What is creative fatigue?

What is creative fatigue? Creative fatigue is the drop in an ad's results after the same audience has seen the same creative too many times. Click-through rate falls, and costs per click and per result rise, while frequency climbs. The fix is new creative: new hooks, versions or formats of the angle that worked.

How do you spot creative fatigue?

Meta says that if performance drops as frequency rises, the audience may be experiencing ad fatigue. TikTok's creative best practices say to refresh creatives when delivery shows a steady decline. Neither gives a fixed frequency number. The creative fatigue guide covers the signs, the platform tools and a refresh plan in full; see also frequency.

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Checked: 12 Oct 2026