Funnelens Studies
Data reports on what actually works in DTC Facebook advertising, built entirely from the real ads and landing pages we track. Every number is computed from live data, never estimated.
The state of Facebook advertising in each category we track.
State of outdoor & travel Facebook ads (2026): 22 live ads analyzed
Video dominates outdoor and travel Facebook ads, with social proof and lifestyle positioning driving the longest-running campaigns.
State of jewelry Facebook ads (2026): 25 live ads analyzed
Video dominates jewelry Facebook ads, with engagement-focused creative and direct CTAs driving the longest-running campaigns.
State of baby & kids Facebook ads (2026): 15 live ads analyzed
Video dominates baby and kids Facebook ads, with medical credibility and product quality emerging as the strongest creative angles.
State of apparel Facebook ads (2026): 45 live ads analyzed
Video dominates apparel ads on Facebook, with scarcity angles and shop-now CTAs driving the longest-running campaigns.
State of pet Facebook ads (2026): 356 live ads analyzed
Pet DTC brands rely on video, lean heavily on direct sales CTAs, and compete on ingredient transparency and promotional discounts.
State of supplements Facebook ads (2026): 489 live ads analyzed
Video dominates supplements ads, but collagen and functional coffee angles drive the longest-running campaigns.
State of home Facebook ads (2026): 297 live ads analyzed
Home DTC brands favor short-lived video ads with comfort-focused messaging and universal calls-to-action.
State of food & beverage Facebook ads (2026): 373 live ads analyzed
Video dominates food and beverage Facebook ads, while health-conscious positioning and urgency drive the most effective creative angles.
State of fitness Facebook ads (2026): 398 live ads analyzed
Fitness brands favor short-lived video ads with direct-response CTAs, while top performers balance urgency with lifestyle messaging.
State of beauty Facebook ads (2026): 742 live ads analyzed
Video dominates beauty Facebook ads, but the median campaign runs just weeks before brands shift strategy.
Cross-industry data on funnels, formats, longevity, and what winning ads have in common.
Landing page CRO benchmark by industry (2026): DTC funnel scores compared
Beauty and home goods lead DTC landing-page quality, while apparel and baby products lag significantly behind.
The 8 dimensions of a high-converting landing page (2026): where DTC funnels win and fail
DTC landing pages excel at explaining offers and building trust, but stumble on speed and message alignment.
How long do winning DTC Facebook ads actually run? (2026) A longevity study
Most winning DTC Facebook ads live for under three months, revealing a fast-moving creative landscape.
Video vs image Facebook ads (2026): which format survives longer?
Video ads dominate Facebook volume but image ads outlast them in several key DTC categories.
Do faster landing pages run longer? PageSpeed vs ad longevity (2026)
Slower landing pages tend to run longer in DTC campaigns, defying conventional optimization wisdom.
What the longest-running DTC ads have in common (2026): angles and formats
The longest-running DTC ads lean heavily on positioning products as scientifically-backed alternatives to mainstream solutions.
The most common calls to action in long-running DTC ads (2026)
The vast majority of long-running DTC ads rely on a single dominant call to action.
How specific DTC brands actually run their ads.
Inside Ergatta's Facebook ad strategy (2026): 21 live ads analyzed
Ergatta leans heavily on tax-advantaged payment angles to drive Facebook ad performance.
Inside Born Primitive's Facebook ad strategy (2026): 21 live ads analyzed
Born Primitive relies heavily on static imagery and heritage-driven messaging to sustain long-running Facebook campaigns.
Inside Therabody's Facebook ad strategy (2026): 21 live ads analyzed
Therabody relies on credibility and healthcare spending angles to sustain long-running Facebook campaigns across mostly static creative.
Inside Bowflex's Facebook ad strategy (2026): 25 live ads analyzed
Bowflex balances short-burst and long-running Facebook ads, favoring images over video while anchoring its pitch to affordability and space efficiency.
Inside REP Fitness's Facebook ad strategy (2026): 28 live ads analyzed
REP Fitness relies heavily on video ads and premium positioning to drive long-running Facebook campaigns.
Inside Hyperice's Facebook ad strategy (2026): 23 live ads analyzed
Hyperice relies on video ads and recovery-focused messaging to drive sustained Facebook campaigns.
