Meta's Andromeda algorithm now wants 20-30 varied creatives per ad set, not 5. It picks the best format and message for each viewer individually. Most creatives get minimal spend while the algorithm tests fit, so launch fresh batches weekly and scale what works.
Meta's algorithm changed and a lot of advertisers are still using the old playbook. It used to be enough to test a few creatives, find the winner, and scale it. That's not really how Andromeda works now. The system wants a lot more variety. Instead of giving it 3 to 5 creatives, you want to give it 20 to 30 in a single ad set with different formats, different aspect ratios, and different messages. Most of them won't get much spend, and that's fine. The algorithm is picking the best fit for each person who sees the ad. One person might get a square image, someone else might get a vertical video, and someone else might get a testimonial screenshot. So if you only give it a few options, you're limiting what it can do. What's working now is loading each ad set with a wide mix of creatives, then launching a fresh batch every week instead of constantly adding to the old one. You recycle what didn't get a fair shot, scale what works, and cut what clearly doesn't. That's the shift. You're not trying to handpick one perfect ad anymore. You're giving the algorithm enough variety to find the right match.
