Every ad wears out. Meta’s help page defines creative fatigue as what occurs when an audience has seen the same creative too many times, and Ads Manager shows recommendations when it detects it (Meta). The signal is cost per result against the ads the account ran before. Meta’s recommendations page describes two statuses in the Delivery column: Creative limited, when cost per result is higher than past ads but less than twice as high, and Creative fatigue, when it is twice as high or more (Meta). The delivery status page lists where those labels appear (Meta).
The symptoms arrive before the label: frequency climbs, hook rate and click-through rate slip, cost per purchase rises.
Example. A creator’s video launches as a partnership ad at a $22 cost per purchase. By week four, frequency has doubled and cost per purchase is $41. The Delivery column reads Creative limited. The brand launches a second video from the same creator with a new opening, and cost per purchase returns to $25. Under a 10 % ad spend share, the creator’s income from the first video ends and starts again on the second. Example numbers, not a benchmark.
When brands use it. The pain this answers: “Our ads are fatigued and we can’t make new creative fast enough.” The fix is not a better video; it is more videos, cheaply, on a schedule. Brands that beat fatigue keep several creator videos in rotation and brief the next batch before the current one shows the label. The longer answer is on the creative fatigue page.
The creator’s view. Fatigue means a share-of-spend deal is not forever. It argues for making several videos for the same brand, varying the hook, and asking for a re-brief when the numbers slip. A creator who can turn around a new batch fast is worth more than one who delivered a single hit.
On HourlyUGC. Hourly: the brand books hours and each session ends in videos. Per video: the brand pays for each approved video. That is the cheap unit fatigue needs, and commission on ad spend (1 to 30 %, Meta) pays the creators whose videos replace the tired ones. Next step: start a campaign on HourlyUGC.