Creative Diversification in Meta Ads: The New Algorithm Strategy

Do you advertise on Facebook or Instagram? What Meta just did will change the way you spend your budget forever.

At Vandelay we know that success in digital marketing depends on constant adaptation. If you operate Meta Ads (on Facebook and Instagram), you may be interested to know that Meta's algorithm has experienced what many experts believe to be the most significant change in the last decade in terms of advertising management.

This adjustment is a direct response to a known phenomenon: the advertising fatigueThe key to overcoming it is the creative diversification in Meta Ads. Meta has detected that showing the same ads repeatedly generates suspicion and even rejection on the part of users. To combat this, the platform has taken the reins and rewritten the rules of budget optimisation and distribution.

Here's a breakdown of the change and, more importantly, how you should adapt your Meta Ads from now on.

The "Before": The Algorithm at the Service of the Winning Advertisement

Until recently, the dynamics of the Meta Ads was predictable:

You published several advertisements (with different images, videos or formats).
Meta's algorithm quickly identified the best performing creative ("the winning ad").
Automatically, the system concentrated almost the entire budget in that single ad, ensuring the best possible performance.

This worked and worked well, but it accelerated fatigue: users saw the same ad over and over again.

The "Now": Compulsory Diversification for the Meta Ads

Meta has turned this logic on its head. The new algorithm is designed to combat ad fatigue by prioritising variety.

The Key Rule: Budget sharing, even if it "worsens" individual performance.

From now on, when you run multiple ads in your Meta Adsthe algorithm will sharing the budget between them more evenly. It will do so even if one of the ads slightly underperforms the "winner" of course.

The aim of this change is not to seek maximum efficiency in the short term with a single announcement, but rather to ensure a more varied advertising experience for the user and therefore, extending the life of your creatives.

Beyond Budget Allocation

This change also affects how different ad formats are displayed within a set:

Before: If you posted an image, a video and a carousel, the algorithm would show the one that was the best. potential had to the general public.
Now: The algorithm becomes more granular. If a particular user (or segment of your audience) converts better with a carousel, the system will focus on showing them that format, even if the image is "winning" in the overall average. Distribution is now more focused on the conversion prediction per format at the individual user level.

The Vandelay Strategy: How to Succeed with the New Vandelay Algorithm. Meta Ads

The conclusion is clear: the advertiser must do the testing and optimisation work that used to be done by the algorithm.

Your new strategy for Meta Ads must be based on the Continuous Creative Diversification and the Active Management:

Create Multiple Advertisements (and Keep Them Alive): You need to generate much more creative (images, videos, copy) than before. The platform needs variety to meet its new delivery mandate.
Monitor and Remove Manually: The algorithm will no longer automatically remove underperforming ads for you. It is your responsibility proactively review the results and remove the ads that are not working yourself. If you don't, you will continue to spend budget on them because of the new "sharing" logic of the system.
Focus on Creativity: With the algorithm taking more control over who the ad is shown to (using wider audiences and Advantage+ type automation), the creativity becomes the main differentiating factor. This is what segments in the end.

At Vandelay, we have adapted our processes to embrace the new reality of Meta Ads. It is not about working more, but about working smarter, prioritising creative variety and constant optimisation.

Ready to Upgrade your Strategy?

The new ecosystem of Meta Ads rewards those who adapt quickly. If you want to make sure your advertising budget is invested in the most efficient way under the new rules, Vandelay's team of experts is ready to help you design and implement a diversified and high-performing advertising strategy.

Contact Us Today and Master the New Meta Ads

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