Meta Andromeda had been here since 2023 but a recent update is a big change in how Meta (Facebook and Instagram) shows ads. It is the biggest change since the iOS 14 update that took the industry by storm.

Before, Meta focused mostly on who might see your ad. Now, Andromeda update changes how ads are chosen, how ads are shown to people, and how Meta decides which ads are good and which ads are bad.

For people who do business through e-commerce sites or working on an e-commerce site, it’s important to know about this because it changes how you should make your ads. The way your ad looks (the creative) now matters more than before.

What exactly is Meta Andromeda?

The Latest Meta Andromeda update brings a new system that decides which ads people see on Facebook and Instagram. It uses advanced machine learning (AI) to choose ads that are most relevant, interesting, and enjoyable for users. You can think of it like a water purifier that filters ads before they are shown.

After recent andromeda update AI looks at three main things:

1. Predicted relevance – How likely the ad is to interest the user. It wouldn’t show a 40 year old man something a 22 year old woman would like and vice versa.
2. Creative diversity – Showing a variety of ads instead of the same types over and over based on the person.
3. User experience impact – Making sure ads don’t annoy or slow down the feed by targeting ads that only matter to potential customers.

What This Means for Advertisers

If you run a business and want to show ads, Andromeda update changes the game completely:

• You don’t need dozens of tiny audience groups. One broad audience plus several different ads is enough.
• The system automatically tests your ads and finds which ones work best.
• Early results show that advertisers can get better performance and higher returns without doing as much manual work.

In other words: make creative & interesting ads to let Andromeda do the hard work of matching them to people.

The Big Shift: From Creative Best Practice to Creative Requirement

One of the biggest implications of Andromeda update is how it changes creative strategy. Creative and diverse content is no longer just a recommendation – it has become a requirement. It is now a dog‑eat‑dog world, where only the most talented, or the smartest who adapt to the needs of their customers, can create content that people are most likely to engage with.

Under the new system this is what happens:

• Ads are pre-filtered and ranked before entering the main auction when you finally publish the AD.
• The first 24-48 hours will act as a retrieval test to gauge predicted performance. The system needs time before it decides what is good and what is not.
• If an ad doesn’t get new reactions from users, for example, people just ignoring it or repeating the same small interactions as previous ads, the system sees it as less valuable. If people do not react to an ad, Meta will stop pushing it.

A Point to Remember: Don’t pause ads too early. They need that initial 1-2 day window to “prove” themselves to the algorithm.

But here’s the real challenge – if you’re running 50 lookalike creatives, they’ll likely compete with each other instead of complementing each other. In other words, 50 similar ads might now perform like just 2–4 did before. So 50 creatives should be new and unique.

Continuous Learning = Fastly Bored Audience

Andromeda Update also brings continuous model learning, meaning the system updates more frequently to favor recency and freshness over historical performance.

Meta’s Andromeda is always learning from what people like and interact with. This means ads shown to users are more relevant, so people see ads they actually care about.

But this also comes with some challenges:

1. Ads get tired faster – Even if an ad is doing well, showing it over and over can make it less effective. The system prefers new and fresh content, so old ads can lose their impact quickly.
2. You need new ads constantly – To keep results high, you can’t just stick with the same ad for months. You need to launch new ads or variations regularly to keep the algorithm happy.
3. Evergreen ads don’t work as reliably – Ads that used to run continuously with steady results, called “evergreen” ads, don’t perform as well anymore because the system focuses on recent engagement rather than past success. So you have to constantly run different types of ads to keep up.

How to Work in the Era created by Andromeda Update?

• Use diverse creatives – experiment with different hooks, emotions, visuals, and formats to see what resonates with your audience.
• Constantly update ads – regularly refresh your creatives to keep them effective. Meta needs new content to deliver results real time.
• Follow a proper timeline – schedule updates strategically to maintain freshness and avoid audience fatigue. The audience would like to see fresh content every day. So why show ads they have already seen a thousand times.
• Don’t pause ads in the first 24–48 hours – allow the retrieval test phase to fully evaluate performance before making changes. AI needs to know if your creatives are working as they should or not.
• Adopt a new marketing identity – think like a creative storyteller and bring a fresh perspective to your campaigns.

Conclusion

The Meta Andromeda update does not mean marketers are gone. Instead, it starts a new, exciting time for advertising. Marketers are more important now than ever. The system can choose who sees the ads by itself, but people are still needed to make the ads smart and interesting.

Just having a good graphic designer or making pretty pictures is not enough. Creatives need to think carefully about the goal of the ad, what people like, and how all the parts of the ad work together. A designer alone cannot make the best ad without help and clear instructions.

This update helps marketers focus on the important things: telling stories, making fun and interesting ads, and helping the team create ads that people like. Andromeda does not replace humans. It shows that planning, teamwork, and creativity are more important than ever. At sreemedia we teach all of this perfectly so why don’t you get in touch with us.

Source: Meta