What does creative fatigue mean on Facebook ads?

Creative fatigue on Facebook ads refers to a decline in the performance of your ads due to overexposure to the same audience. When the same ad is shown too frequently, users become less responsive, leading to lower engagement rates, click-through rates (CTR), and conversions.

This fatigue signals that your target audience is tired of seeing the same content, and it’s time to refresh your ad creatives. To prevent or address creative fatigue on Facebook, consider rotating new ad visuals, changing up the messaging, or testing different formats to keep your audience engaged and your ads performing optimally.