CTR sliding but frequency is fine? It's not fatigue.

CTR sliding but frequency is fine? It's not fatigue.

Everyone blames "creative fatigue" (audience saw it too much). But if frequency is under ~2.5 and CTR still drops, your problem is the FIRST FRAME, not overexposure.

Diagnose before you reshoot:

— Check 3-sec video view rate — falling means the hook died, not the ad
— Swap ONLY the first 1.5 seconds, keep the body
— Test a pattern-interrupt opener: motion, face, text-on-screen at frame one

Reshooting the whole ad when you just need a new hook wastes a week. Re-cut the intro, relaunch as a fresh post ID, measure thumb-stop. Try it on your tired top ad.