Paid Social Ad Creative: How Often Should You Be Changing It Out?

ad creative

You can check out the video version of this article over on our YouTube Channel here:

Updated: April 28, 2022

Are you running social ads?

Let's talk about your ad creative and how you're testing it.

One of the things that we find  when it comes to running paid social ads it's  important that you're prepared to be testing creative every couple of days.

This is especially true with the Facebook and Instagram platform.

The need gets even greater to have a frequent ad creative refresh if you are an e-commerce brand.

This is something you absolutely need to be prepared for and have a plan if you intend on scaling your budgets and run a lot of traffic

This is important because when it comes to social media people get something called banner blindness or ad blindness.  

The best way to avoid ad blindness is to constantly change out your ad creative.


ad creative
I have to constantly change out my ad creative???

That means changing ad creative images out. Testing images versus videos, and images versus GIFs in different sizes.

This isn't just A/B testing.

I'm not talking about A/B testing, where you're trying to find the winning image and the winning ad.

Now for some businesses, especially when it comes to info products, coaching, and consulting, these are areas that you don't necessarily have to swap out your creative as frequently as you do if you are an e-commerce business.

E-commerce businesses absolutely need to be thinking about the frequency needed to change out ad creative.

You should aim to change your paid social ad creative at minimum once a week, if not more often.  

If you don't have the staff or the resources to accomplish this, it's something you want to be thinking about before you decide to really start scaling your ad spend.

This is an absolute key to be able to scale from a smaller spend to some of the bigger spends where you're talking about $1,000-$2,000 a day and more on ads.

Especially if you run an e-commerce business. $1,000-$2,000 per day or more is quite common for growing e-commerce businesses.

So what do you do?

You want to make sure that you have a good graphic design team.

Whether you have someone in-house or you use a creative agency, test different images and different styles.

Movement of any kind continues to work really well in the news feed of any social platform, including Pinterest.

Think short slideshow, videos, gifs, videos, etc. On the e-commerce side of things, those 15-second, tasty style videos work incredibly well.

Sometimes what you can do is you can have a long-form video and then cut those images up into smaller pieces and test those in the newsfeed.

Short-form video content has been on the rise and requires a more intentional ad creative refresh strategy.

TikTok, Reels, Shorts, etc have been popular for some time and the trend isn't going anywhere anytime soon.

These videos that are 15 seconds or less and follow trends that are native to each platform can make a major impact on the success of your paid social ads.

These are unique in that in addition to the trends on the platform, they leverage text overlay, trending music and can deliver your message in a fresh, punchy way.  

We strongly recommend the use of this style of content in your paid social, but it does require an ability to frequently produce and refresh ad creative.

At the end of the day, be prepared and understand that if you are going to be investing in paid social traffic, be prepared on a regular basis to be swapping out ad creative.

Some of the biggest Facebook and Instagram advertisers are testing out or swapping up their creative on a daily basis.

It's not necessary to change your ad creative daily unless you're spending over $10,000 per day.  

However, if you decided to swap out creative and test new ad creative more frequently it would have a significant positive impact on your paid social.

Try it and see what happens to your social ads!

Wanna learn more about one of our key strategies we use with our clients to leverage social proof and winning creatives?  

Book at call with one of our client advisors.