Why Your Ads Are Invisible For Meta (Andromeda Update)

Most brands won't scale in 2026. And

that's not because of their product.

It's because their ads are invisible to

the algorithm. Meta doesn't reward the

good ads anymore. It rewards creative

diversity. And if you don't know how

Andromeda works, then you won't be

[music] able to scale. In the last 6

months, we spent more than $40 million

on testing what actually works. And in

this video, I'm going to share with you

the exact creative framework that we use

to scale on Meta in 2026. I'll show you

what creative diversity is and why it

matters on MA and then I'll break down

the four creative pillars that we use to

add diversity to a creative strategy and

to scale. First thing you have to

understand is that meta with Andromeda

now is giving not just creative ideas

but also entity IDs to creatives.

Creatives that are similar will have the

same the same entity ID. So if a

creative has the same entity ID as a

previous ad then the system meta system

this is right from meta will treat the

creatives as the same entity and will

share the learnings and delivery which

will likely limit the ability to reach

new audience cohort. So it means that if

meta thinks this the creatives are

similar then it's going to go to the

same audience and you can get better

results from that audience but you can't

expand and obviously if the creatives

are very similar then they're going to

have the same entity ID but also like if

you have something like this where it

might someone can think okay it's

actually different and maybe you even

have like a different message here so

it's not the same text and the image is

different but the type of image here is

similar. Same with the video. Type of

video is similar. So if you only have

like one format UGC, they're talking to

one by a persona and a couple of angles.

They might have uh just a couple of

creative of entity IDs. We know they

have two create different creative IDs,

but in terms of entity IDs, creatives

like these can have the same entity ID

and go to the same audience. And so that

doesn't allow you to scale after a

certain point because you will hit the

ceiling and you won't be able to uh

expand to a bigger audience. While in

the past one winning ad was going to

continue to expand more and more and

more to other audiences. Let's see how

you can add diversity and how you can

test more and you expand and expand to

different audiences and just uh to a

bigger scale. Let's uh look at an

example with a Milkit brand and let's

look at the personas. the angles,

awareness levels and form. In this

example, we'll take a busy mom and a gym

bro. We'll take these angles pain points

like main angles like saving time,

removing decision fatigue, feeling

better. Obviously, there are more but we

will show an example with this. you have

unaware people where basically they

don't connect their problem to um to the

solution yet and they even they don't

really understand they have a problem

yet. So basically you want to use

something like why do I feel exhausted

every evening even though I try to eat

better. So like they really don't know

what's the problem and so like you can

talk about the frustration that they

have and then you present like the

problem you make them understand the

reason why you feel this way it's

because you have this problem and then

you can introduce the solution then you

have people are problem aware so they

know they have problem and you're going

to talk about that and then you're going

to add the solution later so I want to

eat healthy by deciding what to cook

after work is draining

uh then you have people that are

solution aware. So they know possible

solutions exist but they see tradeoffs.

