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Creative diversity after Meta Andromeda — the five levels

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).

Updated 2026-10-24·2 sources·ad-creativecreative-diversityandromedameta-adscreative-testing

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.13
  • Level 1 — format expansion. Keep an agency list of formats to change visuals quickly (Meta ad creative formats ranked — Dara Denney's 51-format tier list (Aug 2026)).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 (The 16 human desires as 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.29

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

Footnotes

  1. The 5 Levels of Creative Diversity (most brands miss this) @ 00:00 — Dara Denney ↩ ↩2

  2. The 5 Levels of Creative Diversity (most brands miss this) @ 01:38 — Dara Denney ↩ ↩2

  3. The 5 Levels of Creative Diversity (most brands miss this) @ 00:48 — Dara Denney ↩ ↩2 ↩3

  4. The 5 Levels of Creative Diversity (most brands miss this) @ 01:38 — Dara Denney ↩

  5. The 5 Levels of Creative Diversity (most brands miss this) @ 04:47 — Dara Denney ↩

  6. The 5 Levels of Creative Diversity (most brands miss this) @ 07:19 — Dara Denney ↩

  7. The 5 Levels of Creative Diversity (most brands miss this) @ 09:00 — Dara Denney ↩

  8. The 5 Levels of Creative Diversity (most brands miss this) @ 09:54 — Dara Denney ↩

  9. The 5 Levels of Creative Diversity (most brands miss this) @ 02:24 — Dara Denney ↩

  10. The 5 Levels of Creative Diversity (most brands miss this) @ 05:34 — Dara Denney ↩

  11. Emily Hickey's "Motivator Map": The Creative Framework Behind $1B in Meta Ad Spend @ 22:11 — Emily Hickey ↩