---
title: Creative diversity after Meta Andromeda — the five levels
slug: creative-diversity-levels
summary: Dara Denney's ladder for creative diversity on Meta post-Andromeda — level 0 statics vs video, 1 format expansion, 2 awareness-level expansion, 3 desire/motivation expansion, 4 persona and use-case expansion, 5 "true" diversity — and how it changes test setup (all statics in one ad set, maximum visual range per video test).
domain: marketing
tags: [ad-creative, creative-diversity, andromeda, meta-ads, creative-testing]
related: [creative-account-diagnosis, teep-funnel-stage-creative, human-desires-ad-angles, iterating-on-winning-ads, meta-ad-format-tier-list, meta-andromeda-gem-lattice, meta-creative-similarity-entity-ids]
sources: [yt:ZydGeio1DGQ, yt:ILTXC1L8te8]
updated: 2026-10-24
---

# Creative diversity after Andromeda — five levels

## TL;DR
- Post-Andromeda the two biggest success factors on Meta are **creative velocity and creative diversity** (Dara Denney, Dec 2025).[^1]
- The algorithm prioritises **visual diversity**: old-style tests that only swap the message on one static or tweak a video hook are weaker.[^2]
- Climb the levels: formats → awareness levels → desires/motivators → personas/use cases → content-led company.[^3]
- Format changes rarely create unicorns on their own but **stretch** messaging/persona learnings.[^4]

## Details
**The ladder:**
- **Level 0 — statics vs video.** Only one of them (or thinking "we have both, done") = level 0; you must move into video eventually.[^1][^3]
- **Level 1 — format expansion.** Keep an agency list of formats to change visuals quickly ([[meta-ad-format-tier-list]]).[^3]
- **Level 2 — awareness expansion.** Map which stage your messaging targets (unaware → product-aware); ads that die after 1–2 weeks are usually exhausting a solution/product-aware pool.[^5]
- **Level 3 — desire & motivation expansion.** Count how many desires (16 desires, Cashvertising's Life-Force 8) your account speaks to — narratives diversify both message and visuals ([[human-desires-ad-angles]]).[^6]
- **Level 4 — personas & use cases.** New groups often have new use cases: Jones Road Miracle Balm → busy moms (quick routine), Gen Z (no-makeup look), ageing millennials (dry skin). Brands can "transform overnight" by finding a profitable new persona; giving Andromeda more personas helps.[^7]
- **Level 5 — true creative diversity.** Excel at all of the above across products, or a distinctive brand-owned organic strategy (Apothecary documentaries, episodic content), or heavy celebrity work; content at the heart of the business.[^8]

**Test setup changes (Dara's agency):** put **all statics in one ad set** 1–2×/month (no performance reason found to segment); for video, maximise visual range — e.g. a UGC video tested as standard + green screen + TikTok response bubble + an all-new visual, sometimes mixed with images or short clips.[^2][^9]

**Organic matters more in 2026.** Dara is most worried for brands that stopped organic content.[^10]

## Disagreements / caveats
- Emily Hickey: Andromeda punishes carbon copies and monotony, so copy the *spirit* of winning visual patterns, not the asset.[^11]
- "Persona-based" Andromeda is practitioners' interpretation, not Meta documentation.

## See also
- [[creative-account-diagnosis]] · [[iterating-on-winning-ads]]

[^1]: yt:ZydGeio1DGQ @ 00:00 — Dara Denney
[^2]: yt:ZydGeio1DGQ @ 01:38 — Dara Denney
[^3]: yt:ZydGeio1DGQ @ 00:48 — Dara Denney
[^4]: yt:ZydGeio1DGQ @ 01:38 — Dara Denney
[^5]: yt:ZydGeio1DGQ @ 04:47 — Dara Denney
[^6]: yt:ZydGeio1DGQ @ 07:19 — Dara Denney
[^7]: yt:ZydGeio1DGQ @ 09:00 — Dara Denney
[^8]: yt:ZydGeio1DGQ @ 09:54 — Dara Denney
[^9]: yt:ZydGeio1DGQ @ 02:24 — Dara Denney
[^10]: yt:ZydGeio1DGQ @ 05:34 — Dara Denney
[^11]: yt:ILTXC1L8te8 @ 22:11 — Emily Hickey