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Here’s how to create effective Shorts ads:
1. Create ads that belong in the feed
Viewers swipe past anything that feels out of place. Avoid overly polished ads and adopt a subtle, low-key style that blends with organic content.
Tips for native-looking ads:
Talk directly to the camera in a conversational tone.
Open with a hook: a question, bold statement, or demo.
Use relatable people instead of celebrities.
Keep the tone casual, like a chat with a friend.
✅ Do: Blend in with organic content.
⚠️ Don’t: Use polished, “salesy” production styles.
2. Partner with creators for authenticity
YouTube creators build trust with their audiences. 73% of viewers3 trust creators more than celebrities. Collaborating with creators ensures your ads feel genuine and aligned with the platform’s tone.
Tips for creator partnerships:
Provide a brief that aligns with your message but gives creators creative freedom.
Focus on relatable, social-first content.
Avoid overly formal or rigid approaches.
✅ Do: Let creators add their authentic voices.
⚠️ Don’t: Over-script the content.
3. Hook viewers and inspire action quickly
Grab attention immediately and include a clear call to action (CTA). Ads that inspire shares, likes, or purchases perform best.
Tips for driving engagement:
Start with a strong hook—question, statement, or quick demo.
Use direct CTAs, like “click below” or “share with a friend.”
Make branding clear but unobtrusive, and integrated into the content.
✅ Do: Capture attention early with a clear CTA.
⚠️ Don’t: Delay your message or CTA until the end.
4. Repurpose assets across platforms
Custom ads often perform best, but repurposing assets from other platforms is a quick way to test ideas and gather data. Expand top-performing Shorts ads to other audiences and platforms.
✅ Do: Use existing assets to refine your strategy.
⚠️ Don’t: Wait to launch campaigns while creating custom content.
5. Align Your Brand with the Shorts Experience
Make branding feel natural within the ad. For awareness campaigns, use bold visuals and clear messaging. For action-driven campaigns, encourage participation early.
Why YouTube Shorts ads work
YouTube Shorts fosters engagement, with viewers ready to interact with their feed, including ads. In April, Shorts ads generated over one billion likes4. Authentic, shareable content that blends with the platform is key to breaking through.
By adopting the “Shorts-first” approach, collaborating with creators, and focusing on quick, engaging CTAs, you can build campaigns that connect with audiences and deliver results.
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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Mirna Peric, Lead Media Buyer
Mirna is a top-notch Media Buyer with years of experience and millions of dollars in revenue-generating ad spend to prove it. Her insatiable curiosity combined with a strategic mindset helps her stay ahead of the game when scaling our clients' offers.
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