[0:00] Evan Lee: Oh my gosh, Savannah, I'm you're excited to present. You don't understand how pumped I am to have you here. So everybody, Savannah is someone that I deeply respect, literally from the bottom of my heart. She's the founder of The Social Savannah, one of North America's top five TikTok Creative Exchange partners, creating top performing ads for brands like Fabletics, Athletic Greens, and Dr. Squatch, just to name a couple of them. So when she's talking, y'all better listen because it comes from the best of the best at the end of the day. So Savannah, I'm going to step out. You're going to step in and do your thing and then I'll jump back in uh just when we start getting to that Q&A, okay?
[0:37] Savannah Sanchez: Amazing. Thank you so much.
[0:40] Savannah Sanchez: So today, I'm talking about Meta and TikTok winning ad formats. And I mean that these are hot off the press winning ad formats. I have updated this deck up until this morning, all last night, all yesterday, all the day before with the top ad formats that are working right now. That's the thing with ad creatives. They fatigue so quickly. It's difficult to find those winning hooks that are going to perform and especially since uh new hooks are coming out every single month, new formats. I want to get you guys the hot off the press. Here is what's working right now, June 6th. Let's go.
[1:18] Savannah Sanchez: So, for those of you who may not be familiar with my work, uh like Evan said, I work with some of the top e-commerce brands on TikTok and Facebook. I am one of the top five TikTok Creative Exchange marketing partners and I currently work with 50 of the top brands on uh Meta and TikTok to provide them with brand new ad creatives each week. So, making hundreds of ads every single week for brands, you best believe I always have to be coming up with new ideas to stop the scroll and to keep people engaged. So, I'm ready to share with you what's working right now and things that you need to test.
[1:59] Savannah Sanchez: So, let's dive in. Let's review the top ad hooks and formats. All the examples I'm going to be sharing are my own. Also, I'm going to be emailing out this deck. I know a lot of you guys last week were asking for a copy of the deck. I'm going to be emailing it out in my uh newsletter. So I'm going to put in the chat the details to sign up for that so that you can get a copy of the deck afterward. I also want to set the stage that these are ideas that you can execute on a very low budget. You do not need huge studios. You only need your phone and CapCut, the best editing app ever. And maybe one or two talents at most. So these are ones that are extremely low budget, easy to make. There's no reason that you can't after this presentation, go and make these for yourself. So, without further ado, let's dive in.
[2:46] Savannah Sanchez: So, the first one I wanted to share is what I talked about in our panel two weeks ago about suno.com, s u n o.com, which is a website that allows you to make custom jingles for your ads. I'm not sponsored. I just found this tool and I thought it was the coolest thing ever. I'm sure you guys all heard the awesome Suno song to cue up this motion presentation. So, I wanted to show you an example of how to use this in an ad. And I'm not seeing a lot of brands do this on my feed yet. So, hopefully after this presentation, I see a lot more of these. So, let me go ahead and play this with sound on so you guys can hear it.
[3:23] Savannah Sanchez: > [VISUAL: TikTok-style ad plays on a phone mockup. A woman is shown tossing and turning in bed, then putting in earplugs and sleeping peacefully. On-screen text overlays appear sequentially: "Tossing in bed", "Outside is a beeeep", "Loop sides in", "Now I'm counting sheep", "City's loud", "But my sleep's deep", "With Loop in place", "It's goodnight, peep", "Loop's my ticket to dreamland neat", "Silence surrounds, soft as velvet", "Tune out the noise, get the sweet treat", "With Loop my rest can't be beat". The ad shows the Loop earplugs product. Audio: (Singing) Tossing in bed, outside is a beep. Loop sides in, now I'm counting sheep. City's loud, but my sleep's deep. With Loop in place, it's goodnight, peep. Loop's my ticket to dreamland neat. Silence surrounds, soft as velvet. Tune out the noise, get the sweet treat. With Loop, my rest can't be beat.]
[3:46] Savannah Sanchez: Now, how cool is that? That took literally 30 seconds to make in Suno. I just typed in Loop, make a song about having trouble sleeping and earplugs helping. And it came up with that song with the lyrics, with the beat, put some B-roll behind it and boom, that is an incredible ad. So, make sure that you're testing out these custom jingles before this trend completely blows up.
[4:11] Savannah Sanchez: Next, I want to talk about text exchange. I even saw someone on the Q&A asking, how do you do these text exchange ads? So, essentially how it works is we're screen recording a text. We set up like a friend group to text it and we let them know like, hey, we're going to be recording an ad. So, can you text me this? And so we take a screen recording of the text and then we just use a little zoom in to zoom into the rest of the ad. So, starting with a text message has been such an effective way of stopping the scroll. This especially works well during sale periods. So think about Q4. Having the ad start with a text exchange of, hey girl, guess what? This website's having 60% off today. Oh, no way. Can you send me the link? And then going into the ad, that was one of our top formats for Q4 of 2023. And we're still seeing this text ad format work well even for evergreen periods. I wanted to show you a second example of this of saying like, hey, like what's your favorite go-to way of getting makeup? And then replying. And again, this is just using the screen record feature on an iPhone and then going into the B-roll of the regular ad. So, here is a split test I would love for everyone to test. I would love for you to test starting the ad with a text message exchange versus just starting it normally, like starting it with the girl uh giving the testimonial. I think you'll be really surprised to see that just by having that simple text message exchange in the first two seconds is going to improve the performance of your ad. And of course, you're going to be analyzing these these metrics through Motion, um because Motion is the best tool ever. I use it for all my clients and it's how I analyze all of my creative tests. So, there's an AB test I would love everyone to execute on at the end of this session.
