Creative Refresh

Creative refresh is the practice of regularly introducing new ad variations to counteract declining performance from creative fatigue.

A refresh doesn't require a brand-new concept every time — often the highest-leverage refresh is a new hook, a different first three seconds, a new thumbnail, or reordering existing scenes, tested against the fatigued original. Full creative reshoots are expensive and slow; hook-level and edit-level iteration is usually faster to test and often just as effective at resetting performance.

Accounts spending heavily on a small number of ad sets typically need a faster refresh cadence than low-spend accounts, simply because they burn through frequency faster.