The Andrew Faris Podcast How Creative Diversity Leads To More Reach And Better Performance For Our Meta Ads Accounts
May 1, 2026
The conversation breaks down why varied creative is now the engine of Meta ad reach. It covers how creative itself acts as targeting and how engagement-based serving reshapes distribution. You’ll hear why hyper-specific messaging and format libraries scale better than broad approaches. Practical tactics include using diverse talent, account setups, and building a creative supply chain to keep ads fresh.
AI Snips
Chapters
Transcript
Episode notes
Creative Is The New Targeting
- Meta's ad system treats creative as the primary way to find and scale audiences, effectively turning creative into targeting.
- Andrew Faris explains Meta builds lookalike-style audiences around who engages with each ad creative in real time, not fixed social profiles.
Meta Now Matches Ads By Engagement Like TikTok
- Recent Meta ranking systems (Andromeda/Gem) prioritize engagement signals like likes, comments, shares, saves and watch time over inferred social profiles.
- Andrew Faris likens the model to TikTok: content is matched to users based on behavior not demographic estimates.
Be Narrow And Specific To Reach More People
- To maximize reach efficiently you should create content that the maximum number of the right people will engage with, not just the broadest audience.
- Narrow, highly specific messaging (e.g., coaching four- to six-year-olds) drives stronger engagement and therefore broader effective reach.