Motion logo on a black background. The logo is three overlapping purple rectangles next to the word "Motion" in white.
Slide with a purple border. In the top left corner is a video feed of a woman labeled "Savannah Sanchez". The main part of the slide has the title "Out-Of-The-Box Ad Ideas for Summer 2025". On the right is the logo for "SOCIAL SAVANNAH". At the bottom, red text reads "I will email the deck to my newsletter subscribers! Sign up at the bottom of my website: thesocialsavannah.com".]
Savannah Sanchez: So for those of you who may not know me, my name is Savannah Sanchez. My business is The Social Savannah.
Slide titled "Who is The Social Savannah?". The slide contains text describing the company and its achievements. On the right, there's a mockup of two iPhones. One shows a grid of images, and the other shows a professional photo of Savannah Sanchez. A rapid montage of short video clips plays within the phone mockup, showing various products and creators.]
Savannah Sanchez: I work with over 40 brands each week to produce hundreds of ads for them. I've worked with hundreds of ads, I've worked with hundreds of brands in the last few years alone, including some big names like Bumble, Noom, Poshmark, Dr. Squatch, Fabletics, just to name a few. The way that I work is I have a small team of creators. I have about 40 creators on my team and 10 editors, and each week we're shooting brand new concepts for my clients.
Slide titled "Let's Review Top Ad Hooks & Formats! (All Examples Are My Own)".]
Savannah Sanchez: And the number one thing that I get requests from from my clients is we want to try out-of-the-box ideas. I hear that all the time. People are like, we want to stop the scroll. We don't want it to look like AI. We don't want it to be a basic UGC ad. They say, Savannah, go out of the box. So I have been doing a lot of out-of-the-box ideas this year, I would say more than any other year. So I've done the hard work for you. I've come up with a lot of different ad ideas. I've tested them across a lot of different clients. And today I'm going to present to you the winners. So these are the out-of-the-box ad ideas and hooks that are winning and that I'm going to keep recreating for new clients over the summer of 2025. And I highly encourage you to do the same. So without further ado, let's get right into it.
Slide titled "Post-It Note". A video ad plays inside a phone mockup. A hand places a pink Post-it note on a white surface. The note says "What are you doing this SUMMER?!". The video then transitions through various clips with the Post-it note overlaid, showing earbuds, a woman at a concert, and travel items. The ad then shows various people at concerts and festivals using Loop Experience earplugs. On-screen text appears: "Anything that involves wearing my Loop Experience earplugs." and "Grab yours at loopearplugs.com".]
Savannah Sanchez: So one thing that we love doing at The Social Savannah is working with Post-it notes. So as you can see at the beginning of this ad, we say, what are you doing this summer? And then we overlay the product and the UGC creators behind the Post-it note for an instant thumb-stopping hook. So I think keeping it seasonal to summer is also a really great strategy, um, because we are this is a summer presentation and we notice that if we call out summer in our ads, it just is a bit more relevant to people right now. So, what are you doing this summer Post-it note? Definitely one to test, a proven hook.
Slide titled "Rock Paper Scizzors". A video ad plays inside a phone mockup. Two hands play rock-paper-scissors. Text bubbles say "save money" and "BUY NEW LUGGAGE". The "BUY NEW LUGGAGE" option wins. The ad then shows a montage of women happily using a white suitcase with various text overlays like "Nobi's All-in-One always wins", "innovative features", "unbreakable design", and "ultimate travel companion". The ad ends with a call to action: "Get yours for 46% off now nobitravel.com".]
Savannah Sanchez: This one is really fun. This one is the rock paper scissors. So I'm going to go back to the hook and pause it so you can see. We're doing a rock paper scissors between two creators. One of the people is representing save money and the other one is representing buy luggage. So they're rock paper scissoring to see, hey, are we going to save money or we're going to buy this luggage? And what do you know, buying new luggage won out. And then we do a UGC mashup with a lot of different creators so that people can see many different personas with the product. So I would highly encourage testing the rock paper scissors concept.
Slide titled "Heads or Tails". A video ad plays inside a phone mockup. A hand flips a coin. Text says "HEADS: save money" and "TAILS: buy new luggage". The coin lands on tails. The ad then shows the same montage of women with the white suitcase as the previous ad.]
Savannah Sanchez: Similarly, I have also launched a new concept that is called heads or tails. Heads, save money, tails, buy new luggage, and it lands on tails, you're going to be buying new luggage. So these are the type of split tests that are really important to run in your ad account. I am all about creating iterations and doing small tweaks in the hook to see drastically different performance. You'd be surprised when I test heads or tails versus rock paper scissors across different clients, I see drastically different results. It's not that one concept is better than another, but we do see different performance for different hooks. So whenever you're coming up with a concept, try to think, what is a hook alternate that I can easily shoot, but keep the rest of the ad the same. I'm not about wasting time and uh doing more than you have to. So if you can keep the rest of the ad the same, that's best-case scenario. Just changing the first three seconds of doing rock paper scissors versus heads or tails.
