We built this framework to explain Meta's Andromeda update to one of our clients, and it's been helpful enough that I wanted to share it here.

The short version: Andromeda changed how persona targeting works. The shift is away from manual audience segmentation toward building distinct creative personas, allowing the algorithm to identify which persona resonates with each user. 

Once it finds a match, Andromeda continues that persona's messaging thread through their entire journey.

What the framework shows:

The algorithm tests different persona angles on each user and doubles down on what works. One user engages with value-driven messaging and keeps seeing that persona's content through consideration, conversion, and retargeting. Another responds to aspirational messaging and gets that persona's thread instead. When engagement is weak, it cycles through different personas until something clicks.

This is why you need to build complete creative journeys per persona, not just per funnel stage.

Building full-funnel creative by persona:

Awareness: Broad targeting, brand value over product features. Test persona-specific hooks in the first 3-5 seconds. This is where the algorithm discovers which persona resonates with each user.

Consideration: Ambassador and testimonial content works well here. Lead with persona hooks, then show how the product fits into someone's actual day.

Conversion: Diversify your concepts across formats (video, static, whatever makes sense). The persona messaging needs to live in the creative itself, not just the targeting layer. Each persona gets its own conversion assets.

Retargeting: Test different value propositions that match each persona. Static and carousel formats perform well. Use incentives, social proof, and testimonials that align with the persona thread the user has been following.

The part most brands miss:

Andromeda doesn't follow a strict funnel. Users skip stages based on behavior. Someone might see one ad and buy immediately if the signals are strong enough.

Most brands stick to one core message with slight variations, then wonder why performance tanks. The algorithm needs distinct personas with full-funnel creative built around each one. 

Running into creative bottlenecks? Bamboo's multi-partner model is built for this. Reach out at hello@growwithbamboo.com.