Creative became the new targeting. Now, creative velocity is becoming the performance bottleneck.

It started with TikTok, where it was said creative had a 72 hour lifespan. Now Meta wants more, more, more

According to Foxwell Digital, best practice is now:

Every five to seven days, refresh your ad set with 5–10 new creatives that look and feel different.

The other implication of that post is partner or die. If you’re not running partnership ads, what’s even the point? (is inferred)

I say: follow your metrics (outside of Meta). Make your ads work for you, don’t work for your ads.