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Jacob and Jocelyn from the Pilothouse Meta team break down what actually moved the needle for Meta advertisers this Black Friday/Cyber Monday. The biggest unlock? Being scrappy. The brands that crushed it weren’t over-optimized, they were just fast. Fast to tweak offers. Fast to drop weird creative. Fast to kill what wasn’t working.

For DTC marketers managing Meta ads during promo periods.

• Why classic percentage-off offers still worked best
• What BOGO and free shipping offers actually drove performance
• How scrappy creative (think stick figures and UGC) outperformed polished ads
• Why lighter audience exclusions won this year
• Which account structures flopped and what replaced them

Who this is for: Growth leads, ad buyers, DTC founders gearing up for Q1

What to steal:

• Shift back to shorter promo windows and preserve spend for tentpole days
• Run weird, low-fi creative without abandoning your personas
• Use lighter exclusions to let Meta optimize delivery more freely

Timestamps

00:00 Black Friday performance trends and buying intent

02:00 Why brands with flexible offers won

04:00 Creative pivots and scrappy content outperforming polished ads

06:00 Best offers of the season and what actually moved customers

08:00 Millennial-targeted creative and why variety mattered

10:00 Meta delivery updates and lighter exclusion strategies

12:00 Dayparting, lifetime budgets and what stopped working

14:00 Post-click learnings and which landing pages converted

16:00 Emerging channels like AppLovin and Pinterest

18:00 How top brands are approaching post-BFCM and holiday scaling

Hashtags

#DTC #MetaAds #BFCM2025 #EcommerceMarketing #CreativeStrategy #PerformanceMarketing #PaidSocial #AppLovin #PinterestAds #BlackFridayInsights #CyberMondayMarketing #DigitalAdvertising

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