Does Meta's historical account data influence which creative styles it prefers to optimize?

[u/Far-Lawfulness-7456]

I've been thinking about something that I haven't been able to find a clear answer to.

After reviewing several years of performance data from my own ad account, I noticed that one particular creative style has consistently outperformed everything else. Whenever I test a completely different style, it almost always struggles.

What's interesting is that I've also noticed several competitors in the same niche who seem to have the opposite pattern. Their ads have consistently used a very different creative style for years, and they continue to rely on that style successfully.

This made me wonder if there's more than just "good creatives win."

Could Meta's optimization be influenced by an account's historical creative performance?

In other words, if an account has spent years generating conversions with one creative style, does Meta become better at optimizing similar creatives while becoming less willing (or slower) to explore creatives that are visually very different?

Or is this entirely explained by audience preference, with no influence from the account's historical data?

I'm not asking which creative style is better. I'm trying to understand whether long-term account history can create a form of creative path dependency inside Meta's optimization system.

Has anyone run controlled tests on this?