Among brands with at least ten ads carrying text in twelve months, the median share of unique texts is 16.6 percent. One text runs in roughly six ads. Video share among typed ads: a median of 11.6 percent across 186 brands, and 20 brands run no video at all. Where dynamic creative is used, across 55 brands in July 2026, it fills a median 42 percent of ads.
What it means
Paid creativity across the field is multiplication, not variation. A brand that tests five new texts is already above the median.
How it was measured
Meta Ad Library, distinct ad texts divided by ads with text, per brand, last 365 days, brands with ten or more ads. Media type is missing on about a third of ads; dynamic creative can carry placeholder text. Read on 19 August 2026.
How many different sentences has your audience seen from you as an ad in the last year?
