Problem-Solution hooks: how brands open the ad
Problem-Solution is one of the nine opening moves classified across the library. It is the most-run of the 9 hook types in the library, on 70,128 ads from 167 advertisers across 22 categories.
Meta ad library · updated Sep 8, 2026
Problem and solution is counted on two axes, and the two numbers are not the same: 70,128 ads here as a hook type, against 44,855 creatives as a visual format.
They measure different things. A visual format describes the shape of the whole creative; a hook type describes only how it opens. An ad built as a problem and solution piece can still open on a price line, so it counts once and not the other. The two also run over different sets of advertisers, which is why the advertiser counts (167 against 514) diverge further than the ad counts do.
See it as a visual format→Which categories run it
BFSI — Lending & Credit runs it hardest, on 16,953 ads from 5 advertisers, ahead of Beauty & Personal Care and Ecommerce, Marketplaces & Quick Commerce.
Who runs it most
Oolka runs it on 10,784 ads, 77% of its own output.
Who leans on it hardest
Volume and commitment are different questions. These are the advertisers for whom it is the largest share of their own library, rather than the ones who simply run the most ads overall.
All 9 hook types
Hook type is a model-assigned classification rather than a platform-reported field, and it sits on roughly half the library. Counts are of the ads that carried it. Every figure is a count from the analysed creatives, not an estimate. There is no spend, impression or performance data in the source and none is inferred.
