It’s February 2025 already, and with the thought of how time is passing so quickly, and things are changing constantly in our YouTube advertising space, I knew what I wanted to talk about – I wanted to do a comparison of two ads from the same advertiser, both successful, but in a different time. And to be honest, my goal was to notice some trends and changes that would paint a clearer picture of this time gap.
But the more I looked at them, I think I was just spotting an evolution of one successful advertiser and a story of how to successfully stay afloat and relevant even though the circumstances are ever-changing.
We’re about to dive into a fascinating comparison of two YouTube ads from Publishing.com, featuring Charlotte Mikkelsen. We’re looking at their latest ad that’s their biggest spending one as of February 2025, and comparing it to one of their best performers from way back in 2022. In YouTube advertising years, you can call that a century. We have an equally successful product and a presenter who’s proven as someone who can deliver a message well, which means that other things, mostly copy and the overall angle & style are what make these ads different from each other.
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Let’s start with the latest ad:
The 2025 ad: ‘Corporate Polish’ and big promises
Right out of the gate, Charlotte hits us with a killer hook: “Did you know that Amazon has a $50 million fund that they have to pay out every month?” Boom. They’re not just selling a method; they’re dangling a piece of a massive pie in front of us. People are in on the industry secret, they’re educated and ready to act on how they can become a part of it.
As the ad goes on, I notice a few interesting techniques, most of them quite common, but still, every example of how a common technique can fit a particular case is very valuable, at least as a source of inspiration.
1. Authority establishment
Charlotte wastes no time in establishing credibility. She name-drops their company, Publishing.com, and mentions their ranking as the 19th fastest-growing company in America. This immediate assertion of authority sets the tone for the entire ad and builds trust with the viewer. Very congruent with the way she’s carrying herself, which will be important to compare to the 2022 ad.
2. Problem-solution framework
They’re addressing a common pain point – the difficulty of starting and running a traditional business. Then they offer their solution – plugging into Amazon’s existing infrastructure. This approach resonates with viewers who might be intimidated by traditional business models. I have always found that the value in the problem-solution framework goes beyond just the meaning of what you’re saying, you’re creating a one-way street for people who are searching for an answer in a world filled with noise and ‘congested highways’. That is what people always crave, and what a well-structured problem-solution framework delivers.
3. Novelty factor
“The way we do it is completely different from anything you’ve seen before.” They’re positioning their method as unique and innovative, which sparks curiosity and sets them apart from other “make money online” schemes. To be fair, point 1 is vital here, as the best shield against being ‘just another make money online scheme’ is authority, and I bet this is what they’ve also been seeing, therefore focusing on authority and having Charlotte presented as someone who is a knowledgeable, trustworthy person.
4. Social proof
The ad features multiple testimonials from people who’ve supposedly succeeded with their method. This social proof is another way of building credibility and showing that the method works for “regular people”, not just a selected bunch of the highly educated/skilled.
5. Risk reversal
By offering free training, they’re removing the barrier to entry. There’s no risk for the viewer to learn more, which makes it easier for them to take the next step.
Now, all this being said, let’s rewind to 2022, and look at their previous high-performing ad, and try to note the similarities and differences:
The 2022 ad: The personal touch
1. Immediate proof
Charlotte starts by showing actual checks from Audible. This immediate, tangible proof of income is powerful and attention-grabbing. It’s like she’s saying, “Look, this is real. I’m not just talking, I’m showing you the money.”
2. Relatable story
Charlotte shares her personal journey, from learning about the method from Christian to teaching it to her family members. This personal narrative makes the opportunity feel more achievable and relatable. She’s just one of ‘us’, and that’s how the whole ad is structured and the visuals follow that.
3. Simplicity emphasis
The focus on the Audible app makes the method seem accessible and easy to understand. “If you can use a smartphone app, you can do this” is the implicit message. It’s a smart way to lower perceived barriers to entry. To be fair, this part is more or less similar to the 2025 ad, being one of the segments that are standing the test of time and are relatively similar, no matter the ad style.
