Everyone's Panicking About Andromeda. You Shouldn't Be.

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There's a lot of fear-mongering around Meta's Andromeda system right now.

I've seen countless posts, threads, and "urgent updates" claiming everything has changed. People are saying your performance is tanking because you don't have creative diversity or that everything you know about Meta ads is suddenly obsolete and you need unique ads everywhere or you'll fail.

There's just a lot of conversation about this that I think leaves a lot of people confused.

And even myself, I've at times second-guessed, like, what the heck is going on?

Here's what you actually need to know about Andromeda

The truth is that Andromeda has been running internally at Meta for over a year now if not longer. I think a few people picked up this word and started to really hype it up, and I think again, just used that fear-mongering where now it feels like everybody's talking about it.

But the reality is that Meta wants you to give them a lot of different creative so that they can go and find you new audiences to get you new customers.

At a very basic level, that is what the ad auction is.

And Facebook has gotten better at finding audiences for you as a brand. And the more that they've gotten better at it, the less you need to button-click and the more you need to just focus on the creative itself.

Now, it's hard for Facebook or Instagram to find you new audiences when you are saying and showing the same things over and over again. So what Meta is asking is, “hey, can you give me different creative that looks different, feels different, says different things, and would work for different people?”

And ultimately, I think there are some specific nuances of what is different, but let's just take a step back and look at Andromeda from a principles perspective.

The principle has always been the same

Before something was called Andromeda, the principle has always been the same.

You want to find new ways to talk to customers in order to get new customers.

And there are some messages that will work for one set of customers and some messages that will work for others. And they don't have to be all the same. They could be very specific. It could be dependent on the setting, the channel, the medium that already existed.

The need for creative diversity already existed. You should have already been thinking about those message diversity. This is not something that is new.

And Andromeda is just the AI-coined term that they are using to help explain to people what their algorithm needs. But you as a brand should always be doing this regardless of that.

Everybody is unique.

Everybody is different.

What works for Sally is different than what will work for John.

And even though the product may be good for both of them, it might be good for both of them for different reasons.

They have different humor.

They have different styles of content that they're interested in.

And so we need to be matching all of those unique, different styles of content.

What you should actually be doing

I think if you are a brand, you should be thinking about all those new ways.

I've said this before, which is that you should be focusing more on net-new concepts and taking bigger swings versus iterating to the 10th degree. And I think there's more clarity now that iterating to the 10th degree is probably not going to do much in the AI algorithm of Meta.

I think that you should really consider what is different. It's easy to be like, “oh, okay, well, we just changed the headline and that's it.” No. You really need things to be different. Visually, it needs to look different like the setting in which the photos are taken needs to be different. The messaging needs to be more specific, maybe more broad. You really want to be thinking about the funnel of content.

When you think about what content you want to be investing in, you want to be investing in a lot of new content. So whether that's creator content, studio videos, hi-fi, lo-fi, static, videos, you want to be going after a lot of different styles of content and mediums and ways to communicate your product.

But everything I'm suggesting, I would have suggested at the beginning of the year, last year, or years before.

So I think that there's a lot of fear of what to do, but I don't think that if you actually break it down, there's anything truly, truly different that you shouldn't have already been doing.

And so I think you really want to focus on those net-new concepts because that's how you're going to help Meta find you your new audiences. And that's always been true, and I'm sure that's how it'll always be.

Don't freak out. Focus on new ways to communicate your product to new audiences. And you'll be in a good spot.

Thank you for reading. I really appreciate it.

Until then, keep creating!

Matthew Gattozzi

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