AdSwipeFile

Refreshed Nov 11, 2026

Papier ads

The hooks, angles and offers behind Papier’s Facebook and Instagram ads, filed by format and niche.

Live on Meta nowOn Papier’s Meta page
602
Median runHow long its ads stay up
51 days
Against Retail / MarketplaceNiche median 29 days
1.8×

The messages Papier keeps paying for

Same idea, new creatives

  • “15% OFF”

    6 ads

    On 6 ads.

  • “BETTER than BLACK FRIDAY”

    4 ads

    On 4 ads.

  • “HELLO, 2025 SALE”

    4 ads

    On 4 ads.

How Papier builds them

234 ads

What Papier's ads are made of, row by row.

Free with an account.

Longest running

All 234

The Papier ads that ran longest.

Free with an account.

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Type
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Winning means kept running: brands rarely keep paying for ads that lose.

234 ads

Ask your agent about these ads
A close-up, slightly angled shot of an open photo album is shown. The pages are filled with what appear to be personal photographs of people. Overlaid on the image in a light, elegant font are the words "Create a keepsake of your LOVE". The background is a soft, blurred brown, suggesting a warm and intimate setting. The overall impression is one of sentimental value and cherished memories.
Paused · 195 days
Papier
A flat lay composition features two photo albums stacked on a wooden table, with a potted plant and a mug of coffee in the background. The top album is open, displaying a family photo with the text "OUR LITTLE GETAWAY" and "SUMMER 2024" overlaid. The brand name "PAPIER" is displayed prominently at the top of the image, along with a five-star rating and a quote from the "Evening Standard" calling the books "Instagram-worthy PHOTO BOOKS."
Paused · 194 days
Papier
A clean, studio-shot image featuring two white stationery cards overlapping each other against a soft beige background. The top card displays a small, delicate illustration of a seashell in the center. The brand name is printed in a simple, elegant black font at the bottom of the frame.
Active · 159 days
Papier
A woman is shown relaxing on a couch, flipping through a photo album. The video features close-ups of the album's pages filled with personal photos, interspersed with shots of the woman enjoying the book. Text overlays highlight the emotional value of preserving memories. The ad concludes with a shot of the woman holding the finished photo book.
Active · 141 days
Papier
A clean, studio-lit product shot of a white photo book centered on a light beige background. The cover of the book features a square photograph of a young girl kissing a pregnant woman's belly, with the text 'Awaited Arrival' and a name and date printed below the photo. The price '$84.00' is displayed in a black box in the top left corner, and the brand name 'PAPIER' is printed in black at the bottom.
Active · 141 days
Papier
The video opens with a laptop screen displaying wedding photos, with text overlaying the image. It then shows a packaged photobook, followed by a couple sitting outdoors, looking through the photobook. The video highlights the emotional impact of revisiting wedding memories through a physical photobook. The final scene shows the cover of the photobook with a call to action to create one on Papier.com.
Active · 133 days
Papier
A woman with sunglasses and a blue shirt smiles while on a boat in the ocean. Text overlay reads "A life well lived deserves to be kept well 📸 Discover the travel photo book." The image is bright and sunny, with the blue water and sky dominating the background. The woman is looking towards the camera with a wide smile.
Active · 133 daysVideo
Papier
Three photo albums are arranged on a textured green sofa. The albums are labeled 'California', 'New York', and 'Paris'. The text "I'll sort them later" is overlaid on the sofa, followed by "I FINALLY DID." in larger font. The overall impression is one of personal organization and accomplishment related to travel memories.
Active · 133 days
Papier
Three photo books titled "California," "New York," and "Paris" are arranged on a textured green sofa. The "Paris" book features a black and white image of the Eiffel Tower and a person wearing sunglasses. Overlayed text on the image reads "I'll sort them later" and "I FINALLY DID." The brand name "PAPIER" is visible at the bottom of the image.
Active · 133 days
Papier
A square image shows a photo book lying flat on a light-colored surface. The cover of the book features a photograph of a couple embracing in a grassy field at sunset. Above the photo, the names Esme & Carlo and the date September 20th 2024 are printed in a clean, minimalist font.
Active · 133 days
Papier
