33 Black Friday Ad Formats You Need to Try NOW for 2025

Savannah Sanchez: I've created thousands and thousands of ads over the years, and I'm ready to share with you which strategies are best for Black Friday and Cyber Monday.

Savannah Sanchez: So I wanted to start off with just some quick tips. My number one tip for Black Friday and Cyber Monday is to keep your offer simple. This means like a sitewide 20% off or 30% off discount. In previous years, clients that have done tiered offers or BOGOs or gift with purchases, those never performed as well as a straight sitewide discount. They're just often too confusing to understand, especially in ad creatives. You just want it to be so obvious, 20% off flashing on the screen or on your still image, and people will go to your site. So keep it simple is my number one advice.

I also recommend to run both stills and videos. So at The Social Savannah, my main focus is on video production and UGC, but this doesn't mean to ignore stills, especially at this time. You want to be running product images with your offer on top of it, or your best performing lifestyle images with your offer plastered on top.

And always, always show or say your sale at the beginning of the ad. Especially at this time of year, optimizing your hook so that the sale is front and center is going to be key. So I'm going to spend a lot of this deck showing you how you can position your offer in the hook.

And last but not least, don't forget to use your top performing evergreen ads and just put your offer on top of it. Either you can just copy the ad in ads manager and change the top text and headline to Black Friday and Cyber Monday text, or on the actual video, you can include overlays with your offer. So don't ignore your top performing evergreen.

Savannah Sanchez: So, I'm going to show you which hooks are going to perform best for your videos for Black Friday and Cyber Monday. And then of course, all the examples are ones I've created with my team for my clients.

Savannah Sanchez: So the main message that you want to get across in your Black Friday and Cyber Monday ads is your offer front and center in the first three seconds. So these are ads that I've created over the last few months, and these are ones that I'm working with on my team now to recreate for Black Friday. So instead of general value prop messaging like we're doing on the paper here, what we're going to do is use the exact same format, but instead put 20% off or 30% off or biggest sale of the year. Something so that when someone watches these ads, they know in the first second that a big sale is happening. So a lot of these examples are going to be showing you how you can use text creatively, not just a font text overlay to get the message across. So one thing I love doing is using paper. So on the first example, you can see we have a paper sign and we're throwing something at it. The second one, tearing it up and putting it together to reveal a message. And then the third, someone is going through the pieces of paper of the different signs. So these are ways that you're going to get people to stop the scroll and stand out from every other ad on Facebook and Instagram.

Savannah Sanchez: Another strategy I love is using the whiteboard. So I'm definitely be going to be creating a lot of whiteboard type content for Black Friday and Cyber Monday. So the way this works in practice is writing your offer on the whiteboard. You can explain your offer, explain how it's the best of the year, but physically writing your message on the whiteboard is going to capture attention. It's one of those Amazon purchases that I have ended up using over and over again throughout the year and definitely one that I'm going to be using for Black Friday. So, get a whiteboard if you don't have one already.

Savannah Sanchez: Next, we have writing text on a phone. So this has been a hook that I've seen in my motion reports perform time and time again. There's a lot of ways that you can get creative with putting text on your phone, but these are a few of my favorites.

Savannah Sanchez: On the first example, we have using paper cutouts to tell a story. This is one that I've seen people watch to the very end of this video to see what the story reveals. So for Black Friday and Cyber Monday, I picture writing that this is your best offer, this is why you should buy now, and then showing the product. On the second example, we are bursting through the paper to show our our message on the phone. So I'm going to have 20% off or 30% off on the paper there.

And then lastly, we have writing on a mirror. Another hook that will for sure stop the scroll.

Savannah Sanchez: Another one I tested this year with a lot of success is the glasses reflection. So having your offer in the reflection of the sunglasses, so like 20% off, is definitely one that I'm going to be testing. You can also get painter's tape and put it on the mirror and we reverse the clip to make it even that much more interesting to reveal the message.

And then lastly, you can write your offer on your fingers to slowly reveal the message.

Savannah Sanchez: Another useful purchase is flash cards. So taking the flash card out of the bag to reveal your offer. Another one is pointing up at the sky and saying, pay attention to the message in the clouds and then you show the postcard or the the flash card with your offer, best sale of the year. And then lastly, the classic post-it note. We're going to be using post-it notes a lot for Black Friday and Cyber Monday, and then use B-roll of the product behind it.

Savannah Sanchez: Another way you can show your offer in a fun way is use food. So really the only limit here to how to show your offer in the hook is really up to your imagination. Some fun ways we've used food to write interesting text is by writing on a cake. So we'll definitely be using that for our Black Friday sales. Another one is writing it in coffee to reveal the message. This one, of course, is great for a coffee brand. And then lastly, you can even write in sand. So you can really do that for any client. It doesn't have to be coffee related or food related, but just writing a message in sand to reveal what your offer is.

