For
When to Use
All funnel stages — especially powerful for mid/bottom
Placement
Reels, Feed
Example Hook
"Everyone told me this wouldn't work. Here's what happened."
Key Rules
- No studio setup — use phone camera
- Address ONE objection per video
- First 2 seconds must hook — start mid-thought
- Natural environment (office, warehouse, kitchen)
What NOT to Do
- Script it word-for-word — sounds robotic
- Add heavy graphics or text overlays
- Try to cover multiple topics in one video
#4Creator / Partnership Ads
VideoVideo preferred
Influencer or creator content run as paid ads through whitelisting — not organic reposts. You get creator authenticity with your targeting and budget control.
Best For
When to Use
Top funnel (broad reach), Mid funnel (consideration)
Placement
Reels, Feed, Stories
Example Hook
"I've been using this for 3 weeks and honestly..."
Key Rules
- Creator should use the product naturally
- Whitelisting > reposting (always)
- Negotiate usage rights upfront (90 days minimum)
- Micro/nano creators outperform mega for paid
What NOT to Do
- Use mega-influencers for paid ads — micro/nano work better
- Let creator stray from the brief
- Repost organic content as-is without optimization
#5Text-Heavy Editorial
StaticStatic (image with text overlay or pure text)
Ogilvy-inspired long-form text ads that are information-dense and persuasive. These stop the scroll through sheer authority. For considered purchases only.
Best For
When to Use
Mid/Bottom funnel — considered purchases only
Placement
Feed only (not Reels/Stories)
Example Hook
"The $47,000 mistake most D2C brands make in Q4."
Key Rules
- Long headline that earns the read
- Clear, specific value proposition
- Use specific numbers — not vague claims
- Professional, authoritative tone
What NOT to Do
- Use for impulse purchases — wrong audience
- Put on Reels or Stories — wrong format
- Write vague copy — specificity wins
#6DPA / Catalog Ads
DynamicDynamic (catalog-driven)
Dynamic Product Ads driven by your catalog feed. Meta auto-shows the right product to the right person. Your most scalable retargeting weapon — if your feed is clean.
Best For
When to Use
Mid/Bottom funnel — retargeting
Placement
Feed, Stories, Audience Network
Example Hook
"Still thinking about it? It's selling fast."
Key Rules
- Clean, high-res product photography
- Updated feed — prices, availability, descriptions
- Category segmentation for better targeting
- Custom overlay templates for branding
What NOT to Do
- Run with a broken or outdated feed
- Ignore product titles and descriptions
- Skip supplementary feed optimization
#7Evergreen Creatives
BothStatic preferred, video also works
Feature call-outs, us-vs-them comparisons, benefit highlights. These are your workhorse ads — always on, always converting. Every account needs these running 365 days.
Best For
When to Use
Always-on — all funnel stages
Placement
Feed, Stories, Reels
Example Hook
"3 reasons our customers never switch back."
Key Rules
- These are your workhorses — never turn them off
- Keep refreshing angles but maintain the format
- Test variations of the same message
- Rotate creative every 2-3 weeks to fight fatigue
What NOT to Do
- Stop running these to test shiny new formats only
- Neglect refreshing — same creative gets stale
- Overthink it — simple and clear beats clever
#8UGC Problem-Solution
VideoVideo (15 sec max)
A real user demonstrates the problem they had, then shows your product as the solution. The most natural ad format on social media — it mirrors how people actually talk about products.
Best For
When to Use
Top funnel — awareness + immediate consideration
Placement
Reels, Stories, Feed
Example Hook
"I tried everything for my acne scars. Then I found this."
Key Rules
- Start with the problem — that's your hook
- Show the solution naturally, not forced
- Real person, not an actor
- End with a subtle CTA, not a hard sell
What NOT to Do
- Make it look like an infomercial
- Over-polish the production quality
- Use actors pretending to be real users
#9Before / After
BothStatic (side-by-side) or Video (transition)
Transformation visuals showing tangible results. Nothing sells like visible proof. Side-by-side statics or transition videos — let the results speak louder than any copy.
Best For
When to Use
Mid/Bottom funnel
Placement
Feed, Reels
Example Hook
"Day 1 vs Day 30. No filter. No editing."
Key Rules
- Real results only — Meta policies are strict
- Add specific timeframe to every result
- Same lighting and angle in both shots
- Include a disclaimer where required
What NOT to Do
- Fake results — instant policy violation and ban risk
- Make unrealistic claims or guarantees
- Use different lighting/angles to exaggerate the change
#10Case Study / Testimonial
BothStatic (quote cards) or Video (customer interview)
Social proof through real customer stories, specific results, and authentic reviews. The strongest bottom-funnel format. People trust other people, not brands.
Best For
When to Use
Bottom funnel — decision stage
Placement
Feed, Stories
Example Hook
"We went from 2x to 7.3x ROAS in 6 weeks. Here's exactly how."
Key Rules
- Specific numbers and results — not vague praise
- Name + photo if possible — credibility multiplier
- Diverse testimonials across segments
- Video testimonials outperform static 2:1
What NOT to Do
- Use generic 'great product' quotes — they convert nothing
- Fabricate testimonials — illegal and counterproductive
- Use only one customer story — variety builds trust
Funnel Mapping — Which Archetype Goes Where
Top of Funnel
Awareness and discovery
- Grid-Style Ads
- EGC
- Lo-fi Founder Style
- Creator / Partnership
- UGC Problem-Solution
Mid Funnel
Consideration and evaluation
- Lo-fi Founder Style
- Text-Heavy Editorial
- Evergreen Creatives
- Before / After
- DPA / Catalog Ads
Bottom Funnel
Decision and conversion
- Case Study / Testimonial
- Before / After
- DPA / Catalog Ads
- Lo-fi Founder Style
- Evergreen Creatives