Meta has released a major update to its ad delivery system called Andromeda, and many advertisers are already seeing changes across their Facebook and Instagram campaigns. If your results suddenly look different, with higher costs, lower reach, or faster creative fatigue, this update is likely the reason.
Andromeda is a new AI-powered system that decides which ads get shown to each user. Instead of relying heavily on audience targeting, it focuses on the creative itself, especially the first few seconds and the visual structure of the ad. The system uses real-time signals to match each user with the creative it believes is most relevant.
How the Meta Andromeda Algorithm Impacts Campaigns
Here are the key changes affecting daily performance:
1. Creative Variety Matters More
Ads with unique visuals, settings, and angles reach more people and last longer.
2. Broad Targeting Performs Better
The algorithm needs a large audience to find the right match.
3. Small Tweaks Don’t Reset Performance
New overlays, new captions, or minor edits are often not enough.
4. Persona-Based Creative Works Best
Ads built around different customer motivations help Andromeda discover new pockets of users.
How Advertisers Should Adjust
To get better results under Meta’s Andromeda system, advertisers should keep their campaign structures simple, refresh creative more often, build ads for different customer personas, and give each creative enough time and budget to perform.
Meta’s Andromeda update represents a clear shift toward creative-first advertising. Strong visuals, fresh hooks, and simple campaign setups now play a bigger role in driving results than detailed audience targeting or minor creative edits. As the system continues to learn and evolve, advertisers who focus on creative variety and clean structures will be in the best position to adapt.
If you’d like help reviewing your Meta campaigns or planning creative for this new environment, our team is always here to support you.