Savannah Sanchez: So that is how you're going to capture attention in your hook and share with people right away in that first three seconds why your offer is front and center. Now, I also wanted to share some non-offer specific examples for you to use for Black Friday and Cyber Monday that are more UGC related, storytelling, but still extremely effective. You want to be running a mix of both very offer heavy ads, like the ones I just showed you where you're writing 20% or 30% in the first few seconds. But you also want to be running a number of ads that are showing why your product is the best gift for Black Friday, Cyber Monday gifting, for holiday gifting, all that good stuff. So I'm going to share with you the top ad formats for UGC for this season.

Savannah Sanchez: So for every client I have, we're going to be doing a number of gift unboxings. So this one doesn't feature any faces. It's purely just showing the unboxing experience of the product with text overlays. You can definitely have a voiceover overlay if you want, but not 100% necessary. You can also just pair it with music. But these type of ads really do convert in this time of year, especially if you have a beautiful unboxing experience. This is your time to really highlight it. And you can also do text overlays that highlight who this would be a good gift for. So the perfect gift for moms, perfect gift for dads. As you can see in the third example, we even put the text overlay in the hook. I would cry if someone got me this. So you can do a lot of emotional appeal in the hook as well. So definitely make sure to include an unboxing experience ad in your Black Friday and Cyber Monday ad mix.

Savannah Sanchez: Next, we have gifting for her. So one of the number one ad trends we see is that men this time of year are now looking for the perfect gift for the woman in their life and don't know what to give her. So in the first ad example, we're showing a guy behind the camera filming it, giving the loop ear plugs to his wife and getting her genuine reaction in real time. So anything that's like authentic, testimonial, someone opening the gift, showing their real reaction to it is really going to convert. So, as you can see in the last slide, I was showing all examples without a face. Now, the main difference with these is that we're showing the actual unboxing and the emotions of the person on camera when they receive it. So on the second one, we're saying, I cried when my boyfriend got me this. She's putting on the fake tears for us, one of our lovely actresses on our team. And so showing that emotion is also really important. And then lastly, for our pup socks one, we're showing how happy the kid is when she received her pup socks from her mom and how she is wearing it, how much she loves it, how much it looks like her dog. And all of these ads are typically around 30 seconds long. Another common theme you'll see is that we always have text overlays so that you can understand it with sound or without. And we're showing the product within the first three seconds, ending with the call to action to go to the website to shop now.

Savannah Sanchez: And then of course, we have gifts for him. We can't not include the males here. So we're saying if you have a husband or a boyfriend and you want to gift them something, this is what you need to buy them. So we'll test a few different formats. We'll test both showing the woman and the man in the video and showing her actually give him the product and him wearing the new stuff and how he looks in it. On the second video, it's more of like the wife is behind the camera. She's the one filming. She's adjusting his collar. He's all excited to wear them. He's showing the unboxing of it. And then the third one, we're seeing what is his reaction to getting all of his new built basics and his try on and then ending it with the offer. So on the built one, you can see we said, uh, and we ended it with get 30% off during their Black Friday sale. So these are really great formats to test, very classic, but will sure to convert during this holiday season.

Savannah Sanchez: Next, we have Christmas themed. So don't be afraid to use some Christmas styling in your ads. So utilizing the colors red and green, showing we have the elves in the background, some Christmas decorations, uh, stockings, Christmas trees, you name it. This is the time that you want to be able to feature anything that's Christmas related so that people can make that instant connection, even if they're really not paying all that much attention when they're scrolling, they're instantly going to think your product and perfect Christmas gift paired together, that's a winning combination. So definitely test some Christmas themed ads in your ad account.

Savannah Sanchez: Next, we have the green screen talking head. So this is an evergreen format that we'll use year round, but I find that it also performs particularly well during the holiday season. So on the first one, we have our actor sharing how Built is having some great deals right now. You can shop the deals in the app. And this is just much more engaging than just showing B-roll of the product or someone trying it on. Actually having the face talk to you about their sale, we're saying right now get 30% off the site. I always like to green screen the website too, especially so you can show multiple products, show what's on sale, and then end with your CTA to go to the website. So mixing in the talking head with the screen recordings of your website, mixing in some product B-roll, that is the winning combination.

Savannah Sanchez: Next, we have gift guides. So on the first ad, you can see the text overlay was best gifts for Secret Santa. And then we're pairing that with our green screen strategy over the website. And so she's sharing what's going to be the best gifts for a Secret Santa. So you always want to target, you want to say in your ad who your target is. So in the second one, we're saying best gift for pet parents. You can say best gift for moms, best gift for dads, best gifts if you're on a budget. You want to be testing ads where you're specifically calling out a target market. So this one is really great for targeting pet parents. We're showing her cute cat, we're showing how she looks with it. So people are instantly making the connection that this is the best gift for all the pet parents in your life. And then lastly, we have our Blendjet ad. One of our top performing hooks last year was last minute gifts that ship super fast as the hook. So that was a surprising learning that how many people are looking for last minute gifts, especially if you can advertise that it ships in just a few days. That was something that worked extremely well for Blendjet. So that's one that I'm definitely be testing for more clients this year, the specific hook, last minute gift ideas that ship super fast. And we'll make sure to run those especially in December when people are freaking out about buying a last minute gift.