Slide titled "Glasses Reflection". A video ad plays inside a phone mockup. It starts with a close-up of a woman wearing sunglasses. The reflection in her glasses shows text on a laptop screen: "BLOW UP ON IG?". The video then zooms out to show the woman talking in front of a green screen displaying the Path Social website, which is a service for growing Instagram followers.]
Savannah Sanchez: This next one is a very eye-catching hook and one that my client was very happy with. Essentially, have a creator wear sunglasses and then put the text that you want people to see on her laptop and zoom in on the reflection of the text in her sunglasses. Trust me, this will get people to stop. I'll play the ad through so you can see it. Blow up on IG, say hello to Path Social, and we're introducing a growth service for Instagram followers is what this is. So just doing something like this very simple in the beginning will make a huge difference. I can tell you, starting the ad with a hook like this, something eye-catching and interesting versus just starting with a creator doing a green screen over the website, you will see a drastically different performance and you'll see that the one that with the more eye-catching hook is going to be the one that gets the most conversions. So I'm always trying to think of what is some weird and interesting way we can get text on the screen without just having a boring text graphic overlay.
Slide titled "Chase What You Love". A video ad plays inside a phone mockup. The view is from inside a glass of coffee. A person is seen in the background running towards the camera as if chasing the coffee. The ad then transitions to a montage of people enjoying the coffee product.]
Savannah Sanchez: This one is great. It's they say you should chase what you love. So we have our creator chasing after a cup of coffee. Um, and so you can do this for any product. You can be holding your product in front of the camera and the creator is chasing it. Uh, it's it's overly dramatic, it's cheesy, but it gets people to stop. And that is really the whole goal here is what can we do that's slightly out of the box, slightly eye-catching to get people to stop. But you'll notice the body of the ad remains highly the same. Like it's just different creators talking about the value props, going through different product photos, using the product. The focus should always be how can I optimize the first few seconds to be as entertaining as possible and different from the rest of the feed. You don't need to spend your brain power on the last, essentially 33 seconds of this 36-second ad is not nearly as important as how it starts. So having the creator chase is a perfect way to capture attention in that first few seconds.
Slide titled "Pay Attention To The Message In The Clouds". A video ad plays inside a phone mockup. A woman points up at the sky. The camera pans up to show a hand holding a note against the clouds that says "Use a PAYMENT PLAN for that Flight!!". The ad then shows a woman writing "how?" on a notepad, followed by a montage explaining a "buy now, pay later" service for flights. Another visual shows a pile of rice for "Pay for your booking all in 1 go" and the rice spread out over weeks for "Split up your flight payments".]
Savannah Sanchez: Next, we have pay attention to the message in the clouds. So I love this one because it it just it gets people thinking, they're a little bit differently. Uh, you're you're say and it gets people waiting for that extra few seconds to see, hey, what is this ad actually about? And then you can have a Post-it note holding up what is that message in the clouds. So this is one that I would definitely recommend testing. I'll go back to the beginning so you can watch that hook one more time. So she's pointing up and saying, pay attention to the message in the clouds. You look up and then you have the Post-it note or a small piece of paper like we did here and then you're writing the text out. Use a payment plan for that flight. And then you'll also see that we like to use things that are more visually demonstrative. Like instead of just having a girl talking to the camera explaining that you can pay for your flight all in one go and showing a bunch of rice versus having payment plans and spreading the rice over the different weeks. So you always want to think, how can I visually tell the story versus just someone talking to the camera and explaining it, which is really boring. So you can see we went over this one, it says, how? Writing it on a piece of paper visually, taking the video of someone writing down the text that you want to have is going to capture attention versus just like your regular text overlay. So little tips to keep attention.
Slide titled "People Always Ask Me". A video ad plays inside a phone mockup. A woman is looking into a broken cabinet drawer. The ad follows a popular meme format where someone is asked an unrelated question and then pivots to their product. The ad then shows a montage of the protein powder product.]
Savannah Sanchez: This one's really funny. It's people always ask me, Sarah, how do you fix a broken cabinet? Well, I don't know, and my name's not Sarah, but good protein is the tastiest way to get your protein in the day. So this is a classic take-off of an Instagram, TikTok trend that's going viral right now, and you can definitely implement this in your ad strategy. I always try to think about if there are TikTok trends that can be relevant to ads. You don't want to make your ads too trend-focused because TikTok trends go in and out of style so quickly, but something like this, I would call it more of an evergreen trend. So I would recommend testing the script of people always ask me, how do you fix a cabinet? I don't know, my name's not Sarah, but what I do know is X, Y, and Z. Uh, we find it has a very good watch rate in the clients that I've tested it with.
Slide titled "Photo Collage". A video ad plays inside a phone mockup. It starts with a fast-paced photo collage of a woman with a handbag. The ad then transitions to a video showing the details of the handbag and wallet.]
