3. What is Creative Diversification?

So, Meta’s hardware is faster and smarter. Great. But the key for advertisers is if and how this impacts their approach to ad creative.

It does. From Meta’s April 2025 blog:

With the rise of AI-enabled advertising tools, the focus has shifted from niche targeting to creative diversification as the best lever to find the most relevant audiences.

So, Meta is saying to use creative to impact the people your ads will be shown to, rather than worrying about audience control levers in the ad set. Once again, this isn’t necessarily a new approach. Many of us have been saying it for a while. But Meta spells it out when discussing Andromeda.

But, what does “creative diversification” mean? Its not necessarily about creating more ads. And it’s not about pumping out near-duplicates with minor tweaks. It’s about creating a range of ads that differ in meaningful ways.

Meta links this shift directly to Andromeda:

As businesses upload more and more creatives to support a diversification strategy, Meta Andromeda works behind the scenes to power more complex models that allows Meta to pick the right creative to deliver more personalized ads that are relevant and interesting.

In other words, Andromeda is designed to handle the explosion of creative options. The more meaningful variety you provide, the more opportunities Andromeda has to connect the right message with the right person.

Creative diversification shows up in a few key areas:

• Concepts and Angles (Problem/solution, pain points, testimonials, product demos)
• Formats (Short video, long video, static image, carousel)
• Personas (Speaking to different customer types)

Creative diversification means building ads for different people and contexts, not just different versions of the same idea. Instead of being married to a single approach, you provide Meta with the variations Meta needs to match the right creative to the right person.

Let’s walk through some examples…

Different Ads with Distinctly Different Visuals

The vast majority of advice I’ve seen around leveraging Andromeda focuses on creating more ads. Instead of sticking to the prior recommended ad limit of six, many advertisers are going with 10, 20, or even more.

But more isn’t necessarily better. If you create more ads, they also need to represent a more diverse group of creative.

Let’s say that you’ve created different ads using different images. Is that an example of creative diversification?

Not necessarily. Here’s one example from Meta:

You can have two different images that actually look very similar. Unless they’re distinctly different enough, any variation is unlikely to make a meaningful impact on performance.

If you’re giving Meta options, you want the options to be noticeably different. Otherwise, it’s not much different than providing multiple ads with the same image.

Different Ads Leveraging Different Formats

It’s important to remember that different people respond to different things. But there’s also a matter of different formats not always being the right option for a specific placement.

To address this, you should provide Meta with a variety of format options. Include videos, static images, and carousels. And make sure that even if you’re using different formats, each creative should look distinctly different.

Here’s an example from Meta:

In theory, you could handle much of this within a single ad by customizing by placement. Provide videos for video-first placements, but also provide the right aspect ratio to make use of 9×16 or 4×5 depending on the placement.

Think about it like this. If your ideal customer regularly views Reels and Stories, the best way to reach them may not be with a 1×1 static image. If it’s an image, the ideal size would be 9×16. If it’s a video, it’s also 9×16, but you’ll typically want it under 15 seconds.

That said, how someone consumes content may look completely different if viewing from the feeds. And how they consume could be different based on the feed (Facebook, Instagram, or Threads).

That doesn’t mean you need the perfect version for every placement. There isn’t a perfect version. You create multiple ads to provide many options that can work depending on the format and placement.

Don’t Let This Overwhelm You

It’s really easy to take this too far. Like many advertisers, I experimented with pushing the limits when Andromeda first became a thing. I created 20, 30, and even 50 ads for a single ad set. But that was counterproductive.

If you normally create four or five ads for an ad set, expanding to 20 or more is a huge adjustment. If you spend on the resources to create those ads, you may end up wasting money for the extra work. And if you try to do it yourself, you’ll undoubtedly cut corners to save time and just create 50 bad ads.

Only the largest budgets can sustain the higher ad volumes and truly take advantage of a situation where 50 ads might be useful. For the vast majority of us, it’s both unnecessary and unlikely to provide a benefit.

Instead, focus your energies on creating ads consistent with the spirit of creative diversity. I’ll explain that in further detail in future lessons.

Read This

Here are some resources to dig deeper on this topic before moving to the next lesson:

• The Creative Advantage: Unlocking the Power of Diversification with Meta Andromeda
• Meta Andromeda and Creative Diversification: 7 Examples Explained
• No More Six Ad Limit Per Ad Set
• How Many Ads is Too Many?

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