Prelumo Intelligence

What the platforms are
rewarding right now.

Algorithm updates, platform signals, and creative performance data — published when signals shift, not on a content calendar. The brands and agencies that stay ahead of changes do not find out about them in a post-mortem.

Updated when platforms change. Not on a schedule.
Scoring current as of May 2026Updated May 1
Meta Andromeda: persona specificity weighting increased
Meta's distribution system now places higher weight on ads with a clearly identifiable intended viewer. Ads that feel like they could be for anyone are being distributed to fewer people than ads that feel specific. Scoring updated to reflect this shift.
MetaTikTok
Scoring criteria updated · Algorithm Alignment dimension
Algorithm Intelligence
Why Meta Andromeda Changed Everything About Creative Strategy
Meta's distribution system now evaluates orders of magnitude more creative candidates per impression than it did two years ago. Brands running fifteen variations of the same concept are not testing creative diversity. They are teaching the algorithm a single pattern and wondering why reach is capping.
Meta · TikTok8 min read
Read article
All intelligence — 8 articles
Algorithm Intelligence
TikTok's Algorithm Is Making the First 3 Seconds the Most Expensive Real Estate in Advertising
71% of a viewer's watch decision is made in the opening 3 seconds of any TikTok ad. This is not a creative opinion. It is a distribution mechanic — and most brands are still building ads that ignore it.
TikTok6 min read
Creative Signals
The Creative Diversity Problem Most Brands Do Not Know They Have
A brand can have two hundred active ads and the algorithm will recognize fewer than fifteen of them as genuinely distinct concepts. The rest are invisible as meaningful variety — and no one in the campaign meeting knows it.
Meta · TikTok7 min read
The Creative Intelligence Case
Why Every Underperforming Ad Started With a Guess
The performance gap between pre-launch creative intelligence and post-campaign analysis is not a data problem. It is a timing problem. By the time the data tells you what went wrong, the budget is already spent.
Strategy9 min read
Creative Signals
Why Creator-Led Content Outperforms Brand Production by 193% on TikTok
The 193% view rate advantage is real — but most brands cite it without understanding what it actually means for how they should be briefing, selecting, and activating creator content.
TikTok6 min read
Platform Benchmarks
Paid Social Creative Benchmarks 2026: What the Platforms Say Good Actually Looks Like
Hook rate targets, completion rate thresholds, ThruPlay hold rate benchmarks, and 6-second view rate standards — consolidated directly from Meta for Business and TikTok for Business documentation.
Meta · TikTok5 min read
The Creative Intelligence Case
The Agency Creative Review Is Broken. Here Is What It Costs Your Clients.
Agency creative reviews rely on the experience and instinct of whoever is in the room. This article makes the case for why that matters to client retention — and why the agencies building a systematic pre-launch process are creating a compounding advantage.
Agencies8 min read
Algorithm Intelligence
Sound-Off Viability: Why Captions Are a Performance Driver, Not Just Accessibility
Adding captions to TikTok ads produces an estimated 32% completion lift. This is not about accessibility. It is about how the algorithm weighs watch completion as a distribution signal — and what happens when your message can only land with audio on.
TikTok5 min read
Platform Benchmarks
Format and Placement Alignment: Why 4:5 Outperforms 1:1 in Meta Feed by 15%
Format and aspect ratio are not just production decisions. They are distribution decisions. Meta's Feed algorithm responds differently to different aspect ratios — and most brands are still using the wrong one.
Meta4 min read
How this works

Scoring criteria update when the platforms update. Not on a schedule.

Keeping scoring criteria current is one of the most important things we do. An algorithm update that goes undetected for a month means scores generated during that period are measuring against outdated signals.

We run two layers of monitoring: automated weekly checks on public platform documentation, and quarterly reviews of scoring criteria against observed platform behavior.

When scoring criteria change, we publish what changed and why it matters. We never publish how the scoring works — the methodology stays internal.
Meta for Business newsroom
Algorithm updates and product announcements
Weekly
TikTok for Business blog
FYP signals and creative performance data
Weekly
Meta developer changelog
API and platform specification changes
Weekly
Scoring criteria review
Weights evaluated against observed platform behavior
Quarterly
Stay current

Platform signals, delivered before your next campaign activates.

When Meta or TikTok updates how they reward creative, you should know before it shows up in your CPM data. Prelumo Intelligence is published when signals shift — and delivered directly to your inbox when they do.

Published on signal, not on a schedule. Most months this means one or two updates. Some months it means none. We do not publish for the sake of publishing.

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Algorithm updates before they show up in your campaign data.
No marketing cadence. Sent when something changes that matters to your creative decisions.
Put it to work

Intelligence without action is just information. Score your creative and see where it actually stands.

Every article here connects to a dimension in the scoring engine. The intelligence is real. The score tells you whether your creative is acting on it.

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