Meta’s Andromeda Strategy For DTC Brands

Meta's Algorithm Evolved. Most Creative Strategies Didn't.

For years, scaling on Meta was largely a game of finding a few winning ads and pushing more spend behind them. Andromeda changed that.

Andromeda helps Meta evaluate more creative and do a better job matching ads with the people most likely to respond to them.

The brands seeing the strongest results are testing more creative and building funnels to attract the right audience. Building a larger library of ads and funnels gives Andromeda the data it needs to optimize performance.

Surround Sound equips DTC brands with tools to differentiate creative and test across multiple customer avatars. This helps brands continually find new opportunities to scale as Meta evolves.

How We Help Brands Adapt to Andromeda.

Andromeda changed what Meta needs from advertisers. Brands that consistently test ad creative across different stages of the buying journey give Meta more opportunities to find what resonates.

Finding the Best Opportunities

More concepts and customer stories create more opportunities for Meta to find winners.

Test Multiple Avatars

Every funnel is tested across multiple customer personas and awareness levels.

Three-Funnel Strategy

Branded DR, The Review Board, and Partnership Ads allow for broader creative coverage than accounts with a single funnel.

Consistent Creative Testing

We launch 30-50+ new ads per client each month to continuously generate fresh signals for the algorithm.

Performance Validation

Winning concepts earn additional investment only after proving profitability.

Ongoing Creative Optimizations

Fresh creative enters the system every week, helping combat fatigue and maintain growth.

How Brands Actually Scale With the New Andromeda Update.

Meta built Andromeda to improve how ads are matched to users. Now, Meta can evaluate more creative and make faster decisions about which ads to show to different audiences.

Andromeda Matches Creative To Buyers More Effectively.

Rather than relying on a limited set of creative signals, Andromeda can evaluate a much broader range of content and determine which creative is most likely to resonate with a specific user.

The result is better personalization and stronger performance potential.

The Old Creative Playbook Doesn’t Work As Well Anymore.

The days of relying on one winning ad are fading.

Andromeda performs best when advertisers provide a wide variety of creative concepts, formats, hooks, customer stories, and messaging angles. More inputs create more opportunities for Meta to find profitable outcomes.

‍Different Buyers Need Different Messages.

Most brands focus on one or two customer personas. The strongest Meta accounts build creative around multiple customer avatars.

Different buyers respond to different messages. Andromeda thrives when it has access to a wider range of creative tailored to different customer motivations.

‍More Creative Gives Meta More to Work With.

‍Every creative variation provides Andromeda with additional information. The more concepts, offers, formats, and influencers entering the account, the more efficiently Meta can identify the highest performing combinations.

This is one reason why creative velocity has become such an important growth lever.

What the Data Is Telling Us.

‍Meta's 2026 Creative Playbook found that ad sets containing a mix of image, video, and 9:16 video with audio achieved 9.1% lower cost per acquisition (CPA) than ad sets missing one of those formats.

The takeaway aligns with Andromeda's core philosophy: creative diversity gives Meta's AI more opportunities to match the right message to the right person, helping brands drive stronger performance at scale.

‍Why Partnership Ads Matter More After the Meta Andromeda Update.

‍Andromeda rewards creative diversity. That's one reason Meta continues investing heavily in influencer advertising and Partnership Ads.

Influencer content introduces new voices, new formats, and new customer perspectives into an account. This gives Andromeda more opportunities to find the right message for the right buyer.

For brands looking to build a more diversified creative ecosystem, our Meta Partnership Ads service has become one of the most effective ways to expand creative coverage while reaching new audiences.

Traditional Meta Strategies Were Built For Yesterday's Algorithm.

The brands winning with Andromeda aren't necessarily spending more. They're adjusting their strategy to give Meta more opportunities to succeed.

Traditional Strategies

One funnel drives most account performance.
One or two customer personas.
Limited creative testing.
Reactive content production.
Focus on campaign optimization.

Our Approach to Andromeda

Multiple funnels reach customers at different stages of the buying journey.
Creative developed for multiple customer avatars.
Consistent creative testing.
New creative launches every month.
Focus on creative and funnel expansion.

From Brands Just Like Yours.

“Surround Sound helped us build a whitelisting program that’s become a core part of how we scale on Meta. Every funnel speaks to a different customer avatar and the testing velocity has been a step change.”

Lynn Ma

Co-founder, Filterbaby

“Surround Sound helped us scale our creative output ahead of Black Friday and the work has only expanded since. Over the past few months they’ve supported multiple product launches and we’re producing more ads each week than we ever had before.”

Kieran Matthews

CEO, Equip

"Andrew has been on both sides of the table, Co-founding MoonBrew and now running Surround Sound. He brings the instincts of someone who's actually had to grow and scale a brand, not just create ads for one."

Jason Goode

CEO, Flakes

Meta Evolved. So Did We.

Andromeda has exposed how important testing creative more often and building more ways to reach potential customers. The brands continuing to scale on Meta are capable of generating new creative, testing new customer avatars, and continuously introducing new creative into the account.

That's exactly how Surround Sound operates. Founder Andrew Case scaled MoonBrew to more than one million customers before launching Surround Sound, bringing firsthand experience in building the creative systems needed to support sustained growth while adhering to payback and inventory concerns.

Through our three-funnel framework, we help DTC brands diversify creative across branded direct-response and Partnership Ads while maintaining the testing velocity required to keep growing.

Whether you're looking to build more funnels and creative approaches, or better align your account with how Meta's algorithm works now, we're here to help.

Meta’s Andromeda Update Changed The Rules.