Meta’s Andromeda release has cemented what most performance teams already felt: creative is the new targeting. Partnership ads and third-party identities are an additional layer sitting on top of all of that, and under Andromeda, they've become even more powerful - we’ll see that playing out this BFCM.

But, the same discipline applies here too: BFCM is not the moment to test brand-new creator relationships or untested identities, it's the moment to scale what’s already proven.

👉 Partnership ads and third-party setups are one of the fastest ways we’ve found to reverse that trend.

🎬 How to Run Meta Partnership Ads: Why Top DTC Brands Are Spending 30-50% Through Creator Identities

https://www.youtube.com/watch?v=R38iTgHqM8k

Why Identity Is the Multiplier, Not Just Another Format

Creative diversity works like a pyramid.

Message and angle sit at the base, format and vehicle - UGC, static, high-production, podcast-style - sit above that, and identity sits on top: brand, founder, creator, publisher, persona page. Identity doesn't replace the work underneath it. It multiplies it. Take a winning angle and format that's already proven in the account, run it through a different identity, and a genuinely new pocket of reach opens up without needing a new concept at all.

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That matters enormously for BFCM.

This resource has already made the case that iteration beats net-new production during peak season (reworking a proven hook, a proven body, a proven offer framing gets you further, faster, than building from scratch).

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Identity is an easy iteration lever: the exact same winning BFCM static or UGC clip, delivered through a creator's handle instead of the brand's, is a new signal to the algorithm without being new work for the team.

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🏆 Why Partnership Ads Win Under Andromeda

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Partnership ads outperform “brand-only” creative for three main reasons:

  1. Signal engineering: When you run ads through a creator or third-party identity, you typically see higher engagement (comments, shares, saves), higher click-through rates etc, which are powerful signals to Andromeda that the content is relevant. This then improves delivery to people most likely to convert.
  2. Authenticity & trust: Creator messaging feels more human than a corporate brand.