What creative diversity actually means

Creative diversity is more than just “more.”

Now everyone is trying to get the most out of Meta Andromeda, with a focus on creative diversity. But most advertisers misinterpret this as more advertising. It might lead to more ads, but not necessarily.

This is what creative diversity actually means…

Multiple formats, visuals and text

Creative diversity means you tend to different formats. Therefore, you want to serve static images, videos, and carousels. Not everyone consumes content the same way, and diverse options give you a better chance of reaching the right people.

Creative diversity means there are significant differences in creativity your visualsand not just subtle differences. There was a time when advertisers would test the smallest changes, like a CTA button, a single word, or a color. This is no longer good enough.

Creative diversity means providing Text options There are also obvious differences. Not just a tiny tweak of a word here or there. Obvious differences in tone, style, target audience, or purpose.

All of this is designed to allow you to appeal to different customer personas. These different groups consume content in different ways and respond to different creatives and texts. Your creative and text choices should reflect this diversity.

Quality over quantity

While your ideas should be diverse, quality is more important than quantity. The simplest response is to use AI to serve 50 ads per ad group. But many people who try this approach are disappointed.

Without quality control, diverse ideas do not guarantee results. It still needs to be good. It still needs to inspire action from a variety of ideal customer segments.