The Psychology of the Creative: How to Stop the Scroll and Avoid Fatigue 📸

The Pillar 1 (Ads and Creatives) is the first point of contact. In an environment of information overload, your ad has less than 3 seconds to capture the user's attention. Success is not based on art, but on psychology. Here we explain what makes a creative work and how to avoid its decline.

1. Keys to a High-Impact Creative (The Hook) 🎣

Your creative must be intrusive and relevant at the same time. Think of the following mental framework:

• Fear Of Missing Out (FOMO) Factor: Use scarcity or urgency (limited-time offer, seats running out) to force immediate action.
• The Solution vs. The Product: Focus on the benefit the user gains, not the product features. What problem do you solve for them? (E.g.: "Save 10 hours of management per month" vs. "Our software has 20 features").
• Visual Clarity: The design must be clean and the text concise. High-contrast images or videos with movement better capture the eye. Avoid information overload.

2. The Enemy: Creative Fatigue (And How to Combat It) 💀

Creative Fatigue is the main factor that destroys ROI. It occurs when a creative is too effective initially, leading the platform to show it repeatedly until the audience tires of it.

• The Metric to Watch: Frequency (the average number of times a person sees the ad). A steady increase in this metric is the red alert.
• The Manual Solution (Starter Mode): The only way to combat this is to rotate (pause) the creative that is burning out and introduce a new visual, textual, or format variant.

3. The Role of the MarkettAI Creative Generator

In Starter Mode, the AI generator helps you with the Creation phase, not the Optimization phase.

• Quick Variants: The AI allows you to generate multiple text and image variants at high speed so that you only have to select the best one for your initial test.
• The Starter Limitation: The AI gives you the initial creative, but it does not rotate or optimize it autonomously, which forces you to be vigilant of Creative Fatigue. The Pro Plan solves this with Autonomous Rotation Algorithm.