New global data from performance and creative agency Nest Commerce from the BFCM weekend offers a definitive answer to the question of what drives success on Meta.
Namely a dramatic increase in creative volume and variety.
Based on the performance of over 40 leading ecommerce brands (responsible for more than £100M in media spend), Nest Commerce clients who adopted this strategy saw their average revenue soar by 38% year-over-year during the weekend, while ad spend increased by 13%.
This success was driven by clients running an average of 2–3x more creative assets than last year, directly aligning with Meta’s fundamental shift towards rewarding campaigns with a serious breadth of distinct content.
Nest works with leading retailers including Reiss, Hims, Crew Clothing and Urban Outfitters.
Across the business’s Meta portfolio brands saw average order values increase by 6% with the conversion rate improving by 9%. Advertisers were able to do this while improving efficiency with CPM down by 16% and CPA down 14%, although CTR was down 11% year-on-year.
The decisive shift in creative strategy has been driven by a fundamental shift in Meta’s Andromeda ad retrieval engine. It now rewards advertisers who run campaigns with a serious breadth of content, not a small bank of iterations of the same asset.
According to Luke Jonas, Chief Growth Officer at Nest Commerce: “This BFCM weekend sent a clear message: creative engines win. The brands that achieved success were those that closed the loop between production and performance, fueling the algorithm with fast tests, high creative volume, and truly distinct concepts, not just minor edits of the same idea. The brands leaning into this creative strategy are shaping the next phase of performance.”
