80% of my business is UGC content creation.

20% of my business is media buying services.

1 year ago, that % was flipped.

Media buying is nothing without a supply of great ad UGC ads!

Here's how I did it and why...
I started offering UGC as a service when I realized that most influencer marketing agencies/platforms suck.

The problem with working with influencers is that they have no idea of what makes a good ad.

I have a unique vantage point because I have access to SO many ad accounts.
I realized that good UGC ads simply just follow formulas.

Capture attention in the first 3 seconds, demonstrate the product benefits, and have a genuine testimonial.

So I went on a hunt to find content creators/actresses who I could train on how to get the content I needed...
I started with training 1 creator, then 2, and now TEN girls on my team who deliver content weekly for my clients.

I'm also lucky to work with some of the best ad editors who can deliver on my vision for each ad.

Finding great creators/editors is so tough but I found my tribe.
Now my and my girls are making 20+ new ads each week for some of the coolest clients in the world.

It gets hard to choose what examples I share on Twitter because I love all of the ads so much and I take so much pride in the end results.
The most rewarding part of making UGC is that I have view-access into my client's ad accounts so I can see what ad concepts work the best and I can implement those learnings for the next week's ads.

Testing creatives and learning what works is the key to scaling ad accounts!
I'll forever pride myself on not being an agency. I'm working directly with my clients on the concepts each week, implementing their feedback, and analyzing their creative performance.

I am incredibly happy to have found so many amazing creators & to double down on UGC in 2022!

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More from @social_savannah

10 Dec 21
I never thought it was possible to be spending $500K+ a month on any other social channels than Facebook and Google (sorry Pin & Snap).

TikTok has quickly become the best channel right behind FB/Google for many brands.

The barrier to entry on TikTok is LOW. Here's some tips👇
No surprise here, the best audiences on TikTok are broad interest audiences and lookalikes.

No media buying hacks are necessary.

All you need is a simplified account structure and most importantly...

#1 A really great product

#2 Really great ads

(+ Kevin my dog/UGC king😋)
It has never been EASIER to get good ad inspiration for TikTok ads.

TikTok's top ad library is a gold mine.

You don't have to be a marketing genius to recognize what sets apart the good ads from the bad ads.

The hardest part is always the execution.

Read 8 tweets
9 Jun 21
You: Have an awesome brand, knows that having great creatives is the key to scale, and is looking for new ads each week for Facebook, Snapchat, Youtube, and TikTok.

Me: Can provide you brand new filmed, edited ads for your paid social channels on a WEEKLY basis!

/ THREAD / Image
Step 1: You ship me and my content creators your product & tell us the best things about it!
Step 2: We produce, shoot, and edit brand-new UGC in a matter of DAYS! Give us any revisions, and then you can launch them in your ad accounts.
Read 7 tweets
6 Apr 21
Don't make ads, make TikToks! As a brand owner or agency, you know it's not THAT easy. There are plenty of trends that brands can take full advantage of for advertising or organic purposes. Here are FIVE top (current) trends that brands should be creating content around:
#1 Green Screen Eyes and Mouth is an effect in the TikTok platform that allows you to put a face on essentially anything. Most videos with this feature incorporate humor. It looks very organic and is great for brands that may not have abundant video content.

PS: We made this ad!
#2 Product Tutorials: you can never go wrong with showing someone how to do something. #FoodTikTok is a huge community and recipes fall into this category. Show your audience how to make something amazing with your product.

PS: We made this ad!
Read 6 tweets
26 Jun 20
It's been my personal mission over the last year to share the best paid social advice via my Twitter, Facebook Group, and now my Youtube.

You shouldn't have to pay for a course to get great content.

I just released 5 new videos that will teach you how I approach Facebook ads:
My Advanced Facebook Account Structure For E-commerce:
My Simplified Facebook Account Structure For E-commerce:
Read 8 tweets
12 Apr 20
My typical Facebook ad budget split:
70% Prospecting (Cold Audience)
30% Remarketing (Warm/Hot Audiences)

✅Always exclude your remarketing from prospecting ad sets
✅Know your time lag to purchase to determine remarketing window
✅ Leverage broad audiences / interest expansion
✅7 day click + 1 day view is my typical conversion optimization window
✅ always optimize for purchase
✅ automatic placements always except for story specific campaigns
✅CBOs with similar audience sizes
✅ conversion (lowest cost bidding) or value optimized bidding
✅ avoid audience overlap
✅ no more than 15 active ad sets in account
✅ leverage dynamic creatives with multiple copy tests
✅ DPA for view content/add to cart
✅ let your ad sets get out of learning phase before tinkering

There you have it. That’s how I run FB ads.
Read 5 tweets
8 Apr 20
There’s many advantages of working with a freelancer vs an agency for paid social. After working for two years in management at an agency, it became so clear that the agency model is broken.

Now that I’ve been freelance for a few months now, here’s my observations:
Often for paid social services at an agency, you’ll end up paying 10K+ a month and a minimum 6 month commitment. Yet the only person you interact with at the agency is your media buyer, whose getting paid 50k a year to manage 10 ad accounts at a time. Performance will suffer.
You run the chance of getting handed off to a jr. media buyer who has never ran accounts at scale, and the only contact with them may be a quick weekly call. I’ve heard same stories many times about agencies being slow to react, not learning from data, and no creative testing.
Read 6 tweets

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