We Analyzed 500 Top Supplement Ads – What Works in 2025

We analyzed over 500 top-performing Meta ads from 50 leading supplement brands across 10 countries and various subcategories, including drink powders, capsules, gummies, and functional snacks.

This deep dive includes both legacy players and fast-growing DTC challengers, offering a comprehensive view of how top-performing brands craft compelling creatives, structure ad copy, and convert clicks into loyal customers. 

The 500 top supplement ads are organized into 50 brand-specific folders. You can access the full ad library further down in the article.

In our final dataset of 500 supplement ads from over 50 brands, drink supplements lead the field, accounting for nearly 40% of all ads. Pill supplements follow with 34%, reinforcing their strong market presence and consumer trust. Gummy supplements, at 14%, continue to rise in popularity, especially among younger and lifestyle-driven audiences. Bar supplements round out the category with 12%, often promoted as functional, on-the-go nutrition. 

This distribution offers insight into how the brands in this study are allocating their ad efforts.

Among the 500 supplement ads analyzed, a clear trend emerges in the creative format landscape, showing how brands balance authenticity with professional quality and audience engagement.

UGC formats dominated 32.6% of the ads analyzed, not because they’re trendy, but because they convert.

In contrast to high-production video ads that often feel scripted or overly polished, UGC offers micro-relatability at scale.

These creatives typically feature real people (often influencers or customers) casually sharing daily rituals – making a smoothie, unboxing their first order, or explaining how a product fits into their morning routine.

What makes UGC so effective isn’t just the aesthetics, it’s the psychology of proximity.

Consumers interpret these UGC ads not as brand broadcasts, but as peer-to-peer recommendations. 

Which explains why UGC consistently outperforms polished content in scroll-stopping metrics and trust-building.

Close behind is the single image format, leading with 35.8%, often associated with more traditional or polished creatives, commonly used by brands running campaigns through retailers or promoting well-established products. 

These typically reflect the professional ad style, with clean product shots, clear CTAs, and benefit-led design. 

Meanwhile, video ads, at 21%, represent a hybrid space, blending both storytelling and production value. Many of these hybrid creatives combine influencer clips with brand overlays, animations, or expert cut-ins, blurring the lines between UGC and studio-quality work.

Additional niche formats like animations (8.4%) and carousels (2.2%) are used more selectively, often for educational breakdowns or multi-product showcases.

The data confirms a key insight: UGC is not just a trend, it’s a top-performing format.

This is especially true for newer DTC brands trying to spark trust, relatability, and authenticity. 

However, the best-performing brands don’t rely on one format alone. Instead, they leverage hybrid creative strategies, combining UGC with polished elements to capture attention and convert with credibility.

The most dominant trend in supplement ad creatives is the overwhelming presence of product demos, which made up 44.2% of the ads analyzed. These demos typically show the product being used in real-life scenarios (mixing powder, swallowing a pill, or unwrapping a bar) highlighting ease, routine integration, and tangible benefits.

These visuals are straightforward but effective, capitalizing on clarity and function to convey product value in seconds.

Golí gummy product demonstration supplement ads

Coming in second are social proof-style ads (17.4%), functioning as modern-day testimonials. These often feature influencers, customers, or experts providing authentic endorsements or sharing their personal transformation stories.

Unlike traditional testimonials, these are more casual and native-feeling, perfectly aligned with the visual language of today’s feed-driven platforms.

Single image ads with social proof from Seed, The Nue Co & Supergut

Next, lifestyle content accounts for 13% of ads and is where storytelling really comes into play. These creatives focus less on the product itself and more on the lifestyle it represents. Think beach walks, early morning routines, gym sessions, or zen-like wellness shots. It’s less about the product and more about the feeling the product represents.

Feeling ad from HUM Nutrition

Other formats such as SALE offers (11.6%) and educational content (11%) support conversion goals and audience education, especially for science-heavy or premium-positioned brands. 

Offer ads from HUM AG1 and Inno Supps

Memes and before-after comparisons were among the least used formats (around 1.2%), appearing occasionally but remaining underrepresented across the board.

The takeaway is clear:

The most successful supplement brands lean on demonstration and social proof, but see even better results when they add storytelling and lifestyle elements.

