How AG1 runs 123 creative concepts on Meta.
Meta’s Andromeda update rewards creative diversity: genuinely different ideas, not the same ad in five colours. We built a workflow that shows what that looks like in practice, then pointed it at one of the strongest DTC advertisers on the platform.
AG1 is not testing variations. It runs 123 genuinely different concepts, leans hard on rational and social-proof angles, and leaves emotional storytelling almost untouched.
- Unique static concepts
- 123
- Angles in the matrix
- 18
- Angles AG1 uses
- 13
- Angles left untouched
- 5
The question
Every marketing team says it tests creative. Far fewer can say how many different ideas they actually run, which angles they lean on, and which ones they have never tried. That is hard to see from inside an ads manager, and harder still for a competitor.
So we built a workflow for ourselves and ran it on AG1. The result was clear: they are not swapping a colour or nudging a font size. They are testing fundamentally different concepts, which is exactly what Meta is pushing advertisers toward.
What we built
Four steps turn a public ad library into a creative map the team can use.
- Collect. Scrape the last 90 days of the brand’s ads from the Meta Ad Library and download every creative.
- Classify. Claude reads each creative: the text on it, the ad copy, who appears on screen and the offer. It assigns one primary angle from an 18-angle matrix.
- Deduplicate. Near-identical variations collapse into one concept, so a new background colour doesn’t count as a new idea.
- Map. Concepts are grouped into four angle families in a dashboard the team can filter, with the creatives behind every number.
What we found
Nearly half of AG1’s ideas are rational arguments. Social proof carries most of the rest. Emotional angles barely appear.
Rational & Logical
47%of conceptsFeatures & Benefits
26 concepts · 76 creatives
21%
Problem / Solution
10 concepts · 20 creatives
8%
Data / Facts
9 concepts · 24 creatives
7%
Education
8 concepts · 14 creatives
6%
Comparison (Us vs. Them)
6 concepts · 12 creatives
5%
Demo / In Action
Not used
0%
Social & Psychological
30%of conceptsSocial Proof
23 concepts · 48 creatives
19%
Expert POV / Authority
7 concepts · 16 creatives
6%
Objection Handling
6 concepts · 18 creatives
5%
Real Talk / Honesty
Not used
0%
Contextual & Unconventional
17%of conceptsSpecific Situation / Targeting
14 concepts · 30 creatives
11%
Curiosity (Pattern Interrupt)
5 concepts · 13 creatives
4%
Trend / Current Vibe
2 concepts · 4 creatives
2%
What If / Imagine
Not used
0%
Emotional & Transformational
6%of conceptsLifestyle / Aspiration
6 concepts · 11 creatives
5%
Mini Story / Transformation
1 concepts · 2 creatives
1%
Before & After
Not used
0%Emotional Moment / Trigger
Not used
0%
What to take away
- 1
Rational leads
Nearly half of all concepts (47%) argue on features, problems, data and education. Features & Benefits alone is the single biggest angle.
- 2
Proof does the heavy lifting
Social proof is the second-largest angle at 19%, backed by experts and objection handling. Social & Psychological is 30% of the mix.
- 3
Emotion is the open lane
Emotional & Transformational is just 6%. 5 angles are never used, including Demo / In Action and Real Talk / Honesty. That is where a challenger could stand out.
What it means for you
We set this up for your market: the competitors you care about, refreshed on a schedule, with a brief of what changed. Connected to your own account, it also shows which of your angles work and which ideas you have never tested.
See what else we build · Read the original analysis with all 123 creatives (first published on the adsrepo blog, July 2026).