Photo & Video apps: the winning Meta ads, x-rayed

Canva

Photo & Video · by Canva Pty Ltd

4078 active ads longest 131d

Of 2943 active Canva ads, only 882 survive past 30 days, and the single biggest winning pattern is a faceless, ~27-second product-footage demo revealing one feature at a time, 141 ads strong across English and Dutch. This week, 263 winners retired and 263 new ones took their place, a near-exact 1:1 churn.

Retake AI Face & Selfie Editor

Photo & Video · by DEEP FLOW SOFTWARE SERVICES - FZCO

2120 active ads longest 59d

Retake AI runs 1960 active ads off just 3 primary texts, but only 64 survive 30+ days, and 24 of those winners repeat one scene: a woman 45-54 telling camera 'Si nunca sales fotogénica, mi hija me enseñó este truco. Es la app Retake.' This week alone, 37 new ads joined the winning set while 28 retired.

ElevenLabs

Photo & Video · by Eleven Labs Inc.

2069 active ads longest 224d

1556 ElevenLabs ads run on Meta right now, but only 347 survive past 30 days, one for 304 straight. This week added 24 new winners and retired 10. Technical superiority claim leads at 88 ads, yet the account's top primary text (12 ads) still sells 'photorealistic visuals' and video generation, not the voice AI that built the brand.

Photoroom

Photo & Video · by Photoroom

2067 active ads longest 122d

302 of Photoroom's 2293 active Meta ads have survived 30+ days, one running 290 days straight on a 'this app turns any photo into a video' hook. This week added 54 new winners and retired 74, yet the signature hype discovery hook (105 ads, female 18-24 on-camera) still fronts an account whose broader cast skews older: female 25-34 leads at 118 of 302 x-rayed creatives.

CapCut

Photo & Video · by BYTEDANCE PTE. LTD.

729 active ads longest 247d

182 of CapCut's 336 winning Meta ads run the identical Indonesian headline 'Paket AI Editing Serba Ada!', and the top angle, problem callout (97 ads), never shows a human face, just roughly 17 seconds of raw app footage. The longest survivor, 206 days old, is a POV hook: 'A Day in Manchester with a Yellow Sweater.'

Facetune

Photo & Video · by Lightricks Ltd.

664 active ads longest 72d

Facetune's Spanish filter angle has vanished entirely: all 15 winning ads now run in English, and two mechanics tie for the lead at 6 ads apiece, identical footage reveal and wrong haircut confession, both fronted by the same female 18-24 presenter in a ~12-second confession video. Churn is brutal too: 11 new winners replaced 11 retirees since July 27.

Splice

Photo & Video · by Bending Spoons Apps ApS

457 active ads longest 182d

Artist pack authority has reclaimed the lead at 24 of 90 winning ads, pulling ahead of price objection's 16, a reversal from last cycle's ranking. The account's longest survivor at 151 days isn't a price pitch at all, it's the skill-callout line "You don't know how to use Splice for real." This week added 11 new winners and retired 9.

YouTube

Photo & Video · by Google LLC

307 active ads longest 34d

Of the 21 active YouTube ads on Meta, only 5 have crossed the 30-day survival line, all French, all Instagram-only, all video, and every single one puts a real parent alone on camera for 60+ seconds (4 of 5, one hits 114s). Nostalgia is the engine: 'grew up on youtube' alone claims 2 of the 5 winners.

FaceApp

Photo & Video · by FaceApp Technology Limited

245 active ads longest 162d

FaceApp's winning set jumped from 24 to 39 ads this cycle, with 27 fresh winners added this week and only 12 retired. The longest survivor has now run 202 days on one haircut-regret warning, while pricing and paywall friction (145 of 11,432 reviews) dwarfs anything the ads admit to.

Airbrush

Photo & Video · by PIXOCIAL TECHNOLOGY (SINGAPORE) PTE. LTD.

229 active ads longest 137d

Winning ads got cut nearly in half, from 13 to 8, while the longest survivor grew from 88 to 95 days on the same line: 'No Canon G7x or DigiCam? No problem.' Portuguese vanished entirely (all 8 winners now run in English), and Viral Digicam Aesthetic Chaser (4 of 8) has overtaken AI Retouch Perfectionist (3 of 8) as the top persona, with zero new winners this week and five retired.

Mojo

Photo & Video · by Archery Inc.

203 active ads longest 601d

The winning set just collapsed from 44 ads to 8: 38 retired since July 27 and only 2 new arrivals, yet every survivor still runs the identical primary text, 'Create outstanding content 🔥', and the top hook, 'Girl, CapCut is dead,' keeps running at 558 days.

Photo Organizer

Photo & Video · by MWM

200 active ads longest 188d

All 24 winning ads share one line: 'For the cleanest camera roll of your life.' Yet the hook that's outlasted everything is a spouse confession, 'This is how my husband deleted over 100GB of photos,' now at 146 days, tied by 'My wife is on this app every time she has free time.' Four new ads joined this week, zero retired.

Feed Preview

Photo & Video · by MWM

79 active ads longest 89d

Feed Preview for IG's active pool shrank to 108 Meta ads, but the winning set expanded to 15, with four new winners this week and zero retirements. The longest-running ad now holds at 47 days, and one primary text, 'Plan the perfect Instagram grid!', now carries 13 of those 15 winners, up from 9 last week.

Snapchat

Photo & Video · by Snap, Inc.

51 active ads longest 55d

Snapchat's surviving set just grew to 7 ads (up 1 from last check, zero retired since July 27), and every single one still runs the identical SPECS pre-order line. The bigger shift: 80% of x-rayed creatives now put a male 25-34 presenter on camera for the pov capture angle (5 of 7 ads), a reversal from the faceless product cuts that used to define this account's winners.

VSCO

Photo & Video · by Visual Supply Company

9 active ads longest 70d

VSCO's 6 winning ads all share the exact same script, the same 21-second no-people format, and the same 'photography is dying' pushback, running up to 70 days. Meanwhile 3 of 4 mapped personas (Cinematic Feed Creator, Film-Camera Ritualist, Everyday Memory Keeper) sit at zero ads, and reviewers flag 43 crash complaints and 41 paywall complaints the ads never mention.