Question · Paid ads
What is a good ad frequency on Facebook and Instagram?
Asked by a founder who'd just come across the term · Answered by Nathan Frater ·
The short answer
If you're sitting around four or five, things are good. That's high enough for people to see you plenty of times, and low enough that they're not sick of you.
Frequency is your impressions divided by your reach. It’s an average, so some people will have seen your ad once and others twenty times.
You want it reasonably high, because people need to see a brand many times before they trust it enough to buy. The mistake is spending too much money finding new eyeballs. And what happens? Frequency goes down. You keep reaching new people and never get anyone to that eighth or tenth view.
Push it too high and you get the opposite problem. People get sick of seeing you, they start reporting your ads, and Meta penalises you for it.
Creative diversity is how you keep frequency up without the fatigue. Seeing your brand ten times across ten different ads is a very different experience to seeing the same ad ten times.