How Often to Refresh Your Digital Creatives
It should come as no surprise that in order to stay ahead of the competition you need to be constantly refreshing your digital creatives. A “digital creative” is any kind of online content that promotes your brand, such as banner ads, social media ads, email campaigns, and more.
However, despite what we know about ad fatigue, many business owners still struggle with both, knowing exactly how often they should be refreshing their creatives and how to go about doing so.
In this blog post, we will discuss some tips on how to determine when it’s time to refresh your creatives and some best practices for doing so.
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What Is "Ad Fatigue" And Why Does It Matter?
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Ad fatigue is the phenomenon of people becoming less responsive to an ad after seeing it multiple times. This happens because our brains are wired to pay less attention to things that are familiar to us. When we see something over and over again, we start to tune it out. In fact, studies have shown that people are twice as likely to notice a new ad than an ad they’ve seen before.
Why does this matter for businesses? Because if your target audience is seeing your ad too many times, they’re going to start ignoring it, without even being aware that they’re doing so. And if they’re ignoring your ad, that means they’re not going to be clicking on it or taking any action that you want them to take.
In other words, if your target audience is seeing your ad but not responding to it, then you’re not getting the results you want from your marketing campaigns and wasting money in the process. This is why, in order to prevent ad fatigue, you need to be constantly refreshing your creatives.
How Often Should You Be Refreshing Your Digital Creatives?
There’s no hard and fast rule for how often you should be refreshing your digital creatives. However, a good general rule of thumb is to have a creative refresh every 4-6 weeks. This will help ensure that people are still seeing your ads, taking notice of them, and hopefully engaging with them.
Of course, there are always exceptions to this rule. For example, if you’re running a seasonal promotion or campaign, then you may want to refresh your creatives more frequently to reflect the change in season. Or, if you’re running a long-term ad campaign, you may not need to refresh your creatives as often.
Creative Refresh Per Platform
When it comes to refreshing your creatives, you also need to take into account the different platforms that you’re using. Each platform has its own set of best practices and guidelines. Facebook/Instagram has not been shy about their demand for fresh creatives recommending that you change up your ad creative every 1-2 weeks.
TikTok Business Center says, “We suggest updating the creative every 7 days at least. It is wise to continuously refresh them to avoid ad fatigue.” Of course, these are just general guidelines. You’ll need to experiment to see what works best for you and your business according to which platform your business is on the most.
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Best Practices for Refreshing Your Creatives
Now that we’ve gone over some general tips on how often to refresh your creatives, let’s take a look at some best practices for actually refreshing your creatives, what it entails and how to go about doing it. Your creative refresh rate is key to maintaining strong performance with Paid Social.
You can measure your creative refresh rate by calculating the number of times your ad creative is changed divided by the number of days your campaign has been running. And remember, when you’re refreshing your creatives, it’s important to test, test and test some more.
Try out different combinations of new and old elements to see what works best for your business. Only through testing will you be able to determine what performs best with your target audience.
Change the Look and Feel of the Creative
The refresh can come as anyone or combination of these elements:
New Headline
If you’re stuck trying to come up with a new headline for your post, never fear! You can always give the same message new life by switching out the words and experimenting with different emojis to capture people’s attention. Have some fun with it and add a question or two – that will get people curious and potentially click on your post out of sheer curiosity! Nothing wrong with that when your goal is to reach more people.
New Ad Copy
It’s time to get creative and start writing some fresh, interesting ad copy that will turn heads and convert. Take a chance to roll up your sleeves and craft a piece that stands out from the rest – one that will spark interest and ultimately attract customers. Instead of keeping it short and sweet, why not try a longer post? Taking the extra time to compose an effective piece could be the added advantage you were looking for. So go ahead, get out your pen and paper – or keyboard – and let your ideas take flight!
New CTA
Making small changes to your call to action (CTA) can have a big impact on how successful your advertisement is. When done thoughtfully, switching up the CTA can help you capture more attention and guide more users down the funnel towards becoming loyal customers. Changing the copy, design, or placement of a CTA can make it stand out better in the context of an ad and resonate more with potential customers.
Always remember to use friendly language when crafting your CTA and aim for making those engaging connections that encourage people to take the desired action!
New Visuals- Graphics/Video
This is probably the most common, and important way that businesses refresh their creatives. And for good reason, humans are visual creatures and we’re more likely to engage with an ad that has compelling visuals. When refreshing your visuals, you can try different images, videos, or even just change up the color scheme. Check out some of our design work here.
New Offer
If you’re looking to get maximum results from your campaign, then it’s important to make sure that your offer is up to scratch. It can be a tough decision, especially when you’ve put time and effort into creating something you think works, but changing the offer can really make or break the success of your efforts.
It can help differentiate yourself from competitors and create more positive engagement with potential customers, so take the time to consider what could be improved and the potential rewards of making a change.
Is it Time to Refresh?
Combining a couple of these elements is usually the most effective way to refresh your creatives. And, of course, don’t forget to test, test, test! Try out different combinations of new and old elements to see what works best for your business. Only through testing will you be able to determine what performs best with your target audience.
If you’re looking for help with your digital creatives, be sure to check out NLC’s unlimited monthly subscription. NLC offers an affordable way for businesses to keep up with the constant demand for fresh digital creatives by offering an unlimited amount of high-quality, professional graphic and video design work. Click here to check out how our unlimited monthly subscription works!
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