The video opens with a close-up of a person holding a Papier photo book with a patterned cover. The book is opened to reveal a photo of the person and a baby, with text overlay. The video then shows the photo book being placed in a wooden memory box, and later, the person and baby sitting on a couch looking at the book. The overall tone is sentimental and focuses on preserving memories.
Active · 133 daysVideo
Papier
The video shows a photo album with various childhood photos. The hook text overlays the first image, suggesting that photos disliked in youth will be cherished in old age. The album pages turn, revealing more pictures of children in different outfits and poses, some with handwritten captions. The brand logo "PAPIER" appears at the bottom of the screen.
Active · 125 days
Papier
A person holds three photo books in their hands, each with a different pastel cover color and a cutout window showing a baby's photo. The background is a warm-toned bedroom setting with a wooden dresser and a stuffed animal. The text on the image reads 'One photo book a year' and 'START YOUR FAMILY ARCHIVE'.
Active · 125 days
Papier
A top-down view of a square photo book resting on a solid, light-colored background. The cover of the book features a large, full-color photograph of a couple embracing in a grassy field at sunset. Above the photo, the names 'ESME & CARLO' are printed in a clean, serif font, followed by the date 'SEPTEMBER 20TH 2024' in a smaller, sans-serif font.
Active · 124 days
Papier
Two white sheets of paper are shown, one slightly overlapping the other, against a cream-colored background. The top sheet features a small, watercolor-style illustration of a corgi wearing a crown in the upper right corner. The rest of the paper is blank, as is the second sheet of paper. The overall aesthetic is clean and minimalist, with the focus on the stationery and the charming dog illustration.
Paused · 124 days
Papier
A person is holding a light-colored photo album with the words "me & you" printed above a black and white photo of a couple. The text "PAPIE R" is at the top of the image. Below the photo album, the text "The five-minute PHOTO BOOK" is displayed in a large, stylized font. At the very bottom, the text "CREATE YOURS NOW" is centered. The background shows a person wearing a dark red sweater and blue jeans, with a hint of a Christmas tree on the right side.
Paused · 122 days
Papier
A flat lay image shows two notebooks on a yellow gingham background. The top notebook is pink with red stripes and has the name 'NADINE GAN' printed on it. The notebook underneath is a two-toned pink and red 'ACADEMIC DIARY' personalized with the name 'AALIYAH JACKSON'. Text overlayed at the top of the image reads 'the girls who get it, get it' with cherry and heart emojis. A hand with a light-colored manicure is visible at the bottom right corner, holding the edge of the pink and red notebook.
Paused · 104 days
Papier
A close-up shot of a hand holding a pink, polka-dotted notebook against a blurred outdoor background of trees. The notebook has a label on the cover with the name 'Christa Jordan' and the date 'Twenty twenty-six' written on it. Text is overlaid on the image in a casual, handwritten-style font.
Active · 103 days
Papier
The video opens with a close-up of hands holding three photo albums. The text "PAPIER" is displayed at the top, followed by the hook "Imagine one day showing them to your children." The albums are then flipped through, revealing various photos of winter activities and travel. The video ends with the hands holding the albums again.
Active · 103 days
Papier
A clean, studio-shot image of a white photo album centered on a light beige background. The album cover features a square photograph of a young girl kissing a pregnant woman's belly. Below the photo, the text 'Awaited Arrival' is written in a cursive script, followed by the name 'AMELIA BROWN' and the date '04.09.25'.
Active · 103 days
Papier

How Papier makes its ads

What its ads are built from, by type, counted over the ads we have read.

What Papier's ads are built from: who is in frame, the words, the structure, the top format and hook.

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How Papier advertises on Facebook and Instagram

The library holds 234 ads from Papier in Retail / Marketplace, and 602 running on its Meta pages now. Its most common visual formats are Text Overlay (169 ads), Lifestyle Image (103) and Product Image (83). Its ads most often open on Relatability (40 ads), Aspirational (32) and Offer only (17) hooks. Its ads stay up a median 51 days, 1.8× the Retail / Marketplace median of 29 days.

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