The New Meta Ad Playbook: Avoiding Creative Similarity on Meta

D2C Diaries is proudly sponsored by WayflyerRunning an ecom brand and struggling with cash flow? Whether you're scaling ad spend or restocking bestsellers ahead of peak season, Wayflyer provides fast, non-dilutive funding tailored to e-commerce businesses. No equity. No months of waiting. Just the capital and insights you need to grow, on your terms. Check them out: https://tinyurl.com/4jfc8yejCreative similarity is quietly killing Meta ad performance and most brands have no idea it’s happening.In this episode of D2C Diaries, we dive into the biggest update to Meta’s creative delivery system since Andromeda: how visual similarity between ads is now being flagged and penalised, even when the creator, script, or copy is different.Read Olly's update here: https://x.com/oliverwhudson/status/1975537673470132358This isn’t theory. We’ve seen the impact inside high-spend accounts over the past 6 months.Brands that look like they’re iterating are actually just reskinning. Meta sees it. And performance suffers.We share how one client went from £54k to £622k/week in spend by building persona-led creative that delivers stronger signals. We unpack what Meta really wants from your ad account in 2025 and why creative diversity now matters more than creative volume.We also break down the 3 new in-platform creative metrics Meta is rolling out (Creative Similarity, Fatigue, and Top Themes), how CPMR and New Visitor % are changing how we benchmark creative success, and why testing strategies need to evolve beyond micro iterations.Read Jason Yim's update here: https://x.com/jasonyimco/status/1975687580449710215🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your free audit here: https://eu1.hubs.ly/H0nQwmw00:00 Intro2:51 How Meta reframed creative diversity9:30 Asset similarity explained10:35 Persona-led strategy 13:55 Volume vs quality of assets15:25 Signal engineering: how Meta reads engagement17:00 Tracking Meta performance24:23 Creative strategy: vehicles, angles, and hooks26:20 Concept-level variations and visual diversification33:00 Meta introducing 3 new creative metrics39:20 Brand consistency vs creative diversity42:14 Creative production scale challenges43:40 Sora’s leap in speed, cost, and realism48:20 OpenAI + Shopify + Stripe integrations 50:20 Further AI advancements55:35 Tactical Section: Black Friday prep 1:01:28 Final Thoughts From the team behind Soar With Us and Hambi Media: www.soarwithus.coFollow Sam on socials:LinkedIn: https://www.linkedin.com/in/sam-wright-324737216/Follow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

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