There’s a nice honeymoon period of social media advertising where the clicks are many and the costs are low. But every campaign is bound to fatigue, and in this blog, we’ll explain how you can rise above the adversity.
When fatigue sets in, costs rise
The more users see your social ads, the less effective they become. Even if they do click them, you’ll have to pay more in the end. A tell-tale sign of social media advertising fatigue is a sharp rise in the cost-per-click metric.
Change your creative once a month
There’s no real way to avoid social media advertising fatigue altogether. If you run ads, users will eventually see them more than once before you change your creative.
The real question is how often you should change your creative to keep the fatigue to a minimum. This Marketing Land article suggests sticking to a one month schedule:
“So how often should creative be changed? The marketing analytics department at Merkle carried out some analysis on ad fatigue for one of our large clients. The graph below shows the performance of each creative over time, compared to its respective performance in its first week of running. They found that after 35 days, CPC (cost per click) began to be seriously negatively impacted by ad fatigue.”
Changing your creative quicker than this will likely be too expensive. Waiting any longer will make your campaign more susceptible to fatigue.
Change the format
In addition to changing your creative, you can also change the format of the ad. Platforms like Facebook give you multiple options in this regard so you’ll never really run out of ideas.
Changing a few elements of your ads can help you squeeze a little more value out of your creative. This should help you save money in the long-run since you won’t need to create as much new creative.
To talk more about social media advertising, or anything else, contact us today.