One of the clearest signals in this study is the longevity of top-performing creatives. A striking 76.9% of all supplement ads in the dataset were live for 90 days or more, suggesting these are not quick-test experiments but proven winners that brands continue to invest in.

These long-running ads often reflect mature, optimized creative that has passed through rounds of testing, typically featuring refined messaging, high engagement rates, and efficient cost-per-acquisition. 

That’s what makes this research especially valuable – using MagicBrief (our partner in crime in this analysis), we focused exclusively on the top-performing ads from 50 leading brands, primarily based in the US, Australia, the UK, and the DACH region.

On the other end of the spectrum, only 5% of ads fell into the short-term category (less than 30 days), indicating limited campaign lifespans, often used for limited-time offers, new launches, or aggressive A/B testing. These ads are high-risk, high-reward tools to gather data fast or capitalize on momentary attention.

The implication is clear: when a creative hits, it stays. Supplement brands that find winning combinations in format, messaging, and offer structure don’t hesitate to keep them live for quarters on end. That kind of performance sustainability is a key marker of creative-market fit.

Limited BF ads from Cured

Digging deeper into hundreds of ad headlines reveals clear recurring phrase patterns that go beyond just buzzwords, they reflect intentional, high-converting messaging strategies. Among the most repeated headline formulas:

• Quantified Benefits: ‘X g of protein’, ‘X g of sugar’, and ‘X calories’ each appeared 10 times, highlighting a common strategy in supplement ads: lead with hard numbers. These figures communicate tangible value instantly, especially in protein, fitness, and meal replacement verticals.

• Social Proof & Credibility: Phrases like ‘X happy customers’ and ‘over 100’ (as in reviews, trials, or transformations) appeared repeatedly. This taps into the herd effect – consumers are more likely to trust products already vetted by others. We all know that people like to outsource due diligence.

• Promotional Hooks: Offers like ‘buy 1 get 1 free’, ‘get 30 off your first order’, and ‘limited time offer’ remain strong drivers of urgency and acquisition. These phrases performed across both DTC and retail-driven ads.

• Outcome-Oriented Messaging: Benefits such as ‘wake up refreshed’, ‘fall asleep’, ‘stay asleep’, and ‘glowing skin’ were frequent in wellness and beauty supplement ads, appealing to the consumer’s desired end-state rather than just product features.

• Identity-Based Language: ‘More than a multivitamin’ and ‘personalised supplements’ illustrate how brands differentiate in saturated spaces by enhancing identity and uniqueness.

These recurring phrases form tactical frameworks. The most effective headlines follow this pattern:

[Clear benefit or outcome] + [Quantifiable support or offer] + [Emotional trigger or urgency]

By combining data-driven benefits with emotional or aspirational hooks, top-performing supplement brands consistently draw in scroll-stopping attention while planting a persuasive seed of trust and relevance.

While supplement ads usually focus on product benefits, the main text often takes a more thoughtful approach, tapping into emotions to build a stronger connection and boost conversions. Among the most commonly used emotional triggers were aspirational terms like ‘transform’ (2.4% of all ads), ‘confidence’ (2.0%), and ‘fatigue’ (2.0%), each surfacing as consistent emotional anchors across dozens of ads.

High-performing ads from Feel and Nutralife

Other triggers like ‘anxiety’ and ‘fall asleep’ address deeper wellness concerns – ads using these phrases often came from brands positioned around mental clarity, calm, and rest, subtly addressing emotional pain points.

Interestingly, while many high-performing ads used these emotional cues, buzzier phrases like ‘stress relief’, ‘you deserve’, or ‘peace of mind’ were notably rare, suggesting that today’s top-performing supplement brands prefer nuanced, experience-based emotion over cliché emotional copy. At Evolut, we see this as a sign of market maturity.

The best emotional triggers? They’re embedded in benefit-led storytelling that lets customers see themselves in the narrative.

71% of the longest-running supplement ads in our dataset included at least one emoji in either the headline or primary text.

Emojis that visually reinforced product benefits (like 💪 for strength or 🌿 for natural ingredients) appeared far more frequently in UGC and product demo ads, especially when paired with clear transformation claims.

Emojis like ⚠️ (warning) and 👉 (pointing) served as scroll-stoppers and CTA amplifiers, often placed at the start or just before offers.