Savannah Sanchez: Next, we have money savers. So it's no surprise that Black Friday and Cyber Monday is a time where people are looking for deals, not only for buying gifts, but also for yourself. So I always like to find creative ways to use money in the hook, as that's just instantly going to capture attention. So on the first one, we're throwing bills away in the trash and saying, stop wasting money, you can shop our sale instead. Same for loop ear plugs, saying, watch this before buying loop ear plugs and showing the phone in the purse, grabbing the money out. If you can show money in your hook, that's definitely going to stop the scroll, and then you can introduce your product and your offer. And then the last ad is just a classic one we made for Wayfair saying, shop the Black Friday sneak peek sale. If you're looking to furnish your home on a budget, I have amazing news. So this is about gifting for yourself. It really has nothing to do with the holidays, but more so, hey, if if you're looking to furnish your house or if you've been wanting to buy these clothes or these ear plugs, this is the right time to do it.

Savannah Sanchez: So, we just have a classic, what I ordered versus what I got. Now, this has been a hook that's performed year after year during Q4. It's a classic and I wanted to include it. It's basically showing what the product looks on the website and then showing it in real life paired with the hook, what I ordered versus what I got. So I wanted to share these two hooks as there's as these are two different creative ways of doing the same thing. On the first, we're doing a magic transition of throwing the product into real life. And the second one is pretty cool. One of our editors put the website on the mirror and then we told our actor to pretend like he was browsing the website on the mirror. He clicks what he wants and it appears in real life. So showing the website to real life transition is something that's just performed year after year and one that I'll definitely be including in the mix for my clients this quarter.

Savannah Sanchez: Another way to capture attention during this time of year is reverse psychology. So saying why you shouldn't buy X. And on the first one we're saying, do not buy this travel ring from Objects jewelry before watching this. And then we go into all the reasons why it's great because it's a great deal, has lots of options. But starting with negativity, it's a very old trick, but it continues to work. Same for the second one, we're saying warning, and then we pair it with a really cool transition we did where she's handing down the purse through the different frames. Anytime you can use fun, eye-catching transitions or animations will definitely help stop the scroll in your hook. So doing warning, do not buy, three reasons not to buy, any negative any negative reactions or reverse psychology in the hook is going to stop the scroll.

Savannah Sanchez: Next, we have girl math. So this kind of goes with the whole theme of trying to save money during Black Friday and Cyber Monday deals. And sometimes you just have to girl math your way into making the purchase make sense. So on our first one, our actress is saying, well, this is the cost of the coffee machine. It's now on sale, but this is way better than going to Starbucks and buying a $6 coffee. So I'm actually saving money in the long run. So it's just a funny Tik Tok trend, this whole girl math thing, but it also does help explain the concept of, hey, yeah, this is an expensive product, an expensive espresso maker. It's on sale right now during Black Friday, but you're still going to save money in the long run and this is the best time of the year to get it on sale if you do want one. And the second one is a fun one we did with one of our actresses where she's modeling her purse and like a man on the street type of format. And she's saying, well, it's basically free because if it only costs $100, but then I got it on sale for 80 and I wear it 100 times, it's less than a dollar per wear. So she's girl mathing her way into making it make sense. So it's fun, it's creative, it captures attention and one that we'll be testing during Black Friday.

Savannah Sanchez: Next, we have the theme of don't giving a bad gift. Don't give a bad gift. So we're saying, you don't want to give a gift that someone's going to put in the back of their closet, get them something they're actually going to wear. They're having a Black Friday sale right now. Get it for your bestie or yourself at an insane price. So it's just going off that common worry of getting someone a bad gift and wanting to make sure that they're actually going to use it. And then just reassuring them in the ad, no, this is something that they're definitely going to love, they're going to use and get it while it's on sale right now because this deal won't last forever.

Savannah Sanchez: Next, we have a husband review. So this is an ad we just tested recently a couple weeks ago and it's surprisingly performing really well. It was more of an out of the box, interesting idea I had where we set up the theme of the husband received the wife's package, but she wasn't home to review it. So he was like, I'll do the review instead. So we have the husband kind of fumbling around the purse, talking about the features in a funny way, saying, oh yeah, it has a strap and I think you can wear it on your shoulder. But because it's a male giving a review and he's saying, oh my wife wasn't here, so I'm going to give the review instead. It's just lighthearted and and fun and something that we're seeing stop the scroll. So I'm definitely going to test a lot more of these husband review styles this quarter.

Savannah Sanchez: Next, we have the text interrupt. So I shared this on my socials last year and it really went viral. I saw so many brands copy this format and use this text interrupt during their Black Friday and Cyber Monday campaigns. Essentially how it works is it starts with a girl on the camera app, she's applying her lipstick, but then she gets a text that interrupts her. She opens up her text and you see the text messages between her and her friend where her friend is saying, hey, did you see that this brand was having a really good sale right now? Oh no, I didn't know. Send me the link. And it's back and forth and then she sends the link and then she opens the link to the website, sharing that they're having an amazing deal and then ends with the offer and the website. So this was a really fun one that went viral and one that I'll definitely be testing this year again.