So meal planning and grocery shopping

help but they take too much time. So

they know other solutions and you can

position your solution as better. Then

people are they are proud aware and uh

they may know other mil kits but maybe

they are skeptical or they're comparing

and deciding which one to choose. So um

yeah I have seen mil kids but I worry

they will not fit my schedule or macro

once you decide okay the persona divide

the persona angles awareness levels this

is a very simple way I'm going to show

you later how we actually do it but um

that also helps you because like even

just something that simple helps you

because then you can start to add the

format to like formats you can use and

especially you can start to say um I'm

going to talk with this to this persona

busy arms that want to save time. This

is the angle I'm going to choose. I can

also choose another one and that have

this awareness level. So they are

probably aware and I'm going to use a

VSSL to to communicate to them or a

podcast or another format. Let's also

look at another example for rise. So

we'll take three bio personas in this

case for this example. One is a busy

professional, the other one is the

health conscious woman and the other one

is a fitness enthusiast. Then in terms

of angle pain point like the the main

angles we're going to use are having

like u clean jitter free energy and

optimal morning routine and replacing

coffee without withdrawal. Then

awareness levels. We're going to look at

uh as always unaware, problem aware,

solution aware, product aware. You can

even do most aware. Most aware it's

basically just giving a discount or or

an urgency uh just a reason to buy. Now

basically for unaware basically these

are people that they um they don't

connect yet their fatigue to coffee or

to caffeine cycles. So basically what

you want to do is something like uh

start with something like you wake up

tired push through the day and assume

that it's just adult life. Okay. So

basically you are framing a state of

being not a cause or solution. You want

them to feel identified and then you are

going to you're going to introduce the

problem the solution and then why your

product is the best solution and then

maybe even like a reason to buy it right

now. Then um for problem aware you

basically like these are people that

basically recognize that coffee is part

of the problem. Okay. So something like

coffee gives you energy then still sit

back two hours later. And basically here

you have a clear problem attribution

without mentioning a solution right

away. You're going to educate a bit

about the problem and explain the

problem and then you can introduce the

solution. You have solution aware ads

where basically these people know that

alternatives exist but are unsure or

skeptical. You can say something like

there are alternatives to coffee that

give steady energy but most still mess

with your system. So maybe like you you

still say there are some issues with

alternatives. most alternative

alternatives still are not ideal. But

then there are actually a couple of um

ones are that are good or one that is

especially good and then that's where

you can actually introduce your product

and or the category of your product and

then why in the specific category your

product is the best. Then you have

product aware people. For these ones you

basically want to mention the product

category and even the brand without

selling too hard. And then like you you

want to convince them that you are the

best solution basically. So you're

already looking at a similar type of

products. So something like um mushroom

coffee brands promise green energy but

you wonder if it actually works. So like

you start with something like this and

then you can say actually um like you

can say what people uh like and don't

like about mushroom coffee and then

basically you can explain that rise uh

is a better solution. Then you have the

format. So basically we have persona

angle awareness level format. And so

that helps you. You can basically do say

I'm gonna do this with this with this

and with this and this just like um it's

just like uh um

it's just one one of the variation you

can do. But then you can uh also do this

with this and this and this. The brands

are really scaling like eight figure

brands, nine figure brands, they have a

lot of personas. So at least like you

have five 10 uh personas

um and you can just target one by

persona especially as you scale like if

you make more than like less than 1

million a year it's fine you can target

just one by persona but as you scale you

want to add more personas. So for

example let's say you are targeting

supplements

this case we have like this um like for

example for a client we have athletes

stress professional older adults like

they are very different bio personas but

there are some products like the one

like the like one that we have as client

where basically we we target all of

these because they um like these

categories of people like this by

persona still fi find and the product

very good for them. It's just like for

different reasons. Now with Andromeda,

if you target only one buyer persona,

you're going to hit the ceiling because

you are going to have an audience much

smaller first and also um meta is not

going to expand the audience too much

when you have just one winning ad for a

buyer persona. In the past was expanding

more the audience as the ad was working

better. But now the creative does

targeting even more and if you are

speaking to one specific buyer persona

it's not going to expand too much to

other um to other people in that

audience. Then one big mistake that we

see in terms of buyer persona is that um

they like a lot of a lot of people use

demographics. So they just say okay this

is a man 25 to 35 and they use a lot of

things that actually don't really define

the reason why they're buying. So a

persona is defined by motivation pain

desired outcome lifestyle buying

triggers. But the most important thing

is that you have to keep in mind that

it's not just age gender income that can

play factor but a persona is not who

they are. It's why they buy. So think

about that. Think about um why they buy

something. And if you have 25 years old

and 45 years old that buy for the same

reason, the same pain point and

everything that would be the same buyer

persona. It doesn't matter if they have

a completely different age because if I

buy something to save time and 60

five years old woman buys it to save

time too and we have the same pain point

and everything we are still the same by

personality seem we still have the same

reason to buy. So that's how you want to

think about that too. You want to make

sure that how you map things is going to

help you to understand and understand

this strategy and to get learnings from

that and not just like creating some

avatars like some uh um very specific

buy persona that are not really helping

you on the strategic side of how to

write a script. Then in terms of angles,

so most brands use only um a couple of

angles, but if you see that uh the

brands are really scared, they use a lot

of angles, a lot of pain points and uh

like sometimes it can be hundreds of

them. So an angle or a painoint reflects

the core motivation behind a purchase.

