DTC Podcast Ep 565: BFCM + Meta in 2025: Shorter Promo Windows and Scrappy Pivots That Crushed
Dec 5, 2025
Jacob and Jocelyn reveal the secrets behind successful Meta ads during Black Friday. They emphasize being scrappy and flexible with offers led to impressive results. Low-fi creative, like stick figures and UGC, unexpectedly outperformed polished ads. They discuss how simple offers like percentage-off and free shipping drove customer engagement, while lighter audience exclusions allowed better optimization. Rapid testing and quick pivots were crucial for maximizing performance during promo periods.
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Tentpole Days Concentrated Purchase Intent
- Black Friday and Cyber Monday concentrated most buying intent while mid-November and the weekend after were softer this year.
- Brands should preserve spend for those tentpole days rather than stretch promos across the whole month.
Pivot Offers Fast During Promo Windows
- Be ready to tweak offers on the fly: raise discounts, adjust free-shipping thresholds, or add urgency elements like countdown timers.
- These quick pivots improved conversion rate and lifted AOV for clients during the sale window.
Quick Bundle Fix Restored AOV
- One client dropped prices then found a bundle no longer made sense so they restored a free-shipping threshold and discounted the bundle more.
- That change recovered conversion rate and average order value during cyber week.