Savannah Sanchez: Another great one to test is a Tik Tok trend where you are showing the eyes and the mouth on the website. Now you can see this is incredibly easy to make. You could make this as the founder of your brand yourself. You don't even have to have your face in it. It'll just be your eyes and the mouth green screen over your website with some text overlays. Sometimes simple is better. Like I feel like sometimes as marketers, we want to go out, we want to do these elaborate shoots, we want to go on locations, we want to do all these animations. And then something like this will end up being your best performer that takes you five minutes to make. So I always want to throw in, yes, there's so many creative transitions and options and things you can do in your ads, but variety and volume is really an important key to having a healthy ad account. So sometimes making something that's simple is better than spending hours or days making something that's elaborate. So here's a really simple concept that you can use during Black Friday. You'll have the eyes and the mouth effect talking over your product on the website, explaining why you should buy it, how good of a deal it is right now. And yeah, that that's it. It's it's very simple but very effective.

Savannah Sanchez: Next, we have the products served up on a plate. So this is a new one that I've been testing for loop ear plugs. This is a great concept because you can show multiple styles. So they have different types of ear plugs style depending on the situation. And we're showing it served up on a plate, which is just something unique and eye-catching that people aren't going to be used to seeing on their feed. And then we're pairing it with the hook, noise reduction, you'll eat up. So that's why we're serving it on a plate because you're going to eat up the noise reduction. So I'm always trying to find ways how can we be more creative than other ads. When clients come to me, their number one thing that they ask me to do is they're like, Savannah, we need some out of the box ideas. We've done UGC, we've done the basics. I want you to get creative. I want you to go out of the box. And so really that's what my job is for my group of 50 clients. Every week I'm thinking, how can we push the limit a little bit further? How can we do something that's never been done before? And then I love to share all these examples with you guys because then I can share with you what I'm testing, what worked, what didn't work, and hopefully you can learn along the way.

Savannah Sanchez: All righty. Oh, I thought that was the last one. I still have I guess I have one more. Okay. Well, I guess I saved one of the best for last. So this one was really fun that we did. We started with the dog shaking off some water and we said when you accidentally splash on the phone screen and end up ordering something on mom's phone. So the water splashes cause the phone to go to Chewy and order some bones for the good dog, of course. So this was a really fun one we did for Chewy. I think that this will be a great one to do during Black Friday to show like, oh, and when you accidentally shake off the water and you get some water on your phone and then you order all of these great deals from the website.

Savannah Sanchez: All right, that was actually it, guys. Those are all my examples for Black Friday and Cyber Monday. If you haven't already, please go to my website, which is thesocialsavannah.com. I will be emailing out the deck and the replay. So I'll probably send it out sometime next week. So definitely make sure to sign up for my newsletter. Last time when I did the motion presentation, you guys crashed my website, too much traffic. So if it's crashed right now, maybe just try again in a couple hours when there's a little less traffic. And then make sure to follow me on all socials where I share new ad examples weekly.

All righty, excited to see what questions you guys have.

Melissa Rosen: I knew I was going to forget that I put myself on mute. Sorry. Hi.

Savannah Sanchez: Typical, typical.

Melissa Rosen: Um, all I said was that I put links to all of your stuff in the chat as well. So you guys can just easily click out there. Um, Savannah, thank you. Um, this was so amazing. I see more questions coming in to the Q&A. Um, I personally loved what one thing that stood out to me about all of your examples, you have this ability of taking organic trends and turning them into paid ads, but they don't feel trendy. Like somehow you manage to do it in a way that it's like it makes sense for the product. It feels evergreen enough. The husband voiceover, like I saw that organically on Tik Tok, super funny idea, turning that into a paid ad is just so smart. It works and it doesn't feel like an ad is hopping on a trend. It just feels organic to the ad. Like you have such a unique ability to do that. I'm sort of in awe at how you do and the girl math one too, you take these trends and make them work for paid.

Savannah Sanchez: For sure. I appreciate that. That's something that I really try to do is look through Tik Tok and see what's trending organically and see how we can make it into an evergreen ad. I always warn brands against don't just doing, don't just like create like straight trends, like using a trending sound. Not only is that copyright issues, but because trends go in and out so fast. But you can take what's trending on Tik Tok and make it into an evergreen concept. So I always try to think how can I make this more evergreen and not just in and out trend.

Melissa Rosen: Yeah, and I I think this question from Samantha is sort of a good lead in. She says, how do you approach audio choices? Do you stick with trends or do you go with the vibe of the video message more?