When it comes to UGC video ads, especially in the fast-scrolling world of Meta platforms, structure matters as much as what you’re actually saying. Our analysis of video scripts revealed a clear pattern: top-performing supplement brands are writing with a proven formula that guides viewers from attention to action in under 30 seconds.

Here’s the breakdown from the 500 ads analyzed:

• CTA (Call to Action) elements appeared in 16.7% of all videoscripts, often in the final 2–3 seconds. Phrases like ‘Shop now’, ‘Try it’, or ‘Order today’ help seal the deal and drive conversions.

• Nearly 12.8% of the scripts began with a hook in the first three seconds, often using openers like ‘Ever feel like…’, ‘Imagine if…’, or ‘Stop scrolling’. This aligns with best practices for retention on social platforms: get to the point, and get there fast.

• Problem identification was found in 11.7% of the scripts. These ads set the stage with relatable struggles like ‘hard to stay energized’ or ‘struggling to sleep’, creating emotional resonance before presenting the product.

• Solution reveals—phrases like ‘Here’s how’, ‘Introducing’, or ‘We created…’ appeared in 7.8% of scripts, often placed right after the hook/problem to swiftly pivot to value.

• Result-driven statements came in at 6.1%, anchoring the benefits with transformation-focused lines like ‘feel better,’ ‘more energy’, or ‘changed my life’.

It’s short-form, high-impact narrative design optimized for the skippable economy. Brands that master this structure hold attention longer and also build emotional engagement with leading viewers effortlessly to action. If your video doesn’t have a hook in the first three seconds and a CTA at the end, you’re likely leaving conversions on the table.

When it comes to video ads, especially in the fast-scrolling world of Meta platforms, structure matters as much as substance. Our analysis of video scripts revealed a clear pattern: top-performing supplement brands are writing with a proven formula that guides viewers from attention to action in under 30 seconds.

Here’s the breakdown from the 500 ads analyzed:

• CTA (Call to Action) elements appeared in 6% of all video scripts, often in the final 2–3 seconds. Phrases like “Shop now,” “Try it,” or “Order today” help seal the deal and drive conversions.

• Nearly 5.8% of the scripts began with a hook in the first three seconds, often using openers like “Ever feel like…”, “Imagine if…”, or “Stop scrolling.” This aligns with best practices for retention on social platforms: get to the point, and get there fast.

• Result-driven statements came in at 5.4%, anchoring the benefits with transformation-focused lines like “feel better,” “more energy,” or “changed my life.”

• Problem identification was found in 4.2% of the scripts. These ads set the stage with relatable struggles like “hard to stay energized” or “struggling to sleep,” creating emotional resonance before presenting the product.
  

• Solution reveals – phrases like “Here’s how,” “Introducing,” or “We created…” appeared in 2.8% of scripts, often placed right after the hook/problem to swiftly pivot to value.

This data reveals a storytelling arc that works:

Hook → Problem → Solution → Result → CTA

It’s short-form, high-impact narrative design optimized for the skippable economy. Brands that master this structure not only hold attention longer but also build emotional engagement and lead viewers effortlessly to action. If your video doesn’t have a hook in the first three seconds and a CTA at the end, you’re likely leaving conversions on the table. ​​

In the supplement industry, a strong ad is only the beginning. Our analysis of 500 Meta ads reveals a important trend in funnel architecture: the vast majority of ads direct traffic to product pages (50.1%), followed by collection pages (23.8%), and long-form sales pages (10.6%). Each of these page types plays a different role in the conversion ecosystem.

Product pages are the go-to for instant conversion, they’re quick, direct, and rely on a strong product hook and optimized layout. But their high usage may be a double-edged sword: while they’re efficient, they leave little room for education, story, or upsell.

In contrast, collection pages offer broader discovery and are often used by brands with multiple SKUs or bundles. They attract curiosity-driven shoppers and are ideal for UGC-style ads showing how the product can be used in different daily routines.

However, the long-form sales page proved to be a high-impact asset, despite being used in only 10.6% of cases. With embedded testimonials, expert authority, and benefit stacking, they guide skeptical shoppers step-by-step toward trust and purchase. 

Quiz funnels, on the other hand, were surprisingly underused (just 1.4%), despite their proven value in personalization and engagement. This presents a major opportunity, particularly for brands in personalized wellness or multi-product lines.