Inside HexClad's Facebook ad strategy (2026): 29 live ads analyzed
HexClad relies heavily on video ads and celebrity-backed premium positioning to drive long-running Facebook campaigns.
Inside Blueland's Facebook ad strategy (2026): 32 live ads analyzed
Blueland relies on static imagery and sustainability messaging to drive conversions, with trial offers and eco-credentials as its primary persuasion levers.
Inside immi's Facebook ad strategy (2026): 35 live ads analyzed
immi runs short-lived video ads centered on health positioning, with one headline dominating its Facebook strategy.
Inside Rogue Fitness's Facebook ad strategy (2026): 36 live ads analyzed
Rogue Fitness relies on video content and long-running campaigns, with messaging centered on home fitness convenience and social proof.
Inside Cozy Earth's Facebook ad strategy (2026): 36 live ads analyzed
Cozy Earth relies heavily on video ads and comfort-focused messaging to drive home furniture sales on Facebook and Instagram.
Inside Echelon's Facebook ad strategy (2026): 40 live ads analyzed
Echelon relies heavily on video ads with extended runtimes, emphasizing self-investment and convenient home fitness to drive DTC conversions.
Inside TRX Training's Facebook ad strategy (2026): 41 live ads analyzed
TRX Training relies on video ads and messaging around simplicity and ergonomic comfort to drive fitness product consideration.
Inside Tonal's Facebook ad strategy (2026): 41 live ads analyzed
Tonal relies heavily on video ads and performance-tracking angles to drive fitness equipment sales on Meta platforms.
Inside Ruggable's Facebook ad strategy (2026): 13 live ads analyzed
Ruggable leans heavily on lifestyle imagery and emotional appeals across a modest but persistent Facebook ad portfolio.
Inside Parachute Home's Facebook ad strategy (2026): 15 live ads analyzed
Parachute Home relies heavily on video ads and scarcity messaging to drive Facebook and Instagram conversions.
Inside The Ordinary's Facebook ad strategy (2026): 16 live ads analyzed
The Ordinary relies on image ads and gift-with-purchase incentives to drive Facebook conversions, with campaigns running for extended periods.
Inside Tatcha's Facebook ad strategy (2026): 19 live ads analyzed
Tatcha relies heavily on product efficacy messaging across a lean, image-focused Facebook ad portfolio.
Inside Our Place's Facebook ad strategy (2026): 20 live ads analyzed
Our Place runs balanced video and image ads on Facebook, emphasizing health-conscious kitchen innovation across a modest funnel.
Inside Ritual's Facebook ad strategy (2026): 28 live ads analyzed
Ritual leans heavily on video ads and clinical validation to drive prenatal supplement sales, with most campaigns running for weeks at a time.
Inside Glossier's Facebook ad strategy (2026): 29 live ads analyzed
Glossier relies on video ads and personalization messaging to drive fragrance sales across its active Facebook and Instagram campaigns.
Inside Rare Beauty's Facebook ad strategy (2026): 31 live ads analyzed
Rare Beauty relies heavily on video ads and rotates creative angles to balance product innovation with emotional brand connection.
Inside Seed's Facebook ad strategy (2026): 36 live ads analyzed
Seed relies on image ads and health transformation angles to drive Facebook conversions, with campaigns running for weeks at a time.
Inside BarkBox's Facebook ad strategy (2026): 40 live ads analyzed
BarkBox relies on image ads and social proof to drive subscriptions, with most campaigns running for weeks at a time.
Inside Olipop's Facebook ad strategy (2026): 49 live ads analyzed
Olipop relies heavily on discount incentives and short-lived campaigns to drive Facebook and Instagram conversions.
Inside Earthwise Seed Company's Facebook ad strategy (2026): 8 live ads analyzed
Earthwise Seed Company runs a lean Facebook ad portfolio focused on sustainability and pet-friendly messaging with extended campaign lifespans.
Inside Ka'Chava's Facebook ad strategy (2026): 33 live ads analyzed
Ka'Chava relies on nostalgia and nutritional positioning across a balanced mix of image and video ads that run for several weeks.
Inside Brooklinen's Facebook ad strategy (2026): 9 live ads analyzed
Brooklinen relies entirely on video ads with lifestyle-focused creative, running campaigns for several weeks at a time.
