Meta Just Changed the Rules (And Most Brands Don’t Know It Yet)

Hey there, it’s Patrick from TVG.

Meta’s Andromeda Update Is Changing Everything

Last week, our paid media team sat down to break down Meta’s Andromeda update…

And it’s one of the biggest shifts we’ve seen in years.

If you run ads on Meta, this one matters.

Because Andromeda isn’t just an update.

It’s Meta’s full shift toward AI-driven delivery.

The platform is now deciding who sees what, when, and why.

Using every bit of data available: your creative, your audience behavior, and even the words inside your ads.

So how does this change the way brands should advertise?

Here are a few key takeaways from our internal breakdown:

Targeting is officially obsolete

Meta’s AI now analyzes every pixel, color, and line of copy to determine who to show your ad to.

👉 That means traditional audience segmentation matters less than ever.

👉 What matters more: creative diversity: giving the algorithm a variety of stories, visuals, and tones to learn from.

ABO is slowly dying

We’re seeing simplified campaign structures win across accounts.

One campaign. One ad set. Many ads.

Stop over-engineering. Let Meta’s AI handle distribution and optimization.

Your focus should shift to creative inputs, not manual levers.

Creative volume is everything

Instead of micro-testing small variations of hooks or CTAs, we’re now testing 3–5 completely different creative concepts each month.

Each one should speak to a unique persona or awareness level.

This gives the algorithm enough diversity to match message → market → moment.

Think brand builder, not salesman

Meta is now rewarding content that educates, entertains, and connects… not hard sells.

Founders telling stories.

Products being explained in context.

Brands creating emotional connection, not interruption.

This is where profitable scaling is heading.

How We’re Adapting at TVG

We’ve already started restructuring Meta accounta around this shift:

• Simplifying campaign architecture

• Increasing monthly creative volume

• Building storytelling frameworks for top-performing brands

This new era of AI-driven advertising isn’t just about smarter algorithms… it’s about smarter inputs.

Because the brands that give Meta better data (through great creative) will win.

→ Want us to audit your Meta account for Andromeda readiness?

Book a Free Growth Audit and we’ll break down how to structure your ad account, creative strategy, and campaign setup for the new Meta era.

See you inside,

Patrick O’Driscoll

Founder, The Visionary Group