SEQ_PROTOCOL_04 // PROTOCOL_SPEC
Fatigue + Frequency Policy
A sequencing-aware frequency policy that prevents creative fatigue while maintaining committee saturation—so influence compounds without wasting impressions.
Fatigue Is a Sequencing Failure
Most teams treat fatigue as a creative problem. It’s usually a policy problem: uncontrolled frequency + no message progression. Buyers stop responding because the narrative has gone stale, not because the design is bad.
CRITICAL FAILURE MODES
- ✕ High frequency without narrative progression causes brand blindness
- ✕ Repeated exposure to the same proof type leads to trust decay
- ✕ Retargeting loops exhaust high-value stakeholders before they reach the evaluation stage
Fatigue Control Logic
FATIGUE INPUTS
Frequency by Persona Role
Creative Rotation Cadence
Engagement Drop-off Rate
Stage Progression Velocity
→
POLICY OUTPUT
Frequency + Rotation Policy
Logic: [Role Cap] + [Stage Cap] + [Rotation Interval] → Fatigue Prevention
PLATFORM ON (Dynamic Caps + Rotation)
We enforce role-level caps and rotate proof types at defined intervals to preserve engagement and narrative momentum.
Rule: EB frequency ≥ 6/wk → rotate proof type + cooldown 7d
PLATFORM OFF (Policy Spec)
We deliver a frequency and rotation spec that partners can implement with clear enforcement and reporting rules.
Policy: Rotate creative every 10 exposures or 7 days, whichever comes first
Artifacts You Receive
- ✓Fatigue Policy Spec (caps by role + stage)
- ✓Narrative Rotation Cadence Rules
- ✓Stale-Loop Suppression Conditions
- ✓Fatigue Monitoring & Alert Dashboard
Implementation Steps
WK 1
Define role-level frequency caps and stage exposure targets to prevent saturation spikes.
WK 2
Implement rotation cadence and loop suppression rules in the activation layer.
WK 3
Monitor fatigue signals (CTR decay) and tune caps for incremental account reach.