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.
- 40
- Live ads tracked
- 438 days
- Longest-running ad
- 222
- Median days running
- 74/100
- Funnel score
Campaign Longevity and Format Mix
Based Supplies maintains a substantial Facebook and Instagram presence with the majority of its ads running for many months. The longest-running campaign centers on a skin restoration promise, while the typical ad runs for roughly half a year. Video dominates the creative mix, accounting for the vast majority of active ads, with a small share using static images.
The Simplicity Angle Dominates
The brand's core messaging strategy positions minimalist skincare routines built on natural ingredients like beef tallow and honey as superior to complex multi-product regimens. This angle appears across the largest share of all active ads. A secondary but meaningful portion of campaigns leverage fear-based positioning around microbiome damage or hair loss, positioning natural alternatives against synthetic chemicals.
Funnel Performance and Quality
Based Supplies has structured its funnel across multiple stages, with ads scoring in the upper range on conversion potential. The median funnel score sits in the high range, suggesting consistent quality across most campaigns. The highest-scoring ads demonstrate that the brand has identified messaging and creative approaches that resonate with its audience.
Headline Strategy
The brand repeats certain headline themes across multiple campaigns, with skin restoration promises appearing most frequently. This repetition suggests the brand has validated specific messaging angles and continues to test them across different creative executions and audience segments.
| Format | Ads |
|---|---|
| Video | 31 |
| Image | 9 |
| Angle | Ads |
|---|---|
| Simplicity vs. complexity - positioning natural minimalism (beef tallow + honey) as superior to multi-product routines | 14 |
| Simplicity vs. complexity - positioning natural ingredients (beef tallow + raw honey) as superior alternative to multi-product skincare routines | 7 |
| Fear-based health concern (microbiome damage) + natural/clean beauty alternative positioning | 5 |
| Simplicity vs. complexity - natural minimalism outperforms multi-product routines | 3 |
| Fear-based solution positioning (hair loss prevention through natural ingredients vs. harmful chemicals) | 2 |
Key takeaways
- Simplicity positioning (minimalist routines vs. multi-step skincare) is the dominant creative angle, appearing across a large share of ads. Test this angle if you operate in beauty or wellness.
- Video ads vastly outnumber static images in the active portfolio, indicating video is the preferred format for this brand's Facebook strategy.
- Campaigns run for extended periods, suggesting Based Supplies prioritizes long-term testing and optimization over rapid iteration.
- Fear-based angles around health concerns (microbiome, hair loss) appear in a meaningful but smaller portion of ads, offering a secondary positioning option.
- Headline repetition across multiple ads indicates the brand has validated specific messaging and is scaling it rather than constantly creating new angles.
Frequently asked
What creative format does Based Supplies rely on most?
Video ads make up the vast majority of the active portfolio, with only a small share of static image ads. This suggests video is the primary format for reaching their audience on Facebook and Instagram.
How long does Based Supplies typically run its ads?
The median campaign runs for many months, with some campaigns running for well over a year. This indicates the brand favors long-term testing and optimization rather than short-burst campaigns.
What is the main messaging strategy?
The dominant angle positions natural minimalism (beef tallow and honey) as superior to complex multi-product skincare routines. Fear-based messaging around microbiome damage or hair loss appears in a smaller but notable share of campaigns.
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Every figure in this study is computed from the real Meta ads and landing pages Funnelens tracks; no data is estimated or invented. Ad data from the public Meta Ad Library. See data sources.