Creative Diversification Is the New Targeting
Meta keeps talking about "creative diversification" as the new key to advertising success, replacing the old focus on targeting. Jon breaks down what this actually means with Andromeda's launch and why you need to abandon the 6-ad limit mindset for something much bigger.
If you’ve been reading up on Meta Andromeda recently, you’ve probably seen a new phrase repeated over and over: creative diversification.
If you’re not familiar with Meta Andromeda, make sure you read my blog post at jonloomer.com/andromeda. A super simplified definition is this: Andromeda is a combination of improved hardware and software that drastically enhances Meta’s ability to match ads with an audience.
This upgrade was required because there are now far more variations of ads than there were a few years ago. That’s largely thanks to Advantage+ creative, AI-generated enhancements, and the text variations advertisers can provide. Meta’s old systems would have bottlenecked at this scale, so Andromeda was needed.
What Meta Says About Creative Diversification
In March 2025, Meta said this in a blog post:
“With the rise of AI-enabled advertising tools, the focus has shifted from niche targeting to creative diversification as the best lever to find the most relevant audiences.”
And in a Q2 earnings summary, they mentioned creative diversification six different times, including this line:
“As AI and automation play a growing role in digital advertising, having a robust creative diversification strategy has become the best lever to finding the most relevant audiences. By uploading multiple creatives with different themes and messages, businesses can leverage Meta’s AI to test and optimize at a scale that isn’t possible manually.”
What This Means for Advertisers
Meta wants us to create many vastly different ads that appeal to vastly different audiences. Andromeda then helps connect the right ad to the right audience.
In the past, creative variations often meant small tweaks: a different background, a slight change to the image, or updated text overlays. That is not creative diversification.
Examples of true diversification include:
-
Different personas (customer types, lifestyles, needs)
-
Different angles or concepts (problem–solution, pain points, testimonials, demos)
-
Different formats (video, static image, link ad, carousel, short-form video, longer video, etc.)
This is not about finding one winning ad and discarding the rest. The best approach is to create a diverse set of ads so Meta has enough options to pair the right ad with the right person.
Moving Beyond the Old Mindset
The old six-ad limit is gone, and that language has quietly disappeared from Meta’s guidance. Andromeda is the reason why.
You may now create 10, 20, or even 50 ads in a single ad set. You don’t need a separate ad set for each persona, but you also shouldn’t create ads just to fill space. Put real thought into it.
Map out your customer personas. Understand their pain points and how your product solves them. Think through your angles. Then, build diverse ads to match those plans.
Bottom of the Glass
It’s time to move on from the old levers in the ad set. Creative diversification is the new lever.
If you give Meta only one option, you’re limiting your possibilities. If you provide diverse ads, you’re giving Andromeda the best chance to pair the right ad with the right person.
We’re all still figuring this out together, but the message from Meta is clear: focus less on targeting inputs, and more on building a wide variety of ads.
For more, read my blog post at jonloomer.com/andromeda.