What the Meta Andromeda Update means for your 2025 strategy

Since the new Andromeda update, I’ve heard from dozens of brands that their Meta Ads have suddenly stopped performing.

This isn’t my area of expertise, so I reached out to Marin to get his take on it.

This guy lives and breathes Meta Ads.

His agency, Inspire, has generated over $300 million in the last 12 months.

He’s worked with some of the biggest names in the space, including The Oodie and Vessi.

I thought I'd get a few quick insights from him on what changed…

But he ended up dropping a masterclass packed with strategies, tactics, and tips.

Here goes:

What’s going on with this Andromeda update? Why is it such a big deal?

This one’s huge. It’s probably the biggest algorithm shift Facebook’s made in years.

They’ve basically changed how ads get delivered.

Instead of evaluating each ad individually, Facebook now groups similar ads together before ranking them.

So if you make tiny changes like changing a thumbnail, the algorithm sees it as the same ad.

Facebook now wants variety.

It rewards brands that can feed the system creatives with substantial variations.

And right now, the creative is the biggest lever you can pull in your ad account.

If you’re not doing creative diversification in your ads, you’re not going to make it.

Does testing volume still matter?

Volume still matters.

But it’s not the same kind of volume.

Now, you can’t just test 10 similar versions of the same ad.

What Facebook wants now are ads that speak to different pockets of people.

There are 3 main layers to this: Angles, avatars, and formats.

Take a skincare product, for example.

You could run an ad focused on the pain angle: “Tired of acne ruining your confidence?”

Or one built on curiosity: “What your skincare routine is secretly doing to your hormones.”

Then, you’ve got the avatar side, your creatives can speak to:

• A busy mom with no time for skincare

• A 25-year-old woman who just wants to look better

Each of those people cares about completely different things.

That’s the kind of diversification you need.

For the formats, you have static images, carousels, UGC videos, product demos, VSLs, etc

Different audiences will respond to different formats.

What grabs a 45-year-old shopper’s attention might completely bore someone in their 20s.

And here’s something interesting:

Facebook actually treats each format differently in delivery.

One of my clients had a VSL that spent $40K with a 1.04 frequency.

95% of that went to new audiences.

Meanwhile, an image ad with "40% off" only spent $16K with a much higher frequency.

And half the budget there went to retargeting.

That means Facebook will be handling top, middle, and bottom of funnel for you.

You just have to give it the right mix of creatives.

What does this mean for the space as a whole? And what should brands focus on to capitalize on this?

Meta is getting ruthless about what counts as a real creative variation.

Tiny tweaks don’t move the needle anymore.

Brands need to make bigger, bolder swings now.

You’ve got to bring genuinely new creative ideas to the table. And honestly, that takes a lot of skill.

But overall, I think this is a win for ecom.

The algorithm is getting smarter. The targeting is getting sharper. You can reach and scale into new pockets of audience faster than before.

So the brands that adapt to this early are about to see their best results ever.

That was my conversation with Marin.

He actually went on to show me some of the campaigns he’s running, and let me tell you:

He knows what he’s talking about.

While most brands are struggling with this update, his clients are actually thriving.

If you want a deeper breakdown of the Andromeda Update and how Marin approaches it… 

Check out his YouTube video here.

Or if you want his team’s help with scaling your account….

You can grab a call with him here.

Jackson

Founder and CEO of Echelonn.

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