Savannah Sanchez: So I never use trending audio because I don't want to get sued by Sony or Universal or whoever's creating these songs. But you can use free uh music libraries or you can use a paid library subscription. One that I like to use is artlist.io. And so I always just try to find a song that matches the vibe. What's great about Artlist is that they have a lot of songs that sound like trending songs. Like they even have like a Tik Tok section of their website. And so I'll often look through there to see what kind of sounds like a trending song but is copyright free.

Melissa Rosen: That's great advice.

Melissa Rosen: I like this one. I know Savannah you've spoken about this before. How do these social hooks work for a non-physical or tangible product? Specifically they're a travel company offering trips. I know you've worked with some brands like this too. I'm curious to hear your thought.

Savannah Sanchez: Absolutely. I would say first and foremost, we do have an amazing presentation on Motion's YouTube channel that we did a few months ago where we talked about best hooks for non-physical products. So I highly recommend going and watching that deck because I have over 50 ad examples that don't feature any physical products. But I would say from this deck that I presented today, all of those ones where it was just text written in creative ways are all ones that are perfect for non-physical products. So for a travel company, writing it on paper, writing it on tape, writing it on the phone, what your offer is, or how your travel company stands out from others, mixing it in with B-roll of travel footage, uh doing the green screen of the face on your website going through. There's a lot of ways that you can use the examples I shared without any physical products for sure.

Melissa Rosen: Yeah. Still like the seasonality of it is still exciting even if you don't have an offer.

Savannah Sanchez: Yep.

Melissa Rosen: This one, I know this is your wheelhouse. Filippo asks, where do you find these very good creators? Not everyone is able to understand the inputs to create eye-catching or engagement clips.

Savannah Sanchez: It's it's a work in progress and it's taken years. I've been doing this with creators for five years now and a lot of the creators that I started with in 2020 and 2021 are still on my team. And a lot of them, even the newer ones have been on my team for a year or two years. So these are people that I've hand selected. Most of them I've found on Tik Tok or Instagram, just seeing that they have natural talking to the camera skills. Uh some of the people that I employ are actual actors and actresses. So they're even better at talking to the camera and showing emotion. But really the key is I work with the same group every single week across all of my clients. They're mostly between 18 and 45. Mostly women. We do have a good group of men now, which is exciting. We also have some older people like 65 plus that we've added in the mix. But because I'm working with the same group every week, they know exactly what I'm looking for. They can read my brief very clearly. I give them shot lists, script talking points, and they're motivated to continue to do great work for me because I'm essentially a very consistent gig for them. If I'm giving them a bunch of clients and products to film for me every week, this is a really great mutually beneficial relationship. It's really difficult if you're a brand or an agency and you're just reaching out to a creator for a one-time project. First of all, you're probably not going to get what you want on the first try. A lot of this stuff is a lot of trial and error and learning along the way. But if you can build a relationship with a great creator, and like I said, most of my creator relationships are years long, that's when it becomes a really well-oiled machine. So when a new brand comes to me, I instantly have 10 creators on my team that are going to be a perfect fit for them. So for example, if we're doing a makeup brand, we have our creators that specialize in makeup. We can just kind of plug and play. These creators know exactly what I'm looking for. So there is no magic source of finding creators. Most of them I find on Tik Tok and Instagram, searching through hashtags or Instagram reels. I typically like to work with ones with smaller followings, like maybe they have anywhere from 1,000 to 100,000 followers. I'm not looking for influencers per se. And then it's just about putting the time and the training in to to get them to where you need them.

Melissa Rosen: That's such good advice. It it takes work is the short answer. It's not it's not an easy thing. Yeah.

Savannah Sanchez: If only.

Melissa Rosen: Yeah. I'm sort of curious. I'm glad you put this into the Q&A. I saw them in the chat. Um, was there anything that absolutely flopped? I'm curious for Black Friday specifically because I feel like there's such a magnifying glass on Black Friday ads. Is there anything in your experience you've seen that just like does not work for Black Friday people should avoid?

Savannah Sanchez: Keeping it simple is my main advice here. And that's something that I've seen brands fumble in previous years. I worked with a brand, I'm not going to say their name, but they insisted on having a tiered discount. Like you spend $100, you get 10% off, spend $200, you get 20% off. You spend $300, you get a gift and 35% off. There were so many tiers and we're trying to explain it in the ad and you know people are only watching ads for the first three seconds. We needed way too much text to explain what it was going to be. Completely flopped. Brand calls me on Black Friday and they're like, why aren't our ads doing good? And I'm like, it's that offer. No one can understand what's happening. So me and my graphic designer last minute, they're like, we're going to switch to 20% off sitewide, created all new graphics for them, all new videos, launched it, turned it around. So that was just a really important lesson and that's why I started the deck with my top tips is do a sitewide discount, 20% off, 30% off sitewide, 40% off if you can if you can swing it. But I would say most common is 20 or 30. Avoid tiers, avoid gift with purchases. You just want to make sure that in the first second of your ad, whether it's a still or video, your offer is front and center, easy to read, easy to understand. So yes, the ones that flopped were the ones that were complicated. And now I just warn all my clients from from that story I have.

