tiktok-ads-creative-fatigue-and-velocitylisted

# TikTok Ads Creative Fatigue and Velocity **Tells you which videos are dying, how long they have left, and how many new ones a month this account needs to keep up.** Creative burns out faster on TikTok than anywhere else, and almost nobody plans for it as a recurring cost. A video does not stop working overnight: its hook rate slides first, then CPM drifts up as the system pays more to find someone who has not already seen it, and cost per result climbs for two or three weeks while everyone debates the audience. By the time it is visible in the account totals the money is gone and the replacement has not been briefed, so the account limps for another fortnight. The fix is not a better ad — it is a production cadence, and that is a number this account's own history can produce. **What you get back** - **A refresh queue ranked by spend at risk** — not by how bad a video is, but by how much money is running through one that is fading. - **Each video's own decay curve** — hook rate and cost per result against its first-week baseline, so a video is judged against itself rather than against a benchmark. - **The measured lifespan for this account** — how many days a video typically gets before cost per result crosses target. This is the number that makes a production plan real. - **The frequency read** — how often the same people are seeing the same video, and where the ceiling sits. - **A production cadence** — how many new videos per week or month this account needs t