Savannah Sanchez: Next, we have a photo collage at the beginning of the ad. So when you are doing video ads, it doesn't always have to be video for the whole time. I am a big believer in mixing formats. So mixing photos in with your video ads can be a great way to stop the scroll. So I'll go back to the beginning so you can watch that one more time. We have a photo collage of the creator and her bag, and then we go into the video. So this is a very simple and easy hook that you can test for your product.
Slide titled "Paper Zoom". A video ad plays inside a phone mockup. The camera zooms in on a piece of paper with the text "YOU'RE WASTING YOUR TIME". The video then zooms out and transitions to show the Scribe software, which creates training guides.]
Savannah Sanchez: This one, what we're doing is we are zooming in on the text on a piece of paper for a hook. So we're saying, we're doing a little pinch zoom in, you're wasting your time. And then you'll see the next frame. You see how it starts blurry here and then it gets into focus. That is a trick of the brain so that people wait to see what the text is when it comes out of focus. Humans are very curious and even something as just having it blurred for a second before revealing what the text is, people will stick around to see what is that text. It's just very interesting how the brain works and those are ways that you can capture attention and stop the scroll. This is also a great format if you have a service-based business, one where you don't have a product. You always have to get extra creative when you don't have a physical product to show off, like doing ads for beauty or skincare, health, it's often a lot easier. But when you're advertising a website or an app or a service, that's when it's even more important to do something eye-catching in the first few seconds because you don't have a beautiful product to show off or a demonstration to do. So doing things like this, like having text written out on paper or the text holding it up in terms of like, look at the message in the clouds, things like that is what is really working for these type of businesses.
Slide titled "Voice Note". A video ad plays inside a phone mockup. A woman is walking and looking at her phone. A text message and a voice note graphic appear on screen. The voice note plays, and the ad transitions to show the shoes being discussed.]
Savannah Sanchez: Next, we have a voice note. So in the hook, the creator is pretending to receive a text saying, oh, where are those shoes that you wore today? And then she records a voice note that she is sending back to her friend saying, oh, I actually got them from Merinos and blah, blah, blah. You go into your typical UGC ad showing the product in use. But having that voice note text message at the beginning of the ad is really eye-catching. And you can have the fake iMessage over the screen. And then you can see at the end, we kind of circled back to the fake iMessage where we have her bestie, here's the link to purchase. So just keeping it really native. People when they are shopping, they are often asking their friends for advice. Hey, what were you wearing? Oh, let me text you the link. So this is how girls are naturally shopping and getting ideas from their friends. And so recreating that in an ad is a very powerful strategy.
Slide titled "Multi-Screen Self-Skit". A video ad plays inside a phone mockup. A woman is having a conversation with two other versions of herself on different computer screens. This is a skit format.]
Savannah Sanchez: Next, we have the multi-screen self-skit. So this one is really fun. Essentially, you record yourself three times. So you can have yourself on one of the monitors and then you have yourself replying on a laptop, and then you have yourself replying in real life. So you're basically having a conversation with yourself across three different screens. Again, this goes back to when we don't have a physical product. You do have to be a lot more interesting and creative in your hook. But this could absolutely work for a physical product. We've done this for makeup clients and other clients where the girls are talking on the monitor side by side about the product. We even did it where she is handing over the product from one monitor, like she's holding it and then she's holding up the product and then the girl on this monitor is grabbing it. So you can get very creative with this and it's something I haven't seen a lot of brands do, but something that I've been testing and my clients are loving. So would absolutely recommend this.
Slide titled "Megaphone Announcement". A video ad plays inside a phone mockup. A woman uses a megaphone to make an announcement about a coffee product. The ad uses a split-screen effect with the woman on one side and product shots on the other.]
Savannah Sanchez: Next, we have the megaphone announcement. So in terms of props that you can buy on Amazon, a megaphone and I would say a whiteboard are the two props that I use the most. And you can just come up with so many different creative concepts around using a megaphone. It's great for announcing a sale or a new product launch. For this one in particular, we are announcing that the product is actually going up in price. So doing a bit of an urgency play that you need to buy it now before the price goes up. So if you're doing a quick PSA or like, oh, guess what, the sale is happening. You will find lots of ways to use a microphone. So a megaphone. So I would definitely recommend getting one of those on Amazon along with the whiteboard. That is my other most used Amazon purchase for ad creatives.
Slide titled "TikTok Comment Skeptic". A video ad plays inside a phone mockup. It starts with a fake TikTok comment overlay that says "Those seem so extra...". The rest of the ad is a response to this comment, showcasing the product (Loop earplugs).]