[6:02] Savannah Sanchez: Next, we have a photo flip. So, essentially we're starting the ad with still images and we're doing a slideshow through the still images and then going to the video. So, for 10-second ads, which is really what's working well on TikTok right now, is that 10 to 15 second range, it's really important to do mixed formats. So, mixed formats means not only video, not only text, but mixing it all together. So, we're starting with images and then the rest of the video is video. So, that just is a bit more eye-catching. We see that mixing formats, stills and videos within the same ad really helps with performance. I've also seen that using multiple talents, for example, we're showing multiple faces. We're showing at least three girls in this ad. It just helps people find someone that they can relate to. And we often see showing multiple faces in the ad performs better than just showing one. Here's another example of the photo flip. So, this is an ad we did for Bumble, starting the ad with really cute photos of the couple together and then going into video clips and then screen recordings, green screens. You want to mix as much as you can to make the ad engaging. It's not just about video. I would say still images are something that's often neglected on TikTok. I don't see a lot of people doing this, but I can share with you from our data that mixing images and videos together is a winning format and one that we're doubling down on. So, absolutely test this.
[7:36] Savannah Sanchez: Here's another really cool hook. So, we're starting the hook with literally writing on the phone, phone must-haves in like the paint feature on phone and then going to the ad. So, it's a little bit of inception. We got like a phone inside of a phone uh to make it more engaging. But starting with writing something, whether on a chalkboard, on a phone, on a whiteboard, we've started a lot of ad hooks with just physically writing something and then going into your normal problem solution testimonial ad. That is a really great hook to stop the scroll. It's just starting by writing. So, that's another split test that I challenge you guys to do after this call is to test first writing on on the phone, phone must-haves or you could say kitchen must-haves, summer must-haves, uh business must-haves. You can of course customize this to your business. We did phone must-haves because we're talking about a Casely power charger for a phone. And then test it against just starting the ad with the testimonial. Uh I would say I'm kind of a data nerd myself. I love split testing and that's really how you're going to get the best insights is by isolating variables. That's something I I harp on to my team a lot is when we're doing AB tests or making iterations for a client, you don't want to change too many variables at one time. The most important variable that you can change in your ad is the hook itself because that's the first two seconds that people are seeing. So, hook testing is a really strong part of my personal methodology, but you don't want to change the rest of the ad. You literally just want to change the hook. And that's how you're going to get insights into seeing what hooks are most effective for your brand. So, starting with phone must-haves for one, writing on it, and then just starting with a testimonial for the second ad and test those against each other.
[9:36] Savannah Sanchez: Here's another really fun format that I've seen work well and it's a fake FaceTime. So, essentially we're having the talent record twice in two different outfits and then we're superimposing the second footage onto the first, adding the text overlays, adding the buttons at the bottom as overlays to make it look like it's a FaceTime. And this is just an extremely engaging format. It's not very common, so it stops the scroll. And then we go into our regular footage like you would see in a normal ad of someone sleeping, using the product. And um but it's just a really fun way to be like, hey, like I'm talking to a friend, but I think people think it's funny too just because you're talking to yourself. It's clearly her in another outfit. So people um people just stop and and want to watch to see what's happening. So, I would absolutely recommend a FaceTime ad. And this is such a great format, especially you're a small team. Maybe you're just the founder and you want to start starring in your own ads just to start pumping out creatives on a budget. This is something you can record yourself in 30 seconds, two different outfits and edit together a FaceTime ad like this. This is absolutely um able to be edited in CapCut with a little bit of uh technique. We personally like to use Adobe After Effects just because our editors find it easier, but you can absolutely edit something like this in CapCut and get pretty far. So, you don't need a huge studio, don't need talent. You just need your iPhone and a really great idea like this FaceTime idea. So, I hope you guys do this.
[11:11] Savannah Sanchez: So, here's another concept that is very popular and still works well. I believe Murella talked about it last time too, and it's this podcast concept. So, of course, renting a podcast studio is very expensive, finding talent for it. What we like to do is we get one of our in-house talents and she is just holding up a microphone, a fake microphone that I bought her on Amazon for $20 with her laptop in front of it, holding up the product. We superimposed this on air graphic onto the video just to make it look like it's more of a podcast studio. I mean, a lot of podcasts nowadays are filmed in people's living rooms and are pretty casual. So, it's not that far off from what real podcasts look like. And so starting out with the podcast intro, talking about why this is a great product and then going into the regular video shots of her using the product and giving a testimonial. So, because people on TikTok and Reels like to consume podcast content, it fits into the content that they're already consuming and doesn't look like an ad. So, you can definitely test this fake podcast concept without a huge budget, uh just an Amazon microphone like we did.
[12:27] Savannah Sanchez: Here's another concept that's working really well. I'm calling it the two-person skit. So the first one I showed you was more like the FaceTime using one person, using a different outfit. But of course, if you can recruit your boyfriend or a very fun friend to star in a skit with you, we do see that skit style content doesn't look like an ad. It makes people want to watch to see what's happening. And it's just a bit more fun and engaging than your typical three reasons why or value prop driven ad. So, skits are something that I love to implement for all of my clients and one that's pretty easy to execute as well. I would say skits are also great for products where there isn't really that many amazing features. Like for this one, we're talking about a protein bar. Protein bars can only be so interesting and there's so many protein bars out there where it's really hard to differentiate yourself. So, just listing out value props and features and benefits isn't going to be the best approach for a pretty generic product. However, for a generic product, it's all about just getting people to stop the scroll and get to the website and do something a bit unique and interesting. So, this one's, yes, we're mentioning that it's 15 grams of protein and fiber and all this stuff, but it's really more about the comedy of the skit to get people's attention more than like, I'm hungry, um like I was looking for a bar that would satisfy my protein cravings. Like those ads are just kind of boring. Whereas if we're doing like a a husband and wife fighting with each other over a bar, that's a lot more engaging than just listing out value propositions.
