Think about Meta — the company behind Facebook and Instagram — not just as a social network, but as a publisher. Its job is to keep billions of people engaged daily with a steady stream of fresh, interesting content.
That’s why Meta’s algorithm naturally favours:
Even viral content doesn’t stay viral forever. Views spike, then fade. The same is true for social media ads — no matter how strong your creative is, it has a limited lifespan. Once your audience sees the same ad too many times, performance drops.
So here’s the truth: if Meta itself is built on fresh content, why should your ads be any different?
Ad fatigue happens when people see your ad repeatedly until it becomes invisible. They scroll past it without thinking. For SMEs, this leads to wasted budget and declining ROI.
Signs of ad fatigue include:
In short: the longer you run the same creatives, the faster your results decay.
For service-based SMEs — like interior designers, movers, maid agencies, beauty clinics, or tuition centres — this is especially damaging. Your business relies on consistent leads to keep sales pipelines full. When ads burn out, so does your cash flow.
Here’s what happens when you don’t refresh creatives:
The reality is that social media ads need to be refreshed every 7–10 days. For higher spend campaigns, even faster.
But here’s the problem: most SMEs — and even many agencies — don’t have the creative capacity to produce that many ad variations. They recycle the same 2–3 creatives for weeks, watching performance decline.
That’s why Unlimited Creatives is the real fix.
At The Next Comms, we built our model around Unlimited Creatives because we understand how Meta works. Social media ads need to behave like content — always fresh, always engaging, always relevant.
Our Unlimited Creatives Model delivers:
This isn’t about “making more ads.” It’s about producing enough quality and variety to keep your campaigns alive and profitable.
Unlimited creatives aren’t just theory — they’re proven in Singapore’s most competitive service industries.
In each case, success didn’t come from one “magic ad” — it came from continuous creative testing and refreshes.
Mistakes | Fix with Unlimited Creatives |
|---|---|
Running the same ad for 3+ weeks | Refresh creatives every 7–10 days |
Only using one ad format (e.g., image only) | Test videos, Reels, carousels, and stories |
Expecting one “viral ad” to last forever | Build a pipeline of new hooks and offers |
Chasing likes & shares | Focus on CPL, leads, and ROI |
Relying on an agency that gives only 2–3 ads a month | Partner with an agency offering Unlimited Creatives |
Tired of watching your ads burn out after just two weeks?
Work with The Next Comms, an official Meta Business Partner. With our Unlimited Creatives Model, we’ll keep your ads fresh, your leads flowing, and your ROI strong — no matter how competitive your industry is.
Ad fatigue happens when your target audience sees the same ad too many times. Engagement drops, click-through rates fall, and your cost per lead (CPL) rises. In short, the ad loses its power because it’s no longer fresh.
We recommend refreshing ads every 7–10 days. For high-budget campaigns, refreshes may be needed even sooner to keep results consistent.
A new creative can mean:
Even small changes can reset audience attention and improve performance.
Meta (Facebook & Instagram) works like a publisher. Its job is to keep users engaged with new, interesting content. The algorithm prioritises fresh ads because they perform better for users — which means stale ads get deprioritised.
Both can work, but video and Reels usually perform better because they capture attention longer. The best strategy is to test multiple formats — videos, Reels, images, carousels — to see which drives the lowest CPL for your industry.
It depends on your spend and industry, but most SMEs need 4–8 new creatives per week to keep campaigns fresh. That’s why The Next Comms uses an Unlimited Creatives Model — to ensure you never run out of ads.
We’re an official Meta Business Partner with 11+ years of experience. Our Unlimited Creatives Model ensures your ads are refreshed weekly with new formats, hooks, and offers — keeping CPL low, ROI high, and your competitors behind.
Fill in the form and we will get back to you as soon as possible.
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