Melissa Rosen: Yeah. I I feel like as a consumer, like I second that. Like there's sometimes where I'm just like, I don't I don't want this free gift. Like I'm buying, you know, it's like just just give me a discount. Like just keep it simple.

Savannah Sanchez: For sure.

Melissa Rosen: Okay. I like this one. This one's sort of interesting. I'm curious to hear what you think from Anna. How do you approach ad content for BFCM with brands that are not planning on having any sales?

Savannah Sanchez: I think that's when you can go for the unboxing experiences, uh the gifts for him, gifts for her. Make it more about why this is the perfect gift versus why you should buy it now because it's a discount. So I would be leaning more into the emotional messaging of of why it's a great gift versus the discount messaging.

Melissa Rosen: Yeah, still like the seasonality of it is still exciting even if you don't have an offer.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one, I've uh, I'm always curious about this too because I feel like so many advertisers look to you for ad inspiration. So then the question is like, well where do you actually get your ad inspiration? I'm curious to hear where you find it.

Savannah Sanchez: For sure. I I utilize Foreplay, which is a software for ad discovery and looking up brands and I find that to be really helpful in my process for saving ads and and discovering new ones. So that's a software that I use. But a lot of it is just looking at what's trending on reels, Instagram, Instagram, Tik Tok, and seeing what's what's trending organically and what you can use for an ad. I always like to see like what the top brands on meta are doing, going through their ad libraries, things like that. And it's just about keeping your eyes open. You can find inspiration from so many places. Especially now that, you know, every anyone can look at any brand's ad library. So there's really you don't even have to have a software like Foreplay or or any other tool to do ad creative research. If you can log into Facebook, look through people's ad libraries of of your competitor brands or just big brands in the space, spend time on on Tik Tok and and reels, you're going to have plenty of inspiration. But then also just try to be creative. Like writing on cake, I don't think that was from an ad inspiration. I think that's something that's me and my creators were just talking about what are some fun ways that we can show text. So collaboration is something that is really important. Find someone you can bounce ideas off of. Maybe you can create an ad group with people on your team where you share different ad examples to each other. And then just come up with fun ideas. Sometimes what works is just something that someone threw out randomly and you kind of brew on the idea and see, okay, I can see how we can make this work. So I would say finding people to throw ideas off of on your team is incredibly helpful too.

Melissa Rosen: So true. The oh, the Motion events chat is literally one of my favorite places in the world.

Savannah Sanchez: It's unrivaled. It's the best group of people.

Melissa Rosen: And everybody's also like, what was that app she mentioned? And everyone's coming in Foreplay, Foreplay. Like you all are just helpful and nice and I love you all.

Savannah Sanchez: No, you you guys are awesome.

Melissa Rosen: I feel like, yeah, I I follow Savannah on all her socials. Highly recommend. It's it's also funny because I'll be scrolling my Instagram feed and I just stop to like watch what is just like an ad example from you. And then I'm like, oh, this is a Savannah ad example. Like I thought it was just part of my feed. Um

Savannah Sanchez: Oh, I'm honored.

Melissa Rosen: It's really good. I'm your I'm your demographic for sure.

Melissa Rosen: Um, okay, well, I want to thank you so much, Savannah. We will wrap up now. Thank you.

Savannah Sanchez: I really only do these webinars with Motion just because I believe in partnering with softwares and things that I actually use and Motion is a part of my daily process. So that's why I love to do these quarterly events with Motion. So definitely subscribe to my newsletter, which is thesocialsavannah.com, where I share weekly ad creative tips, tons of ad examples, case studies, uh new trends that you can test in your ads. I highly recommend my newsletter. And then whenever I do do these motion webinar presentations, then you'll be first to know about it and you'll be getting the replays and the decks and all that good stuff. I'm going to be emailing out the deck from today exclusively to my newsletter subscribers next week. So you want to make sure you sign up. Um, but yeah, I don't really do any any other type of workshops. I I just spend all my time working with my clients. Like I am in the weeds, in the ad creative production process, coming up with ad ideas, working with my creators, working with my editors, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about like how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: I like this one. This one's sort of interesting. I'm curious to hear what you think from Anna. How do you approach ad content for BFCM with brands that are not planning on having any sales?

Savannah Sanchez: I would say beginning of November. That's when most people are launching their Black Friday and Cyber Monday sale. It's funny, in 2018, that was my first year like really being into like meta media buying. Everyone launched their ads like on Black Friday. It was like, you know, Thanksgiving, we're setting up all of our ads, making sure everything goes live. Uh, times have changed. Now it's a month-long Black Friday. Maybe brands will up the sale a little bit during Black Friday, Cyber Monday weekend, but it's really Black Friday, Cyber Monday month. It's not something that brands are reserving just for Black Friday, Cyber Monday weekend. So I would say most of the brands I work with are going to start their campaigns in the beginning of November.

Melissa Rosen: That's really interesting. I feel like, yeah, I've thinking about that now. They have gotten sooner and sooner. It used to be you waited for the day of.