[14:04] Savannah Sanchez: Here's another format that's just been working forever, tried and true. It's the TikTok comment question overlay. So that is overlaying a comment onto the ad to start it to make it look like it's someone on TikTok that has commented on your video and you are replying to it. So, although this format is extremely popular amongst advertisers, it's one that we still go to time and time again because it works so well. So, don't be afraid to test the TikTok comment question overlay. As you can see, it can be such a simple question as where is your bag from? And you can just enter any product into there. And then go into the testimonial. Another thing I wanted to comment about this ad is that we're able to make it a bit more engaging by having the emojis fly in. I don't know if you guys could see that, but just little animations, adding emojis, still utilizing text that's organic to TikTok so that it looks organic is the best practice, but you can make it a little more engaging by adding those animated emojis.
[15:10] Savannah Sanchez: Next, I want to talk about scroll stopping first frame. So, as marketers, we're always talking about hooks, the first two seconds, but it's actually not even about the first two seconds. Most people aren't even making it to two seconds, which is just crazy. They're only seeing the thumbnail, the first frame before they're deciding, is this ad worth watching? Am I interested? Or am I going to keep scrolling along? So, not only should you be thinking about the first two seconds, you should really be thinking about what is in that first frame. So, for this one, of course, it's a purple uh toothpaste. So, it really only makes sense to show something crazy like this with the text overlay, I look insane. And if someone's just really quickly flipping through their phone and seeing this as the first frame, that might get them to stop to watch an extra second. It's really all about earning seconds of viewership. If you can get someone to at least watch the thumbnail, then they're going to decide to watch for one more second. And then you have to earn the next second that they watch and then the third. So, I'm going to play this ad from the start so you can see here's the very first frame. We have the text overlays, I look insane, and then we show the product. So, another great split test idea for you is first starting with something a little more crazy at the start as that first frame and then introducing the product after is the best way to do it. You almost want to lead with a bit of a cliffhanger. Like we don't mention what the product is or what's happening in that first second. We wait until second two to introduce the product. So, whenever you're thinking about creating hooks or ads, it's always important to think, what can I say at the beginning that's going to make someone watch for that extra second and you're essentially don't want to give away what that product is in the first second because you want to to intrigue them to keep watching. So, I look insane, then we go into the product and then we talk about just trying the product, looking at the before and after. So, it's all about gaining attention, especially every year that goes by on TikTok seems like attention spans keep getting shorter and shorter. So, it's all about figuring out how can I do something interesting in that first second to stop the scroll.
[17:44] Savannah Sanchez: Here's another fun one. This one is, I got dozens of DMs after posting this. So, again, we're talking about cliffhangers. People are going to be like, what is she posting that is leading to getting dozens of DMs? I post dozens of DMs after I post this picture on my story. And then we go into, oh, we got these custom glass prints from Fracture. Here's how they look. So, this is a fun one. This is one that you can record just by screen recording your camera app as we did for that first frame here. This is just a screen recording and then we added the text overlay of 3, 2, 1 onto it to make it look like she's taking a photo and then utilizing the green screen effect. So it's as if she's talking over an old photo that she took and then we go into the problem solution. So, this is a really fun one to execute, definitely stops the scroll and would highly recommend testing it.
[18:42] Savannah Sanchez: Next, we have POV unboxing. So, this is another classic format, one that we've been using for years, but I included this because it continues to do well. So, starting the ad with the hook POV and then showing an unboxing experience. As you can see in the middle of the ad too, we try to make it a bit more engaging by flipping through the different outfits as fast as we can essentially. So, don't be afraid to make very short cuts, mixed formats, show the unboxing along with the try-on and then going through, almost it almost looks like a photo flip through because we're moving so fast on those video clips. And then of course, ending the ad with a call to action with the website. That's really our best practice is putting the website on that last frame.
[19:33] Savannah Sanchez: Here's another great idea. This one is utilizing sticky notes. And so this is one of those ideas where it's like, okay, if you are on a budget, if you want to make an ad in less than 10 minutes, this is the ad format for you. We're you can see we're utilizing a mirror, um just filming on a phone, writing a couple post-it notes and then utilizing the product to make that transition to the next scene of the next post-it note. And then we're just adding a very simple text overlay at the end with the website, which you could easily do in CapCut. So, I definitely don't want to hear anyone saying like, oh, we don't have the budget to do this. We don't have an agency, we don't have a team. Like there's no excuses to make a great a great ad like this. And it's often these type of ideas I see perform best in the ad account. It's not the ones with the craziest animations or the most talents. It's just about doing something a little bit engaging at the beginning, like people aren't expecting that you're going to be using a phone charger to switch to the next scene of the next post-it note. So, doing something just a little bit unexpected, short, sweet, to the point, don't be too complicated. And this is really what's working the best on on TikTok and Meta. So, highly encourage testing something simple like this.
[20:58] Evan Lee: Savannah, what the heck? First of all, like my own curiosity, like how do you, how do you do it? Like where does this come from? All of these ideas just to start placing them in. Like I don't even, I'll get to the Q&A in a second. I'm just like so amazed right now for the most part.