4. Family success stories
By mentioning her mom and brother’s success, Charlotte’s not just selling a method, she’s selling a lifestyle change that can impact entire families. It’s a powerful emotional hook, and it’s way more personal than the 2025 ad, again.
5. Urgency and exclusivity
There’s a sense of getting in on a secret opportunity – “not many people are doing it” – which creates a feeling of urgency to act now before everyone else catches on. I would say that, at least after watching the 2022 ad, I feel more of this urgency and ‘early bird’ momentum, which makes sense. They are selling something revolutionary, it’s not 2025 when everyone and their mom has seen their ad.
6. Quick results promise
The ad mentions people making their first sale within seven days, appealing to those looking for quick results. It’s a classic “get results fast” pitch that’s always been effective in direct-response advertising.
The evolution: From kitchen table to corporate boardroom
So, we’ve got two ads, both crushing it in their respective time periods, but with completely different approaches. It’s like comparing a mom-and-pop shop to a Fortune 500 company – both can be successful, but they operate in totally different ways.
1. Shift in authority
As we’ve already noted, 2022 Charlotte is your friendly neighborhood success story. 2025 Charlotte? She’s the face of a business powerhouse. Both work, but they’re appealing to different audience mindsets, and to two different moments in time of a brand.
2. Scaling the opportunity
In 2022, making an extra grand a month was the dream. In 2025, they’re talking about a $50 million pot. The opportunity has grown, and things are getting more serious. Yes, nobody is saying what ‘your cut’ of the $50 million monthly Amazon fund will be, but, you have to admit, it sounds way grander in scale than Charlotte saying she’s earning $1000 or even more per month.
3. Evolution of social proof
Family success stories vs. a range of testimonials. It’s like going from “my cousin tried it” to “thousands of people swear by it.” One more example of how the overall scale is way larger than it was in 2022, and the news has spread. In a way, now it’s – don’t be the last one left out as opposed to – be the first to get in. Both are effective and target similar core motivators in people.
4. From personal to professional
The 2022 ad feels like a coffee chat. The 2025 ad? More like a TED talk. Both are engaging but in very different ways. In 2022, Charlotte is chilling by the pool, showing how she’s earning thousands of dollars, whereas, in 2025, Charlotte is in a suit, looking like a real business mogul, sharing a big corporate secret you’re about to get in on if you just stay to listen to what she has to say.
5. Consistency in core offer
Here’s the kicker – underneath all the changes, the core offer remains the same. It’s like they’ve kept the same engine but put it in a fancier car.
So, what’s the big takeaway here? In the fast-paced world of YouTube advertising, there’s no one-size-fits-all approach. What worked like gangbusters in 2022 might not cut it in 2025, but that doesn’t mean the old approach was wrong. It was right for its time.
The key is to evolve with your audience and your brand. As you grow, your message should grow with you. But never lose sight of what is the core factor that has made you successful in the first place.
So, whether you’re at the kitchen table stage or the corporate boardroom level, the principles remain the same:
Know your audience
Offer clear value
Build trust (whether through personal stories or corporate credentials)
Make it easy for viewers to take the next step
Remember, in YouTube advertising, standing still is moving backward. Keep evolving, keep testing, and most importantly, keep watching what’s working for others in your space.
And hey, if you’re feeling overwhelmed by all this evolution talk, don’t sweat it. That’s why we’re here. If you want to dive deeper into creating YouTube ads that grow with your business, hit us up. We’re always pumped to help businesses evolve their ad strategy and crush it on YouTube.
Here’s to creating YouTube ads that drive real results, whether it’s 2022, 2025, or 2030.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session:
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Alex Simic, Creative Director
Alex Simic is the person responsible for all creative work that stands behind Inceptly since stepping into his role in 2022. He comes from the role of the Media Buying Team Lead and Strategist behind some of Inceptly’s biggest successes. He has collaborated with the biggest names in the Direct Response industry, whether as a Senior Account Manager & Media Buyer or Creative Director. His main goal is bridging the gap between Media Buying and Creative, ensuring that the videos Inceptly produces are data-based and giving our clients the best chance at achieving success.
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