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Prevent Ad Fatigue with These Strategies

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Have you ever seen an ad online and thought, "'Hey, this looks great!" But as time goes on, seeing the same content over and over makes it less exciting?

That is known as creative fatigue. This is unfortunately very common and can happen to anyone if you're not careful.

it's kind of like getting a new bicycle, at first you take a really good care of it, but after having it for some time, you seem to care less and less. 

As a digital marketer, it's important to avoid displaying the same ads too often. Seeing the same ad over and over can annoy customers, and annoyed customers are less likely to buy from you.

The good news is, there are ways you can prevent this from happening and it's not as complicated as you think. Here are 4 simple steps you can take today to avoid facing creative fatigue.

How To Know If You’re Experiencing Creative Fatigue?

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You'll notice ad fatigue when your ads and marketing efforts start losing their appeal. People will stop paying attention and interacting with your ads, and the numbers will prove it.

Pay attention to these signs in your ad metrics:

Click-through rate: If people are getting bored, they won't click on your ads.

Clicks: Your ads won't attract as many clicks and engagement as they used to. (Keep in mind, this could be due to factors other than just ad fatigue.)

Conversions: Overexposing people to your ads may lead to annoyance and less spending on your product or service.

Frequency: Ad fatigue can prompt platforms to display your ad less often, as mentioned earlier.

View rate: For video ads, a declining view rate indicates waning interest, likely because of repeated exposure to the same ad.

And it's not just these things. Other parts of your campaign will start to struggle, too. It'll cost more to get new customers, and the return on your ad spending won't be as good. When you observe these warning signs, consider exploring new creative approaches to alleviate ad fatigue.

Ad Fatigue Sets In Differently Across Advertising Channels

A woman working on her creatives to avoid creative fatigue

Ad fatigue happens at different speeds depending on where you're placing your ads.

How frequently your audience encounters an ad affects when they start feeling tired of it. Some ad platforms hit audiences with the same ads over and over, while others space them out to maintain audience interest.

It's like when someone overstays their welcome at your place – it's annoying because they're always there. Same goes for ads.

On certain platforms, ad fatigue kicks in pretty quickly, like on TikTok. That's because TikTok bombards them with the same ad multiple times a day. 

In fact, I've found myself hitting 'not interested' on TikTok ads quite a few times. It gets a bit overwhelming when the same ad pops up every time after just a couple of video scrolls. Oddly enough, I've never had the urge to do this on other platforms.

However, on LinkedIn, it's a different story. The ads there are less intrusive, allowing you to use the same creatives for an extended period without causing ad fatigue.

Four Strategies to Prevent Ad Fatigue

Two women discussing strategies to avoid creative fatigue with a laptop in front of them

Now, what steps can you take to reduce or overcome ad fatigue, ensuring your audience stays engaged?

Keep a Close Eye on Important Metrics

Monitoring the key metrics helps you spot when your ads are getting tired for your audience. Pay attention to clicks, click-through rates, engagements, conversions, and other data to address ad fatigue before it affects your audience's experience.

If you notice a key performance indicator (KPI) heading in the wrong direction, consider these steps:

  1. Try expanding the audience for your ads.

  2. Run multiple ads simultaneously so platforms can switch between them. Aim for at least 5 on LinkedIn, 3-5 on Facebook and Instagram (META), and 10-20 on TikTok.

  3. Give a fresh touch to high-performing ads to keep guiding customers through the sales funnel.

  4. Collaborate with your team to brainstorm ways to reiterate current ads and explore new approaches for future ad campaigns.

Think about Setting Limits on Ad Exposure or Expanding Your Audience

While not every ad platform provides the option for frequency capping, it's a good idea to use it when available. Platforms like Facebook and Google Ads empower you to manage how often your ads appear, enhancing message retention and preventing audience fatigue.

The ideal ad frequency varies based on the channel you're using and the size of your audience. Smaller audiences tend to experience ad fatigue more quickly. I mean think about it, if your audience is small, there's not that many people to show your ads to, so it will keep retargeting the same person over and over again.

If you observe your ads getting shown too frequently, think about broadening your audience to maintain engagement.

Here's Another Perk: Widening your audience is a great way to bring down your costs per thousand impressions (CPMs). A bigger audience typically means lower CPM, whereas a smaller audience tends to lead to higher CPM.

Implement Minor Adjustments for a Renewed Look

You don't always need to go for significant changes; sometimes, small tweaks can make a big difference. Even altering something as simple as the font or making subtle adjustments can inject a renewed sense of interest into your ads.

Here are some simple ways you can tweak your ads:

Font and Typography

Experiment with different fonts or variations in typography to see how it alters the visual impact of your message. A subtle change in font style or size can bring a new dynamic to your content.

Color Palette

Play around with colors within your existing palette. Introducing a slightly different shade or adjusting the color balance can catch the eye without deviating too far from your established brand identity.

Imagery and Graphics

Update or rotate your visuals. If you've been using specific images consistently, try incorporating new ones or adjusting the composition. This can add a layer of novelty to your ads.

Ad Copy Variations

Retain your core message but experiment with different ways of expressing it. You can try alternative headlines, taglines, or calls to action while maintaining the essence of your message.

Layout and Structure

Make small changes to the layout or structure of your ad. Adjust the placement of elements, such as text or images, to create a new visual arrangement.

Animations or Transitions

If applicable, consider incorporating subtle animations or transitions. These can add a touch of dynamism without requiring a complete overhaul of your ad content.

Voice and Tone

In written content, try slight adjustments to the tone of your message. This could involve being a bit more conversational, injecting humor, or adopting a more serious tone, depending on your brand and target audience.

TAKE NOTE: The aim is to spice things up a bit while staying true to your brand vibe. These little adjustments can catch people's interest and stop them from getting tired of your ads. It's like giving them a slightly different experience without losing the familiar core message.

Opt for Dynamic Ads

Dynamic ads appear similar to regular static ads, but here's the catch: every time you refresh the page, you see a slightly different version. This approach tackles issues like banner blindness and other forms of ad fatigue.

With dynamic ads, you set up a template and a collection of creative elements that can fit into that template. When the ad loads, it pulls in images, text, and other assets from this collection. These elements change regularly, preventing people from getting bored of seeing the same content over and over.

Final Words

In a world saturated with ads, keeping things fresh is key. Recognize signs of ad fatigue, tweak strategies based on platform dynamics, and remember, small changes can make a big impact. 

Whether broadening your audience or embracing dynamic ads, these steps ensure your message stays engaging. Stay creative, stay relevant, and keep your audience engaged.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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