Savannah Sanchez: Next, we have the TikTok comment skeptic. So this is a classic format having the TikTok comment overlay in that first second. But we're taking it a little extra step further. We're having the comment be negative. We're saying, those seem so extra. And then in the script, we're kind of talking back. We're saying, well, then you can stick to your boring, uncomfortable earplugs then, but if you want to have something cute, stylish, and functional, then you want to check out Loop earplugs. So never be afraid to include some negativity in your ad. As humans, we are more attracted to negative things versus positive things. That's why news and clickbait is always so negative. So you can kind of take advantage of that psychology. People aren't expecting an ad where the first thing they see is a negative comment. Those seem so extra. And then you can rebuttle it in the following scenes and in the voiceover, we talk about why it's so great. So, uh, testing negativity in that TikTok comment overlay or a skeptic as I call it here is a great strategy.
Slide titled "Start On The Floor/Upside Down". A video ad plays inside a phone mockup. It starts with a top-down shot of a woman lying on the floor with her soccer gear. The ad then transitions to other unique camera angles.]
Savannah Sanchez: I also want to go through some filming techniques that will help your ad performance. So we always try to test some different angles in terms of where we film the creators. And we're seeing a really positive response on our ads when the creator is laying on the floor and we actually have the camera tilted slightly so she's at an angle. And it just that little extra eye-catching bit. People aren't expecting it and she has her little mini microphone that she's talking into. So it's almost as if she's giving a little speech from the floor. And we have the product right above her. So even visually it kind of looks like, oh, is that product like floating above her? Oh no, she's just on the floor. Why is she on the floor? It just makes people stop and think for that extra second and then you go into the rest of your ad. One thing I also wanted to point out is that using text animations and different colors in your fonts is a great way to capture attention. You'll see that on most of my ads. We kind of mix and match with the colors and the animations of the text. You can see here, we have a different font and then it goes word by word on the screen so that people have to wait to see what we're going to say. And that most of our ads are around 30 seconds long and we are changing the scene every second. So you got to keep that attention going. People are scrolling on TikTok, they don't have the attention span to look at one frame longer than a couple seconds. I would say the exception to that is when a creator is talking to the camera. That's when we will leave the scene on for an extra second, but any B-roll type scenes where we're just filming the product or showing it in use, that's usually one second cuts before we move on to the next.
Slide titled "Words On Phone". A video ad plays inside a phone mockup. The hook text is displayed on a phone screen within the video, surrounded by the product (canned coffee). The ad then transitions to a creator talking about the product.]
Savannah Sanchez: Another great way to show text in the first three seconds is having the text appear on the phone. And then you can have the product around the phone just to emphasize the branding and and show the products. So you can see we had the text almost like magically zap onto the phone. It started with just a blue screen. We have the rare bird cans around it. What if you could drink cold brew and not feel like crap? And then she goes through all the reasons why she loves the rare bird cold brew cans. So finding interesting ways to get text on the screen in a non-conventional way, you'll see that as a common theme across many of these ads. That's what it really comes down to at the end of the day is how can we capture attention and not make it look like a normal ad. We're all here for those out-of-the-box ideas anyway. So let's move on to the next one.
Slide titled "I Cant Believe How Good That Tip You Gave Me Was". A video ad plays inside a phone mockup. It's a skit where someone off-camera (the husband) compliments the woman on a tip she gave him. She then explains the tip to the audience, which involves the product (Dropps laundry pods).]
Savannah Sanchez: This is a really great skit you can do. It is called, I can't believe how good that tip you gave me was. So how we do this is we actually had her husband filming behind the camera, walking up to her and saying, I can't believe how good that tip you gave me was. And she says, oh, was it really that good? Yeah, tell them about it. And then she says, okay, if you hate doing this with your liquid detergent and you want to try this, then go to drops. But it looks very organic in the first scene. It's almost as if like her husband is sneaking up on her to ask her a question. She's folding laundry, the camera's shaking a little bit. It it definitely doesn't feel like an ad. It feels more like someone just coming coming into the room with their camera and filming their wife doing laundry and he's talking to her behind the camera. So a very good hook and you can test many different variations of this same type of concept.
Slide titled "I Saw This Girl Out Of My Window". A video ad plays inside a phone mockup. It starts with a shot from a window looking down at a woman with a suitcase on the street. The ad then transitions to a fake text message exchange and an unboxing of the suitcase.]
Savannah Sanchez: This one was funny to shoot. We essentially had our creator uh go on the street and we filmed her out the window so that we can do this hook. I saw this girl with the cutest suitcase out my window today and I had to know where it was from. And then we did this fake text message exchange, almost as if she went downstairs to go ask that girl, hey, where was that suitcase from? And she's like, oh, I'll text you the link and she texts me some photos and says, oh, it's all from Noble. And you can even see we even did like the native iMessage hearts on the message. So I'll I'll play this again from the start so you can see it. But it's it's kind of like that creepy looking out the window, stalking someone, uh a toned down version of that, but it it captures people's attention because they're like, oh, why why are they creeping on this person outside the window? She's had the cutest suitcase and I had to know where it was from. And then we have the text message exchange and then we go into our normal UGC sequence of unboxing, emphasizing features, uh and then having our our call to action at the end. So it all follows a very similar formula at the end. It's just about what can we test in the beginning that's going to be a little bit different. And then I'll show you the end of the ad too. Get it for 46% off at noble.com. And we also like to test little eye tricks with the text. So having the suitcase go over the website at the end is going to be a lot more impactful than just having the website show as normal text over the end. So thinking about ways you can get creative with text essentially. I should probably pause here to say, I am sending the deck out to my newsletter subscribers. So you can sign up on my website. Uh last time that I did this presentation, you guys crashed my website. So if my website isn't working or the newsletter link isn't working, I would say just check back after this presentation, maybe later tonight or tomorrow, go to my website, you can sign up at the bottom. I'm going to send out all the examples and the deck in the next couple days. So if it's not working now, uh you could try it soon. I just wanted to to say that just in case you guys were trying and you guys crashed my website. That's how awesome you guys are, rushing to my website, but servers can't handle it, I guess.