be time, energy, confidence, identity,

status, like there are a lot of

different things but and different bio

personas will respond to the same angle

in different for different reasons. So

that's why we want to map the buyer

persona and the angles and I'll show you

an example with the mil kit that we use

as an example before. So let's take the

bio personas here uh and uh one main

angular painpoint. The main reason why

they are buying is that they want to

save time, right? But for a mom, for a

busy mom, buster at times, the reason

why they want to save time is uh is

because it it can be very stressful to

um to prepare uh dinner at night and

like it's it's going to be a bit

different from a gym broad maybe like uh

otherwise was going to was going to do

meal prep or a professional that wants

basically like maybe save energy for

like day of work or maybe want to relax

after a day of work. So even though like

they are the reasons are similar um they

live in a different world let's say and

so how we do that in the creative

strategy map I'm going to show you later

we basically call this as a pain point

and not angle like the main reason to

buy and then uh the specific one becomes

the angle that we use to target them and

something you have to go keep in mind is

Andromeda and jam like new algorithm

um in meta rewards brand that explore

multiple angles at the same time because

more angles means that you have more

creatives with different entity ideas

and you get a bigger audience and you

can scale more. So to connect uh to

connect personas to angles we use a

creative strategy map. This is how it

works. We add the product. It's bas

product name. And then we have the

personas like this.

And then for each persona, we have the

pain points or reasons to buy. Like for

most brands, pain points apply. For some

brands, it's more like a reason to buy.

But yeah, it's similar thing. The you

can also call them angle. Let's say we

we prefer to define them in this way.

And then we have the awareness levels.

The awareness levels are always the

same. So basically you have unaware,

problem aware, solution aware, product

aware and most aware like we saw before.

And then for you can say okay for this

buyer persona and for this pain point if

I think about the warn the level unaware

then some ideas I have like some

potential angles I can list are like uh

for example here I can say okay this

like this part persona uh main pain

point is stubborn weight gain and belly

fat and I can say okay unaware uh an

angle could your gut might be secretly

slowing your metabolism. Another reason

that a lot of ads really don't scale to

the same level of maybe some other

brands that are are bigger is because a

lot of brands really speak to um

solution aware audiences

or product aware audiences and they

don't speak to uh audiences that are

unaware because 80% of cold traffic is

unaware or problem aware like especially

for some niches especially especially if

the product is less saturated and if you

want to capture the cold like cold

traffic, you want to really scale, you

normally have to go for an audience that

is less aware. Then obviously there are

some some niches and some industries

where you can scale a lot with a product

aware audience or solution aware

audience. But you like the more you

scale the more you have to go closer to

unaware problem aware because there are

more people there basically. So these

are basically people like the ones I

help you to scale that they aren't aware

of the problem and the solution and as

you scale you'll see you always have to

go more unaware or problem aware. I'm

going to show you also an example here

where we have as a persona uh we still

keep rise as an example as a persona

busy professional angle clean

jitter-free energy to avoid 2 p.m. drop.

