Creative Diversity: Why Your Ads Aren't Reaching the Right People Anymore
Meta has officially changed the rules of advertising. With the rollout of the Andromeda algorithm update, the biggest shift isn’t about targeting options or ad budgets—it’s about creative.
Meta’s AI now determines who sees your ads based largely on what’s inside the ad itself. Instead of relying solely on selected audiences, Meta analyzes your visuals, copy, audio, and format to predict who will find your ad relevant.
In short: your creative is the new targeting.
Why Meta’s New Algorithm Update Matters
If your Facebook or Instagram campaigns don’t seem to work the way they used to, it’s not just saturation or rising competition. Meta has quietly introduced a system-level change in how content is distributed.
With the Andromeda update, Meta’s algorithm now relies less on manual audience definitions and more on what your creative communicates. The platform interprets visuals, language, and format to decide who is most likely to engage.
What's Changed?
- More creative inputs = better learning
Variety gives Meta’s AI more signals to understand which messages resonate and with whom. - Creative signals now guide distribution
Every element—visuals, wording, tone, format—helps the system determine relevance and reach. - Audience settings play a smaller role
Interest and demographic selections still exist, but they are no longer the primary driver of delivery.
How Creative Signals Shape Delivery on Meta
Each component of your creative sends contextual information to Meta’s AI. Understanding these signals helps explain why similar campaigns can perform very differently.
1. Visual Signals
Who appears on screen matters.
- A young adult in-frame often signals relevance to similar age groups.
- Showing a wider range of people can expand distribution across multiple demographics.
Multiple creative variations with different personas give the system more context to work with.
2. Audio, Voice & Language
Voice and sound design communicate subtle but important cues, including:
- Age and cultural context
- Tone and intent
- Level of formality
Even small differences, such as casual versus polished delivery, can change how content is received and where it travels.
3. Primary Text & Headlines
Language plays a larger role than ever.
- Keywords signal interests and mindset
- Calls-to-action align with different stages of intent
- Framing and phrasing influence who the message resonates with
4. Formats & Placements
Meta also interprets how content is presented:
- Short-form video tends to align with mobile-first, high-engagement users
- Carousels often reach people comparing options
- Static visuals are frequently matched with broader awareness behavior
Why Creative Diversity Wins
Broad, one-size-fits-all messaging is becoming less effective. Brands seeing consistent results are building multiple creative entry points instead.
Meta tends to reward variation across:
- Concepts: The idea or story being told
- Angles: Different benefits, problems, or use cases
- Personas: Distinct audience perspectives
- Formats: Video, static, carousel, Reels, Stories
More variation gives the algorithm clearer signals, allowing it to match content with the right viewers more efficiently.
Key Takeaway: Creative Drives Distribution
Under Meta’s Andromeda update, performance is shaped less by who you say you want to reach—and more by what your creative communicates. Teams that prioritize creative diversity, faster experimentation, ongoing iteration will be better positioned than those relying on legacy targeting approaches.
If you want your message to reach the right people, the focus has to shift. Your creative is your targeting.
