About the new Meta Andromeda update
Meta announced this update a while ago, but it’s only been fully rolled out in the past 2–3 weeks.
Previously, creatives (images/videos) were used to target a specific audience.
Now it’s the opposite — your creatives are what help the system automatically find the right audience.
For example, before, if you sold pink shirts, you could simply target “women who like pink” and it worked.
Then you’d keep making creatives around that idea — changing characters, tone, or background — but still the same theme: “women who like pink.”
However, that approach now reduces ad performance.
You need to create multiple types of creatives, such as:
• for women who love pink,
• for men buying a gift for their girlfriend,
• for people buying a pink shirt for their mom,
• or for anyone who wants to wear pink as their own style.
The algorithm will learn from these diverse creatives and automatically expand your audience.
The more variety in your creatives, the better your ad performance.
In short:
Before: “Choose the audience, then make the creative.”
Now: “Make many creatives, and the system finds the audience.”
