Episode 248: The Meta Algorithm Shift: How to Adapt Your Creative Strategy - Part 1

(with Ben Bennett)

📝 Episode Description

What's really going on with Meta's latest algorithm update?

In this must-listen episode, Smart Marketer's Director of Creative, Ben Bennett, breaks down what the Andromeda update means for advertisers and how to adjust your creative strategy to keep winning in 2025.

"If we can take creative and make that our advantage, then it's like AI to the speed of sound." – Ben Bennett

Ben shares the four-step framework he uses daily to build high-performing creative and explains why Meta's new system favors marketers who understand message, tone, and audience experience; not just volume.

Plus, you'll hear why obsessing over technical formats like video vs. image is not where performance starts.

Part 2 drops next week and will go deeper into examples, production tips, and AI workflows.

✅ You Will Learn:

• What the Meta Andromeda update changes for creative strategy

• How to avoid "creative noise" and create performance-driven diversity

• Why your best ads still dominate spend (and how to find more like them)

• The four-step process Smart Marketer uses with agency clients

• What variables actually matter when planning diverse creatives

• Why starting with your best-performing hook changes everything

🔗 Links & Resources

• Smart Marketer – https://smartmarketer.com

• Smart Marketer Agency – https://smartmarketeragency.com

• Omnisend Email Tool – https://smartmarketer.com/omnisend (Use coupon code SMART for 50% off your first 3 months)

⏱️ Timestamps (Chapters)

00:00 – Intro: Why You Need to Rethink Your Creative Strategy 01:16 – Ezra Firestone on Omnisend: "That's how much I trust that platform..." 02:19 – Meta's Andromeda Update: "It's not just more creative." 03:17 – Is 20 Ads/Week Really Necessary? What the Data Shows 06:01 – "The thing that I think is really awesome about this algorithm is that it helps those with better creative win." 07:51 – Creative Volume vs. Creative Clarity: "They have lost touch on what's working and what's not." 09:40 – Step 1: Choose Your Best Performing Hook 11:20 – Case Study: Good Riddance Natural Insect Repellent 13:02 – Step 2: Build an Experience Around the Hook 14:01 – The Role of Tone, Setting, and Persona in Ad Performance 16:49 – How Demographics and POV Impact Results 18:33 – Match Your Creative to Viewer Behavior on Facebook 19:28 – 3 Example Creative Plans Using the Framework 20:31 – Step 3: Add Technical Variables (Format, Length, Placement) 21:51 – Final Framework: "When a hook and experience have a baby, they make an ad."

📣 Your Engagement Matters!

If this episode gave you a new perspective on creative strategy, we'd love to hear from you.

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