If you want to drive not just clicks, but conversions, consider moving beyond static product pages. The best supplement brands are building micro-experiences that educate, reassure, and persuade from the moment someone taps the ad to the second they hit checkout.

Supergut’s ads are a masterclass in mixing lifestyle storytelling with science-backed credibility. Using UGC and expert voiceovers, Supergut positions its products as simple, achievable health upgrades for better digestion, energy, and weight management. 

Phrases like “I didn’t change my life overnight, I just changed my breakfast” immediately create emotional accessibility for everyday consumers.

Strengths:

• Layered Emotional Storytelling: Supergut ads often start with functional problems (bloating, fatigue) but pivot emotionally by showing confidence, happiness, and empowerment post-transformation. They sell feelings of control and optimism, not just symptom relief.

• Problem/Solution structure: Starting with common issues (low energy, poor digestion), then seamlessly presenting Supergut as the daily fix.

• Temporal Anchoring for Habit Formation: Many ads mention timeframes like “feel better in 2 weeks” or “notice a difference in a month,” subtly setting expectations and encouraging behavioral consistency. This increases perceived attainability and reduces friction to try.

• Multi-Audience Messaging Without Fragmentation: Their UGC content speaks simultaneously to health seekers, weight managers, and wellness optimizers without segmenting too narrowly. Supergut achieves broad emotional relevance while keeping a focused product story.

Strategy Takeaway:

Supergut turns gut health from a medical problem into an easy, everyday lifestyle upgrade. Their ads make scientific benefits feel like small, achievable wins people can experience daily.

AG1’s advertising plays heavily on routine-building and scientific authority. Their creatives use clean visuals, crisp expert voiceovers, and simple demonstrations of daily integration. 

Messaging like “Start your day with one scoop” ties the supplement to high-performance living without overwhelming the viewer with scientific jargon.

Strengths:

• AG1 sells self-image improvement. Their ads tie the product to high-performance identity (morning rituals, elite routines), making customers feel like adopting AG1 is a choice successful, disciplined people make. They tap into aspirational behavior, not just wellness goals.

• AG1’s minimalist creative style is a careful strategy to increase perceived product quality and exclusivity. Clean visuals, simple color palettes, and fresh messaging signal to the viewer that the product is premium, trustworthy, and worth a higher price point.

• Instead of overwhelming viewers with heavy data, AG1’s creatives smoothly weave scientific credibility into emotional branding and storytelling. Their clinical proof points are subtle, supporting the lifestyle narrative rather than interrupting it, allowing the ad to feel both trustworthy and motivating without losing flow.

Strategy Takeaway:
AG1 turns a premium greens powder into a lifestyle identity marker for people who take their performance seriously. Their ads sell aspiration through slight authority.

Seed’s ad strategy is heavily grounded in education-first storytelling. Their creatives elegantly combine animations, science explanations, and simple human narratives about gut health’s impact on overall wellbeing. Lines like “Your gut is your second brain” grab attention while subtly teaching.

Strengths:

• Clear scientific storytelling that’s accessible without being overwhelming.

• Use of micro-animations to simplify complex biological processes visually.

• Strong brand transparency: ingredient sourcing, research studies, and clinical backing are seamlessly integrated into the brand’s narrative.

Strategy Takeaway:
Seed promotes probiotics and they also position themselves as trusted guides in the consumer’s health journey. Their ads prove that education, when wrapped in simplicity and human emotion, can be just as powerful as bold statements.

After analyzing 500 Meta ads from 50+ supplement brands, ranging from DTC disruptors to retail-backed powerhouses it’s clear that ad success isn’t random. Top-performing brands follow systems, not intuition. If you want to build a scalable, evergreen Meta ad engine, you need a repeatable framework that lets you test smart, scale fast, and optimize ruthlessly.

Don’t treat testing as a guessing game, treat it like a lab experiment. The best-performing brands separate their creative testing into structured tiers:

• Run 4-6 headline/video opening variants using similar visuals.
  
• Test multiple angles: emotional (confidence, fatigue), rational (0g sugar, 150 calories), social proof (over 100k customers).
  
• KPIs to watch: scroll stop rate, CTR, and engagement rate in the first 24 – 48 hours.

Proper Wild’s video ad variations in various styles

• Swap out the primary text, CTA, product demo vs. testimonial versions.
  
