“2025 with Meta's Andromeda has been all about creative diversity It being more important to focus on volume of diverse creatives as opposed to just volume and pumping out a arbitrary number of creatives.”

2025 Shifts From Creative Volume to Creative Diversity — Andromeda Changed the Game

Meta's Andromeda model update changed the optimisation signal. Where 2024 rewarded raw creative volume (more ads = more surface area for the algorithm), 2025 rewards a diverse creative set — different hooks, angles, formats, and concepts. Pumping out fifty variations of the same concept no longer works; the algorithm needs genuine concept diversity to explore.