What brands launch
Messenger fell from 77% to 37% of new ads.
For every week since June: the share of each brand's new ads that use a given format, placement or button. Most lines are flat, and that is the finding.
443,578 new ads / 730 brands / since June 2026 / October 2026
What moved
2 lines moved since June.
Share of a brand's new ads that run on Messenger
The share of a brand's new ads that run on Messenger went from 77% in the first weeks to 37% in the latest. Brands doing it at all: 88% then, 67% now.
26% in the latest week
four-week average: 37%
See the numbersHide the numbers
| Week | Share of a brand's new ads | Brands doing it |
|---|---|---|
| Jun 8 | 78.2% | 87.8% |
| Jun 15 | 76.7% | 87.2% |
| Jun 22 | 76.9% | 87.9% |
| Jun 29 | 75.4% | 88.5% |
| Jul 6 | 76.2% | 88.1% |
| Jul 13 | 75.8% | 87.2% |
| Jul 20 | 78% | 86.5% |
| Jul 27 | 76.1% | 88.6% |
| Aug 3 | 74.1% | 87.2% |
| Aug 10 | 74.9% | 87.2% |
| Aug 17 | 75.4% | 88.8% |
| Aug 24 | 71% | 87.6% |
| Aug 31 | 73.9% | 88% |
| Sep 7 | 55.3% | 82.4% |
| Sep 14 | 37.4% | 73.3% |
| Sep 21 | 30.1% | 68.4% |
| Sep 28 | 25.9% | 66.9% |
Ecommerce
84% to 40%moved
Software
73% to 37%moved
Services
65% to 30%moved
Share of a brand's new ads that run on WhatsApp
The share of a brand's new ads that run on WhatsApp went from 2% in the first weeks to 22% in the latest. Brands doing it at all: 9% then, 41% now.
24% in the latest week
four-week average: 22%
See the numbersHide the numbers
| Week | Share of a brand's new ads | Brands doing it |
|---|---|---|
| Jun 8 | 2.8% | 9.4% |
| Jun 15 | 2% | 8.4% |
| Jun 22 | 2.6% | 11.7% |
| Jun 29 | 2.1% | 9.9% |
| Jul 6 | 1.5% | 9.1% |
| Jul 13 | 2.4% | 10% |
| Jul 20 | 5.7% | 15% |
| Jul 27 | 8.2% | 18.5% |
| Aug 3 | 8.6% | 21.6% |
| Aug 10 | 9% | 21.4% |
| Aug 17 | 8.8% | 21.5% |
| Aug 24 | 10.4% | 21.5% |
| Aug 31 | 15% | 31.1% |
| Sep 7 | 18.8% | 34.5% |
| Sep 14 | 21.6% | 36% |
| Sep 21 | 22.6% | 38.4% |
| Sep 28 | 23.8% | 40.5% |
Ecommerce
3% to 30%moved
Software
2% to 5%steady
Services
1% to 16%moved
Recent ads doing it
What held
Everything else held steady.
The share of a brand's new ads using each format, placement and button: the latest four weeks against the first four since June.
Formats
Video
held at about 34%
34%
Dynamic creative
edging down, 37% to 30%
30%
Single image
edging up, 26% to 30%
30%
Carousel
held at about 5%
6%
Placements
Threads
held at about 75%
75%
Audience Network
edging down, 52% to 48%
48%
Buttons
Shop now
held at about 47%
47%
Learn more
held at about 19%
19%
Install app
held at about 5%
5%
Sign up
held at about 4%
4%
Get quote
held at about 5%
4%
Get offer
held at about 2%
2%
By market
Three markets, three format mixes.
The levels differ far more between markets than they move over time. Share of a brand's new ads in each format, latest four weeks. Every cell opens those ads.
Keep reading
The other things we track over time.
How long ads last
How long does a new ad live, and does the format matter?
Read moreThe sale calendar
When does holiday copy start, and how much of the feed is on sale?
Read moreLaunch pace
How many new ads a week is normal?
Read moreLooking for what lasting ads have in common instead? Read the insights overview or a market report: Ecommerce, Software, Services.
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