Alright everyone, long time no see! Today, we’re diving into another YouTube ad that’s been making waves recently, and that I’ve spotted really surging on VidTao recently. The ad is definitely not your average YouTube ad, and to be fair, it reminds me of organic YouTube content more than any of the ads I’ve recently seen. It’s very lowkey, and I think there’s a lot to learn from it, even though its niche might not be relevant for most of you.
I am always on the lookout for this educational style of ads, because there’s a lot of untapped potential there, for a number of reasons. There’s something about this ad style that pushes you to really think about your product or service. When you have to educate your audience and present it like that, there’s no hiding behind the gimmicks. And marketers have a tendency to fall into that trap sometimes. And, what’s a better way to keep it real rather than this?
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So, let’s get into it, and what are the lessons that you can take from this ad?
As always, let’s start by talking about the hook. “I’m going to show you how easy it is to create a website for your salon or Spa business that looks this polished.” Boom. Right out of the gate, they’re promising value. They’re not just selling a product; they’re offering to solve a problem that many small business owners face – creating a professional-looking website. And they’re doing it in under 10 seconds. That’s how you grab attention, folks.
Now, let’s break down what makes this ad tick:
1. Show, don't tell (again)
Remember how we’ve been harping on about the power of demonstration? Well, Gloss Genius nails it. The entire ad is essentially a live demo of their product. They’re not just telling you it’s easy to use; they’re showing you exactly how to use it, step by step. It’s like a mini-tutorial wrapped in an ad, and it’s brilliant.
2. Leveraging the authority
This ad, like many of the ads that we’ve analyzed, has shown how important it is to have a real person on screen, and even more so, a person that is an authority figure. Whether they’re a professional from the field endorsing a product, an employee or owner talking about the product and the story behind its creation & success, it’s inevitably going to help reassure the audience that they’re in the right place. In this case, having the presenter on-screen educating the audience is showing us how effective that can be, even if we don’t give any clarifications as to who the presenter is (which we should do, by the way).
3. Address pain points through education
Throughout the ad, they’re subtly addressing common pain points. Need to showcase your brand aesthetic? Check. Want to display your services and prices clearly? Check. Worried about no-shows? They’ve got a deposit feature for that. They’re anticipating objections and addressing them before they even come up, all while educating and demonstrating.
By leveraging A/B testing, businesses can make informed decisions, optimize their digital assets, and ultimately achieve their marketing goals.
4. The power of a presenter & visuals
The ad is visually engaging from start to finish. They’re not just telling you about the features; they’re showing you the end result – a polished, professional-looking website. This visual proof is incredibly powerful. It’s one thing to say your product can create great websites; it’s another to show a beautiful example right there in the ad.
5. Mobile optimization
Notice how they make a point of showing both the desktop and mobile versions of the website? That’s a necessity. In 2024, mobile optimization isn’t just a nice-to-have; it’s essential.
By showcasing both, they’re demonstrating that their product is fully equipped for the multi-device world we live in. This is a good place to remind you that your ad should also be friendly for both formats, but I’m sure you’re already on top of things with that 🙂
6. Authenticity in action
While this ad is clearly scripted and polished, it still manages to feel authentic. The presenter’s tone is conversational and friendly, making the whole process feel accessible. They’re not trying to dazzle you with fancy effects; they’re simply showing how their product works in a real-world scenario.
7. Value-packed content
This ad is practically a mini-tutorial. Even if you don’t end up using Gloss Genius, you’ve learned something about creating a brand aesthetic, choosing colors and fonts, and setting up an online booking system. This kind of value-added content is what keeps viewers watching and builds trust with your audience. That’s why educating the audience is so powerful. They’re giving you their time (and hopefully money), and you’re giving them not only the benefits of their product, but you’re teaching them.
8. Platform congruence
Often, YouTube becomes tricky when you advertise on there because you’re interrupting your audience’s time, as opposed to Meta or TikTok where they can usually opt out of watching the ad fairly easily by scrolling further. On YouTube, you have to watch these 5 seconds, always. So, having an ad that resembles actual YouTube content is such a powerful move, especially when it’s shown to the right audience. Some of them will be tuning in regardless of the fact that this is an ad, which is sometimes very hard to achieve.
9. Clear call to action
While the ad doesn’t end with a hard sell, the value proposition is clear: “With Gloss Genius, you can also add wait lists, deposits, forms, and more all your booking site in just a few taps.” They’re summarizing the benefits and gently nudging the viewer towards action.
Now, here’s the kicker – this ad isn’t just selling a product. It’s selling a solution to a problem, and more importantly, it’s selling confidence. They’re essentially saying, “Hey, you can create a professional online presence, and it’s not as hard as you think.”
This approach taps into something we’ve been seeing more and more in successful YouTube ads – empowerment. It’s not just about what the product does; it’s about what it enables the user to do. And that, my friends, is a powerful selling point.
What they could've done even better?
Now, let’s talk about what they could’ve done even better. While this ad is solid, there’s always room for improvement, right?
First off, they could’ve incorporated some user testimonials or real-world examples. Imagine if they’d shown a quick before-and-after of a real salon owner’s website, or included a brief testimonial about how Gloss Genius helped someone’s business. That would’ve added another layer of social proof and authenticity.
Secondly, they could’ve leaned a bit more into the pain points. Maybe a quick mention of how time-consuming and frustrating it can be to manage bookings manually, or how unprofessional a bad website can make a business look. Sometimes, you gotta twist the knife a little before offering the solution, you know?
Lastly, while the ad does a great job of showing the product in action, it could’ve benefited from some hard numbers. How much time does Gloss Genius save the average user? How much have businesses increased their bookings after using the platform? Concrete stats can be incredibly persuasive.
But hey, these are minor nitpicks. Overall, this ad is a good example of how to create a YouTube ad that provides value, demonstrates your product effectively, and speaks directly to your target audience.
So, what’s the big takeaway here? In 2024, your YouTube ads should do more than just sell. They need to teach, to demonstrate, to empower. Your viewers should walk away feeling like they’ve gained something valuable, whether they decide to buy your product or not.
Remember, folks, in the world of YouTube advertising, you’re not just competing with other ads. You’re competing with entertaining content, educational videos, cute cat compilations, and much more. And people’s nerves are really strung when it comes to an abrupt ad coming out of nowhere and talking about something fully irrelevant in an annoying tone. So, your ad needs to be content in its own right – something that viewers actually want to watch.
The Gloss Genius ad nails this. It’s essentially a mini-tutorial wrapped in an ad, providing real value while showcasing their product. And that, my friends, is how you create a YouTube ad that doesn’t just get views but gets results.
So, next time you’re crafting a YouTube ad, ask yourself:
• What value am I providing?
• What am I teaching?
• How am I empowering my viewers?
Answer those questions effectively, and you’ll be well on your way to creating ads that not only convert but also build lasting relationships with your audience.
And hey, if you’re struggling to nail this balance, or if you want to dive deeper into creating value-packed, empowering ads for your business, you know where to find us. We’re always pumped to help businesses crush it on YouTube with ads that not only sell but truly resonate.
Here’s to creating YouTube ads that viewers actually want to watch in 2024 and beyond.
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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