Top TikTok and Meta Ad Creative Formulas - Savannah Sanchez Affiliate Summit West Speech

now is because most ads suck right they're the worst they're not good in fact most of them feel like ads right if you're going to see an ad in your feed and you're going this is an ad but sometimes sometimes there's really

creative amazing people who make people click ads and those people are called valuable ladies and gentlemen and that's the reason why our next speaker is here it's the reason why she's a practitioner

and why she's going to teach us exactly how and why somebody would ever stop in their busy lives of scrolling to click on an ad which by the way raise your hand again if you clicked on an ad

recently exactly nobody right so this is going to be it and I'm very excited so can you give me a huge affiliate submit West welcome for Savannah Sanchez thank

you hey everybody Savannah Sanchez here from the social Savannah thank you so much for attending my session all about how to create scroll stopping meta and

Tik Tok ads I actually live here in Las Vegas so thank you for coming to where I live been calling Vegas home for the last 3 years you know the last stage I

was on was actually in 2019 and that was affiliate World in Asia and on that stage I was talking all about media buying strategies I was really leaning

into why CBO was the next big thing on Facebook how machine learning was going to start taking over media buying and that things were going to become a lot more automated and that creative is going to be the biggest lever that you

can pull and that was in 2019 so fast forward to today that couldn't be more True Media buying on Tik Tok and meta is getting easier in a lot of ways we're utilizing broad audiences we're

utilizing AI for targeting however creative continues to be the biggest lever that Brands can pull in your ad account to see an improve Improvement in your return so when I first started in

e-commerce I was actually working as a media buyer at an agency called Common Thread Collective and that was back in 2018 and in around January of 2020 is

when I left that agency to become a freelance media buyer I was working with e-commerce Brands running their Facebook ads and Snapchat ads and when I was a freelance media buyer all of my

conversations kept circling back to creative I kept saying you need better ads you need better ads and so I would eventually just start filming on my phone ads to my clients what we call ugc

it would be me acting in the ads saying why the product was so good but eventually especially around the time of iOS 14.5 changes and that was in April

of 2021 that's when media buying got a lot more difficult on Facebook and these other platforms and this is when I changed my business to really be focused on the important creative components so

since 2021 I have been doubling down on ad creative I've built a team of over 40 creators and 10 editors where every week we're working with over 50 Brands to

make anywhere from 2 to six ads per week so I really cracked the code of what ads work the best for meta and Tik Tok I am now one of the top five Tik Tok marketing Partners through the Tik Tok

creative exchange where Tik Tok matches the top brands with agencies like myself to create ads for the top brands on Tik Tok I've had the opportunity to create

ads for Wayfair built basics Shopify Dr Squatch ag1 just to name a few so today I'm going to be sharing with you all of the hooks and formats that I've seen

work the best in 2023 but most importantly which formats I think that you should be doubling down on in this new year of 2024 which formats continuously produce successful results

across a broad range of Industries and clients so let's get to it and all the examples I will be showing you today are all ones that I've strategized on and have created with the the creators the

editors on my team so this one's a really fun one this one I like to call a solo skit so essentially this is one person playing the role of two people so in the first one is a dating example for

Bumble where she's playing both the boy and the girl on the date the second one is a girl shopping for her boyfriend scrolling through the phone showing her boyfriend different examples of things

that he should be buying on built Basics as you can see these are both very low production value everything is shot on an I phone and it's only using one person when I'm creating ads I'm always thinking what is something that we can

produce in less than a week and very low budget but still be effective because it looks organic to Tik Tok and Instagram this is something that not that someone's going to think oh this isn't

an ad this is just a fun skit so this is why it's so effective another format that has continuously worked across a broad range of clients is the green screen format so especially if you don't

have a physical product like if you are selling an app or you just want to show your service on a website having a face talk about the product in front of the screen recording of your website or it

can just be a green screen over footage that you have so this is ugc footage that we've shot with the bed sheets the other one is an example for a therapy provider Alma just having a face in the

ad really helps with ad performance it makes it more relatable and really adds more vibrant energy to it than just showing product shots or showing a

screen recording of your website so green screen is definitely one I'm going to continue to do for clients in 2024 and would highly recommend testing out for yourself you can do the green screen

effect using cap cut on your phone too that's what I think is the best app to use to create this type of green screen effect and then of course adding text overlays that look organic to Tik Tok

speaking of Tik Tok next we have the Tik Tock comment question overlay so essentially the hook of the ad is showing that you're replying to a a comment on Tik Tok and you want to

answer a common objection so is the product actually working does it actually work can you show me what it's like so a Tik Tok comment question overlay is the perfect time to address

FAQs and just those common objections to purchase like is it actually worth it and because you're using a Tik Tock comment question overlay it doesn't immediately look like an ad what's funny

is that even though the Tik Tok comment question overlay is of course organic to Tik Tok I see that this format also works really well on Facebook and Instagram this one is a classic it is

what I ordered versus what I got so this is a hook that I have been using probably for over 3 years now and it still continues to work essentially the

setup for the ad is I saw this cool product online and I wanted to see if it was actually worth it and we show what the product looks like on the website and then hey now I received it I'm going

to try it for you guys so you don't have to here's my honest take and of course I love it and you should shop now so that's the basics set it for the ad and I think the reason why this ad works so

well is because it keeps people intrigued in the hook people want to know okay I saw this product online is it actually worth it people are watching to the end of the video to see what the

testimonial is so this is a format that is 100% tried and true and one that I'm going to continue to be using in 2024 this one's really fun this one is a fake

podcast has anyone seen these type of ads on Tik Tok these podcast setups couple of you okay well essentially what I did is with this Talent on my team we

bought her an Amazon mic for $20 again very low budget using her laptop and setting up this fake podcast setting so this works really well because it doesn't look like an ad and because

podcast Clips already trend on Tik Tok and Instagram reals It just fits into the formats that people are used to consuming people always are watching podcast clips so we did one for the

farmer's dog on the left and on the right we're doing a fake podcast about the benefit of silk sheets so this is a format that is so easy to replicate all

you need is a $20 Amazon mic and a laptop just like we did it does not have to be a professional podcast setup and we're seeing these ads work really well so my key is always how can we make ads

with low budget and low production time since we're filming new ads every single week the way the production schedule for looks for my team is we film new content with my creators on Mondays and Tuesdays

we edit it on Wednesdays and Thursdays and get the clients the ads every Friday and this production cycle is so quick because on social media you need to be rotating in at least two new ads a week

in order to be creative fatigue ads fatigue so quickly especially on Tik Tok so that's why it's really important to have a steady stream of creatives coming in so you can refresh your ad account

and continue to see success so all these formats I'm showing today are things that you you can easily produce on an iPhone with some talent and some basic editing skills utilizing apps like even

cap cut on your phone to get be able to achieve these type of text overlays in animations on the same token next we have a fake broadcast similar to a fake

podcast we filmed with the same Talent a fake broadcast of almost like a fake like news story about uh here's the trick for the lowest prices on blue light glasses I think the reason why

this ad is so effective is because it doesn't look like an ad because it almost looks like someone is filming their TV screen like they saw an interesting uh news story and they

decided to film it so it's not only that it's a fake broadcast but the ad itself is filming the TV so we saw that ads utilizing this fake broadcast format had

really high watch times and hook rates again with the TV I saw this on TV so I bought it so I work with a lot of clients that are on Shark Tank so that's one that we like to mention is hey I saw

this product on Shark Tank I wanted to see if it was actually worth it so I got it you can also intro it as I saw this ad on TV and I wanted to see if the hype

was true so I think the reason this one works really well is because it's that extra social proof of this is a product that was on TV almost that as seen on TV

effect so I saw this on TV so I bought it I'm going to try it out so you don't have to here's my honesty review and you guys should go buy it too similarly if your product is not on TV you can do

something as simple as I saw this on Tik Tok so I bought it so we start both of these ads with showing a screen recording of the Brand's Tik Tok page and again using that green screen effect

that I mentioned before green screening over the Tik Tok profile and saying I kept seeing this product on Tik Tok and I wanted to see if it was worth the hype so I'm trying it out for you and this is

what I think so as you can see the they're all following a very similar script we're just changing I saw this on a podcast I saw this on TV I saw this on Tik Tok I saw this on Instagram it's all

about adding that social validation and then showing the customer hey this is actually a legitimately good product this is why you should buy it here's the real unboxing experience here's what the

product looks like in real life and here's my testimonial so that's why when I'm working with Talent on my team it's really important that the talent is able to deliver and authentic testimonial I

actually like to hire a lot of actors and actresses on my team as they are the best at acting and creating these type of testimonial ads as you want it to

seem as authentic and as less like an ad as it possibly can next we have fun facts so five fun facts about gainful you can also use the number three I

usually like to use either three fun facts or five fun facts the reason why I like to use three to five main points is that it keeps the ad around around 30 seconds attention span on meta and tit

talk is fleeting you're lucky if someone's going to even watch 2 seconds of your ad let alone 30 seconds so you don't want to cram in too much information into your ads stick to the

top three to five points that set your product and service apart the most from your competition and that's unique to you and then encourage people to go to the website to learn more you don't have to say every great thing about your

product and your ads as long as you can say three to five of the most intriguing points and then encourage people to go online as you can also see in these ads I call these ones mashups where it's

showing multiple faces inside of one ad so we'll film with the same product with multiple talents on my team and then mash it up into an ad like this we find

that mashup ads featuring multiple faces can often perform better than just showing one face because then your customer can relate to someone in the ad uh who is most like them and it's that

extra social proof of multiple people have tried it multiple people have liked it just having the multiple faces in that ad adds that social proof that Everyone likes this product here is

another Classic this one is three reasons why here is an ad format that I've been using since the beginning for years now and continues to do well if

ever I'm starting with a new client I'm often going back to three reasons why as one of the first ad hooks that I start with so three reasons why this is a

great ad format number one is that three reasons keeps things under 30 seconds another reason why three reasons why ads work so well is that it intrigues people to keep on watching people want to see

what are those three things that you're going to mention you don't want to start your ad just listing Out product benefits and features the really important part is to hook the person into watching more of the ad so people

want to say three reasons why I recommend blah blah blah and they're going to stay to watch the rest of the video in the second ad we actually say three reasons I regret BL buying a

blendjet and this is a little bit of reverse psychology that actually works really well in ads so essentially you can say three reasons why blendjet was a waste of money for instance number one

it has made my life too easy number two it's too affordable number three I get people coming up to me everywhere I go asking me where I got it and then ending it with something like okay just kidding I actually love my blend Jet and you

should get it too we've actually ended ad saying things like you should definitely not go to blund jet.com so utilizing a little bit of negativity can actually get people to watch the ad

because they're not expecting an Advertiser to be saying bad things about themselves I've done other ads where we read out onear reviews of the product and then at the end we'll say well some

people don't like us but here's why thousands of other people love us but starting out with a bit of negativity like three reasons I regret buying a blendjet 2 can be a really great way to

get attention another classic is a comparison ad so you can either compare your product to a competitor's product or just an old and inefficient way of doing something as you can see in the

first ad we used the split screen format to show this is what it looked like when I was using my old generic multivitamin versus how great my life is now that I'm using the new brand and you can also

share this is how my life was before I found this product here's how great it is after like in the second ad we did for farmers's dog on the right side we're saying this is how my life was when I had to home cook all my dogs

meals versus now it's so easy utilizing the farmer's dog as you can see we're us utilizing all Tik Tock organic fonts this is what I've seen perform the best

even on meta if we're creating the ads with Tik Tok in mind and Tik Tok styling this is what's working well when we repurpose these ads across all platforms

next we have a car testimonial so it's kind of interesting that these ads work so well we've done a lot of testing of doing a testimonial ad of someone in

their house versus in their car and we've actually seen that the ads where the actresses are filming in their car and doing a product testimonial like this are performing better than the same ads that we're filming in the house I

think because they're filming it in their car it almost looks as if your favorite influencer just wanted to take a quick Instagram story to talk about a favorite product it doesn't look like an

ad so would highly recommend trying out the car testimonial style it's one of those little things that has made a big difference in terms of doing a regular testimonial versus a car testimonial so

now when I'm working with a new client I'm always trying to add some car testimonials into the mix when it makes sense I really love this one this one is called phone Inception so this one takes

a bit more planning to pull off but essentially you are filming yourself with the product in multiple settings and then taking a photo of you using the product in the last setting and then you

are in like inceptioning yourself into the next place with the product so we actually just tested out this format for the first time a couple months ago and

we got such a positive reception to it I think a great way to get inspiration for ads like this is just going through Tik Tok and seeing what type of transitions are trending organically this looks like

something that you could would see on Tik Tok of someone trying out a really cool transition and this is where we got the inspiration from this ad was from organic Tik toks so finding these cool Transitions and things that are on

organic Tik Tok and figuring out how we can work this into an ad next we have ASMR whenever I'm working with a new client ASMR is one of the top ad formats I like to go to right away essentially

it's anything that is visually or audibly pleasing so tapping scratching unboxing sounds even applying lotion

making a cappuccino people on Tik Tok love ASMR content one thing that I've seen on ASMR ads which is kind of interesting is that we also sometimes get a lot of negative comments like we

did an ad where we were tapping fake nails on a blendjet and we had comments from months from people saying stop the tapping I hate the tapping noise so people either really love or really hate