Savannah Sanchez: I know.

Melissa Rosen: That feels so old now.

Savannah Sanchez: End of October, early November, it's already there. Because brands realize like they can just be making money for the whole month instead of just making it all at the end of the month. So

Melissa Rosen: Yeah. I I liked this, this one's sort of interesting. I'm curious to hear what you think from Anna. How do you approach ad content for BFCM with brands that are not planning on having any sales?

Savannah Sanchez: I think that's when you can go for the unboxing experiences, uh the gifts for him, gifts for her. Make it more about why this is the perfect gift versus why you should buy it now because it's a discount. So I would be leaning more into the emotional messaging of of why it's a great gift versus the discount messaging.

Melissa Rosen: Yeah, still like the seasonality of it is still exciting even if you don't have an offer.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one, I've uh, I'm always curious about this too because I feel like so many advertisers look to you for ad inspiration. So then the question is like, well where do you actually get your ad inspiration? I'm curious to hear where you find it.

Savannah Sanchez: For sure. I I utilize Foreplay, which is a software for ad discovery and looking up brands and I find that to be really helpful in my process for saving ads and and discovering new ones. So that's a software that I use. But a lot of it is just looking at what's trending on reels, Instagram, Instagram, Tik Tok, and seeing what's what's trending organically and what you can use for an ad. I always like to see like what the top brands on meta are doing, going through their ad libraries, things like that. And it's just about keeping your eyes open. You can find inspiration from so many places. Especially now that, you know, every anyone can look at any brand's ad library. So there's really you don't even have to have a software like Foreplay or or any other tool to do ad creative research. If you can log into Facebook, look through people's ad libraries of of your competitor brands or just big brands in the space, spend time on on Tik Tok and and reels, you're going to have plenty of inspiration. But then also just try to be creative. Like writing on cake, I don't think that was from an ad inspiration. I think that's something that's me and my creators were just talking about what are some fun ways that we can show text. So collaboration is something that is really important. Find someone you can bounce ideas off of. Maybe you can create an ad group with people on your team where you share different ad examples to each other. And then just come up with fun ideas. Sometimes what works is just something that someone threw out randomly and you kind of brew on the idea and see, okay, I can see how we can make this work. So

Melissa Rosen: So true. The oh, the Motion events chat is literally one of my favorite places in the world.

Savannah Sanchez: It's unrivaled. It's the best group of people.

Melissa Rosen: And everybody's also like, what was that app she mentioned? And everyone's coming in Foreplay, Foreplay. Like you all are just helpful and nice and I love you all.

Savannah Sanchez: No, you you guys are awesome.

Melissa Rosen: I'm your I'm your demographic for sure.

Melissa Rosen: Um, okay, well, I want to thank you so much, Savannah. We will wrap up now. Thank you.

Savannah Sanchez: I really only do these webinars with Motion just because I believe in partnering with softwares and things that I actually use and Motion is a part of my daily process. So that's why I love to do these quarterly events with Motion. So definitely subscribe to my newsletter, which is thesocialsavannah.com, where I share weekly ad creative tips, tons of ad examples, case studies, uh new trends that you can test in your ads. I highly recommend my newsletter. And then whenever I do do these motion webinar presentations, then you'll be first to know about it and you'll be getting the replays and the decks and all that good stuff. I'm going to be emailing out the deck from today exclusively to my newsletter subscribers next week. So you want to make sure you sign up. Um, but yeah, I don't really do any any other type of workshops. I I just spend all my time working with my clients. Like I am in the weeds, in the ad creative production process, coming up with ad ideas, working with my creators, working with my editors, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my god, that's amazing. Like if you're 60 years old, a 60 second works. Like I can't hear it enough. It's just it's a great, it's a great tip. I love that.

Savannah Sanchez: Yep.

Melissa Rosen: Okay, this one about tools. There's a similar one,

Melissa Rosen: I'll share from Savannah. Are there any So are there any tools or platforms you like to use for creation? And then I also want to show this one because I think this clarifies even more like the example you showed where the eyes are on the website. Um, like we know that's a Tik Tok filter. Are you editing stuff in the platform sometimes or are you always using editing software?

Savannah Sanchez: Nowadays, we're always using editing softwares like Premiere or After Effects. So my tech stack is we're filming everything with an iPhone so that it looks organic and natural and looks like a Tik Tok or a meta style video. Uh so keeping the camera quality iPhone level. And then for the editing, I have a team of 10 editors who are very professionally trained in Premiere and After Effects. So they handle all of the post-production and I just brief them and and tell them what we're looking for. So for the eyes effect, that's not something that we edited within Tik Tok. It's something that we did ourselves uh through Premiere. So I personally don't edit. I used to edit all of our content back in 2020. I was the star of the videos. So I was creating the UGC, I was using Capcut and Tik Tok to edit. But luckily now I can take a bit more of a strategic role. Now really what I do with my day-to-day is briefing the creators, briefing the editors, finding good ad inspiration, and most importantly, looking through motion reports to see what's working and why it works. I would say that's something that is missing in many people's ad creative process is they don't look at what's working and why it works. So the majority of my day is looking at these reports, singing, where can we improve the hook? Where can we improve the drop off? Is there something in the body of the ad that can be changed? And Motion has just been a complete game changer at being able to look at the data and make actionable next steps of how we're going to improve our ads from there on out.