Slide titled "Potato Eyes Paper Cut-Out". A video ad plays inside a phone mockup. It starts with a potato that has paper cut-out eyes and eyebrows taped to it. A hand applies concealer under the paper eyes. The ad then transitions to a creator showing and applying the concealer.]
Savannah Sanchez: So this one's really fun. I'm always trying to think of fun props we can use to demonstrate the product. So for this one, we cut out eyes, we put it on a tomato to apply the concealer. Uh we've also used Barbies a lot. That's a fun prop to use, especially for makeup and hair products. Um but you bet this absolutely stops the scroll. It's not going to be applicable for all products, of course. For makeup, it's a lot more obvious. But when you can think of out-of-the-box props to demonstrate your product in that first second, that's going to be a real winner. So, yeah, maybe you can find a way to incorporate the potato like we did. Uh I think with the cut out eyes, it really gives that extra fun element. So would highly recommend this one as well.
Slide titled "Text Pull Up". A video ad plays inside a phone mockup. A woman pulls up a large, stylized text graphic that says "MEET FLIP". The ad then transitions to show other creators and scenes related to the app being advertised.]
Savannah Sanchez: Next, we have the text pull up. So you can see in that first second, I'll replay it for you guys. She's pulling up the text to reveal. And then another fun element that we incorporated is that we're having the phone scroll almost appear like AR in real life where she she's interacting with it, um like in in space essentially. Uh so for this for this particular ad, we're advertising an app. So we don't have a physical product to show. It's going to be a lot of phone shots. But instead of just showing a creator holding up the phone, you can get creative with it with the hook, like having the text pull up and then elements like showing the the virtual phone, which I think is is interesting and eye-catching. So you can always think of little ways to to make an uninteresting product or service a little more interesting.
Slide titled "Walk In On Yourself". A video ad plays inside a phone mockup. A woman is sitting on a couch. Another version of herself walks into the room and they have a conversation. This is a skit format.]
Savannah Sanchez: Next, we have a skit with yourself, but the kicker on this is that it's you in both frames. So essentially, we're using the green screen effect, shooting with the creator with two different outfits and having her look up and then look down. So that when we piece it together, it looks like she's having a conversation with herself. This has been an absolute smash. I've repeated the same format across nearly all of my clients at this point, this self-skit conversation with both of them in frame, and have seen it be a consistent top performer. So this is one I would definitely recommend testing out and I think it's applicable for nearly any product or service. You can come up with some sort of skit of someone talking to themselves before you go into the typical UGC ad at the end. So another great one.
Slide titled "Help Me Choose Remote Click". A video ad plays inside a phone mockup. A hand holds a remote and clicks a button. The camera then shows different pairs of sunglasses appearing one after another in a stop-motion style. The ad then transitions to a man talking about and wearing the sunglasses.]
Savannah Sanchez: This one's fun. So in order to scroll through the different products, what we did is we had our creator push on the remote and then we did a stop motion of the different styles. This is especially a good one if you have a lot of SKUs and you want to showcase the different colors you have, different options. You can just remote control click through it and you can add that little extra engaging element by animating the emoji that that arrow is physically going every time he's pushing the remote, the little emoji is also going. So love using stop motion when I can find an opportunity to do so. It's it's an element that consistently works as a great hook. And then we have him jumping around and doing fun stuff, showing him on the bike, of course.
Slide titled "Jump Out Of Phone". A video ad plays inside a phone mockup. A woman is shown on a laptop screen, looking stressed. She then appears to jump out of the screen into the real world.]
Savannah Sanchez: The last transition I wanted to share is the magic tap. This one is probably my favorite. You can tap your product out of your phone. So it kind of emulates the experience of online shopping. You find something on your phone, if only it was as instant as tapping on your phone screen for it to get delivered. But with a little camera magic, we can make it appear as if, oh, she saw it on the website, she tapped her phone, and now the product is magically appearing. So if you are going to film a fun transition, it's always best to put that in the hook. I see some companies, they will have some fun transitions in their ad, but they'll bury it. It'll be like 10 seconds or longer, that's when they'll show the fun clip. If you're going to spend the time filming a fun transition, don't wait till the middle of the end. Always, always, always put it at the beginning, like I did for these three examples.
Slide titled "Thank you! 👍" with contact information for Savannah Sanchez and her company, The Social Savannah. A photo of Savannah Sanchez holding a laptop is on the right side.]
Savannah Sanchez: Well, I hope you guys got a ton of ideas from this presentation. Thank you again for having me on here to present my top ad formats. My website is on the screen now. Like I mentioned before, if my website, if you guys crashed it, go on it later to sign up for the newsletter and I will be sending out the deck in the next couple days. And you're always welcome to connect with me on my socials. And now if you guys have any questions for me, I have the next uh 25 minutes or so to answer any questions that you have in the chat.
The screen now shows two video feeds side-by-side. On the left is "Savannah Sanchez". On the right is "Melissa Rosen, Content @ Motion".]
Melissa Rosen, Content @ Motion: Thank you, Savannah. As always, the most amazing deck. I personally have bought a lot of products that Savannah advertises. So I can speak from a consumer perspective and tell you that these formats work really, really well. Um, I see some incredible questions here actually that I'm really excited to ask.
A question from Emily Mulcock appears on screen: "Do you find that short-form or long-form videos perform better? Is there a specific video length that tends to get the best results?"]
Melissa Rosen, Content @ Motion: Let's start with this one from Emily. Do you find that short form or long form videos perform better? Is there a specific video length that tends to get the best results?
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: For sure. I would say 20 to 30 seconds is really the sweet spot. We've been seeing interesting data around 15-second ads working well. For the dancing girl example where she was dancing in front of the concert image, that one was only 15 seconds. So there are concepts that you can make short. So I would say testing both of those would be my go-to. Um, my I guess that was my go-to lengths.
Melissa Rosen, Content @ Motion: Sweet.
A question from Amanda Squire appears on screen: "How can you sell fun concepts like this in a very structured B2B company?"]
Melissa Rosen, Content @ Motion: I also liked, I saw a bunch of people asking about like B2B companies, like things outside of G2C, which you've done an event with us before actually that was really great about like advertising for apps and services. So Amanda asks, how can you sell fun concepts like this in a very structured B2B company?
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: Well, I guess I my first recommendation would be once you download the deck, present it to them and be like, hey, this is what Savannah is doing for all these top brands. She says it's working well, so it's worth a try. So whenever I'm talking to clients, especially ones that are a bit more structured, not out of the box, I always like to come with data. I'm like, hey, this is performing well for another client. And I have all my clients connected to Motion, which makes it incredibly easy to see what ads are working and share those reports. So Motion is a big part of that workflow. I always think it's helpful to provide a visual example. If you're working with an editor and you're just like, if you just write out the script and give them the the raw content, you're rarely going to get what you want. But if I can go into Motion, I can create a report of the top performing ad. I can write some notes, send it to them. That's the first step in getting an ad that you want. So you got to put in put in the long hours. You got to write down the top value props, you got to write down the scripts, you got to write down the shot list. But if you don't, you don't get the result you want. You you have to kind of prepare uh your creators as much as you can so that when they do give you the content, they can almost checkbox like down the script and down the shot list, getting every shot you want to create the cohesive ad. If you leave it vague or just don't do it at all as some brands do, they just say, here's my product, good luck. Uh the more you're not going to get the result you want. You have to be detailed, you have to provide visual examples. And this this process can take hours. So, so yeah, don't I would say this is not the the step to shortcut. This is one where you want to get really smart creative minds, spending the time to sit down, come up with the scripts, come up with the concepts, write out all the steps. Uh it's not something that's easily automated, but it does pay off as you can see in the results of these ads. There's a lot of hours of prep that goes into before a creator even picks up a camera.
Melissa Rosen, Content @ Motion: Yeah. Oh, yeah, you've like systemized all of this. It's it's awesome. Um, I'm curious. I like this one.
A question from Kate MacKay O'Brien appears on screen: "Any insights for what works with an older audience on Meta-- Gen Z or older?"]
Melissa Rosen, Content @ Motion: Okay, this next question from Kate. I've heard you give some insights on it before and I've seen I see a few different Q&As similar to this. Kate asked, any insights for what works with an older audience on Meta, Gen Z or older?
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: For sure. So I mentioned in a previous Motion presentation that typically longer ads work well for the older demographic. I said that if your target demographic is 60 plus, then your ad length should be 60 seconds or more. So it correlates with the age and the time of the ad. So they don't have TikTok brain as much as the kids these days. So they can sit and watch and kind of like watch like an infomercial in a way. Uh so you can go longer. I would say that's one thing that I've been sourcing for my creator team is I've actually brought on a lot of older creators in the last year, like ones that are over 60. Now, finding older creators that know how to use Dropbox and Trello and Slack, that is a whole challenge in itself. It has taken me years to find like my golden older creators that I have now. I'm holding on to them tight. Uh so and they're often the most requested from my clients. They're like, oh, we want to work with the older lady. So there's a huge demand for it. If someone can crack the code of getting a lot of older creators and teaching them all about Dropbox and that's like the hardest thing that they're they're just not very tech savvy. So getting them to do the process is the hard part. But if you can feature older creators in your ads and you're targeting an older audience, that's really the connect. They have to be able to relate to the person in the ad. So if you're advertising for makeup over 60, you can't have some 30-something year old girl in the ad, you know, they they got to look the the age. So finding the creators is the hard part, but that is also the key.
Melissa Rosen, Content @ Motion: Yeah. And that's something you are weirdly good at. Like so good at. How do you even find these creators?
Savannah Sanchez: It's been years, man. It's years. I've been doing this since 2020 and I have a team of 40 creators and there's been so much trial and error and bad creators who have filtered through in order to get like this core 40 team. And a lot of these creators that I work with, I would say over half of them have been working with me for at least two years, some of them three years, four years. So they've they're really dialed into the system. They know what I'm looking for. They know what it's like to work with me. They work with me every single week on new ads. So they're just in the system. But you best believe there was a lot of trial and error and you know, bad creators that I filtered through in order to get my solid team. But now I'm like, okay, I I got I got the core team. Now I just need to pump out ads with these. That's why you notice in the presentation, a lot of the creators, you'll see them repeating. Uh you'll notice the same creator a few times in different examples because this is my core creator team. We're working on all these ads and they understand the formats really well. Like we would have filmed a whiteboard example for one client and now the same creator is filming a whiteboard example for another client a week later. So they understand the system. like, okay, I know exactly what she's looking for. I'm just doing it for a different client. So it's easier to plug and play that way.
Melissa Rosen, Content @ Motion: Oh, yeah. That's great. Yeah, you've like systemized all of this. It's it's awesome. Um, I'm curious. I like this one.
A question from Olha Matsyshyn appears on screen: "In your experience, how does high-production (HQ) content perform compared to UGC or more raw, native-style creatives?"]
Melissa Rosen, Content @ Motion: from Olha. In your experience, how does high production content perform compared to UGC or more raw native style creatives?
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: We're still seeing the UGC as the winner. It doesn't mean that there isn't a place for more high production value content, but people do want to see things that look native to their feed, like what they're organically seeing on TikTok and Reels. Most of that is filmed on a phone and has that more authentic testimonial look. So you have to make it match what people are already consuming on their feeds organically. So it doesn't mean that there's not a place for it. I would say a healthy ad account has everything. They have a lot of UGC, they have a lot of statics, they have a lot of high production value, they have a lot of short ads, they have a lot of long ads. But I would say if if I was to give a brand advice and where you should start, you should start with the 30-second typical UGC ads like I presented today. But once you start scaling and you need to reach different demographics and different placements and platforms, that's when it's really important to build your full toolkit, which will include everything. It's not just going to include UGC.
Melissa Rosen, Content @ Motion: Yeah. And sort of along that lines, let's see. I like this one.
A question from Miguel Cruz appears on screen: "Do you have any out of the box static asset ideas? I've been seeing a rise in static asset performance vs UGC"]
Melissa Rosen, Content @ Motion: from Miguel. Do you have any out of the box static asset ideas? I've been seeing a rise in static asset performance. Any thoughts there?
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: Yeah, what I what I like to do is I use Foreplay for ad creative research for the most part. And on there, you can filter by just statics or just videos. So I like to look at what the top brands on there because they they will have a list of like the brands that have the most saves. And so you can see what are the most saved ads from the top advertisers, filter by statics. That's how I like to get ideas for that. Um, there was another website, I'll have to include it in the email follow-up that had a lot of great static examples that I've I've taken a lot from, but I can't remember the name of it. Um, but I'll include it in the email follow-up of a website that had a lot of great static examples that I've taken a lot from.
Melissa Rosen, Content @ Motion: Yeah.
A question from Mariah Hardy appears on screen: "Do you have any advice on crafting hooks that still feel emotionally compelling or 'sexy,' even when the product solves an unglamorous or practical problem?"]
Melissa Rosen, Content @ Motion: Thanks. I like, okay, this next question from Mariah. I saw a few people say like, these are all like sexy products though. I feel like you're just really good at making them sexy. Like a credit card, luggage, they're not inherently sexy. But like I would love to hear you talk more about this because people are saying like, your examples all look really cool and sexy. What if my product is just not very glamorous? How do you create that even if it's not naturally sexy?
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: Oh man, I I feel like most of the examples I provided today were ones that you didn't need a physical product for. Like I like including those because I like showing like, hey, this is the hardest one to make it for. Like the credit cards, Scribe, which is the one that uh transcribes what you're writing. Uh we we did like the the pinch zoom in for that one and the pay attention to the message in the clouds for the travel agency. So I would say definitely review the the deck once I send it out, but also I would highly recommend to go back to Motion's YouTube channel and check out the video that I did specifically for when you don't have a sexy product. We did we did a really great presentation on that. So the main key is how are you going to use text to capture attention. So like you print it out, you use the Post-it notes, you're writing it on a piece of paper. Text is an interesting way to display text is going to be your best friend. And then using things like the green screen format, skits, like I love that self-skit example that I shared where the creator is in the frame where she's talking to herself. That is perfect for a brand where you don't have a product, but can still make it really interesting and creative.
Melissa Rosen, Content @ Motion: Yeah. I love that. I feel like there's always a desire to hook on to trends, but you've spoken before too about how like you more want to look at the psychology and why that's compelling to people and then use that to sort of like create a longer lasting, more evergreen ad.
Savannah Sanchez: Definitely, especially since a lot of ads do have a long shelf life. Like I have clients where the same ad is the same top performer for months. I have even seen it where it's a year or longer where the top performers remain the top performers. So I always try to think of it from my brand's perspective, the clients I work with, they're trying to get the maximum ROI out of our relationship of paying me for the ads. So I want to get them an asset that's going to work hopefully for months and years to come, not just something that's like culturally relevant right now.
Melissa Rosen, Content @ Motion: Yeah.
A question from Olivia Johnson appears on screen: "do you think longform ads (ads running 1-2 minutes long) are coming back? and would like to know what techniques do you think work best for people aged 30+"]
Melissa Rosen, Content @ Motion: I love that. I feel like, okay, I'm going to, I think we're going to end on this one. Olivia asked, do you think long form ads, so ads running one to two minutes long are coming back? Would you, I would like to know what techniques you think work best for people aged 30 plus. So like you mentioned, the age can sort of correlate to the ad length. So we can sort of tie these two questions together.
The screen returns to the split-screen view of Savannah Sanchez and Melissa Rosen.]
Savannah Sanchez: Definitely. And it depends on the product too. If your product does take more education, explaining, social proof, you have a very good case to make a one to two-minute ad. But a lot of the products on social media just aren't like that. It's more of like you see it, you want it, you say the top three things of why you should buy it, like coffee, makeup, protein powder, like you don't really have to explain it. But when there is more education involved and especially if it's a more expensive purchase, I think it's high AOV, people are going to be wanting more proof, they're going to be considering it more, weighing the pros and cons, wanting to know uh the frequently asked questions or reasons why someone wouldn't buy, handling those objections. That's a really great case for making a longer ad, especially in your retargeting funnel. So maybe someone that's already been to your website, they saw your cute UGC ad that got them to stop. You used one of my thumb-stopping hooks, you got them to the website, they didn't purchase because they're still considering it. That's when it's really valuable to hit them in your retargeting campaign when you're uh targeting your recent website visitors, your engagers, and that's when you can go into these longer videos explaining why they should purchase and handling any of those objections. And uh for the techniques that work best for 30 plus, I wouldn't say it's much different than than like a people that are 20 to 30. I would say maybe just a bit more a bit more length in the ads, making sure the creators in the ads are matching that demographic. So I have a lot of creators on my team that are over the age of 30. Um, I would say the younger they are, you do have to make the ad shorter. Like when we're targeting 18-year-olds, those ads are 10 seconds, 15 seconds maximum. So you have to kind of think of it in terms of the attention span too. And that's where I have that rule of the age of your target demographic should be the length of your ad. I think that rings so true. So a 30-year-old can watch a 30-second ad, no problem.
Melissa Rosen, Content @ Motion: I have definitely sat and watched somebody put on makeup for like an hour. So I don't know how old that says I am, but you've got my attention.
Savannah Sanchez: For sure. And I think it's all about variety too, right? Like I would never just work with a client and only do 30-second ads. I would say that's where I would start because that's my best chance of success. But that's how you reach more people. You're going to have the Melissas of the world who will watch an hour-long makeup tutorial. So I want to make sure that I have an ad, I'm not going to go an hour, but maybe a couple minutes of makeup tutorial because that's going to hit a different demographic. So it's all about how can you reach as many people as possible and by changing your creative, it helps broaden your targeting.
Melissa Rosen, Content @ Motion: Oh gosh. Okay. We ended on such an interesting insight of, oh, more to come. We're going to email out, like we kept saying, we'll email it, we'll email it. We'll follow up to all the registrants with an email. We'll include our last event with Savannah so you can get more ideas for apps and services. We'll give you the recording for this one. We'll give you a link to her newsletter, which will be working. Sorry, we crashed it again. Um, we also, like you can follow Savannah on Twitter, you can follow her on LinkedIn. She's always posting ad examples all throughout the year. So, um, you'll be able to to connect with Savannah, I promise.
Savannah Sanchez: Thank you so much. I appreciate every single one of you that showed up and and in the chat, like these events really make me so happy and I I love connecting with all of you all. So if you have any questions, please feel free to reach out and I hope to hear from you guys soon.
Melissa Rosen, Content @ Motion: Thank you all. Bye. Thanks, Savannah.
Savannah Sanchez: Bye. Bye.
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