What's Hot In Paid Social This Summer?

Jul 13, 2021

Creative has always been at the core of my business and I firmly believe that I provide my clients with top-tier deliverables every week. I have been through rounds and rounds of trial and error - and the landscape is ever changing so my motto is: you can never create too much content.

Here’s what you can find in this article:

     •    How to improve your UGC (and what tools I use to edit it)
     •    The low-down on TikTok ads (I’ll share my hottest top-performing examples right now)
     •    Whitelisted ads on Facebook

Is UGC Still Relevant?

Absolutely. Now more than ever. With the exponential growth of TikTok users, and being that it is such a powerful platform to reach new audiences, it’s pertinent to enhance your UGC strategy. It should be your #1 priority for ad creatives! Creating your own UGC is a great way to start, but if you want to take it to the next level – work with creators and influencers that know exactly what the viewers want. Watch my TikTok Influencer Ad Strategies for eCommerce Brands video on YouTube for a more in depth explanation on how to get started.

The diversity of demographics is growing by the day and TikTok is no longer a ‘teens-only’ social media platform. The best content on TikTok is often the unscripted and under produced humorous, educational, or storytelling formats. The best part of making content for TikTok is that it translates well to almost any other social platform (but not visa versa).

I often get asked, “What app or tools do you use to edit UGC?!” and “How do you source creators?” so, I’m answering my most-asked questions about UGC.

Apps to edit UGC


CapCut is actually owned by the parent company of TikTok (ByteDance) so you’ll find many of the same effects/transitions/text as you would find natively within TikTok. This is my go-to!


Want to make your TikTok ads look like organic TikToks? Make TikToks! Once your video is complete and posted, use this website to download a watermark free 1080p version: https://snaptik.app/

You can also use the TikTok video editing software within the ads manager.


As always, if you have an Adobe professional, the highest quality videos come from AfterEffects. But, you don’t have to use this to make great ads! With UGC, your content speaks for itself, not the production afterward.

Tips for better UGC

   •    Keep it short but still to the point (higher % watch times help the algorithm!)
   •    Use subtitles and text boxes to highlight key value props
   •    Stay real! Viewers can sniff out fake content. Keep it casual and authentic.
   •    If you’re the owner of a brand, tell your story!
   •    Why you made ___ / How you got here


The hashtag has been floating around for months and it has surpassed 2.3 billion views. TikTok has become the go-to platform to share “life hack” and “must have” products because of creators’ abilities to demonstrate their unique value!

Products have sold out accidentally (not that it’s such a bad thing) but it’s very possible with a good creative. My network of top-notch creators would love to sample your product and create something amazing! Here are some of the latest ads I made for my clients that I’m super proud of ????

If you don't already... follow me on Twitter @social_savannah where I post some of my favorite ads every week!

Want your CTRs to SOAR?

Ok, ok, I’ve said a LOT about TikTok but Facebook ads are still very relevant! You shouldn’t ditch your FB strategy for TikTok because I still highly recommend diversifying. If you haven’t already, check out my YouTube channel for more resources on 4 Facebook Ad Creatives You Need as well as Facebook Ad Design 101.

It’s 2021, if you aren’t running branded partnership and whitelisting ads on Facebook, what are you waiting for?

Whitelisting is when you run an ad through a creators’ business page. So the ad still links out to your website but it shows up on a viewers’ feed as an ad from a person instead of a brand. Across the board, conversion rates and click-throughs are drastically higher using this strategy because of the authenticity it portrays, the social-proof it gives off, and the fact that it simply doesn’t look like an ad!

Need a hand with your creative?

Brands should be taking full advantage of UGC, TikTok Ads, and Whitelisting. Building strong creative is the best way to achieve your advertising goals on new platforms and I’m here to help! Reply to this email to get in touch with me.

I work with all types of e-commerce businesses to help them expand their brand by the way of Snapchat, TikTok, Facebook and Google ads. If you want to work together on your digital ad strategy or if you have any questions or feedback for me, contact me here!