Creative fatigue has always been part of Meta advertising - but in 2025, it hits faster, harder, and less predictably than in previous years.

Many advertisers report:

• ads dying after 48–72 hours
• strong hooks collapsing overnight
• CTR falling suddenly
• CPA doubling for no clear reason
• creative winners burning out before scaling

This isn’t just “bad luck.”
It’s a direct result of how Meta’s Andromeda system delivers ads in 2025.

This guide breaks down why fatigue happens sooner - and the way smart advertisers now fight it.

Why Creative Fatigue Accelerates Under Andromeda

Meta’s old system showed ads slowly and linearly.
Your audience overlapped. Reach expanded gradually.
Fatigue built up over weeks.

Under Andromeda, delivery is fast, pocket-based, and highly adaptive.

Here’s why fatigue accelerates:

1. Meta Finds Your Best Pocket Immediately

In 2025, Andromeda:

• rapidly tests pockets
• identifies highly responsive clusters
• pushes your creative into the strongest pocket first

This means:

• great performance early
• fast scaling within that pocket
• quick saturation within a few days

What feels like “sudden fatigue” is simply fast pocket exhaustion.

2. The Algorithm Tests Creative Themes, Not Small Variations

Meta doesn’t care if you:

• change text slightly
• adjust background color
• tweak aspect ratio
• swap in micro-edits

The system reads your creative at a semantic level:

• theme
• pacing
• emotion
• structure
• angle
• objects

If your ads feel the same, Meta treats them as the same.

This means:

Minor creative variations don’t reset fatigue.

Only new angles do.

3. High-Intent Users See Your Creative First

The system prioritises:

• buyers
• clickers
• converters
• recent engagers
• strong pockets

These people convert well - but burn out fast.

Once that cluster saturates, performance swings downward quickly.

4. Fatigue Is Now Pocket-Based, Not Audience-Based

This is a crucial shift.

You’re not fatiguing “your audience.”
You’re fatiguing the cluster your ad is currently matched with.

Each pocket = independent performance curve.

If your creative only resonates with one pocket, it dies quickly.
If it resonates with multiple pockets, it lasts weeks.

5. Creative Has More Influence Than Targeting in 2025

Because Andromeda heavily prioritises creative meaning, fatigue has a larger impact on:

• CPA
• CTR
• CVR
• ROAS
• Spend distribution

Strong creative = smoother delivery + longer lifespan.
Weak creative = rapid burnout + unstable spending.

6. Competition Burns Out Your Creative Faster

When many advertisers test:

• the same hooks
• the same angles
• the same influencer styles
• the same “UGC meta formats”

The pockets saturate even faster.

This is why:

• trends die quickly
• UGC hooks burn out in days
• overused formats collapse

Fresh angles = longevity.

7. Frequent Edits Reset Learning and Accelerate Decay

Edits force Meta to:

• re-explore pockets
• lose prediction confidence
• reset some stability
• re-evaluate which users should see your ad

This disrupts natural learning and speeds up fatigue.

8. CTR and Hook Rate Now Drive Fatigue Directly

Under Andromeda, early engagement metrics heavily shape delivery.

When CTR/hook rate falls:

• Meta interprets the creative as “exhausted”
• pockets weaken
• bidding becomes more expensive
• the algorithm reduces delivery
• spend shifts to other ads

Fatigue is now algorithm-driven, not just audience-driven.

How to Stay Ahead of Creative Fatigue in 2025

Here’s the modern playbook.

1. Build a Consistent Creative Pipeline

1–2 new angles per week.
Not just variations - new angles.

2. Test Angles, Not Micro-Edits

Angles that work in 2025 include:

• problem-led
• transformation-led
• emotional-based
• fear-based
• ownership vision
• identity-based
• product demo
• testimonial narrative
• creator-led pattern interrupts

Angles > edits.

3. Use Broad + Creative Testing Campaigns

Broader surfaces give creatives more room to find secondary pockets after the initial pocket fatigues.

4. Identify Pocket-Level Resonance Signals

Good signals:

• high hook rate
• low CPC
• stable CPM
• strong early conversion clusters

If these drop, rotate creative before full fatigue.

5. Deploy “Evergreen” Creative Anchors

Some creatives resist fatigue:

• emotional stories
• strong product demos
• narrative hooks
• contrarian insights
• authentic founder videos

Keep 1–2 evergreen anchors running year-round.

6. Use a 3–7 Day Read Window

Daily CTR dips do not mean fatigue.
You need a full pocket cycle to judge decay.

7. Avoid Constant Edits

Edits → resets → fatigue acceleration.

Let ads sit unless data clearly demands change.

8. Run Multiple Angles at Once

Instead of:
“One angle until it dies,”
you want:
“Three angles rotating continuously.”

This prevents hard crashes in overall account performance.

How Long Creative Typically Lasts in 2025

Based on thousands of advertiser accounts:

Strong angle

7–21 days
(Multiple pockets; multi-phase resonance)

Mid-tier angle

3–7 days
(One pocket; quick burnout)

Weak angle

24–72 hours
(Algorithm rejects early; fast decay)

This is normal under Andromeda.

Final Thoughts

Creative doesn’t fatigue faster because Meta is “random” or “broken.”
It fatigues faster because:

• delivery is smarter
• pockets saturate quicker
• creative meaning matters more
• competition refreshes constantly
• modeling prioritises early performance

Creative rotation has become the most important skill in 2025 Meta advertising.

If you stay ahead of fatigue, your entire account becomes:

• more stable
• more scalable
• more predictable
• less volatile