Speaker 1: Are you guys ready to scale your Facebook ads? Get it?
Speaker holds up a black bathroom scale with a piece of paper taped to it that reads "facebook ad Spend".
Speaker 1: Scale, cuz I'm it's a scale Facebook. No, anyway.
Facebook logo appears on a blue background.
Speaker 1: When it comes to scaling your Facebook ad campaigns, there are a lot of skills you can master that are super helpful.
Screenshot of the Meta Ad Library homepage.
Speaker 1: Things like data analysis, consumer psychology, maybe even ad composition.
On-screen text: "Data analysis"]
> [VISUAL: On-screen text: "Consumer psychology"]
> [VISUAL: On-screen text: "Ad composition"
Speaker 1: But one skill that's often overlooked is the ability to build a killer creative workflow with highly trained talent that operates like a machine.
A woman sits at a table reading a book while a robot arm next to her pours milk from a carton, spilling it all over the table and a bowl of cereal.
Speaker 1: Which is why in this video, I'm going to teach you five ways to improve your performance marketing workflows so you can scale your Facebook campaigns to the moon.
On-screen text appears over the speaker: "MARKETING WORKFLOWS"]
> [VISUAL: A cartoon drawing of a green alien pointing at the moon, talking to a yellow alien.
Speaker 1: Workflows might sound super boring, but here at Motion, we're studying these workflows from over 2,000 advertisers who are using our tools to analyze nearly 4 billion in annual Facebook ad spend.
On-screen text: "1,986 Advertisers" with various company logos in the background. The number animates up to "2,000".]
> [VISUAL: Several screenshots of the Motion creative analytics platform appear, showing various charts and comment features.]
> [VISUAL: On-screen text appears over the speaker: "$4,000,000,000 in annual Facebook ad spend"
Speaker 1: And those ads are generating roughly 500 billion impressions and 4 billion clicks each year.
On-screen text in a purple box: "500 billion impressions"]
> [VISUAL: On-screen text in a purple box: "4 billion clicks"
Speaker 1: All of that combined with brilliant lessons that we've gathered from Motion partners like Savannah Sanchez, Jess Bachman, the Mudwater performance team, and our friends over at Power Digital helped to craft the tips in this video.
Screenshot of Savannah Sanchez's LinkedIn profile.]
> [VISUAL: Screenshot of Jess Bachman's LinkedIn profile.]
> [VISUAL: Screenshot of the MUD\WTR website homepage.]
> [VISUAL: Screenshot of the Power Digital website homepage.
Speaker 1: So yeah, you could say that these are pretty legit tips. All right, let's dive into it.
Speaker 1: Chapter one, scale more by shipping ads faster.
On-screen text: "Chapter 1 Scale more by shipping ads faster"
Speaker 1: So, what makes elite advertising teams truly elite?
A black and white photo of the speaker shrugging his shoulders with a confused look. On-screen text: "What makes elite advertising teams truly elite?"
Speaker 1: Well, one secret is volume. Simply put, the best advertisers are shipping way more ads than just about anybody else.
A notification pop-up appears on screen. It says "11 Shipped" with a rocket icon. The number quickly animates up through 33, 54, and stops at 76.
Speaker 1: And in their case, more does equal better. That's because increasing creative volume gives them more reps and more data flowing back into their strategy, which means more chances to hit a winner. Here's how you can ship ads faster like Savannah Sanchez does. I mentioned her earlier.
A woman, Savannah Sanchez, walks onto a stage with a large screen behind her.
Speaker 1: Savannah is that person who helps create top performing ads for brands like Fabletics, Athletic Greens, Dr. Squatch, Kate Spade, tons more.
Savannah Sanchez speaking on stage.]
> [VISUAL: Screenshot of the AG1 website homepage.]
> [VISUAL: Screenshot of the Dr. Squatch website homepage.]
> [VISUAL: Screenshot of the Kate Spade website homepage.
Speaker 1: Savannah's schedule with her creators basically looks like this. Creators begin shooting on Mondays and Tuesdays with completed shot lists taken from their iPhones.
A timeline graphic appears showing the days of the week. Under "Monday" and "Tuesday" are pink boxes that say "Video shoot".
Speaker 1: Editing happens on Wednesdays and Thursdays with tools like CapCut.
The timeline graphic adds yellow boxes under "Wednesday" and "Thursday" that say "Editing".
Speaker 1: And then the new ads are delivered to the client every Friday.
The timeline graphic adds a light blue box under "Friday" that says "Ads delivered".
Speaker 1: Speed is key because creative fatigue happens so quickly nowadays. So by skipping high production studio shoots and filming everything with trained creators and editors, doing all of this from their smartphones, her team is nimble.
A woman in a pink shirt sits on a couch and records herself with a camera on a tripod.]
> [VISUAL: A cameraman in a dark room holds a professional camera on a tripod.]
> [VISUAL: A person's hands are shown editing a video on a smartphone using an app.
Speaker 1: They can get statistically significant spend behind an ad within seven days.
