Creative fatigue
Creative fatigue is the performance decay that occurs as an audience is repeatedly exposed to the same ad: CTR falls, CPM and CPA climb, and the delivery system throttles reach.
On social platforms creative is the targeting, so fatigue is not a nuisance — it is the primary decay mechanism of the channel. The signature is rising frequency alongside falling CTR at stable audience size.
The countermeasure is a production cadence, not a heroic refresh: a steady pipeline of new angles (not just recolored variants of the winner), tested against incumbents, with losers pruned before they drag account learning. Accounts that ship creative weekly age more slowly than accounts that ship quarterly.
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