[21:13] Savannah Sanchez: It all comes down to research. I do so much research about what what other brands are doing. I think people get stuck trying to come up with a crazy great idea on their own and really, if you just start consuming content on TikTok and Meta yourself, just going through your feed, go through the top ad library on TikTok, go through people's Facebook Meta Ads library, you can pick and pull different elements of like, oh, that's a great hook. That's a great idea. Of course, presentations like this and my Twitter account, uh and Motion always shares great and awesome ad examples. So, don't feel like you have to be a creative genius. Just be able to recognize like what made you stop the scroll on that video you watched and then be able to dissect those elements and then try it for yourself. So, a lot of the stuff I do is not just me like sitting and pondering what's a great ad. It's looking at what other brands are doing and picking out the elements of why I think those are successful.
[22:14] Evan Lee: I love that so much. And Savannah's team, a couple people are saying the link isn't working. So let's just share that in the chat again whenever you get a chance. Make sure everything's okay so we can share.
[22:22] Savannah Sanchez: I got you guys. It's on if you go to my website on the ad examples page. Maybe you know, you guys are so funny. I think my website's down. You guys are crashing it. Y'all are crazy. My website's not working. You're breaking the stream. You know, if you go to my website, if you go to my ad examples page, it's there. You can sign up for my newsletter. Um maybe you'll know to I'm sure that when Motion emails out this replay that they'll include the link to sign up. Um but y'all are crashing my website. I'm not used to this traffic. So, uh we'll email out the link to get the deck um if you signed up for this this motion webinar, don't worry.
[23:01] Evan Lee: This community is the best and I definitely want to get to their questions. So why don't we kick off with the most upvoted one that we see right now? Yeah?
[23:08] Savannah Sanchez: Awesome.
[23:08] Evan Lee: Let's do it. So Dylan asks, what are some mistakes that marketers commonly make when creating a hook?
[23:17] Savannah Sanchez: Mm. I would say not having text on the screen. So, one thing to keep in mind when making ads for both TikTok and Meta is that most people are viewing it with sound off. So, always having some sort of text on the screen so people have context to what they're watching. Uh so always assume people are watching with sound off.
[23:41] Evan Lee: Amazing. Thanks Dylan for the question. And honestly, your response and like the your previous response too brings us back to to process in my mind. So Dima had a question that I saw. Let me see if I can find it. Shout out to Dima. Dima asks, how do you make those text message chain hooks, Savannah? Is there a program, process, etc? So I feel like this ties not just to this one even hook, but like a bunch of different things in your process.
[24:04] Savannah Sanchez: Yeah, so it all comes down to finding a friend to text you. Uh and I just do a screen recording. I tell this friend like, hey, text me this because I want to use this for an ad. And I can change their contact photo and their name and clear the conversation so that it looks all clean before I start recording. So once I've changed their contact photo, I've cleared the conversation, I tell them what to text me and then I will screen record on my iPhone of what's happening.
[24:34] Evan Lee: Amazing. And then kind of digging into the, that's the execution side. The other piece starts to become the research of what to text and and how to say it, all that good stuff. So Ryan has a question just uh going back to research. So Ryan asks, weekly or daily process for scanning TikTok/Meta for the latest trends?
[24:53] Savannah Sanchez: Yes. So, I like to use Foreplay to organize all of my ad creative examples and ideas that I want to to execute on. It really comes down to just identifying like what are the top brands in your space. So if I'm working with a skincare brand, for instance, I'm going to be doing research on what are the top skincare brands for Gen Z, 18 to 24, if that's the target market. And then looking at the ad libraries of those competitor brands. That's a great place to start. And then just looking in general at what are the top spenders on Meta and TikTok. So, for instance, like a Dr. Squatch, everyone sees their ads all the time. We can all assume they're probably spending a lot of money on ads. So, what are the top people in the space in general using and how can I use the ideas from like these mega brands into my own small brand?
[25:43] Evan Lee: I love that. And once you do find a brand where you're honed in, they're like a competitor or someone that you really respect, is there anything in particular that you'll do to try and identify like what's working for them or not?
[25:56] Savannah Sanchez: You know, it all comes down to this same elements. I'm looking at the hook, which is that first two seconds and I'm trying to think to myself, why did I, why did I stop scrolling? Why did I think this is engaging? Is this something different that I haven't seen on my feed before? And then the talent has so much to do with it as well. The energy that the person brings on camera, how well they're able to deliver a testimonial. All talents are not created equal. I've been working with my team of creators. Some of the creators on my team have been with me for years now. So I've been able to train them on how to be the best creator, how to have the best lighting, how to be the most authentic. So, finding those really great talents and creators to be the star of the ads, I can't I can't underestimate like how much that makes or breaks the ad performance.
[26:47] Evan Lee: And I always say this, just chat, like I always say this when when I'm talking to Savannah, but what's really impressive is a lot of those creators have transitioned into her creative strategist and like on the team kind of scripting out what what should happen. So it's a very natural progression and I think Savannah crushes it on actually training the team.
[27:04] Savannah Sanchez: Definitely. That's really the best place to find creative strategists is someone that has been behind the camera and done it themselves. So, when I first started making ads, I was starring in all my own ads. This is 2018, 2019. UGC was not even like a technical term back then, but I was just advertising, selling videos on Twitter of like, hey, send me your product. I'll make some videos for you. So, you really just get a better understanding of what it takes to stop the scroll, to be engaging and once you've done it yourself, it's so much easier to train someone else and to identify what makes a great creator. So, highly recommend the UGC creator to creative strategist pipeline is so strong and I think that is a really great next step.
[27:51] Evan Lee: Poetry snaps all around. I love it. I love it. And Savannah, the last follow-up question that I have because I think it'd be helpful for our audience here is in that idea of research, I know that you have a pretty structured like weekly regimen that you'll go through in order to produce ads. So I'm wondering if you can give people like a like a peek into what that process looks like that allows you to come up with these different hooks.
