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Meta’s Creative Similarity Penalty just changed the rules - here’s how to protect your performance in 2026

In one of the biggest creative updates since Andromeda, Meta has changed the way your ads are evaluated and most brands are getting silently penalised.

This episode of D2C Diaries is a deep dive into Meta’s new Creative Similarity Algorithm, powered by Entity ID and Creative ID tracking.

We tested 20 ads for a top-spending brand. Meta flagged 15 of them as identical, even though they featured different creators, different hooks, and different formats.

Why? Because they looked visually similar and that now triggers Meta’s Entity ID grouping, which kills:
- Incremental reach
- Fresh delivery
- Performance learning
- CPM efficiency
This changes everything about how DTC brands should approach ad iteration, creative testing, and campaign planning in 2026.

This is the most comprehensive breakdown of Meta’s creative diversity update you’ll find, packed with examples, agency-tested frameworks, and tactical steps you can implement immediately.

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D2C Diaries is proudly sponsored by Wayflyer
They’re offering $25,000 in upfront capital for just $1,800 to help you ramp up your efforts leading into Black Friday and Cyber Monday. This funding can be crucial for covering unexpected costs and ensuring you can double down on your best-performing ads while staying stocked. Timing is everything, so don’t miss out! https://kntn.ly/1782f53f

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We're excited to share that we are hiring creative strategists to join the UK's number one independent meta-agency, as recognised by Meta. Our team is known for being curious, innovative, and fast-growing, and we work with leading D2C brands like Heights, Mindful Chef, and Space Good 47 Skin. If you're interested in being part of our dynamic team, please send me an email loukas@hambimedia.co.uk

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From the team behind Soar With Us and Hambi Media: [www.soarwithus.co](http://www.soarwithus.co/)

00:00 Introduction to creative update
01:35 Wayflyer's Black Friday offer
03:10 What's changed on Meta
05:40 We're hiring
06:35 The creative diversity scale
08:10 Entity ID vs creative ID
09:25 Visual examples
12:07 Why does Entity ID matter?
13:43 How our testing has changed
15:07 The building blocks of creative differentiation
17:50 How to test
21:40 Creative vehicles we're leaning into
23:45 Iterating with visual differentiation + hooks
30:20 Static iteration examples
37:00 How we're adjusting our approach

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson

Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi

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Meta’s Creative Diversity Mastermind: The 2026 Playbook for Ad Performance

D2C Diaries