Inside Alya Skin Australia's Facebook ad strategy (2026): 9 live ads analyzed
Alya Skin Australia relies entirely on video ads with a focus on customization and empowerment, running campaigns for extended periods.
Inside Bloom Nutrition's Facebook ad strategy (2026): 9 live ads analyzed
Bloom Nutrition runs short-lived Facebook ads across mixed formats, anchored on product launches and female fitness empowerment.
Inside Cushion Lab's Facebook ad strategy (2026): 10 live ads analyzed
Cushion Lab relies entirely on video ads with comfort-focused messaging, running campaigns for weeks at a time across Facebook and Instagram.
Inside Dollar Shave Club's Facebook ad strategy (2026): 10 live ads analyzed
Dollar Shave Club balances video and static creative while emphasizing value and convenience across a modest but focused Facebook ad portfolio.
Inside Native Pet's Facebook ad strategy (2026): 45 live ads analyzed
Native Pet relies heavily on limited-time promotions and video content to drive Facebook and Instagram conversions.
Inside AG1 by Athletic Greens's Facebook ad strategy (2026): 25 live ads analyzed
AG1 by Athletic Greens relies heavily on celebrity endorsement and video to sustain long-running Facebook campaigns.
Inside Cometeer's Facebook ad strategy (2026): 27 live ads analyzed
Cometeer relies on video ads and urgency-driven messaging to drive conversions, with convenience and exclusivity as its core positioning levers.
Inside Boll & Branch's Facebook ad strategy (2026): 27 live ads analyzed
Boll & Branch relies on image ads and product quality messaging to drive Facebook conversions, with most campaigns running for roughly two weeks.
Inside Ollie's Facebook ad strategy (2026): 34 live ads analyzed
Ollie balances emotional pet-parent messaging with practical sampling tactics across a mix of video and image ads.
Inside Spot and Tango's Facebook ad strategy (2026): 34 live ads analyzed
Spot and Tango relies heavily on video ads and a consistent value-focused message to drive pet food sales.
Inside Graza's Facebook ad strategy (2026): 38 live ads analyzed
Graza runs a balanced mix of video and image ads centered on premium ingredients, with most campaigns lasting over a month.
Inside Legion's Facebook ad strategy (2026): 41 live ads analyzed
Legion relies heavily on scientific credibility paired with urgency to drive Facebook ad performance across a modest but active creative portfolio.
Inside Transparent Labs's Facebook ad strategy (2026): 42 live ads analyzed
Transparent Labs relies on scientific credibility and video content to sustain a modest but active Facebook ad portfolio.
Inside Kosas's Facebook ad strategy (2026): 58 live ads analyzed
Kosas relies almost entirely on video to showcase product innovation, running campaigns for weeks at a time across multiple beauty angles.
Inside NOBULL's Facebook ad strategy (2026): 17 live ads analyzed
NOBULL relies almost entirely on video to showcase product performance, with most ads emphasizing technical features and versatility.
Inside TEMPTU's Facebook ad strategy (2026): 46 live ads analyzed
TEMPTU relies almost entirely on video to drive bridal beauty conversions, emphasizing professional credibility and long-lasting results.
Inside Jones Road Beauty's Facebook ad strategy (2026): 17 live ads analyzed
Jones Road Beauty relies heavily on video ads centered on foundation pain points and aspirational results.
Inside Vegamour's Facebook ad strategy (2026): 18 live ads analyzed
Vegamour relies almost entirely on video to drive Facebook conversions, with ads running for roughly two weeks and emphasizing real results.
Inside Silver Fern Brand's Facebook ad strategy (2026): 55 live ads analyzed
Silver Fern Brand relies on video ads and educational angles to build trust and differentiate in the crowded supplements market.
Inside Prose's Facebook ad strategy (2026): 20 live ads analyzed
Prose relies heavily on discount-driven creative with video formats, running campaigns for weeks at a time.
Inside Besque's Facebook ad strategy (2026): 70 live ads analyzed
Besque relies on value-driven messaging and risk reversal to sustain a modest but active Facebook ad portfolio.
Inside OllieSmile's Facebook ad strategy (2026): 66 live ads analyzed
OllieSmile dominates Facebook with video-first creative and a single positioning angle that drives nearly all ad spend.
