Marketers need a unique approach to get clicks for ads on social media. As the founder of The Social Savannah – one of the top five most popular TikTok creative exchange partners in North America – Savannah Sanchez offers social media marketing support for major businesses, including Wayfair, Shopify, Kate Spade, and Poshmark. At Affiliate Summit West 2024, she revealed her secrets to fast, effective advertising on TikTok and Meta.
Savannah explains that you. need a steady stream of new content each week to avoid ad fatigue, which sets in quickly. The keys to producing consistent, high-quality content include video editing tools like CapCut and a pool of talented actors and content creators who can produce authentic testimonials. You also need to explore format options to keep your content interesting and engaging. In her presentation, Savannah describes more than a dozen tried and true TikTok formats that diversify your ads and help you produce a minimum of two new posts a week.
Solo Skits
In a solo skit, one person takes on the roles of two different characters, such as a boyfriend and girlfriend. This type of ad has an especially low production value because you can shoot everything on an iPhone using a single performer. Audiences respond positively to solo skit ads because they look like fun videos rather than ads.
Green Screen
The green screen format is ideal if you don’t have a physical product, but it’s an effective option for any type of company. These ads feature a face speaking in front of a screen recording of your website or footage of your product or service. The talking face enhances your ad performance by making it more relatable and energetic than standard product shots.
TikTok Comment Overlay
When creating this type of ad, you overlay an actual comment on a video where you respond directly to it. Replying to a legitimate user gives you an opportunity to directly address a frequently asked question or common objection. Because it doesn’t immediately look like an ad, this kind of content works well on TikTok, Facebook, and Instagram.
What I Got vs. What I Ordered
A “what I got” ad tells the story of a person who discovered a cool product and wanted to see if it was worth purchasing. The video shows what the product looks like on the website compared to what it looks like in real life when someone uses and reacts to it. The premise of unveiling a user’s reaction to the product keeps viewers intrigued and watching to the end.
Fake Podcasts
Another low-budget ad format, fake podcasts require only an inexpensive microphone, laptop, and fake podcast setting. Podcast clips are already successful on TikTok and Instagram Reels, and you can use that popularity to your advantage. Simply record an ad showing someone talking about a topic related to your offerings in a way that makes it look like a podcast clip.
Fun Facts
Presenting the top three to five points that your audience needs to know about your product or service helps set it apart from the competition while also encouraging people to go to your website to learn more. Savannah recommends using mash-ups of different faces in a single ad so customers from all kinds of backgrounds can find someone relatable. A fun fact ad shows that multiple people have tried and enjoyed what you offer and explains why.
Comparison
A comparison ad is one of the most straightforward yet versatile formats. Try comparing your product or service to a competitor’s or to an old, inefficient way of doing something. You can also highlight the differences between two of the products or services you offer. Using a split screen allows you to make the distinctions obvious to your viewers.
Car Testimonial
Producing a car testimonial is simple because you only need someone to film themselves speaking about your product or service while sitting in a car. Savannah explains that testimonials filmed in cars tend to perform better than those filmed in homes. They suggest spontaneity and that the speaker was excited to take a moment to describe the product.
ASMR
A little discomfort can go a long way to generating engagement. Savannah recommends using ads with autonomous sensory meridian response (ASMR)—the reaction people have to certain visuals or sounds, like tapping or slurping. Whether people comment praising your creativity or complain about your ASMR ad, it shows that your content is worth amplifying.
Take TikTok Ads to the Next Level
These are just some of the options that Savannah discusses in her session. She also explains how to use these ad formats:
- Whiteboard or chalkboard
- Stitch incoming
- I saw this ad on TV or TikTok
- Three reasons why
- Fake broadcasts
- Selfie text interrupts
- Phone inception
No matter the format, it’s vital to continue looking for new inspiration, use the right tools, and focus on user-generated content that looks more authentic to audiences.
For more awesome, tried and proven, actionable content and specific tools and tactics check out Traffic & Conversion Summit where you can hear from the world’s leading experts on all things Tools & Tactics. Traffic & Conversion Summit is the BIGGEST digital marketing event in the US for entrepreneurs and agency owners. Check it out here!
