Sascha Bonomally, Head of Performance Atomic 212°, ran the rule over 6,500 creatives that ran on Facebook and Instagram over the last 12 months – and finds some interesting implications for those running social campaigns. The optimal campaign length is longer than a month. Which means a lot of brands are wasting money and missing out on growth by hitting eject too soon.
Creative fatigue is a term that gets thrown around a lot in meetings, generally being one of the first reasons suggested for a social campaign that may not be getting the required results in the desired time.
It’s not an unreasonable suggestion, based on the entirely logical notion that people scrolling through Instagram or Facebook have seen your ad so many times that it’s simply failing to achieve any cut-through.
Audiences get sick of seeing the same stuff over and over, no question, and eventually you need to change your creative up if you’re going to continue to see results.
But while the advice is to change out creatives regularly, surely we can be a bit more accurate with our timeline than ‘regularly’?
The question of how often we need to be changing creatives has also shifted as a result of changes to Apple’s Intelligent Tracking Prevention (ITP). Meta’s platform no longer offers the same audience specificity of a few years ago, meaning creative is taking longer to really find its sweet spot with the desired audience.
So, in order to get a more accurate answer to the question of regularity, I looked at over 6,500 creatives that ran across the Meta platforms in the last 12 months. The creatives ran across multiple verticals and formats in the Australian market, all with a goal of on onsite conversion.
As a result, what follows is based on an average of all ads analysed and will vary based on type of campaign, campaign goal, creative strength, offer strength, formats and vertical.
But it does, nonetheless, give us an idea of the state of the Meta algorithm and the effectiveness of ad rotation.
To start, we often use click-through rate (CTR) as a metric for how engaged the audience is with our ads. The data here suggests that after 15 days, we see a plateau: