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Savannah Sanchez: So, I wanted to start out with my top 24 ad hooks for January 2025.
A woman, Savannah Sanchez, appears in a video call window in the top left. The main screen is a slide titled "24 Top Ad Hooks for January 2025". It shows a grid of 24 numbered text boxes with fill-in-the-blank ad hooks. Examples include "#1 This to THIS in just 3 days (before and after)", "#9 This is my secret to not getting ___ as a mom", and "#23 Let's find out what made this ___ went VIRAL in 2024". At the bottom, text reads: "I will email this deck out to my newsletter subscribers! Sign up at the bottom of my website: www.thesocialsavannah.com".
So this is what I've been testing with my clients, and these are the ones that have performed the best. If you can't take a screenshot or don't want to write these down super fast, don't worry. I am going to email this deck out next week to my newsletter subscribers. So at the bottom of this deck, I put my website there so that you can go and sign up at the bottom of my website so that you don't have to scribble everything down. But, uh, definitely do take a screenshot if you can because this is what's performing the best right now.
Slide changes to "Ad Inception". Below the title are two subheadings: "You Can't Escape X Ads" and "It's Just Another Ad For X". Underneath are two side-by-side videos displayed on phone screens.
Savannah Sanchez: Another format that I've been testing over the last couple weeks is called ad inception, is what I'm calling it. So essentially it's an ad inside an ad. So if I play this first example, it's POV, you can't escape Zenni ads.
The video on the left phone screen plays. A person is holding a phone, and on that phone's screen, a TikTok-style feed is scrolling through various ads for Zenni Optical. The on-screen text on the inner phone reads "POV: you can't escape Zenni ads on your FYP...". The video scrolls through several user-generated style ads featuring different women trying on glasses.
So what we did is we filmed scrolling through ads on a phone and then filmed that phone, uh, so that it's an ad inside of an ad essentially. And showing these type of ads have been really effective and has been really great at stopping the scroll. Uh, I love the end of this ad too because then we swipe to the other tab to get to the website, as you can see right here.
In the video playing on the left phone screen, the user swipes from the TikTok-style feed to a browser tab showing the zennioptical.com website, where they browse different glasses.
So this ad format has performed really well and something I'm testing for a lot of clients right now. Another ad we made is, it's just another ad for Loop earplugs.
The video on the right phone screen plays. A woman is talking to the camera. On-screen text: "After seeing SO many ads". She holds up her phone, which is playing another ad for Loop earplugs. The ad then cuts to her unboxing and trying on the earplugs, with text overlays like "finally got me", "Stylish earplugs that filter sound", and "They're seriously amazing".
After seeing these ads over and over again, this brand finally got me. And we even showed an example of one of our ads on there. And we're so excited, uh, that we gave it a try. And the creator explains why she's happy that she listened to the ads and ended up purchasing. So this format's working really well. I'm calling it ad inception and something that I think you should definitely test next month.
Slide changes to "Eye-Catching Hooks". It shows four phone screens side-by-side, each with a different video and a label above it: "Cake Write", "Handwriting", "Stop Motion", and "ASMR".
Savannah Sanchez: In terms of what's working in 2025, eye-catching hooks is still the number one focus. On this ad, we wrote on a cake, how to make your Instagram famous.
The "Cake Write" video plays. A person is using a piping bag to write "HOW TO MAKE YOUR INSTA FAMOUS" in black icing on a white frosted cake.
So writing with food is something that is definitely eye-catching. Another thing that we're testing is like this, uh, this handwriting, uh, font right here.
The "Handwriting" video plays. A woman is sitting on a couch drinking from a mug. Animated, handwritten-style text appears over the video, reading "Px Coffee isn't the traditional coffee...". The ad continues with more handwritten text and shots of the product.
So just playing with different text treatments to stop the scroll. I'm still primarily using TikTok fonts, but that is something that we're starting to play with more in 2025, is more of a handwriting, more interesting things for that initial text. Stop motion is still a very effective ad format for the hook.
The "Stop Motion" video plays. A woman in a black tank top and jeans is shown. A black bodysuit appears on her in a stop-motion effect, followed by a blazer and different outfits, all appearing piece by piece.
So that's something that we incorporate in a lot of our ads. And last but not least, ASMR.
The "ASMR" video plays. A person is making an iced vanilla matcha drink. The video focuses on the sounds of stirring, pouring cream, and clinking ice, with "ASMR" written on the screen.
ASMR ads have been working well for years for my clients and something that continues to perform well. Uh, usually it has no music, no voiceover. It's just the audio of opening the cups, frothing the milk, putting the ice in. People love to stop and watch these ads. We see these ads have extremely high watch times and usually great performance. So ASMR is something I'm definitely bringing into 2025.
Slide changes to "Authenticity & Relatability". It shows four phone screens side-by-side, each with a different video and a label above it: "Match My Outfit", "Car Chat", "Self Improvement", and "What I Bought".
Savannah Sanchez: Another big thing for 2025 is really leaning into authenticity and relatability. In the AI era where all ads end up looking the same or robotic, literally, I think going back to basics and being more authentic is what's going to stand out from the rest of the brands on Meta. So for instance, for this concept with our creator, we did, she's going to match her outfit to the perfume.
The "Match My Outfit" video plays. A woman is in her closet. She holds up a perfume bottle and then chooses several outfits from her closet that she feels match the scent's vibe, trying them on.
So something a little bit unexpected. For this one, it's a car chat.
The "Car Chat" video plays. A woman is sitting in the driver's seat of her car, talking to the camera and showing off a new handbag.
We love car chat ads. Uh, it just looks so authentic as if the creator just decided to start filming in her car and talk about her favorite product. So that's a format we're bringing into 2025. Another big theme in our ads is about self-improvement.
The "Self Improvement" video plays. It's a montage of a woman's journey, showing her spending time with her child, exercising, and working on her routines. On-screen text includes "the version of herself she's always wanted to be." and "prioritizing her routine".
So in this one we're saying she's becoming the mom she's always wanted to be. Uh, she's improving her routines. She's becoming her authentic self. So people want to relate to more authenticity, um, like wholehearted content. And, um, last but not least, testimonials.
The "What I Bought" video plays. It shows a pregnant woman talking about her "Registry Must-Haves". It then cuts to a green-screen style testimonial where a different woman talks about the Owlet baby monitor, with the product's website shown behind her.
So a green screen testimonial talking about a product that you actually love and your experience with it. As you can see in this example, she's talking about the things she's excited to try out as a new mom. These type of ads are still what converts because it seems like it's just a friend talking to someone about a product or brand that they actually love and helped them out. So, while other agencies or brands may be leaning into AI a bit more, I would say I'm leaning the opposite way. We're trying to get more authentic, more relatable stories and all that good stuff.
Slide changes to "Scroll-Stopping Edits". It shows four phone screens side-by-side, each with a different video and a label above it: "Search Bar", "Slot Machine", "Multiple Choice", and "Triplets".
Savannah Sanchez: Another thing for 2025, we're really testing scroll stopping edits. So on this one, you can see in the beginning, we did like a search bar of like, ways to start losing weight at home.
The "Search Bar" video plays. It opens with an animation of a search bar being typed into: "Ways to start losing weight at home?". A woman then appears and talks about a yoga app.
And she says, if you're searching for this, you need to try this. Another fun effect we're playing with is like this gambling scroll emoji, uh, effect to show the different emotions you have when you're using the product.
The "Slot Machine" video plays. It shows a woman using Loop earplugs at a concert. Above her head, a slot machine-style animation scrolls through emojis (guitar, fire, smiley face) to represent the concert experience.
Another fun effect we're using is like this multiple choice.
The "Multiple Choice" video plays. A woman is showing her curly hair. On-screen text asks, "Want your curls to look like this?" with "YES" and "NO" options that flash back and forth.
Want your curls to look like this? Yes, no, yes, no. Pick yours. So fun edits like that are really working well for hooks. This is also a great edit we did. We made it into triplets.
The "Triplets" video plays. A woman is shown, and then two clones of her appear, creating a "triplet" effect as they all interact and show off a product.
So utilizing fun transitions or editing to catch the eye in the first second is really the key. So really focused on how we can make the ads even more scroll stopping and different than everything else on the feed.
Slide changes to "My Top 8 Ad Creation Principles for 2025". It's a list of 8 principles with bullet points explaining each one. 1. Define Your Target, 2. Craft a Hook, 3. Highlight the Solution, 4. Leverage Social Proof, 5. Design for the Platform, 6. Capture Footage in the Bright Lighting, 7. Focus on Authenticity, 8. Test, Test, Test!
Savannah Sanchez: Last but not least, I wanted to leave you with my top eight ad creation principles for 2025. Uh, this is what I go through with all my clients on a weekly basis in terms of coming up with what concepts we're going to shoot with the creators this week, how I'm briefing my editors into how we want to edit it. Uh, and then the different formats that I'm seeing work well. So feel free to to give this a screenshot. Like I said, I'm also going to email this out to my newsletter subscribers, but these are the top eight principles. It's really just what's been tried and true, uh, and leaning into going back to basics, focused on good marketing, understand your customer, testing different iterations and variations to see what works with your customers.
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