Savannah Sanchez
Runs The Social Savannah (since 2020): an in-house roster of ~40 creators and ~10 editors shooting new content every week for ~50 e-commerce clients (up to 12 ads/week/client); clients have included Fabletics, Bumble and Athletic Greens. Uses creator whitelisting/partnership ads and Motion reports across all client accounts to spot hooks that win in more than one account.
Bias to keep in mind: sells UGC production; hook examples come from her clients (late June 2026) and are shown without metrics; vocal anti-AI-UGC stance.
Sources: sources/youtube/motion-creative-analytics/ (Motion hooks session).
Notes citing Savannah Sanchez
- Ad formats for apps and services with no physical productSavannah Sanchez's catalogue of UGC formats that work for apps and services on Meta and TikTok (Feb 2025) — before/after skit with a custom sound, self-skit, rating slideshow, walk-and-talk, staged street interview, whiteboard, Notes-app checklist, paper flip, writing hooks, myth vs truth, TikTok comment reply, "if you're searching for X" — with client examples (Bumble, Noom, Zapier, Alma, Jackpocket).
- AI-generated ad creative — where Barry Hott uses it and where the lines areHow Barry Hott used Veo 3 / Kling in 2025 — AI hooks followed by real-human ads, B-roll and stock-footage replacement, animating existing product stills, AI "pre-shoots" before expensive shoots, prompting exact pacing and inflection — the compliance line (no AI testimonials about physical experience), why the bar for "pretty ads" dropped to ~zero, his worry about AI static-image glut, and Savannah Sanchez's no-AI counterpoint.
- Anatomy of an ad hook — three jobs, layers, and fit-in-then-stand-outWhat a hook must do (stop with emotion, target/disqualify, connect to the story), its layers (visual, audio/text, psychological — plus Dara Denney's "vibe"), why the visual layer often matters most, "hook slop", moving the ad's anchor to second one, and worked breakdowns (Ridge, Jones Road, PureSkin towel, microplastics cutting board, Burga).
- AppLovin ad creative for e-commerce — longer stories, back-loaded CTAs, end cards and volumeSavannah Sanchez's AppLovin playbook (2026) — full-screen in-game ads unskippable for 5 s, watched ~35 s on average, 81% over 30 s; flip the social formula (low-key opening, rising action ~20 s, hard sell in the last 5 s); talking-to-camera UGC with voiceover; interactive end cards drive >50% of clicks; upload every past Meta/TikTok ad and aim for thousands of variants; weekly sprints and patience before killing high-spend ads.
- BFCM ad creative — simple offers, offer-in-the-hook props and gift-angle UGCSavannah Sanchez's Black Friday / Cyber Monday playbook (2025) — a straight sitewide % off beats tiers, BOGO and gifts-with-purchase; run stills and video; put the offer in the first second with physical text props (paper, whiteboard, phone, mirror, fingers, flashcards, post-its, cake, coffee, sand); overlay the offer on evergreen winners; and mix offer-led ads with gift-angle UGC (unboxings, real gift reactions, gift guides by recipient, last-minute shipping, money-saver and "girl math" hooks, reverse psychology, husband review).
- Black Friday / holiday sale creative from your existing UGC libraryCaraway's BFCM playbook — evergreen vs persona briefs, offer unmistakable in the first 3 seconds, reactivating last year's winners unchanged, renegotiating creator usage rights, organic-style UGC, partnership-ad Q&As with the offer, persona mashups — plus the planning timeline (plan Aug, produce Sept, QA Oct, launch ~Nov 1), tiered offers and a pre-built backup offer.
- Briefing UGC creators — how much script, what to include, modular deliverablesWhat goes into a UGC creator brief (brand/product onboarding, guardrails, tips for winning, visual examples, hooks, filming and delivery specs), the script-vs-freedom spectrum (Caraway 90% exact scripts, Savannah Sanchez's ad-lib for trusted creators, Dara Denney's "let creators lead"), matching a creator's native style, and commissioning modular parts (hooks, CTAs, stills, raw VO).
- Broad targeting vs interests, lookalikes and retargeting on Meta (2023 → 2026)How targeting advice flipped from Smart Marketer's 2023 70/15/15 interest/lookalike/broad split to 2025–2026 broad-by-default — and the remaining cases for interests (forcing a new avatar, lead gen), geo-only (local), customer exclusions, and Advantage+ as audience research.
