Your targeting is dead. Long live your creative.

Hey, it’s Patrick.

For years, the game on Facebook and Instagram was all about audience targeting.

Finding the perfect interest group, the perfect lookalike audience.

That game is over.

Meta’s AI-powered advertising engine, called “Andromeda,” has fundamentally changed how the platform works.

It’s so powerful at finding the right people that your audience inputs matter less and less.

Broad is the new normal.

So if the algorithm is handling the targeting, what’s your job?

Your creative is now your targeting.

The algorithm learns who to show your ad to based on who is engaging with it.

It analyzes the image, the video, the copy, and the people who watch it, and then goes out and finds more people just like them.

If you’re feeding the algorithm low-quality clicks from people who aren’t actually interested, it will just go find you more of the wrong people.

But if you create content that deeply resonates with your ideal customer, content they’ll watch for 10, 20, 30 seconds: you are handing the Andromeda algorithm a perfect blueprint of who to go find next.

In this new world, your creative strategy is your media buying strategy.

Any questions on this, just let me know.

Talk soon,

Patrick O’Driscoll

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