ASMR and they will let you know in the comments same if we're doing like a whispering ad people will say oh I hate Whispering you just get some really interesting engagement and when it comes

to ads I really do think there is no such thing as bad engagement if people are commenting on your ads it's going to help it in the algorithm and let Tik Tok know that this is content worth

amplifying so little bit of negative comments isn't always a bad thing an ASMR will definitely get you some comments especially if it's something like tapping or slurping sounds people

will let you know in the comments if they like it or not next we have the selfie text interrupt so essentially the setup of this ad is someone is taking a selfie of themselves but then they're

interrupted with a text from their friend saying hey what was that product that you told me about and then you're texting them back saying oh it was actually this ebike from vric or the second one we actually recorded a voice

memo back to the friend and recorded that and then interweaved in more product shots so this is a type of ad that people aren't expecting to see on their feed it's very interesting in that

first frame of just a girl taking a selfie on her phone and the way that you can do this is just screen recording your phone on the camera screen have a friend text you name them as bestie as

their contact so that when they text you as bestie as you can see in the second one and then they oh I need to know that that perfume that you were wearing so this is a format that we recently

started testing the last couple months and one that's really taken off so now all of my clients are asking for this selfie text interrupt format so one I

would highly recommend now that we're in 2024 next we have chalkboard slash whiteboard content so as you can see from the first one this is one that we did for athletic greens ag1 we're

writing on the Whiteboard what was good about ag1 and how it compared to an inefficient way of doing things before so you can do a competitor comparison on the Whiteboard this is also great for

readability as you know many people don't watch ads with sound on so being able to write on the chalkboard or whiteboard the main value props of your product or service make sure that people

understand what you are selling and captures attention because it looks like educational content on the right we have the one that we did for blendjet where the hook is US writing on the chalkboard

what can you blend and then doing some interesting Blends in the blendjet like blending the Roses so people will watch to see what is she actually writing on the chalkboard we find that these ads

usually have higher watch time because they want to see what the sentence ends up saying from someone writing so would highly recommend incorporating the Whiteboard or chalkboard into some of

your ad hooks again very inexpensive these are products I bought on Amazon the Whiteboard chalkboard for under $20 and have been really effective props

when creating ads for clients lastly we have Stitch incoming so this is a really popular trend on Tik Tok where someone will Stitch someone else's video

essentially it shows someone else's video for the first 5 or 10 seconds of the video and then someone interrupts the video and gives their take so for this one this was a brand that we work

with called happy Viking where Venus Williams is talking about the new protein powder that she invented and then we have that Stitch incoming text overlay over it where our creator is

saying hey I saw Venus Williams talking about her new product I wanted to see if it was worth the hype I tried it for you guys here's my honest take and here's the awesome benefits of it so I've actually seen that these Stitch incoming

ads have been some of the top performers in our ad Accounts at the start of 2024 so one that we're going to continue to double down on this year I wanted to end with some quick dos and don'ts for

making great ads number one if you're going to be producing ads yourself you have to keep the process organized I rely on my project management tools to make sure that we are gathering content

in the most efficient way from creators handing things off to editors doing client revisions it all lives within a project management tool so you have to keep the process organized especially if

you want to do things as quickly as I do where we're making these ads every single week the second thing is build long and trusting relationships with creat cre so as I mentioned I have 40

creators on my team that I have personally trained on how to make great ugc content I find that Brands really struggle with ad content especially ugc

because they're randomly texting influencers on IG and Tik Tok and doing these very transactional relationships and the creators really have no

incentive to create top quality content for you if they're just seeing this as a oneandone deal what I would recommend is find creators that you can build long relationships with where you're getting

content from them every single week so that they continue to have motivation to create great content from you plus they're going to learn more and more about your brand and what you're looking for every week that they're doing

