Meta didn’t break your ads. The system changed.

Hey there, it’s Patrick from TVG.

If you’re running a 7 or 8-figure DTC brand, you’ve probably felt it.

→ CPMs feel less predictable

→ Winning creatives burn out faster

→ CAC slowly creeps up

And no, it’s not because your ads “stopped working.”

It’s because Meta’s operating system changed.

Meet Andromeda

In July 2025, Meta fully rolled out a new algorithm called Andromeda.

Here’s what actually changed:

→ Meta can now process 10,000x more creatives at any moment

→ Fueled by the explosion of AI-generated content

→ Your ads are no longer competing in a small pond

They’re competing in an ocean.

For most advertisers, this created chaos.

For sophisticated brands, it created leverage.

The core shift most brands missed

Creative now controls targeting.

Your audiences aren’t the problem.

Broad still works.

The real issue?

Most brands are running the same message,

the same angle,

the same hook…

…over and over again.

You’re giving Andromeda one key to unlock one type of customer.

Why the old playbook is dead

Before Andromeda:

→ 3–4 strong creatives per week

→ Swap hooks

→ Relaunch

→ Performance rebounds

That approach is now actively punished.

Andromeda recognizes micro-variations as the same ad.

Same message.

Same audience.

Same fatigue.

That’s why ads feel like they’re dying faster than ever.

The winning mindset shift

The brands scaling profitably made one change:

They stopped thinking in individual ads

and started thinking in messaging diversification.

Not more volume.

Not more creators.

More distinct reasons to buy.

Messaging beats volume (every time)

Most brands hear “creative diversification” and think:

→ More UGC

→ More edits

→ More creators

That’s expensive and low leverage.

What actually matters is message variety.

Meta reads your copy.

It listens to your videos.

It identifies who converts based on what you say.

How we build ads post-Andromeda

We use a framework called the Customer Motivation Matrix.

Step one:

Brainstorm every possible reason someone would buy your product.

No filtering.

For example, protein isn’t just about muscle:

→ Gut health (no artificial sweeteners)

→ Joint support (collagen)

→ Trust (third-party tested)

→ Taste (not chalky)

→ Recovery (less soreness)

Each one is a distinct motivation.

Each motivation becomes a standalone ad.

One ad. One motivation. Full alignment.

You can’t just swap hooks anymore.

If the motivation is gut health:

→ Hook = bloating

→ Body = clean ingredients

→ CTA = easy digestion

That’s one cohesive ad.

Repeat this process for each motivation, and suddenly Andromeda has what it needs.

The 100 Hook Framework

We organize hooks into six psychological buckets:

→ Urgency & scarcity

→ Social proof & authority

→ Problem agitation

→ Curiosity gap

→ Transformation & outcomes

→ Tactical & specific

For 7–8 figure brands, we see the biggest lift from:

Social proof + authority

Problem agitation

These stop the scroll.

Why this matters at your scale

This isn’t just about performance.

It creates:

→ Stability (no single point of failure)

→ Lower blended CAC

→ Higher contribution margin

→ Defensible growth systems

And yes, it even improves exit valuation.

Buyers don’t want ad accounts built on hope.

They want systems.

The post-Andromeda playbook

→ Identify diverse customer motivations

→ Build fully aligned ads around each

→ Systematize creative production

More upfront work.

Massive long-term leverage.

👉 Watch the full training here:

How to Use Andromeda in Your Favor (Get Ahead of 99% of Your Competitors)

Want help implementing this?

If you’re a 7 or 8-figure brand tired of daily ad volatility:

We’ll audit your current creative strategy,

map your motivation matrix,

and build a clear roadmap for scalable growth.

👉 Book your Audit Call here.

Meta didn’t kill performance.

It raised the bar.

Talk soon,

Patrick O’Driscoll

CEO, TVG

PS - Creative diversity without messaging diversity is just noise.