Speaker 1: Chapter two, scale more by increasing creative inputs.
On-screen text: "Chapter 2 Scale more by increasing creative inputs"
Speaker 1: First of all, it's totally okay if you're like, wait, what the heck is a creative input?
A GIF of Britney Spears looking confused and squinting.
Speaker 1: Because it's probably something you're already doing anyway, which is just feeding your brain with inspiration for an ad. That could be scrolling through ad libraries, maybe watching TV, looking at TikToks, reading books, all of my favorite things.
A young boy sits on a couch watching the speaker on a large TV screen.]
> [VISUAL: A close-up shot of a person's fingers scrolling through a social media feed on a smartphone.]
> [VISUAL: A person's hands turn the pages of a book at a table with a cup of tea.
Speaker 1: Whatever media is grabbing your attention and makes you feel something. According to our friends over at fireteam.is, ideation and creativity is a learned skill.
A cartoon-style banner image of the "Fire Team" with six people and a large teddy bear.]
> [VISUAL: On-screen text appears over the speaker: "Ideation & creativity is a learned skill"
Speaker 1: And it's no different than something like archery, something that you can get better at with more practice.
A black and white video of a man skillfully using nunchucks.
Speaker 1: To scale more ads, you need more creative ideas.
A white silhouette of a human head with a question mark inside. On-screen text: "to scale more ads you need more creative ideas"
Speaker 1: And people really underestimate the power of process in creativity. Here are a few things that you can do to be like the Fire Team agency that I mentioned earlier. First up, start a Slack channel or a WhatsApp group chat for people to drop in ad inspiration, adspiration.
The Slack logo and the WhatsApp logo appear on either side of the speaker.
Speaker 1: This should just be random thoughts, ideas, things from movies, books, social media feeds that sparked an idea. Then, get an AI or a virtual assistant to catalog those ideas in that thread and put them in a Notion or a Google Doc.
A GIF of a humanoid robot's face looking around.]
> [VISUAL: The Notion logo and the Google Docs logo appear on either side of the speaker.
Speaker 1: And then lastly, use this list during a brainstorming session to really kickstart your meeting with more creativity.
A cartoon clip from South Park showing a group of characters sitting around a table in a meeting room with "IDEAS" written on a whiteboard.
Speaker 1: It just goes a lot better. All right, so with the right team using that process, your team can start increasing inputs, reaching higher levels of creative performance, and really veering off from that typical trail, giving you some serious creativity and divergent firepower.
A graphic shows several social media ad mockups. On-screen text: "Your team can start increasing inputs"]
> [VISUAL: A graphic of a human brain with yellow sparkles around it. On-screen text: "Reaching higher levels of creative performance"
Speaker 1: Chapter three, scale more by finding better UGC creators.
On-screen text: "Chapter 3 Scale more by finding better UGC creators"
Speaker 1: If I had a nickel for every time someone tweeted about how UGC is dead, I don't think I'd need to be working to record this video right now. No, but seriously, UGC isn't working for some brands because the quality of their creators is lacking.
Speaker 1: A low energy creator rattling off value props to a camera or doing another three reasons why ad, it's just not going to fill up a shopping cart anymore.
A video recording overlay (REC, battery icon) appears over the speaker.]
> [VISUAL: A white shopping cart icon appears on the left side of the screen.
Speaker 1: So if you want to scale more winning Facebook ads, you've got to find and coach that top talent. Remember our good friend Savannah? Well, she's built out a creator team of over 40 people that she regularly works with.
A graphic shows several white stick figure icons. A purple box with the text "40 people" appears in the middle.
Speaker 1: And they know exactly what she's looking for, the type of styles she wants, and can even anticipate the feedback that she'll have for them. Here's how she goes about finding those top UGC creators. No tools, no fancy outreach program. Savannah just immerses herself by using Instagram and TikTok like an end user would.
The Instagram logo and the TikTok logo appear on either side of the speaker.
Speaker 1: And she's just always scoping out trending videos, scouting up and coming talent. And the trick here is that it typically, it's folks who have 10,000 or fewer followers. So if you want to find better UGC creators, look for folks who already have the skills needed to capture attention, stop the scroll, and engage users to feel big emotions and take some action.
A GIF from an SNL sketch shows a man (Kyle Mooney as Mr. Kennedy) at a hearing, gesturing with his hands. On-screen text: "BIG EMOTIONS"
Speaker 1: Look for great energy on camera. Look for creators who have a good bedroom, bathroom, or kitchen setup with absolutely perfect lighting.
Speaker 1: Chapter four, scale more by making better ad briefs.
On-screen text: "Chapter 4 Scale more by making better ad briefs"
Speaker 1: Who doesn't love a cheeky little ad brief? I mean, all those boxes to fill in with inane text and super long links to paste in there and some unintelligible directions to delegate. Am I right? No, you're supposed to say, Travis, you're wrong. Look, my little advertisers, better briefs means scaling more winners.
A graphic of a seesaw. On the left, text reads "Better briefs". On the right, text reads "Scaling more winners".
Speaker 1: You don't believe me? Well, our friends over at Power Digital scaled TikTok ad spend by 30% by using Motion.
Screenshot of the Power Digital website homepage.]
> [VISUAL: On-screen text: "Scaled TikTok ad spend by 30%"]
> [VISUAL: The Motion logo appears on a black background.
Speaker 1: And by having the best briefing practices and processes we've ever seen. And the same can be true for your Facebook ads.
On-screen text: "Facebook"
Speaker 1: Their team actually has its own casting point person with a rolodex of talent that they trust and continuously use across all of their accounts. And the key here, according to Grace Durham, their associate creative director of TikTok strategy, is to strike the perfect balance between giving too much information and not enough.
A graphic of a seesaw. On the left, text reads "Getting too much information". On the right, text reads "Not enough".
Speaker 1: You want to keep things authentic and you want to give creators the flexibility and all the information possible to avoid any huge mistakes. But you don't want to overwhelm them with information. So, as with TikTok, the same with Facebook.
The TikTok logo and the Facebook logo appear on either side of the speaker.
Speaker 1: Your ad briefs for creators should include inspiration and an overview of the entire concept, do's and don'ts for each and every brand that the creator is shooting for, all the product info the talent will need to narrate and talk, a super flushed out shot list with angles and lighting specifics, encouragement to experiment with flexibility outside of your must have shots, and lastly, have every shot taken as an individual clip and not all in one take.
A list of items for an ad brief appears on a dark blue background:
> - Inspiration and an overview of the entire concept
> - Do's and Don'ts for each and every brand that the creator is shooting for
> - All the product info the talent will need to narrate and talk
> - A super flushed-out shot list with angles and lighting specifics
> - Encouragement to experiment with flexibility outside of your must-have shots
> - Have every shot taken as an individual clip (not all in one take)
Speaker 1: That last component is key because when the creator send an individual clips for everything that you're able to do, you can really easily repurpose that footage with completely new concepts of all those different clips mashed together in different ways.
A grid of six video clips, each labeled "Clip 1" through "Clip 6". A cursor arrow clicks on Clip 1, then moves and clicks on Clip 3.]
> [VISUAL: On-screen text: "You can really easily repurpose that footage"
Speaker 1: Chapter five, scale more by training your video editors.
On-screen text: "Chapter 5 Scale more by training your video editors"
Speaker 1: Guaranteed 100%, the absolute best way to train your video editors is to send them a spreadsheet full of confusing ad performance data with tons of acronyms and jargon that looks like an alien language.
A screenshot of a complex financial spreadsheet. Purple mathematical formulas and symbols are overlaid on top.
Speaker 1: Said nobody ever in the history of advertising. I'm serious, please stop doing that.
A cartoon of a giant hand with a red stop sign in its palm, rising out of a road and blocking it.
Speaker 1: To scale more Facebook ad winners, you need to train your video editors and speak their language, which is with visuals that show them what's working and what's not, which is exactly what our friend Justin Blakey did over at Mudwater.
A photo of a man, Justin Blackey, with his name in a purple box overlaid.]
> [VISUAL: Screenshot of the MUD\WTR website homepage.
Speaker 1: So, our advice is to do what he does. Help your motion designers and video editors identify and iterate on winning creative by simplifying creative reporting. Send them links like this, or this, or this.
Screenshot of a Motion report showing two ad creatives side-by-side with performance metrics.]
> [VISUAL: Screenshot of a Motion report showing four ad creatives with performance metrics.
Speaker 1: And in it, they can see, oh, this one has a low hook rate.
Screenshot of a Motion report titled "Top Creatives" showing four ads with bar charts for Hook score, Watch score, Spend, and Hold rate. The Spend bar for the second ad is highlighted, showing a low value.
Speaker 1: We need a more compelling audio sound bite in the first three seconds. Or, wow, this hold rate sucks.
Screenshot of a Motion report showing two ad creatives side-by-side with performance metrics like Spend, Hold rate, and 1st frame retention.
Speaker 1: The ad will need to have a value prop moved up sooner. Or even look at how great everything is except the CTR.
Screenshot of a Motion report showing four ad creatives with performance metrics. The "CTR (all)" metric for the second ad is highlighted, showing a low value of 0.21%.
Speaker 1: Let's swap that call to action with something that's performing maybe a little better. Training your video editors like this with visual data makes them better at their job and frees you up to do less hand holding and delegating.
A GIF of a man wearing headphones, drinking from a mug, and looking intensely at his laptop.]
> [VISUAL: A GIF of a human hand gently touching a gray robot hand.
Speaker 1: It's really a win-win.
On-screen text: "WIN-WIN"
Speaker 1: Well, hopefully you'll take at least one of those actions and start trying to implement them with your team or your clients or your own brand. Good luck and let us know in the comments what else you'd add to this list to scale more of those Facebook ad winners.
