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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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Watch this interview on YouTube - https://dtcnews.link/video
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