---
title: Ad formats for apps and services with no physical product
slug: app-and-service-ad-formats
summary: Savannah 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).
domain: mobile-apps
tags: [user-acquisition, ad-creative, ugc, hooks, formats, meta-ads, tiktok-ads]
related: [app-ad-creative-concepts, ugc-app-ad-format-captions-green-screen, creative-format-bucket-testing, ugc-ad-formula-and-formats, ugc-visual-hook-formats, verbal-hook-templates, ugly-ads-and-brand-caution]
sources: [yt:j9d6j0B3W6U]
updated: 2026-10-24
---

# Ad formats for apps and services

## TL;DR
- With no product to hold, every format puts a **real person on camera** telling their experience, overlaid with the app or site (usually **green screen**), with **text overlays** for sound-off viewing.[^1][^2]
- Savannah Sanchez's first format for a new client is the **self-skit**: one creator plays two characters, e.g. FaceTiming herself in another outfit.[^3]
- **Before/after skit** with a custom sound: scary music while life without the app is bad, resolving once it improves (Bumble).[^4]
- Cheap, native-looking formats: **walk-and-talk**, **Notes-app checklist**, **rating slideshow** ("things Bumble did for my dating life: 12/10"), **TikTok comment reply** in the first 3 seconds.[^5][^6][^7]
- Prop formats that stop the scroll: **whiteboard** (her "best $10 investment"), **paper flip** (no talking), **writing hooks** on a cake, sand or mirror, **post-it notes** on a screen.[^8][^9][^10]
- Copy hooks: **myth vs truth**, "**here's the secret** to…", "**if you're searching for X, you need to try this**", "I'm about to save you money on…".[^11][^12][^13]

## Details
**Format list with the client example shown:**

| Format | How | Example client |
|---|---|---|
| Before/after skit | life before → after the app, custom sound or pointing at on-screen text | Bumble[^4] |
| Self-skit | same creator, two outfits, talks to herself, app overlay | Bumble[^3] |
| Slideshow | rate what the app did for you, X/10 | Bumble[^5] |
| Success story | B-roll of the end result (dates, adventures) | dating app[^5] |
| Walk-and-talk | creator walks, handles an objection ("dating apps used to scare me") | Bumble[^6] |
| Street interview | two briefed creators stage a "horror story" interview, app as fix | dating app[^14] |
| Whiteboard | graph or value props written and crossed out | various[^8] |
| Notes app | ticking goals off a checklist; UGC strip below | Noom[^15] |
| Paper flip | printed sheets flipped on the street, no talking | sleep offer ("100 nights free")[^9] |
| Writing hook | message written on a cake, sand, mirror; post-its on a screen | IG-growth service, Alma[^10] |
| Myth vs truth | industry myth → your truth, green screen over site | Alma Therapy[^11] |
| Comment reply | TikTok comment overlay as the hook | many[^7] |
| Lead-gen hooks | "reasons to visit X", throwing money in the trash, "here's the secret" | Affordable Health Plans[^12] |
| Current vs future self / you vs friend | exaggerated stressed vs relaxed character | Zapier[^16] |
| FAQ answers | answer objections; good for retargeting | Jackpocket[^17] |
| POV / problem–solution | exaggerated happy reaction + app screenshots | Jackpocket[^17] |

**Production notes.** She re-uses a small trained creator roster weekly across clients. Film green-screen talent on a neutral (white) background so they're easy to cut out over the app.[^14][^16]

## Disagreements / caveats
- Shown without metrics ("top performing" per her). The agency sells UGC production.
- Samet Durgun warns against feature-tour ads. Lead with pain and emotion, then show the app after ~5 s ([[creative-format-bucket-testing]]). Most formats here do that.
- Several are scripted testimonials with hired creators. Keep claims truthful and disclose where required ([[ai-tools-for-app-ad-creatives]] on FTC risk).

## See also
- [[ugc-app-ad-format-captions-green-screen]] — the core app-demo UGC format
- [[app-ad-creative-concepts]] — hook → demo → offer → end card
- [[verbal-hook-templates]], [[ugc-visual-hook-formats]]
- [[people/savannah-sanchez]]

[^1]: yt:j9d6j0B3W6U @ 12:16 — Savannah Sanchez
[^2]: yt:j9d6j0B3W6U @ 09:07 — Savannah Sanchez
[^3]: yt:j9d6j0B3W6U @ 02:42 — Savannah Sanchez
[^4]: yt:j9d6j0B3W6U @ 00:58 — Savannah Sanchez
[^5]: yt:j9d6j0B3W6U @ 04:16 — Savannah Sanchez
[^6]: yt:j9d6j0B3W6U @ 05:15 — Savannah Sanchez
[^7]: yt:j9d6j0B3W6U @ 10:44 — Savannah Sanchez
[^8]: yt:j9d6j0B3W6U @ 06:02 — Savannah Sanchez
[^9]: yt:j9d6j0B3W6U @ 07:59 — Savannah Sanchez
[^10]: yt:j9d6j0B3W6U @ 09:07 — Savannah Sanchez
[^11]: yt:j9d6j0B3W6U @ 09:07 — Savannah Sanchez
[^12]: yt:j9d6j0B3W6U @ 10:44 — Savannah Sanchez
[^13]: yt:j9d6j0B3W6U @ 14:56 — Savannah Sanchez
[^14]: yt:j9d6j0B3W6U @ 05:15 — Savannah Sanchez
[^15]: yt:j9d6j0B3W6U @ 07:11 — Savannah Sanchez
[^16]: yt:j9d6j0B3W6U @ 12:16 — Savannah Sanchez
[^17]: yt:j9d6j0B3W6U @ 13:46 — Savannah Sanchez