Inside Javvy Packing's Facebook ad strategy (2026): 75 live ads analyzed
Javvy Packing runs exclusively video ads on Facebook and Instagram, anchored on lifestyle and fitness positioning with median campaign longevity of several weeks.
Inside Botanique Paris's Facebook ad strategy (2026): 21 live ads analyzed
Botanique Paris doubles down on a single anti-aging angle across its Facebook ad portfolio, running campaigns for extended periods.
Inside Bloom & Bond's Facebook ad strategy (2026): 59 live ads analyzed
Bloom & Bond relies heavily on video ads and a consistent natural DHT-blocking angle to drive supplement sales on Facebook and Instagram.
Inside Boost Blenz's Facebook ad strategy (2026): 26 live ads analyzed
Boost Blenz relies on image ads and a narrow set of parasite-cleanse angles to sustain long-running Facebook campaigns.
Inside ILIA Beauty's Facebook ad strategy (2026): 26 live ads analyzed
ILIA Beauty relies almost exclusively on video to drive Facebook conversions, rotating seasonal and product-focused angles across a modest active portfolio.
Inside BrowPro's Facebook ad strategy (2026): 28 live ads analyzed
BrowPro relies almost exclusively on video ads with a single dominant messaging angle across its Facebook and Instagram campaigns.
Inside Frøya Organics's Facebook ad strategy (2026): 32 live ads analyzed
Frøya Organics runs a balanced mix of video and image ads centered on natural ingredient science and social proof.
Inside Bare Ritual's Facebook ad strategy (2026): 38 live ads analyzed
Bare Ritual relies on premium positioning and natural anti-aging angles to sustain long-running Facebook campaigns.
Inside Beauty From Bees's Facebook ad strategy (2026): 38 live ads analyzed
Beauty From Bees relies on video ads and free-gift incentives to drive conversions, with campaigns running for extended periods.
Inside Based Supplies's Facebook ad strategy (2026): 40 live ads analyzed
Based Supplies leans heavily on simplicity messaging, running long-term Facebook campaigns dominated by video ads.
Inside RYZE Superfoods's Facebook ad strategy (2026): 40 live ads analyzed
RYZE Superfoods runs a lean Facebook ad portfolio focused on positioning functional coffee as a health optimization play.
Inside Poppi's Facebook ad strategy (2026): 46 live ads analyzed
Poppi relies entirely on video to drive Facebook and Instagram conversions, with seasonal lifestyle angles dominating its creative strategy.
Inside Made In Cookware's Facebook ad strategy (2026): 38 live ads analyzed
Made In Cookware relies on video ads and quality-focused messaging to build brand prestige among home cooking enthusiasts.
Inside Litter-Robot by Whisker's Facebook ad strategy (2026): 32 live ads analyzed
Litter-Robot by Whisker leans heavily on convenience messaging and lifestyle positioning across a balanced mix of image and video ads.
Inside Wild One's Facebook ad strategy (2026): 35 live ads analyzed
Wild One relies on video ads and social proof messaging to keep its pet products top-of-mind across Facebook and Instagram.
Inside Magic Spoon Cereal's Facebook ad strategy (2026): 61 live ads analyzed
Magic Spoon Cereal leans heavily on indulgence-focused messaging while maintaining nutritional credibility across its Facebook ad portfolio.
Inside Smalls's Facebook ad strategy (2026): 54 live ads analyzed
Smalls relies heavily on video ads and premium ingredient messaging to drive Facebook and Instagram conversions.
Inside PetLab Co.'s Facebook ad strategy (2026): 63 live ads analyzed
PetLab Co. relies heavily on video ads and problem-focused messaging to drive pet health product sales on Facebook and Instagram.
Inside Hydrow's Facebook ad strategy (2026): 43 live ads analyzed
Hydrow relies on discount codes and motivational messaging across short-lived video ads to drive fitness equipment sales.
Inside Grove Collaborative's Facebook ad strategy (2026): 39 live ads analyzed
Grove Collaborative relies heavily on video ads and health-focused messaging to drive Facebook and Instagram conversions.
Inside CeraVe Skincare's Facebook ad strategy (2026): 40 live ads analyzed
CeraVe Skincare relies entirely on video ads and leans heavily on dermatologist credibility and social proof to drive conversions.
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