content so that's how I found such great great creators on my team is by personally training them and working with them week over week over various clients so that they understand okay this is a style that Savannah's looking

for this is the type of shots that she needs this is the feedback I got last week this time an incor it this week that's how you get the best content from creators is by having these long

relationships and a continuous feedback loop next always look for ad inspiration so that is pretty much my full-time job is looking for ad inspiration for my

clients and implementing that into their ads each week so I like to look at the Tik Tock top ads Library as well as meta ads Library searching competitors so

that I can see for my clients what are competitors doing and what are other cool ads that are out there I also share a lot of ads on my personal social media that I'm making so you can always look there for inspiration as well some tools

that have helped me in this process foreplay is a tool where you can share add inspiration and save it into mood boards so that's been one that I've been using over the last couple months and

I've seen a lot of value in in Saving ad creative inspiration motion is an ad creative tool that I use to analyze performance metrics so for all the clients that I work with I get access to

their Tik Tok and meta ad account and I pull it into these motion reports so I can see the creative metrics for all the ads that we're making and which ones we need to make iterations off which ones

have the best thumb stop ratio which ones are getting the best uh conversions so motion has been really helpful for me in analyzing the creatives that we're making like I mentioned utilizing text

overlays and transitions that are organic to Tik Tok I find that if I design with Tik Tok in mind first then it's really effective to repurpose that for meta or Pinterest Snapchat wherever

you're running ads but designing for Tik Tok first it is what is most effective I find Brands struggle when they create something over produced for Facebook for instance and then they try taking it

that on Tik Tok it never works the other way around where if you're taking your Facebook ads and trying to work make it work on Tik Tok but you can make your Tik Tok ads work really well on other platforms that's why I'm always

designing with Tik Tok in mind first and then the editing softwares I like to use my editors use Adobe Premiere Pro and After Effects but cap cut is an app that

was created by bite dance the parent company of Tik Tok and they have all of the text overlays and animations on your phone for free to create great ads like I shared today so that's a great one to

start with if you're making your own ads couple quick don'ts don't make your ads over 40 seconds people don't have the attention span for that don't forget to add text overlays most people watch

their videos without sound so assume that people should be able to get the top value props of your ad without actually having sound on this is really

important don't assume that your ad actress or content creator is a creative strategist or digital marketer it is up to us to provide a very detailed briefs

and scripts to set creators up for Success creators don't often know what Hooks are or value props or how to have an effective CTA what I do with the

creators on my teams is that I provide very detailed scripts and briefs of the shot lists of we need that we need for raw content and the script reads that we need and then I take that raw footage to

the editors to edit into the storyboard that I have in mind so I do find that Brands struggle when they just send a product to a Creator and hope for the best you really need to provide them with the strategy and marketing

expertise so that they can do what they do best which is filming great content authentic testimonials great lighting but don't rely on them to be your creative strategist another thing is

don't forget get to make iterations of best performers I know we're always trying to think of what's the latest and greatest ad type and new crazy ideas test for ads but often what's most

important is actually going through your ad account and doubling down on your best performers so if you have a best forming ad maybe you're slightly tweaking the hook so keeping the first two seconds of the ad the same but

changing the body or you're shooting the exact same ad again but with different Talent so when I'm creating ads for clients not only am I trying to think of out of the box net new Concepts I really think it's important every week that you

make an iteration of your top performing ads so that you can get more life out of your top ads and lastly don't use copyright protected music and ads I see brands do this all the time especially

on Tik Tok you should really be utilizing uh commercial free music libraries when creating any AD content well that's it for my tips please don't hesitate to get in touch with me on my

website I have my full ad creative portfolio on my website where I have hundreds of AD examples so if you want to see more ad examples that I've made please get in touch with me there I also

share ad examples pretty much daily on my Twitter IG in LinkedIn so would love to connect with you there and I believe now we're going to do some Q&A actually we have a really short break um so we're

gonna if you're uh first of all huge round of applause Savannah Sanchez everybody thank you I'm like doing like Logistics um so we actually have a really short turnaround we have a next speaker in about 10 minutes so we're going to actually have Savannah down

here if you don't mind and then if you have questions come up and meet with Savannah we're back in here 10 minutes so you get a quick break but please come up here if you have questions for Savannah one more big round of applause thank you so much thank

you