In today’s look, we’re gonna dive into a concept that is still slightly ‘taboo’ or overlooked in some parts of direct response advertising. Yes, we all know how important it is to grab our audience’s attention and deliver our message like a boss within those precious few seconds, but we’re all always on the lookout for how to do it.
Especially when it comes to YouTube ads, we’re not talking nearly enough about how important authority is, and not just by founders or random users, but of people who are trusted in an industry or niche. That’s where influencer-driven YouTube ads come in, and let me tell you, Envato Elements is straight-up killing it in this game.
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So, let’s take a closer look at their creative approach and see what we can learn from these legends.
The creative test
Alright, so here’s the deal. Envato Elements ran this dope creative test where they launched a bunch of YouTube ads that were very similar in tone, except for the main benefits or pain points they were hitting, and the way the UGC creators delivered the message.
They teamed up with influencers – YouTubers with different subscriber counts, from 50,000 to over 500,000. Pretty smart move, right? This doesn’t mean that these people will necessarily promote the product on their platforms, they will become spokespeople on screen instead of your go-to Fiverr presenters.
The influencer impact
Now, when we take a closer look at these ads, it’s clear that these influencers are bringing their A-game. They’ve got this authentic vibe that just draws you in. It’s no surprise, considering their street cred and expertise in their niche.
By partnering with influencers who have a strong presence and know how to communicate like a pro, Envato Elements has tapped into the power of influencer marketing to make their YouTube ads really stand out.
What is most important, is that they will serve as a credible source in the ad even if the viewer is not familiar with their work or presence on social media or YouTube. You can just feel that these people are authentic and are someone who will resonate with the core audience.
Ad performance and spend
Let’s talk numbers, shall we? These influencer-driven ads are no joke when it comes to spending. We’re talking six figures a month, people. But hey, when you’re working with top-notch influencers, you gotta be ready to invest in quality, right?
Out of their ads, three have stood out as the best-performing ads, all featuring a different YouTuber with a different audience size. And for the longest time, the ad that has a YouTuber with 10x fewer subscribers than another one had a bigger total ad spend! This just means that you should focus on using this as a pool of talents, rather than just chasing the biggest name out there. Who is going to present something better than a person who records YouTube videos for a living?
So, we could say that we’ve found what’s the secret sauce behind Envato Elements’ YouTube ad success. It’s all about partnering with real creators who know their stuff and can deliver a tight, benefit-driven message. These influencers know how to communicate the brand’s USP in a way that hits home with their target audience. They’re not messing around with fluff; they’re getting straight to the point and showcasing the features and benefits that matter. If you look at their copy, it’s so simple. It literally relies on a few sentences, cutting straight to the point. And it works.
Adspend trends and creative fatigue
When we check out the VidTao graph of ad spend trends, we see that these ads have been doing their thing, but they’re not just relying on one video. Envato Elements has been using similar videos strategically to keep creative fatigue at bay. By having a collection of successful ads that they can switch up, they keep things fresh and engaging for viewers and have a lot of room for experimenting.
When looking at ads separately – you can compare the current, but not all-time best-performing ad with a YouTuber with over 500k subscribers.
As opposed to the all-time biggest spender:
The third ad features a smaller creator but is also racking up good numbers.
Only in 4 places do we have a testimonial mashup of multiple creators:
So, as you can see, they’ve created a large pool of content that they can mix and match for the longest time, hitting the mark time after time.
Landing page optimization
While the YouTube ads are the initial attention-grabbers, the real magic happens on the landing page. Envato Elements makes sure that the landing page reinforces the message delivered in the ads, creating a seamless and persuasive user experience. You can take a look at one of their landing pages here. As you can see, they’re not playing around; they’re doubling down on what works and making sure that the ad and landing page are in perfect sync.
Envato Elements’ case study is a testament to the incredible potential of influencer-driven YouTube ads in direct response advertising. By joining forces with genuine creators who have a strong presence in their niche, they’ve created ads that are both engaging and effective, striking a chord with their target audience. The strategic use of similar videos helps keep creative fatigue at bay, while the optimization of the landing page ensures a cohesive and persuasive user journey.
The takeaway? Investing in partnerships with real influencers and crafting tight, benefit-focused messaging can lead to some seriously impressive results. By utilizing the power of influencer marketing and creating a seamless experience from ad to landing page, brands can unlock the full potential of direct response advertising on YouTube.
So, if you’re ready to take your YouTube ad game to the next level, hit me up, and let’s chat about how we can make some magic happen together.
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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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