[28:13] Savannah Sanchez: Absolutely. So, Motion is really the the main tool that I use in analyzing ad creatives. And I have it set up for all my clients. So at the start of the week, I'm going through all of the creative tests that were launched the week before to see, okay, which hooks work better? Are there any top spenders that are are coming up? Do we need to change the body of any ads? Is the hook good, but we need to change the body? So, I would say it's a good three days at the beginning of the week that it takes to go through all 50 clients that I have and go through that data and see, okay, what did we test? What did we learn and how can we improve? I think that's one of the biggest problems with marketers is that we're we launch so many tests and we're changing all these variables, but we're not setting back to analyze, are we just spinning our wheels here? Like are we picking out the variables that are working well? So, that's what I like to do is I like to say, okay, what specific variable did we change? What was the effect of on that and how can we double down on those concepts? And what's great about being an agency and having access to 50 ad accounts is that I can use cross learnings. For instance, I can see over 10 ad accounts that like the post-it uh sticker type format is working. And I'm like, okay, great. If I get a new client, I'm going to do a post-it note sticker format. So, you get a unique vantage point when you do have access to so many ad accounts and motion reports to see if there's any trends that applies across everyone. And then also just seeing what's specific to that ad account works. For instance, we might find in some motion reports that hooks for one client where they're starting with with a talent talking to the screen, like immediately showing the face, we find that that's the variable that works well for that client. And then we know, okay, whenever we're starting an ad, we should start with an on-camera talent in that first two seconds. So, finding variables like that that are specific to each client is really important. And then finding those overarching themes across lots of clients, like, hey, like this trend is working for a bunch. Like let's keep doing more. So, that's a great part about um having all those motion reports.
[30:18] Evan Lee: I I've always loved that you've had like the three days where it's like analysis and research to really get to that point. Um now talking about those successful variables and successful ads. So Kyle has a question. I'm bringing it up on stage. So Kyle asks, which is currently the most upvoted question, how many hooks should I test on a winning ad?
[30:37] Savannah Sanchez: Yeah, so my typical process is I like to make two new hooks on a winning ad per month. So, in any month, maybe I'm making for a a client, I'm making eight ads a month for them, for instance. Six of them are net new concepts, new talents, new formats, but two of those will be ones where I'm making new hooks on an existing winner. So you can call that like a an 80/20 split between net new concepts and testing new hooks. So, um but you know what's funny, when you when you find that winning ad, sometimes you end up testing different hooks for months on end. So maybe in month one, I'll test two new hooks on that winning ad. Maybe we don't even find that the new hooks were better than the original. So then we test two more and two more. And sometimes it's not just changing the hook. Sometimes it's about maybe we can keep the ad exactly the same. Like if we find a winning ad, but just try a new talent. Someone that's a bit older, looks a bit different, have them do the exact same script read, exact same text overlays. And that's one way that you can get more life out of your winning ads is by just changing the talent or changing the length. Maybe we just chop out a few seconds here and there. So, there's more tests that you can do than just hooks, but I would say maybe if you if you find a winner, I like to start with testing two new hooks is my go-to.
[31:55] Evan Lee: So actionable. And honestly, it bleeds nicely into the next question that Brooke asked.
[32:00] Savannah Sanchez: Sweet.
[32:01] Evan Lee: So Brooke's asking, when you had mentioned just like changing the lengths of video, what length of time is ideal for video ads on various platforms?
[32:10] Savannah Sanchez: Yeah, so I came up with this rule that actually rings true across a lot of clients. The length of your ad should be the the target demographic of your customer. So, if you are targeting ages 25 to 34, then your ad should be 25 to 34 seconds long. Whoa. That's a, it's crazy how accurate that is. I I posted that on Twitter and LinkedIn. I was shocked. Everyone was like, oh my gosh, this is so true. If you're targeting under 18 TikTokers, they have the attention span of a peanut. You got to have a 10-second ad. Really short, really sweet, punchy, to the point. And then on the flip side, our wonderful 40 plus women on Facebook, that 40 to 60-year-old age range, which is such a gold mine to advertisers. I think that's one of the most underserved demographics, but they have money and they have time. They will watch a 60-second video of a demonstration, talking to the camera. They they just they got some more attention span. They got more time on their hands. They didn't grow up with TikTok. They're used to like watching uh long form content on TV and such. So, you can that's why those like 30-minute infomercials on TV work so well that you see at 3:00 in the morning uh for that older demographic. So, so yeah, that's the way that I like to think about ad links.
[33:34] Evan Lee: My mind is blown. I love that so much. That's incredible. I'm also realizing that I think I fall into the 40 to 60-year-old age gap when I'm like thinking about what I watch. The longer information for sure. For sure. Oh, that's so funny. Um the next question I see is from Kyle. So you've shown some absolutely incredible hook ideas that people can draw inspiration from. Just curious from your end, which ones are your top three favorites?
[44:07] Savannah Sanchez: Ooh, uh. It's hard. I would say I love the text message exchange hook that I started with. That was one, especially in Q4 that really crushed across so many brands. Starting with that screen recording of texting a friend like, hey, did you know this was on sale? That was the first year that we tested that type of ad and it just blew up for so many brands that we just doubled, tripled down on it. And now, like I mentioned, we're testing those for evergreen as well. So, the text message exchange, really solid. Um the TikTok comment question overlay, I don't know if I would categorize that as overused, oversaturated, maybe getting there, but it still works so well that whenever I'm starting with a new brand, that's definitely one of the hooks that I always want to do in that first month is doing that TikTok comment question overlay. It's a classic. It has worked so well for us for so long and we still throw it in there once in a while because it it it's overused because it worked so well for so many brands for so long. So that's one that I think it's a bit overdone, one that I don't go to as often. Um three reasons why I think is a great hook, but extremely popular. Three reasons why you should buy this. Um and then lastly, anything that mentions like, I'm obsessed with it. Like I'm literally obsessed with blah, blah, blah. I think people are a bit tired of hearing that like, oh, game changer. I saw that in the chat too. Yes, this is a game changer. I'm literally obsessed. Those are words I try to avoid just because they're so overdone. So I try to find different different ways to describe the product.
