Creative fatigue is the performance decline that comes from showing the same ad image or video over and over. Click-through rate erodes, acquisition cost climbs and conversion falls while spend stays the same. The difference from audience exhaustion is that a new creative brings performance straight back. On social platforms it appears within a few weeks.
The signal is not rising frequency but a falling click-through rate while frequency holds steady. That is why it is more accurate to measure a creative's life in budget spent than in days elapsed; an account with a high daily budget burns through the same creative far faster. The fix is continuous production: keeping a few new variants ready each week, mixing entirely new concepts with small variations. Changing only the color or the caption is usually not enough; unless the hook, the angle and the format change, the user counts it as the same ad.
The signal is not rising frequency but a falling click-through rate while frequency holds steady. That is why it is more accurate to measure a creative's life in budget spent than in days elapsed; an account with a high daily budget burns through the same creative far faster. The fix is continuous production: keeping a few new variants ready each week, mixing entirely new concepts with small variations. Changing only the color or the caption is usually not enough; unless the hook, the angle and the format change, the user counts it as the same ad.
The signal is not rising frequency but a falling click-through rate while frequency holds steady. That is why it is more accurate to measure a creative's life in budget spent than in days elapsed; an account with a high daily budget burns through the same creative far faster. The fix is continuous production: keeping a…
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