Why Creative Will Be King (Again) Once Meta Interest Targeting Disappears
In the digital advertising landscape, a major shift is coming for marketers who rely on interest targeting for Meta ads. With the removal of interest-based targeting options across Facebook and Instagram on the horizon, the way brands connect with audiences is about to change fundamentally.
Working closely with Meta's Pro team, we've gained insider insights into what this means for marketers. It’s important to note that even Meta's own team are navigating these changes and learning alongside the marketing community.
Is this finally end of the interest targeting era?
Meta's interest targeting has been a key driver in efficient ad spending since 2014. This feature enabled marketers to deliver precisely targeted messages based on user interests, behaviours, and engagement patterns.
In 2022, Meta introduced Advantage+ starting with e-commerce campaigns, encouraging advertisers to focus on creative, keep targeting broad and “let Meta it do its thing” to find customers. Many users (including us) experienced significant limitations with Advantage+, including fewer conversions, higher required spend, reduced advertiser control, and questionable lead quality. Thankfully, advertisers still had the ability to go back to the old targeting methods while Meta sorted itself out.
Skipping forward to 2025, earlier this year Meta launched its new AI engine, Andromeda. We were skeptical of course, but after doing our own testing - we think Meta may have finally got it right. We have been testing broader targeting which in the past would result in low lead quality and lower sales conversions, but low and behold, these tests are outperforming the older targeting method.
Why creative excellence is your new competitive edge
Meta have announced that the aim of the game is to remove interest targeting completely, so as targeting options diminish, creative quality is going to become much more important. Here are five suggestions to help your creative succeed in Meta's AI-driven advertising environment:
1. Deep dive into audience psychology
Get into the nitty-gritty of understanding your audience's core interests, behavioural patterns, and motivational drivers and let these insights fuel your creative and copy.
2. Master the first impression
Without interest targeting pre-qualifying your audience, your creative must immediately capture attention. Focus on the first three seconds of video content or the instant visual impact of static ads to cut through the crowded advertising space.
3. Enable self-selection through clear signals
Embed unmistakable signals that help your intended audience recognise themselves in your content. (see point 1). Try using strategic visual elements, carefully chosen language, and contextual references to resonate immediately with your target audience.
4. Communicate with crystal clarity
Every creative element must clearly communicate your value proposition. Complex or vague messaging fails when you can no longer rely on pre-qualified, interested audiences to decode your message.
5. Testing, Testing
Test which of your creatives resonates the most. If you find a clear winner, try creating variations of that creative or copy. Establish a process for generating fresh creative assets weekly or bi-weekly and combat creative fatigue by either replacing underperforming assets or introducing new creative variants.
The Inside Word
Here’s what we’ve been advised from Meta's Pro team:
Creative Volume: Create around 3-5 ads per ad set
Refresh Cycle: Refresh your creative every 7-14 days to prevent creative fatigue
Creative Strategy: Focus on content quality over audience precision
Establish a process for generating fresh creative assets weekly or bi-weekly. Combat creative fatigue by either replacing underperforming assets or introducing new creative variants. Both approaches prove effective.
The hidden opportunity
While challenging, these changes present significant opportunities for forward-thinking brands. Companies that excel at creative development will likely achieve more sustainable performance by building genuine audience connections rather than depending on increasingly restricted targeting options.
Is moving forward just a case of going back to basics?
The fundamental principles of compelling storytelling, authentic communication, and distinctive presentation are now more critical than ever.
The future of Meta advertising won't centre on setting and forgetting so Meta can “just do its thing”. Instead, success will depend on working alongside the AI engine to create advertising so compelling and relevant that your target audience just can’t say no.
Ready to elevate your creative?