[43:53] Evan Lee: Oh, that's so funny. Um the next question I see is from Joey. So you've shown some absolutely incredible hook ideas that people can draw inspiration from. Just curious from your end, which ones are your top three favorites?
[44:07] Savannah Sanchez: Ooh, uh. It's hard. I would say I love the text message exchange hook that I started with. That was one, especially in Q4 that really crushed across so many brands. Starting with that screen recording of texting a friend like, hey, did you know this was on sale? That was the first year that we tested that type of ad and it just blew up for so many brands that we just doubled, tripled down on it. And now, like I mentioned, we're testing those for evergreen as well. So, the text message exchange, really solid. Um the TikTok comment question overlay, I don't know if I would categorize that as overused, oversaturated, maybe getting there, but it still works so well that whenever I'm starting with a new brand, that's definitely one of the hooks that I always want to do in that first month is doing that TikTok comment question overlay. And then I would say the third one is the fake podcast. I think that one is so fun and it's so easy to execute. And I'm not seeing a lot of brands do it. So, I think that's a great one to test.
[44:59] Evan Lee: Amazing. And I think that's a great segue into the next question. So, we've talked about the hooks. We've talked about the different formats. Now, let's talk about the talent. So, I'm going to bring up a question from Jenna. Jenna asks, how do you source good talent?
[45:03] Savannah Sanchez: And then lastly, I would just say like, hmm, anything that that's that's scroll stopping. So, like I meant, and it's going to be different for every brand. Like the one where I mentioned where she has like the purple toothpaste on, or maybe we're like smashing something in the beginning, or like a tube is exploding of toothpaste, or um, like something's on fire. Like we've lit like post-it notes on fire and stuff, um, running over something, just something a bit extreme, over exaggerated, weird in that first second is still really effective, although, although popular.
[45:42] Evan Lee: Amazing.
[45:43] Evan Lee: Okay.
[45:44] Evan Lee: So that's Savannah's top three. I feel like we need everyone's top three based on what Savannah talked about. So throw it in the chat. Yeah, for sure throw it in the chat. I want everyone thinks.
[45:52] Evan Lee: Um, the last question, I'm thinking we can just make a little bit more actionable for people. So Charlotte had a question of what tools do you use for script writing? And I'm wondering if you can even expand. So tooling wise, what do you think is a good tool set uh for people out there um for them to be able to succeed especially at scale.
> [VISUAL: On-screen text overlay from "charlotte moogan": "what tools do you use for script writing?"]
[46:12] Savannah Sanchez: Sure. So, I like using Google Docs to write scripts, kind of boring. Um, and then I like to also use like some AI tools to help with script writing. Um, I've mentioned Notion, like Motion with an N, as one that has a nice script writing tool. And the Tik Tok Creative Center also has a script writing tool. I don't love AI scripts. I really find that sometimes just writing from the heart, as cheesy as it sounds, writing from the human brain usually gets the best scripts. If you're going to use an AI tool, then make sure that you're editing it to make it sound more human.
[46:50] Savannah Sanchez: Another thing with my creator team, especially the ones I've been working with for months or years on end, I find that if I can just give them the top value props of the product and the hook that I want them to use, I think it's important to always give the talent the hook because that's it takes the creative strategist, learning the data, going through motion and seeing like what hooks are working. So giving them the hook and then a few main value props and having the talent talk from just like their personal experience and like the words that they use, that often comes back with the best testimonial clips.
[47:25] Savannah Sanchez: So, when working with a talent you've never worked with before or still new to you, I would highly recommend giving them a word for word script just so you get back the content that you think is going to be usable and what you need.
> [VISUAL: On-screen text overlay with speaker names and titles. Left: "Savannah Sanchez, Founder, The Social Savannah". Right: "Evan Lee, Head of Partnerships & Business Development, Motion"]
[47:37] Savannah Sanchez: But as trust is built and the creator starts to learn your brand more and you get more of a rapport with them, that's really where I see sometimes the best content is when I could just give them the script and the top value props and then they kind of make it their own. They're they're utilizing their own creativity, their own words, and even if it's just them rambling to the camera, um, I can cut that into a 30-second ad, taking out the best parts.
[48:01] Savannah Sanchez: So, it's not always a a word for word script. Um, but yeah, in terms of tools, um, AI can get you started, but I wouldn't recommend just copying and pasting an AI script and sending it to a creator because it's going to sound very robotic.
[48:16] Evan Lee: I think that's a perfect way to end it because ultimately, I think everything you've mentioned starts with being human first and foremost. So it's nice to come full circle here. Savannah, I feel like you got to look at the chat after for sure. People had so many good ideas on like what their favorites were. I heard a rumor. Uh, some people said three reasons why and some people said don't do three reasons why. So there's some good banter going back and forth.
[48:38] Savannah Sanchez: Totally.
[48:39] Evan Lee: Savannah, any any final words that you want to leave with the people?
