Are your creative strategies prepared for Meta's biggest algorithm shift since iOS 14.5?

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Meta’s Andromeda algorithm has been continuously refined since its late 2023 rollout, with significant updates landing since July, and is now active across virtually all advertiser accounts. In recent weeks, we’ve seen clear shifts in delivery and performance patterns across our entire client portfolio, signalling that Andromeda’s latest evolution is here in full force.

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This fundamental rebuild of how ads get served means the system now processes 10,000x more ad candidates and your 3-4 generic creatives per week are now competing against an ocean of content.

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The businesses that haven't adapted are seeing their costs skyrocket while performance plummets. But the brands that understand this shift? They're scaling like never before.

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1 → The Old Way of Running Ads is Dead
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Before Andromeda, you could rely on:

• 3-4 similar creative iterations per week (that lacked diversification)
• Small amounts of majority hooks over volume
• Manual targeting to reach your audience
• Duplicate campaigns with similar messaging

That approach will now destroy your budget.

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The new reality requires:

• High-volume creative approach (50+ creatives per week)

Strategic creative diversification (focus on truly different messaging angles)

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2 → The "Dog Food Exercise" - Finding Your Diverse Messaging
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Here's the framework that's helping smart advertisers navigate these changes:

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Step 1: Write down what you're selling
Step 2: List every possible reason someone would buy it
Step 3: Turn each reason into a unique hook and complete ad

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Example - Dog Food Reasons:

• Healthier ingredients - "The human-grade dog food that's changing everything..."
• Joint health - "Why your dog deserves better than kibble..."
• Fewer vet visits - "The £3,000 vet bill I avoided with this..."
• Better digestion - "Finally, no more dog farts ruining movie night..."

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Each reason becomes a completely unique ad - not just different hooks on the same body copy.

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→ Your Two Paths Forward
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Path 1: High Volume (50+ Creatives/Week - Dependent on Budget)

• Requires massive creative production overhaul
• Can work with less diverse messaging
• Demands 200+ creatives per month
• Best for brands with significant resources

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Path 2: Strategic Diversification (15-20 Entirely Unique Ads/Month)

• Focus on completely different reasons to buy
• Each ad built around one specific psychological trigger
• More manageable for most businesses
• Often produces better results with less investment

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The choice is simple: adapt to Andromeda's requirements or watch your costs spiral while competitors who understand the new rules dominate your market.