Melissa Rosen: I couldn't have said it better myself as as a marketer for Motion. Um, no, and honestly, if you guys want to, there's a cute little button to book a call with us. It's also pinned in the chat. But I agree. I mean, I think like, you know, there's you put so much work into these creatives that when you don't actually take the time to analyze them and see what's working and tighten it up for the next time, like it feels like you're leaving value on the table. So, yeah, I I feel like Motion and reports are like really, really necessary these days, um, so that you're not just like, yeah, chasing trends, but you're actually looking at what's working, why it's working, does it resonate with your audience?

Savannah Sanchez: Totally. And it's just really great ammo for me to go to new clients and say, hey, this Tik Tok trend, like the eyes on the green screen Tik Tok trend, this works and this is the hook rate, this is the conversion data. People respond well when you can present them the data of why it works. I never like to just come to a client and be like, hey, I want to test this, you know, just because I feel like it. Like I don't I'm not saying that I'm a genius when it comes to ads, but I can say, hey, I've tested this across a few clients. Here's the data on it. I can send them the motion report and then they can be like, yeah, let's move forward. I think this is especially important. I saw a question in the chat about how you can convince brands that are more old school, not willing to try trends, not willing to try UGC, how to do these type of ads. Being able to show them the data and utilizing motion, which is just easy to read creative dashboards to say, hey, this is why you should be testing it. This is why it works. And also to show them maybe their ideas that they pitched, you can say, hey, this is why it didn't work. No one's actually stopping and watching this. So I never like to tell a brand, oh, your idea is bad. I'm like, oh, we'll do your idea. And then I'll just present them the data after. Be like, oh, your idea didn't work. Even though in my mind, I'm like, I knew that would never work. But I just let the data speak for itself.

Melissa Rosen: It's so I literally had this cued up as the next question. So it's exactly where I was going to. It was like, because what do you do when sort of leadership or your clients are pushing back saying things are off brand? And yeah, I think that's exactly it. That's that's where data can really help you. Like it's this isn't just my opinion. You might have a different opinion, but here's what's making money. You know, and it's like you said before too, if you had ads from last year that are working, use them again. Like this is all about, these are ads. Like we're talking about just making money here. We're talking about numbers. So you really do need to connect the creative to these numbers in order to get buy in.

Savannah Sanchez: Yes. One of the things that I have on my schedule in the next couple of weeks is to go through all of my clients November 2024 ads in motion and see where are the winners, which ones can we iterate off of, which concepts worked. It's just not a good use of time to just be keep going to the drawing board every single week and trying to come up with new things or just guessing at what's working. So that's why motion is just so, so valuable, looking at your past data to inform future decisions so that Black Friday becomes easier. That's where all these ad examples came from. A lot of these were ones that I found trending in motion that they've had great metrics and ones that I want to test again.

Melissa Rosen: That's so great. It's like at the end of the day, use what works. Like don't don't get too, you know, swept up in the seasonality of things. Just like keep status quo. Sometimes is the right answer.

Savannah Sanchez: Yep.

Melissa Rosen: This one from Cole, and I know you have a good answer for this. I also saw Natalia added a similar one, so we'll sort of bundle them. Um, do all these ad examples resonate with all ages, demographics, or do they especially work within a certain age range? Natalia also asked for some examples for like women in their 50s and 60s. I know you have some good advice about demographic stuff. So I'll let you talk about that for a little bit.

Savannah Sanchez: Sure. I would say that these ads are targeted towards 25 to 55 year olds. So it is a very broad range and we do we do see these type of ads work well all the way up to people in their 60s. So it's not that this Tik Tok style ad is only for the kids. Like this has a very wide reach and demographic um relevance, the type of ad styles that I shared. One tip that I've shared in previous presentations is that when a client tells me that their target audience is older, like women over 60 or women over 55, your ad length should be as long as your target audience's age. So if your target audience is a 60-year-old woman, then your ad length can be 60 seconds. So essentially all this means is that the older your audience is, the more likely they are to watch a longer, more educational video. So it is really important when clients tell me that their target audience is older because it's not going to be as Tik Toky, snappy, changing scenes every second, that they don't necessarily have Tik Tok brain like like the kids do, you know? Like they can actually watch a video for a minute or two of someone explaining the product and maybe just one frame, doesn't need to be chopping and changing every second. So there there is a lot of value to changing the ad format and the styling based on the age, especially if your target audience is 55 plus or 60 plus. I would say you can definitely do longer videos and more educational how-tos because they'll sit down and and watch it more most likely.

Melissa Rosen: Every time I've heard you say this advice a few times now and every time I'm like, oh my