Meta Andromeda Is Fully Live: Why Ad Diversity Is Now Non-Negotiable

Meta first announced Meta Andromeda in February and officially began its rollout in April. What most advertisers don’t realise is that this wasn’t a single update—it was a phased global rollout. According to Meta representatives, Meta Andromeda is now fully implemented across all ad accounts worldwide and is completely live.

This means Meta Andromeda is fundamentally changing how Meta’s algorithm evaluates, ranks, and delivers ads.

Before Meta Andromeda, advertisers could get results by running minor variations of the same creative. Slight headline tweaks, caption changes, or similar-looking videos were often enough. That era is officially over.

With Meta Andromeda, Meta’s AI can now instantly recognise similarities across ads at a level never seen before. When the algorithm detects repetitive creatives, performance drops faster than ever. As a result, the shelf life of ads is dramatically shorter, and many tactics that worked just months ago are now ineffective.

The key takeaway? Diversity is the new currency under Meta Andromeda.

What Meta Andromeda Rewards Today

1. Ad-Type Diversity
Meta Andromeda favours multiple formats—videos, static images, carousels, dynamic ads, and collection ads. Relying on a single ad type limits reach and performance.

2. Creative-Type Diversity
Winning with Meta Andromeda means mixing formats and lengths: 5–10 second videos, 30-second clips, long-form videos, GIFs, short clips, and longer storytelling creatives.

3. ICP Persona Diversity
Instead of targeting broad audiences like “business owners”, Meta Andromeda performs better when ads are built for specific personas—such as a nail salon owner or a construction business founder—allowing for unique storytelling.

4. Actor & Actress Diversity
Meta Andromeda can detect similar-looking people across ads. Using different ages, nationalities, styles, and appearances is now essential.

5. Value Proposition Diversity
Rather than stacking all benefits into one ad, Meta Andromeda rewards ads that focus deeply on one value proposition at a time.

6. Setting Diversity
Filming everything in the same location hurts performance. Meta Andromeda treats similar backgrounds, lighting, and environments as repetitive content.

Final Thought

To succeed with Meta Andromeda, advertisers must shift from optimisation tricks to true creative diversity. Brands that adapt will scale. Those that don’t will see performance decline—fast.