Have your social media campaigns gone cold? Is no one responding to the paid ones? This means it’s time to shake things up.
At Resourcifi, RNF Technologies’s IT staff augmentation arm, we work with our in-house marketing team to find ways to combat the problem of ad fatigue. As you may be aware, the first signs of ad fatigue are a gradual decline in click-through rates and increased cost-per-acquisition rates. If a business does not address this problem immediately, its customers may dismiss its campaigns as spam.
What is ad fatigue?
Ad fatigue is a dreaded phenomenon in the marketing and advertising communities. It occurs when your target audience is extremely bored by your ads because they have seen them too many times. If this goes on for too long, customers will get frustrated thinking that your business is a complete scam. Furthermore, they will completely stop taking notice of your ads. As it leads to loss of advertising dollars and also harms your brand’s reputation, in the long run, it’s important to take quick steps to get around this problem. Here are a few strategies:
- Refresh your creatives: No one wants to see the same ad again and again, no matter how good it is. However, many brands end up using the same image or video for every set, which is just a direct invitation to ad fatigue. To avoid such a debacle, get your brand’s most creative minds together to come up with different 3-4 creatives for each cycle and embrace non-stop rotation of these ads. Noticing fatigue already? How about trying new ad formats altogether? For instance, if you have been mostly playing around with static ads, we recommend giving videos, as well as carousel ads, a try.
- Work on your ad copy: While a particular ad copy might have brought in a lot of traction earlier, your followers are bound to get bored if you use it multiple times. Give them something new to get them to sit up and take notice! This can also be an exciting endeavor in making your target audience see your brand in a completely different light.
- Start narrowing down: In addition to reducing the frequency of your ads, you can also choose not to exhibit them to people who have engaged with them a few times. You can do this quickly on Facebook by selecting a custom audience for your paid advertisements. While you are at it, deselect audiences who have already seen your ads and clicked on the attached links in the last 30 days. This is the easiest way to get around ad fatigue.
When it comes to ad campaigns, your primary goal is to be as engaging and as relevant as possible. This is a tricky task as brands have to walk the extra mile to boost their recall value without coming off as excessively scammy/spammy. In such a scenario, ad fatigue can be counterproductive to your mission to expand your customer base and enhance brand awareness. Therefore, do pay attention to red flags that scream ad fatigue while running paid campaigns on social media platforms.
Faisal Abidi
