Find TikTok campaigns needing creative refresh
Analyze engagement rates and creative age to catch fatigue before performance crashes
TikTok creative fatigue can crash ROAS by 70% in just 10 days—catch it before performance falls off a cliff
This template identifies TikTok campaigns where engagement metrics signal imminent creative fatigue, focusing on the platform's unique decay patterns. It tracks creative age alongside performance decline, catching campaigns that still convert today but will crash tomorrow without fresh content.
Why this matters
TikTok's feed moves faster than any platform—users see 200+ videos daily, making creative fatigue hit in days, not weeks. A campaign with 3% engagement rate on day 1 typically drops to 1% by day 7 and 0.3% by day 14, but costs remain high until you intervene. Unlike other platforms where CTR gradually declines, TikTok performance can fall off a cliff overnight. This template provides early warning signals, tracking engagement decay rates and creative age to flag campaigns needing refresh before ROAS crashes.
How to customize
Set up daily performance tracking since weekly averages hide TikTok's volatile swings. Add trending audio usage metrics since campaigns with trending sounds maintain performance 2x longer. Include creator diversity scores—campaigns with multiple creators last longer than single-creative campaigns. Configure 6-second view rate thresholds by category since entertainment naturally gets higher completion. Layer in share rate and comment sentiment as leading indicators of creative fatigue. Set alerts for any creative over 5 days old showing performance decline.
Identify TikTok campaigns that need creative refresh. We are looking for campaigns showing signs of creative fatigue or underperforming engagement benchmarks.
Follow these steps:
* Pull TikTok ads performance for the last 12 weeks
* Pull TikTok ads conversions to set a benchmark.
* Pull TikTok ads performance by creative type to set engagement benchmarks
* Calculate creative age (days since launch) for all active creatives
* Identify campaigns where:
- Engagement rate has declined >30% from peak
- CTR is below category benchmark
- Creative age exceeds 7 days with declining performance
- 6-second view rate is below 30%
* Check if low engagement correlates with:
- Lack of trending audio usage
- Overly polished/branded content vs native style
- No creator/Spark Ads in the mix
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. List the campaign, creative age, current vs peak engagement rate.
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