• Use a modular creative format where key parts can be swapped without reshooting entire assets.

• A/B test product vs. quiz vs. collection page landers.
  
• For cold traffic, test longer-form storytelling pages or UGC-driven landers that build trust.

Pro Tip: Only 1.4% of brands used quiz funnels – this is a wide-open opportunity to drive engagement and personalize offers for DTC brands with multiple SKUs.

If you want to scale without constantly reinventing your creative, you need an engine that’s both predictable and flexible. Here’s how:

A) Establish a winning content mix based on the research:

• 43.7% of top creatives were product demos → make this your base layer.
• Layer in testimonial UGC (17.4%) for trust-building and emotional pull.
• Add lifestyle content (13%) to create aspiration and feed-friendly visual stories.

B) Follow the 3-Layer Omnipresence Method inspired by Evolut’s own Omnipresence Strategy:

• Top Funnel: Thumb-stopping UGC hooks, memes, influencer intros (hook-heavy).
  
• Middle Funnel: Product benefit demos, trust content, social proof.
• Bottom Funnel: Urgency (Buy One, Get One, “Only 3 Left”), long-form sales pages, bundle offers.

C) Only 9% of ads ran for more than 90 days – which means most creatives burn out fast. To avoid ad fatigue, refresh your creatives every 4-6 weeks:

• Swap visuals, colors, formats (single → carousel → video).
  
• Maintain consistent messaging, but refresh how it’s told.

Here’s a data-backed checklist based on real trends:

Use benefit-driven phrases like “28g of protein,” “glowing skin,” and “wake up refreshed” – these appeared frequently across winners.

Include emotional triggers in your scripts like “confidence” and “transform” – these move people far more than features.

Use storytelling structure in your videos: Hook → Problem → Solution → Result → CTA. Only 2.8% of ads used a clear solution reveal. Stand out by mastering this arc.

Avoid overused product pages. Only 1.4% of brands used quizzes, and less than 11% used long-form sales pages. Both offer huge gains for brands with complex offers or higher AOVs.

Diversify formats: Carousels (2.2%) and Instant Experiences (<1%) are underutilized but incredibly effective, especially for bundles and immersive product storytelling.

The supplement market is crowded, competitive, and constantly evolving—but that’s exactly what makes it ripe for brands that strategize smarter and execute sharper. The data doesn’t lie: the most successful brands are not the ones with the biggest budgets, but the ones with the most intentional systems—from creative testing to funnel design, storytelling, and beyond.

If you’ve made it this far, you now have a proven playbook backed by the analysis of 500 Meta ads across 50+ brands. You’ve seen what works, what fails, and what’s still massively underutilized. The opportunity? It’s yours for the taking.

So here’s your move: Don’t just run ads—run a system. One that scales, adapts, and compounds. Treat every scroll, click, and conversion as part of a bigger brand journey. When you master that, you don’t just win campaigns—you build a brand that lasts.

Now go out there and make your next ad unskippable. 

To conduct this analysis, we manually reviewed over 500 individual Meta ads from more than 50 supplement brands using MagicBrief’s Ad Library. Each ad was categorized by format, creative type, copy structure, presence of influencers or experts, duration, and landing page type. The dataset was compiled and cross-referenced to identify patterns, trends, and high-performing elements that consistently drive engagement and conversions across the supplement industry.

Data Collection Process

We identified the top 10 best-performing ads for each brand. Our selection criteria were based on Magicbrief’s algorithm, which ranks advertisements according to:

• Ad Duration – Ads that have been actively running for an extended period.
• Engagement Metrics – Including likes, shares, comments, and overall interaction.

To ensure consistency, we extracted only the highest-performing ads for each brand, resulting in a dataset of 500 advertisements. The longest-running ads were prioritized under the assumption that ad longevity correlates with performance and return on investment.

Data Validation & Refinement

During the data collection process, we encountered a few cases where brands had no active paid advertisements. These brands were removed from the dataset, as their absence from paid media made it impossible to compare their performance metrics with other brands.

The final dataset was then categorized based on key attributes like ad format, creative type or landing page type.

Using AI-powered analysis, we examined all ad headlines, primary texts, and video scripts, assessing their correlation with different ad formats and ad duration to identify key patterns in high-performing beauty ads.