- How to structure a Meta ads account in 2025–2026The campaign layouts practitioners actually run — Dara Denney's testing campaign + Advantage+ (ASC) core, Smart Marketer's one-campaign-per-objective "Andromeda portfolio", CTC's evergreen (acquisition/retention ad sets filled to 150 ads) + marketing-moment campaigns, Ben Heath and Jon Loomer's one-campaign-one-ad-set start, Mars Men's 40 pillar campaigns — plus multiple products, countries, retargeting and the 2020 baseline.
- Is ad fatigue real? Creative longevity vs refresh cadenceWhere practitioners disagree on ad fatigue — Barry Hott has ads running profitably for years and doubts fatigue is the main killer; Savannah Sanchez says rotate in at least 2 new ads a week (TikTok fatigues fastest); CTC's data shows whales survive month to month 82% of the time and accounts that push budget on proven ads carry 85–100%+ of spend; AppLovin has fewer but higher-attention impressions — plus how to tell real fatigue from other causes.
- Iterating on winning ads and the weekly hook-testing cadenceDara Denney's 10 iterations on a winner (messaging, edit, messaging-visual, format, creator, green screen over the ad, user-journey, human-desire, high-fi founder, and when to revive a loser) with the 90/10 net-new rule, plus Savannah Sanchez's weekly framework (2 concepts × 2 written × 2 visual hooks) and "same concept, new creator" tests.
- Judging creatives — spend and cold-audience results over in-platform ROASWhy Barry Hott and Savannah Sanchez judge new ads first by whether the system spends on them, why high-spend / low-ROAS ads are often the ones reaching cold audiences (AppLovin — users see ~8 ads before buying), and how to use Meta's audience-segment breakdown (new / engaged / existing) and the incremental-attribution column to stop crowning ads that just harvest 1-day-view credit from existing customers.
- Low-budget UGC ad formats that keep winning — Savannah Sanchez's swipe filePhone-shot, one-creator ad formats Savannah Sanchez uses across ~50 e-commerce/service clients on Meta and TikTok — solo skit, green screen over site/TikTok profile, TikTok comment reply, what I ordered vs what I got, fake podcast and fake broadcast, "I saw this on TV/Shark Tank/TikTok", 3 reasons why (incl. "3 reasons I regret buying"), fun facts, split-screen comparison, car testimonial, phone inception, ASMR, selfie text interrupt, whiteboard, stitch incoming, multi-face mashups — with why each works.
- Partnership (whitelisted) ads and choosing creators who convertWhy partnership/whitelisted ads are S-tier on Meta post-Andromeda (persona reach, net-new audiences, 30–50% of spend), how to pick creators (aspirational over look-alike, big vs micro by category — Jones Road vs Caraway), the lo-fi-statics add-on, and Caraway's native partnership-ad formats.
- Producing TikTok-native UGC ads — filming, editing, captions and weekly productionSavannah Sanchez's production specs for TikTok-first ads that also run on Reels/Meta — iPhone vertical in bright natural light, a standard shot list (doorstep delivery → unboxing → in use → selfie testimonial), 20–30 s (never >40 s), one main point per ad, text in the top-middle safe zone, TikTok-native outline/bubble fonts, CapCut, the inspire/entertain/educate rule, detailed shot lists over "creative freedom", a Mon–Fri weekly sprint and long creator relationships.
- Reading creative metrics — spend, thumbstop/hook rate, hold rate, CTR, conversionThe hook analytics funnel (spend → thumbstop → hold → CTR → conversion), exact thumbstop formula, primary vs "storytelling" metrics, diagnostic patterns (high hook + low CTR = wrong audience), spend thresholds, new-visitor % as an incrementality proxy, and Dara Denney's four-step UGC analysis (metrics, content, comparison, feedback).
- Verbal and text hook templates that are winning on Meta (2025–2026)A swipe list of tested spoken/text-overlay hooks — investment, "I thought this was a scam", give-me-time, POV/I hate X, founder origin and founder intro, in-action, emotional cliffhanger, "why did no one tell me", "if you…" call-outs, plus Savannah Sanchez's storytime and skit lines — with why each works and how to source them.
- Visual and skit hook formats for UGC ads (2025–2026)Swipe list of visual first-3-second hooks — yapper settings (running, car chat), "oh my god what is that", spin the bottle, mission-complete magnifier, outfit-change transitions, bold/handwritten text, text-exchange screens, product swipes — plus stock-footage pattern interrupts (drip, squeeze, surreal, explosions) and edit-level hook swaps (green screen, split screen, response bubble).