Creative volume won this Black Friday 2025

Creative volume won this Black Friday.

This wasn’t an anomaly – it’s the clearest signal yet of where Meta is heading.

This BFCM, our clients are running an average of 2–3x more creative volume than last year, while maintaining a genuine variety of concepts.

The impact on performance is clear as day.

Across our Meta portfolio we’re seeing:

• Average revenue up 38%, with spend up 13%
• CPA down 14% and CPM down 16%
• CVR up 9% while CTR is down 11%
• AOV up 6%

What’s driving it? A fundamental shift in Meta’s algorithm and how we are approaching it:

• A tight data powered loop between creative production and testing
• Much higher creative volume, letting the algorithm personalise more effectively
• More truly distinct concepts, not just minor edits of the same idea

Black Friday sent a message this year: creative engines win. 

And the momentum isn’t stopping – the brands leaning in today are shaping the next phase of performance.

Need to scale creative production for next peak? Hummingbird is here to help.