[48:41] Savannah Sanchez: No, I just want to say thank you so much for coming to everyone. Love the support, the community that we have from Motion and also the people that follow me. Like I said, I'm going to be sending out the deck. Um, so if you sign up for my newsletter on my website, I just posted that in the chat. Hopefully my website's not crashing anymore. So, just copy and paste that link if if we're having issues, but I promise I'm sending out the deck. I only had a couple more examples to go through. You guys already got the got the meat and potatoes there. And then, uh, Motion is going to be posting the video replay to their YouTube channel. I'm sure they'll be sending out an email to all y'all. Um, so you won't miss out on that.
[49:20] Savannah Sanchez: Um, and then if if I missed your questions, please feel free to reach out to me. I have my contact form on my website. Uh, would love to get in touch if you had any burning questions or you want to work together on making ad creatives, would would love to hear from you.
[49:34] Evan Lee: Let's throw some love in the chat, y'all. I know it's already coming, but we got to keep letting it rain in. It's been absolutely incredible. Savannah, you came in, absolutely smashed it.
[49:41] Savannah Sanchez: Thank you.
[49:43] Evan Lee: Audience, chat, you're the best. Like we see it already. Around the world, global community, your eyes and ears are greatly appreciated. Savannah did a lot of mentioning of Motion throughout the chat. So I'm actually going to use the last five minutes on my end for those who want to hang out, feel free to. If not, don't worry. Where I'm actually going to dive into a couple motion reports to help showcase a lot of what Savannah was mentioning today. But Savannah, you're the best. Thank you so much. This is absolutely incredible.
[50:11] Savannah Sanchez: Thank you. Thank you so much to everyone. And I hope everyone sticks around and learn more about Motion. It's the only tool I use for creative reporting and analysis. And Evan really highlights the best ways to use the tool. So I'm definitely be sticking around for that. I hope you guys do as well.
[50:26] Evan Lee: So that what you know what it is everybody. Show love in the chat to Savannah too. She's going to be hanging out and seeing everything that's going on. So share your thoughts. Please, please, please. Cool. All right. So, people are dropping off. It's the real ones who are still out here. So let's make it happen. I'm joking. I'm joking. But today, what we're going to start diving into is everything hook related. So Savannah spoke about how do I actually look at hook performance to then inform what we can do moving forward. So on my end, let me just go ahead and share my screen really quickly if um, perfect.
> [VISUAL: Evan Lee shares his screen, showing the Motion app dashboard. The report is titled "Video Iteration (3sec)". It's a bar chart comparing "Thumbstop" and "Click to purchase" for various video ads.]
[51:04] Evan Lee: Just to confirm in the chat, can everybody see the bar chart on my screen, okay? Come close to the mic. I need ASMR. Is that better, y'all?
[51:13] Evan Lee: Cool. There we go. ASMR version. Everybody, welcome to the Motion Hangout. We're here to talk all about. I'm stopping this. I I don't have this in my soul.
[51:24] Evan Lee: Um, so here, like I mentioned, we're all here to talk about just the hooks and analyzing what's going on. So basically, today, I'm going to focus on what we can do with the data to ultimately action moving forward. But if anyone is interested in learning more, let's set up some time, talk about the pain points that you're facing and how we can help ultimately solve those, okay?
[51:47] Evan Lee: So, first and foremost, the report that I'm in right here is super visual. You can see the exact creative, so image or video without any issues. And what you're ultimately doing is you're comparing a couple metrics that you're going to care about quite a bit.
> [VISUAL: Evan's screen shows the Motion dashboard. He hovers over a video thumbnail, and a preview of the ad plays. The ad shows candles on a table.]
[52:02] Evan Lee: In my case, because we are talking about hooks, I am looking at that thumb stop ratio, but in your world, if you care about your spends and everything else, you can easily go ahead and adjust this.
> [VISUAL: Evan clicks on the "Thumbstop" metric dropdown, which shows a list of other available metrics like Spend, Purchase Value, Purchases, CPA, ROAS, CTR, etc.]
[52:13] Evan Lee: So let's dive into the example here. So this is my video iteration report, and iteration means how do we make small changes to the existing assets rather than just doing net new all the time. And to tell this story, what I like to highlight is we focus on the primary metric being thumb stop ratio, and then comparing that to our conversion rate that's ultimately down here.
[52:36] Evan Lee: Now, why this is super helpful to see this way is ultimately, for anyone who's a media buying fanatic in the room, you're familiar with these metrics. I know you are. But the other thing is is for it's not just you who's involved in this process. There are creative teams, there are creative strategists, there is management layers who want to know what's going on and how we're going to make money by leveraging creative decisions.
[53:00] Evan Lee: So, to highlight how Savannah likes to be able to make some of these decisions, I like to focus on the low-hanging fruit. So to tell that story, I just want to look at this one right down here, y'all, okay?
[53:12] Evan Lee: So what we're seeing with this creative right down here is a much lower thumb stop ratio in comparison to the rest of the account, but a much higher conversion rate in comparison to the rest of the account. So what does that tell us? That tells us that people aren't really stopping their scrolls, but those who are stopping are buying at the end of the day.
[53:33] Evan Lee: So when I see something like this, I can now set a goal with our creative team, our external agencies and everyone else who's involved. And that goal is is how do we increase our thumb stop ratio, so more people stop their scrolls, but maintain a similar conversion rate because the story is working so, so well. So that means my ask for the creative team becomes simple. For this creative right down here, let's do two new versions where all we're doing is swapping out the first three seconds of that video.
[54:05] Evan Lee: And then your creative team might be wondering, well, what does that three seconds need to look like? We can of course let them cook it up, come up with those ideas. But more importantly, where I want to draw everyone's attention to is to the far left, right up here.
