How Often do You Need to Change Your Ad Creative?

We recently realised that April Fools Day was on a Tuesday which of course is T.E.A talks day! So we thought we’d poke some fun at the common question of creative refresh timing. In our video, different team members offer wildly different opinions – ranging from “every week and a half” to “once a year, mid-winter, whether you need it or not.”

As each of our team members confidently asserts their contradictory timelines (including oddly specific suggestions like “every other Thursday about half three”), our debate escalates to comical proportions. The chaos continues until we finally reach a unified conclusion:

“It depends.”

Followed by the reveal that our video is an April Fools’ joke, this playful content highlights an important truth in our digital marketing work: there is no universal rule for how often to refresh ad creative. The appropriate frequency depends on numerous factors specific to each campaign, including:

• Campaign objectives
• Platform requirements
• Audience fatigue levels
• Performance data
• Seasonal considerations
• Industry benchmarks

We cleverly use humor to illustrate how we seek simple, one-size-fits-all answers to complex questions that actually require nuanced, case-by-case evaluation.

By ending with our classic catchphrase “it depends,” we remind marketers to stay flexible, test different approaches, and make decisions based on data rather than arbitrary timelines.

Enjoy the video, we all had a blast making it.

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