A $455K lesson in short ads: What’s actually working on YouTube🧐

With Demand Gen campaigns on Google favoring shorter content and YouTube Shorts becoming a bigger player, creating ads that pack a punch in 60 seconds or less becomes more and more important. There is no particular rule for them to do it in under a minute, but it's very important to master this ad length too. 

And this ad is a textbook example of how to do it right.

The format? Again, a podcast-style conversation. Two people are chatting about a fitness solution. Simple setup, straightforward language, solid messaging that's clearly resonating. And my hot take is that there’s nothing magical about the podcast style itself, other than clear signaling that it's not “a regular ad", and a step further, the illusion that it's not an ad altogether.

But, without further ado, let's break down what's working here:

The hook is direct: "All women over 45 should start losing weight with Tai Chi walking." Right away, they're targeting their exact audience and making a bold claim. No ambiguity about who this is for, and not that, but it's extremely simple in language. Your day-to-day conversations sound like this.

What follows is a back-and-forth that feels natural. One person asks questions, the other provides answers. It mirrors how real people actually discuss new fitness methods, or anything else, which makes it more relatable.

Here's what makes this ad effective:

1. Laser-focused targeting

   They're not talking to everyone who wants to lose weight. They're talking to women over 45. This specificity makes the ad feel more relevant to its target audience.

2. Time-bound promises

   "In 3 days, you will be less bloated. In seven days, your body starts changing. In a month, you will be unrecognizable." These are specific, time-bound promises that create clear expectations. It's not vague "you'll see results" language.

3. Proactive objection handling

   The ad anticipates common concerns: "What if I haven't exercised in years?" "My gym coach said I need hours of cardio." Each objection gets addressed immediately, removing barriers before they become reasons not to act.

4. Challenging conventional wisdom

   "Gym doesn't work at our age" is a bold statement. It positions their solution not just as an alternative, but as the smarter choice for this demographic.

5. Low barrier to entry

   "9 minutes a day" and "no equipment needed" make the commitment seem manageable. They're systematically removing every possible excuse not to try.

6. Natural dialogue

   The conversation feels authentic, not scripted. This authenticity builds trust and makes the ad more engaging.

7. Clear next step

   "Click the link, get the app, and start tomorrow." Simple, direct, actionable, good old proven CTA.

What's particularly smart about this ad is how it's structured for the short format. Every second counts. They get in, make their point, address objections, and get out. No wasted space.

The podcast-style format also creates natural momentum. The back-and-forth keeps things moving, preventing the ad from feeling static. This works especially well for shorter content where you can't afford dead air.

This ad is also perfectly suited for YouTube Shorts. The quick pacing, the conversational style, the vertical-friendly format - it all translates well to the Shorts environment. And with Shorts becoming an increasingly important part of YouTube's ecosystem, creating ads that work in this format is a smart strategy.

Here's what you can take from this:

1. Be specific about your audience: "Women over 45" beats "anyone who wants to lose weight."

2. Make time-specific promises: Give people clear expectations about when they'll see results.

3. Address objections immediately: Don't let doubts build up.

4. Challenge what people think they know: Position your solution as the better alternative.

5. Make starting easy: Remove every possible barrier.

6. Keep it conversational: Natural dialogue beats corporate speak.

7. One clear CTA: Tell people exactly what to do next.

8. Respect the format: In short-form content, every second matters.

The beauty of this ad is its simplicity. No elaborate production, no fancy graphics, no celebrity endorsements. Just two people having a conversation about a solution that works.

For those of you creating ads for Demand Gen campaigns or testing YouTube Shorts, this is a solid template. The conversational format, the quick pacing, the clear structure - it all works together to create something that's both engaging and effective.

Remember, in short-form video advertising, less is often more. You don't need to cram everything into your ad. You just need to hit the key points that matter most to your audience.

This Tai Chi walking ad does exactly that. It identifies the target audience, presents a solution, addresses the main objections, and provides a clear next step. All in under a minute.

What's also worth noting is how this ad adapts traditional direct response principles to a shorter format. All the elements are there - the hook, the promise, the objection handling, the call to action - but they're condensed and streamlined for maximum efficiency.

The conversational approach does something clever, too: it makes the viewer feel like they're part of the discussion. When one person asks, "What if I haven't exercised in years?" many viewers are probably thinking the same thing. By voicing these concerns and immediately addressing them, the ad creates a sense of understanding.

The "9 minutes a day" promise is particularly effective. It's specific enough to be believable, but short enough to seem manageable. Compare that to vague promises like "just a few minutes" or overwhelming commitments like "30 minutes daily." Nine minutes hits the sweet spot.

Here's the thing - this style of ad isn't just effective; it's also relatively cheap to produce. No fancy sets, no expensive talent. Just two people having a conversation. It's a reminder that sometimes, the most effective ads are the ones that feel the least like ads.

For those of you working on Demand Gen campaigns or exploring YouTube Shorts, here are some practical takeaways:

1. Test the one-minute format: Don't assume you need longer to make your case. Sometimes constraints force clarity.

2. Use dialogue to create engagement: A conversation is more dynamic than a monologue and keeps viewers engaged.

3. Front-load your targeting: Make it clear who this is for right away. Don't waste time being vague.

4. Be specific with commitments: "9 minutes" beats "just a few minutes" every time.

5. Address the biggest objection first: For fitness, it's often "I haven't exercised in years." Know what your audience's biggest concern is and tackle it head-on.

6. Challenge the status quo: Position your solution as the smarter alternative, not just another option.

7. Keep the CTA simple: One clear action is better than multiple options.

At Inceptly, we're seeing more clients interested in shorter ad formats, and for good reason. Attention spans are shrinking, and platforms are favoring shorter content. But that doesn't mean your message has to be diluted. This ad proves you can deliver a compelling pitch in under a minute.

The key is knowing what to include and what to cut. Every line in this ad serves a purpose. There's no fluff, no unnecessary details. It's lean, focused, and effective.

If you're currently running longer ads, consider testing a shorter version. You might be surprised at how well a condensed message performs. And if you're already experimenting with Shorts, think about how you can adapt your messaging to fit this format without losing impact.

Remember, the goal isn't just to create a short ad for the sake of being short. It's about respecting your audience's time while still delivering a message that resonates and drives action. This Tai Chi walking ad nails that balance.

So, whether you're selling fitness programs, software, or services, there's something to learn here about efficient storytelling. Get to the point quickly, address concerns head-on, and make taking action as simple as possible.

Now, if you're looking to create ads that work in shorter formats without sacrificing effectiveness, you know where to find us. We're always excited to help businesses adapt their messaging for the evolving YouTube landscape.

Until next time, keep testing, keep refining, and remember - the best message is the one that doesn't waste a single second.

Cheers,

Alex and the Inceptly Team

P.S. Experimenting with YouTube Shorts or shorter ad formats? Want to discuss how to condense your message without losing impact? Drop us a line. We're always up for tackling these challenges.

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