Fatigue is a creative problem disguised as a media problem
When frequency rises and performance falls, most teams tweak audiences first. Sometimes the right move is simpler: new proof, new hook, new angle.
Refresh cadence (practical)
- Weekly: swap hooks on your best-performing proof asset.
- Monthly: introduce one new “process truth” clip or photo set.
- Quarterly: rebuild a flagship offer creative from scratch.
Creative production pairs with SMB marketing and portfolio proof points.