Most brands create ads that are for only

um aware customers like let's say

product aware customers or solution

aware customers. Let's see an example

like here is why mushroom coffee can

help you survive your 2pm crashes. So if

you say this worse than this is saying

rise. So if you say rise already, I mean

like for them it's a bit different

because like they they already have a

huge audience. But in general they're

not going to find new people if they say

rise, right? Then you can say mushroom

coffee, but even if you like start

mushroom coffee, you're speaking to

people already know about mushroom

coffee. This is obviously a smaller

audience. You target someone that's

already familiar with mushroom coffee

and uh with the 2pm drops. So um in

terms of awareness status, it's someone

that already is solution aware or

product aware. So brands are really

scale um use ads that unaware or problem

aware most of the times. So let's say

let's let's look at an example like a

conversation between two people. We can

use kid conversation for example or a

podcast something like that where you

have someone saying uh man I feel like

after my lunch my productivity at the

office crashes down like crazy. The

other person says that's normal and

caused by your breakfast and and then

they continue the conversation and uh

that helps the viewer to understand why

they have uh that problem that problem

understand they actually have a problem

and the solution can be a mushroom

coffee. Then in terms of formats,

uh these are very important to uh

basically show different ads to meta and

even if you're speaking to the same

audience in theory, then with different

formats, you're going to go to part of

that audience that consume a different

type of content and also they can just

like work better because if you do like

different formats, you might find some

that work much better. Basically we we

saw uh the persona by persona

basically helps us to understand who we

are talking to. Then the pain point or

angle that is why they're buying the

awareness levels when and the format is

how formats that are more scalable like

doesn't mean they work better but like

that depends on the scale you are at but

the the the formats are more scalable

are the ones that are a bit longer ads

where you can basically educate and

entertain at the same time. So, as you

scale, you don't want to um to sell at

the beginning or you don't want even to

mention the product at the beginning.

You want to mention that closer to the

end. So, I'm going to show you some of

our formats. We call them stat

creatives. They don't look like ads

initially and that helps us to educate,

entertain customers that are unaware or

probably aware. These are some of the

formats that we use like podcast style

ads, street interviews, skit

conversations, authority ads like

doctor, dermatologist or some something

like that. We even have a new set now to

like pharmacist ads and uh then you have

POV format. We have a lot of other

formats but these are some of the

formats we use are a bit different from

uh what most brands use. Then in terms

of actors obviously like you can also

like add more variety here. So something

we experiment also with and it works

well for example for the podcast ads

conversation also for others is to use

for example two actors or even there you

can even reshoot an ad sometimes if you

do it bit differently uh it can be uh

recognized as a new ad new entity ID

from meta if you do the same ad again

with a different creator and and uh

maybe you also change something

something else besides a creator ideally

we see very good results with ads with

two people because the the conversations

are some something more natural and that

helps us to actually educate people and

uh uh make them understand why your

product is best solution. Something we

do for example for the podcast ads is we

have the expert and the customer. So the

expert is challenging challenging the

current beliefs and clarifying uh the

objections the customer has and explains

why the product is better than the

competitors and why like the other

solutions are not the best and the uh

customer just like someone that is rel

relatable to someone that watches the

video and talks about the problem uh he

or she has. As we mentioned, we find

creative diversity basically by looking

at the persona we're targeting, the

angle we're using, the awareness level,

the format, and even like the actors. We

basically want to uh have different

concepts speak to different personas

with different angles and different

formats. In this video, we saw that

creative diversity is very important to

scale because you want to have ads with

different entity IDs. So they will be

pushed to a different audience. And then

a very quick win you can do something

that works very well for several clients

for us is we can take a winning ad and

then just change the format especially

when the form you use a format is pretty

different and then you can just get an

ad this case much more just by changing

the format. the same time that's

scalable until a certain point and then

you want to also differentiate more on

what you're communicating and to who

you're communicating that and not just

how you're communicating that. So in

terms of what we communicate and who we

communicate that to we basically add

more buy personas and angles to use in

the ads and to do that we use a creative

strategy map like we showed before. If

you'd like us to show these in detail

for you and maybe do a creative strategy

map for your brand and you already spend

more than 50k a month, there is a link

below in the description. You can book a

call with me and we can take a look at

everything together. And uh if you like

the content and you have some questions,

then just let me know here in the

comments or on ax and I'll create some

more content on this stuff. I'll see you

in the next