Creative Fatigue: Why Your Facebook Ads Are Dying (And How to Fix It)

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Sep 24 in Other

You’ve invested time and money into your Facebook ads, but results don’t last. Welcome to creative fatigue.

Creative fatigue happens when your ad stops performing well. It's like hearing your favorite song on repeat until you can’t stand it. Your ad’s image or video has reached the audience Facebook thinks will convert, and it’s shown to the same people repeatedly. This reduces its effectiveness because Facebook has run out of potential converters in that group.

How do you keep your ads effective? Here’s how to combat creative fatigue.

When you launch a Facebook ad, the creative is shown to a targeted audience (yes, even when you run broad). Initially, it performs well because it reaches people likely to convert. Over time, Facebook begins to show the same creative to the same audience, leading to worse returns.

The creative is exhausted.

Several factors affect creative fatigue:

Spending $5 a day can keep a creative effective for about a month, maybe more, maybe less.
Spending hundreds per day might limit its lifespan to a week, even a few days.
A broader audience gives your creative more space. Narrow depletes your audience quickly.
Well-crafted creatives that resonate endure longer.

This month (since we're on the leaderboard), we’re launching five new image creatives daily. We also add 10+ videos per week.

Previously, we aimed for bi-weekly or even monthly with lower spend.

Monitor your frequency, CPMs, and CPCs to determine how your creatives are fatiguing.

Creating new ads regularly may feel daunting, but having a system makes it manageable.

Produce multiple creatives in one session to have fresh content ready.

Each month, tell a different story to engage new and existing audiences. This keeps your content dynamic and prevents it from becoming stale.

Hormozi does this super well. Every month you have new winners, new ad scripts, new props like horses, slides, cash, etc.

Experiment with different styles and messages. The more options you test, the better you understand what works with your people.

Here's what I suggest you do to fight fatigue:

Plan how many creatives will drop and how often. Accountability will build your system for you.
Use a mix of images and videos. If I had to choose one, it would be images.
Watch your CPMs and CPCs regularly. Notice what TYPES of things rise in price faster for your audience.

Creative fatigue is a common, but it’s manageable.

Don’t let your ads fizzle out.

Also, retargeting is more evergreen and needs less refreshing. You got this 💪

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