[54:19] Evan Lee: What we can see with this creative is that we're already doing a great job at getting people to stop their scrolls as well as getting them to buy. So that means what we can do is to swap the first three seconds is we can just say, let's take inspiration from this. So it's either a mashup and we combine it or so we just evolve the story in a very similar way.
[54:39] Evan Lee: So I know that's a lot of words in there, but those are ways we can leverage the data to identify low-hanging fruit and ultimately inform the type of decisions that we can make moving forward, okay?
[54:49] Evan Lee: Fantastic. So now, everybody, as I go back to my ASMR version because we get nice and close here, we have 600 people. We now all speak this language, you know what I mean? But the thing is, is like I mentioned earlier, there's not a lot of people in our organizations who also speak this.
> [VISUAL: Evan's screen shows the Motion dashboard. He filters the report to show only two specific video ads side-by-side in the bar chart.]
[55:08] Evan Lee: So it becomes how do we make sure that we action upon this data as we move forward? So to end this example, what I actually want to do is I want to isolate down the two creatives that I was just showcasing to you all, okay? So that means I literally have them side by side like so.
[55:24] Evan Lee: From here, I'll move over to our card view, and this is nice and creative driven. No one's worried about being overwhelmed by data, and it's very simple on what you can see here.
> [VISUAL: Evan switches to a "card view" in Motion, showing the two video thumbnails with their key metrics listed below. He then clicks "Share report" and types a comment into the "Share as Snapshot" modal.]
[55:35] Evan Lee: And then the final thing that I need to do, that's easy. I just need to share it off. So I'm going to say take first three seconds from X and apply to Y and copy this link.
[55:46] Evan Lee: Once I copy this link, it becomes completely shareable. So that means Slack channel, Asana board, creative brief, whatever it might be, doesn't matter.
> [VISUAL: Evan pastes the shared link into a new browser tab. It opens a "Snapshot" view of the report he just created, showing the two videos and his comment.]
[55:55] Evan Lee: Because whoever gets it can see this link exactly this way with the commentary that you've added. And with that commentary, it's nice and simple. It's like with this creative, I'm going to play it, I'm going to download it, I'm going to add some comments. But ultimately, that's how we're going from the data side to the workflow side to most importantly next steps in the grand scheme of things.
[56:18] Evan Lee: So that's an example of how this story comes to life in a very basic way when we talk about hooks. But if you're interested in learning more, I'm going to throw a quick poll up really, really quickly so we can contact you if needed because basically that's just the tip of the iceberg, y'all. Like we can start getting into a bunch of different things.
[56:40] Evan Lee: We can talk about um as I bring up the poll now. So, please vote. Greatly appreciate it.
> [VISUAL: A poll appears on screen. "Are you interested in hearing more about Motion?". Options: "Yeah!", "Not right now.", "On the fence—persuade me."]
[56:45] Evan Lee: But but we can get into a bunch of things. Like we can get into analyzing your influencer and UGC creator performance. We can talk about that first frame retention that Savannah was talking about and Morella had mentioned on our last session. So there's a lot of different data points you can use to inform the decisions that you're ultimately making moving forward.
[57:04] Evan Lee: Fantastic.
[57:06] Evan Lee: Okay. So 530 people still hanging out. Um, I'm going to check the chat to see if we have any questions coming through. Honestly, I hope I have some good feedback on my ASMR voice. Like I I want I I hope that can be like a new career for me. So if I get some feedback, I'd love that.
[57:23] Evan Lee: So if I scroll on up to the top, why have I been haven't I been using Motion? Have to. Jump on. Let us know. Get the votes in. We'll we'll get back to you or feel free to book a demo right at the top. Um, what else we got? Britt says I need more vocal fry. Okay, okay, okay. I got you. I got you.
[57:44] Evan Lee: So this is how we're going to be able to go to the meditations of all of this. Something along those lines.
[57:52] Evan Lee: I think there was a question. You all keep spamming the chat so I can't scroll up and see the questions. So I'm struggling a little bit. Sorry, everybody. Okay, how about I do this? How about I do this?
[58:07] Evan Lee: Everybody, greatly appreciated. The time has been absolutely incredible. You know the vibes. We hang out all the time.
> [VISUAL: A QR code and a "Book a demo" button appear on screen.]
[58:14] Evan Lee: You see that book a demo option. You filled out the polls. We're going to get back to you or feel free to book a demo without any issues, okay? But I'm excited. I'm super excited like Savannah said to make this come to life for y'all.
[58:25] Evan Lee: Amazing, everybody. This has been a blast. If any other questions come up, Savannah's the best. You already know the recordings are going out. She's in the chat, so hit her up or or on Twitter on LinkedIn, whatever it might be. And it's been a pleasure from my end. I appreciate your eyes and ears. Feel free to connect with me as well. And until the next one, y'all. Thank you so much. I appreciate it. Take care.
> [VISUAL: Motion logo on a black screen.]
> [VISUAL: A montage of various ad creatives appears with the text "Ship more winning creative".]
> [VISUAL: A screen recording of the Motion app dashboard shows a "Sprints" overview.]
> [VISUAL: A montage of ad creatives with emoji badges like 🦄, 🏆, 🪝, and 👆 appears.]
> [VISUAL: A list of creators with performance metrics and suggested actions like "Try new hook" and "Fix ending".]
> [VISUAL: A screen with the text "Join 2,100+ teams shipping winning ads with Motion" and logos of companies like Vuori, True Classic, Hexclad, Jones Road, MUD\WTR, MuteSix, Ridge, Wpromote, and Power.]
> [VISUAL: Text on a black screen: "Book a demo for a VIP tour".]
> [VISUAL: Motion logo on a black screen with the URL motionapp.com.]
