Glossary
What is creative fatigue?
Creative fatigue is the decline in performance of an advertising asset as the same users see it repeatedly. On Meta, efficiency drops sharply after roughly four…
Creative fatigue is the decline in performance of an advertising asset as the same users see it repeatedly. On Meta, efficiency drops sharply after roughly four exposures to the same creative. Fatigue is why creative volume, rather than creative quality, is usually the binding constraint on a scaling account.
In practice
Fatigue is why creative volume is an operational problem rather than a creative one. An account running four assets a month against a large audience will exhaust them; an account running twenty will not. Nothing about the second account's creative is better - there is simply more of it, which is the only defence against frequency that an advertiser fully controls.
Why it matters commercially
Ogamama produces the assets this term describes, from existing product photography, on a written quote. Order a free tasting on one of your own products.
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