⚡️How Manychat's YouTube Ad Dominates (and What You Can Learn from It)

Today, we're talking about Manychat's best-performing ad at the moment. Manychat is a platform that offers users of different social media platforms the opportunity to automate conversations in order to build relationships with their followers/customers. They've been able to spend a million dollars with the ad we're talking about, and another version of that ad, in just a few months, with more than half of the spend happening in the past month, so they're on quite an upward trajectory.

You will notice that some winning elements of the ad are repeating when compared to the last article, which goes to show that there in fact are some important elements that you should strive for your ad to have, and this series will help you notice how they are reflected in offers that are completely different from one another. But, without further ado, let's get into the main elements that make this video so successful, and see how they're appearing.

1) Attention-grabbing opening

Every ad's not-so-secret ingredient is a good Hook. This ad wastes no time in capturing the viewer's attention with a bold claim: "Did you know that you could be making life-changing money on Instagram, and it doesn't even require you to have a lot of followers?" This opening statement immediately piques the interest of anyone looking to monetize their Instagram presence, enticing them to continue watching to learn the secrets to success. Notice how the language is pretty compliant though - nobody is making big promises, they are just implying that you COULD make money. Not necessarily that you will. That is a good trick to have in mind when writing your copy with topics that would usually get destroyed by policy issues (see our last article from the amazing Dejan Bovan talking about the Unreliable Claims policy rampage that is happening across Google Ads accounts).

When focusing on the visuals, you can see that the Hook is pretty dynamic, and that is good at shifting between the presenter and the B-roll. We're keeping the viewers on their toes, and describing what the presenter is talking about with some simple B-roll.

2) Social proof and credibility

To establish credibility, the ad features real-life examples of individuals who have successfully monetized their Instagram accounts. The presenter mentions the "baseball lifestyle," which started in a high school bedroom and grew to be worth multiple seven figures. Another creator is highlighted, who went from hating his 9-to-5 job to making over $110,000 per month from his Instagram account. These success stories serve as powerful social proof, demonstrating that the strategies shared in the video have the potential to yield impressive results. To be fair, everyone has these success stories and can, quite frankly, get pretty imaginative with them. The deal is how you're going to back it up with a trustworthy delivery, and REAL proof. And they've absolutely nailed it here, with screenshots showing exact Instagram accounts that have made a success with them.

3) Engaging presenter and delivery

The ad benefits from having a persuasive and engaging presenter who delivers the content in a relatable and conversational manner. Although the delivery is more toned down compared to the previous ad we analyzed (See “Two months, $2 million: Dissecting direct response techniques for rapid success”), the presenter's enthusiasm and confidence in the strategies being shared shine through. This helps build trust with the audience and keeps them engaged throughout the video.

4) Addressing objections and misconceptions

The ad tackles a common misconception about Instagram monetization through sponsorship deals. By addressing this objection head-on and explaining why relying solely on sponsorships may not be the most effective approach, the ad positions itself as a source of genuine and valuable information. This technique helps build rapport with the audience and establishes the presenter as a trusted advisor.

So, what is the takeaway from it? Anticipate and address potential objections or misconceptions that your target audience may have. By proactively tackling these concerns, you demonstrate your understanding of their challenges and position your offer as a reliable solution, and you're bound to get the right audience to keep watching and then engage with the ad.

5) Show, don't (just) tell

This ad's performance and the way it resonates with the audience goes to show that clearly communicating your offer's unique selling proposition is something that should be encouraged. Whether you're promoting a product, service, or strategy, emphasize the specific benefits and advantages that set it apart from competitors. Make it clear why your offer is the best solution for your target audience's needs, but more importantly - SHOW them that, with examples. And, just as showing social proof can be useful, it's just as important to show them how easy it will be to get there and reap the benefits of what you're offering.

6) The irresistible outcome for the qualified viewer

Basically, the audience is presented with a no-brainer. The ad addresses a common challenge faced by Instagram creators: the limited ability to include links in posts. By introducing ManyChat as a tool to automate direct messages and share links, the ad provides a seamless path to conversion. This technique removes friction and makes it easy for viewers to take action on the offer being presented, because, if they're the right audience (which at least a good chunk of them will be), you know you're presenting a solution like no other, meaning - conversion is highly more probable.

What can we take out of this ad?

Before we sum it up, I would like to draw your attention to how simple an ad can be and still make waves if you have a good story, an engaging presenter, and know your audience well, or at least make high-quality assumptions.

Nothing about this ad is high-budget or expensive. Yes, the presenter has a decent camera and lighting, and overall the ad looks polished. But this is by no means an expensive ad to produce. This goes to show that sometimes, you just have to have a good plan and know what your focus is. And here, it's not about flashing your audience with a visual spectacle, it's about letting the narrative and copies come to the forefront.

Therefore, this ad is a prime example of how to capture attention, build credibility, and motivate viewers to take action, without doing too much. All of that, combined with a good, irresistible offer that answers a lot of problems that their target audience might have. The engaging presenter, real-life success stories, and clear call-to-action all contribute to the ad's effectiveness in encouraging viewers to explore the tools and strategies presented. While the visuals may be simpler compared to the previous ad we analyzed, the persuasive delivery and actionable insights make this ad a compelling example of direct response advertising on YouTube.

As always, by dissecting successful ads like this one, we can gain valuable insights into the elements that drive engagement, build trust, and ultimately lead to conversions and YouTube success. By incorporating these techniques into our own video advertising campaigns, we can create more effective and impactful ads that resonate with our target audience and achieve our marketing goals.

Stay tuned for more YouTube Ad Spotlight articles, where we'll continue to explore the anatomy of winning direct-response ads and uncover the many secrets to success.

💌 Like this newsletter? Let's continue the conversation!

Get in touch with us by responding to this email or tagging us on LinkedIn or Instagram and sharing your thoughts. Your feedback helps us keep our newsletter relevant and interesting.

Enjoyed what you read? Don't keep it to yourself! Share this email with your friends and help us grow our community.

Not a subscriber yet? Click here and join our community for more insightful content straight to your inbox.