Ran motion/video ad creative for e-commerce and app brands for years now, and the pattern is almost always the same: a new creative launches, CPA looks great for 5-7 days, then it craters. Everyone blames the algorithm. It's rarely the algorithm.

Three things that actually kill performance faster than fatigue:

1. Static-first thinking applied to video. Most "video ads" are just a static ad with motion bolted on — logo, product shot, price, done. Scroll-stop happens in the first 0.8 seconds. If your hook isn't built for sound-off, fast-scroll feeds (kinetic type, pattern interrupts, native platform framing), you're already dead before the offer even shows up.

1. One hook, one ad. If you're only testing one angle per creative, you're not testing — you're guessing. We build 2-3 hook variations per ad minimum because the hook is 80% of whether the ad survives the first 3 seconds of the auction.

1. Platform-native vs. repurposed. A 16:9 comp squeezed into 9:16 reads as an ad instantly. Feeds reward creative that looks like it was born on that platform, not resized for it.

If you're spending $3k+/mo on Meta or TikTok and creative fatigue is eating your CPA every 1-2 weeks, that's not a "post more ads" problem — it's a creative production system problem. Happy to look at what you're running and tell you straight whether it's a hook problem, a format problem, or an audience problem. No pitch, just tell me what's not working.