Many brands face this problem:
“Our ads worked last month… now they’re dead.”
This is not a platform issue.
This is creative fatigue.
What Is Creative Fatigue?
Creative fatigue happens when:
- The same audience sees the same ad too often
- Engagement drops
- CTR falls
- CPM increases
The algorithm stops pushing your ads.
Why Creative Refresh Is Mandatory
In performance marketing:
- Ads don’t fail — creatives do
- Audiences don’t change — attention does
Refreshing creatives:
- Resets engagement
- Revives ROAS
- Extends campaign life
How Brands Handle Creative Refresh at Scale
Smart brands don’t wait for ads to die.
They:
- Rotate UGC videos weekly
- Test multiple hooks
- Change creators & angles
- Maintain a creative pipeline
Agencies like Creator Navigator help brands maintain this pipeline so performance never stalls.
Final Thoughts
If your ROAS is dropping:
- Don’t blame the platform
- Don’t increase budget
Refresh the creative.
