Zennya Essentials · Meta ads · Jan 1 to Oct 8, 2026

IM Video Review (Meta Ads)

Every creator video that spent money on Meta in 2026, watched frame by frame and transcribed, then tagged by angle, hook, talking points and offer, with the numbers each video and each creator produced.

What the review found

How to read the statics rows. Statics are shown on every table as a benchmark. They are not the recommendation. Creator videos and statics do different jobs: creator videos build awareness and interest, statics close the decision. The numbers fit that split: creator videos earn twice the link click rate of statics (2.21% against 1.13%), statics turn more of those clicks into carts (8.5% against 5.4%). Meta credits the purchase to the ad nearest the sale, so the statics CPA partly reflects demand the videos created. The two work as a pair, and cutting video to chase the statics CPA would likely raise it.

Statics convert cheaper, videos earn the click

Statics (311 image ads): $55.7k, CPA $24.58, ROAS 5.12
Influencer / UGC videos: $33.4k, CPA $29.53, ROAS 3.90
EGC (employee) videos: $2.9k, CPA $22.54, ROAS 5.20
Brand videos: $6.7k, CPA $33.60, ROAS 3.32
Influencer / UGC videos get twice the link CTR of statics (2.21% vs 1.13%) and fewer carts per click (5.4% vs 8.5%)

Influencers closed most of the gap to statics by September

January: influencers $45.08, statics $37.42, gap $7.66
June: influencers $45.56, statics $25.23, gap $20.33
September: influencers $23.81, statics $19.96, gap $3.85
Influencers live went from 13 in January to 45 in September

Who beats the statics benchmark, and who is far off

Under statics ($24.58) on $800+ spend: Carmela Loo $18.82, Harold Alvea $23.38, Via Austria $24.22
Just above it: Eruption Tai $25.02, Maika Rivera $25.29
Over $40 on $500+ spend: Pia Guanio $42.86, Klea Pineda $43.61, Jason Magbanua $44.11, Pamela Henson $61.23, Lokal Feature PH $74.96

Taglish outperforms English

Taglish: 21 videos, $12.2k, CPA $25.40, ROAS 4.20
English: 61 videos, $19.3k, CPA $31.72, ROAS 3.84
The six biggest Taglish videos, six different creators, all land between $18.82 and $27.93
Three quarters of the library is English

Employee videos beat the influencer average

All EGC: 6 videos, $2.9k, CPA $22.54, ROAS 5.20 (influencer average $29.53, 3.90)
Joyce carries it: 3 videos, $2.5k, CPA $25.88, ROAS 4.55

Saying the code out loud beats showing it

Code spoken: 9 videos, CPA $24.31, ROAS 5.28
Without Maika's 7.7 video: 8 videos, CPA $24.51
Code on screen: $28.33
Code in caption only: $30.41
No code anywhere: $38.25

A verdict frame looks strong, on two videos

Review videos that open on a question and land a verdict: 7 videos, $3.4k, CPA $24.35, ROAS 4.51 (influencer average $29.53, 3.90)
38.5% stay past 3 seconds (average 26.7%)
Two videos are $2.7k of the $3.4k: Eruption Tai, "hype or flop?", $25.02, and Carmela Loo, "time to upgrade, my old diffusers broke", $18.82
The third largest, Pia's 7.7 review, ran at $33.14

Openers: product early sells, curiosity and POV hold up

Product in the first 5 seconds: 53 videos, CPA $27.92
Product later: 30 videos, CPA $33.24
Curiosity tease opener: 9 videos, $3.8k, CPA $27.56, 35.7% stay past 3s (average 26.7%)
POV or relatable opener: 6 videos, $1.7k, CPA $24.31
Opener with no words: 15 videos, $3.6k, CPA $33.65

Spend is concentrated, and the videos look alike

Top 5 videos took 41% of influencer spend
30 of the 83 reviewed videos spent under $100
76% of videos are one of three angles: unboxing, feature demo, lifestyle
Unboxing alone: 28 videos, $11.3k, CPA $27.91, ROAS 3.94 (influencer average $29.53, 3.90)

Everyone reads the same three lines

43% say no water
30% say five-star hotel
27% quote coverage
Only 3 videos name a cooking or kitchen smell, only 4 open on a problem

Creators quote different specs

Coverage is quoted as 100, 300 and 400 sqm
Oil use is quoted as both 0.02 and 0.2 ml per hour

Hard sell does not work, with two exceptions

9 videos push price, discount or urgency hard. 7 of them lose to the influencer average
Without Maika's 7.7 video: 8 videos, $2.4k, CPA $33.80, ROAS 2.90 (influencer average $29.53, 3.90)
Exception 1, Maika's 7.7: $3.3k, CPA $24.14, ROAS 6.16
Exception 2, Mary's Mother's Day: $727, CPA $24.22, ROAS 3.66
The 9.9 videos: Klea $39.81, Pia $41.33

Benchmark: videos against statics

Every ad that served in 2026, Meta-reported. Influencer / UGC means any outside creator, EGC means Zennya employees, brand means videos the brand produced itself. An ad counts as a video when Meta shows a video in its creative, otherwise it is a static. Stay past 3s is left out because it does not apply to images.

Performance by what the video is

Influencer / UGC videos only (83 reviewed). A video showing several products counts under each in the product view. Averages are spend-weighted. Colour marks CPA more than 15% better or worse than the set average, on rows with at least $500 spend.

Performance by influencer

Click a column to sort, click a name to jump to that creator's videos. Every number is Meta-reported for that creator's video ads, Jan 1 to Oct 8, 2026. EGC (employee) and brand videos are not influencers and sit at the bottom.

Influencer performance by month

Show

Meta-reported, 2026 only, by the month the ad delivered. "All influencers" leaves out EGC and brand videos and shows statics CPA and ROAS alongside as the benchmark. October is Oct 1 to 8. Pick one name to see that creator month by month.

Every video, by influencer

Influencers ordered by spend, then EGC and brand videos at the bottom. The strip is the first three seconds. The same video running in several ads is one entry with its ads summed.

How this was done, and what is not verified

Scope. Every ad that served in 2026 in ad account 947613200587448: 511 ads, $98.7k. 200 of them carry a video (checked ad by ad against Meta, because the warehouse records a video ID for only some) and collapse to 135 unique videos: 93 from 59 influencers ($33.4k), 6 EGC ($2.9k) and 36 brand ($6.7k). The other 311 ads are statics and appear only as the benchmark. 105 videos were retrieved and reviewed. 30 could not be retrieved from Meta (20 of them brand videos) and are listed with performance but no review.
Review. Each video was sampled into 15 frames plus 4 frames from the first three seconds and transcribed locally with Whisper large-v3-turbo. About a third of the videos have no usable speech (music or sound only) and were classified from on-screen text and frames. Angle tags are a judgment call against a fixed rubric, one primary angle per video.
All performance numbers are Meta's. Spend, impressions, link clicks, 3-second views, adds to cart, purchases and purchase value are Meta-reported for each video's ads, pulled from the warehouse copy of Meta insights (Jan 1 to Oct 8, last sync Oct 7). Two ads were re-checked against Meta's API directly and matched on purchases and purchase value, with spend within 0.3%, and Pia Guanio's total ($2,057) matches Ads Manager ($2,056.47). Spend and purchase value are USD. No Shopify data is used on this page.