If you’ve spent any time scrolling through TikTok, Instagram Reels, or YouTube Shorts lately, you’ve probably seen them:
Those hyper-engaging Goli Nutrition ads catch your attention in 1-2 seconds and keep you watching until the final frame.
But here’s what most marketers miss:
These aren’t just “viral videos” that happened to do well. They’re meticulously crafted direct-response assets built using specific psychological frameworks that:
Stop the scroll
Create emotional urgency
Drive immediate purchases
Scale across multiple platforms
We explored how YouTube Shorts’ organic genius, Jenny Hoyos, has engineered a systematic approach to creating high-converting short-form content, helping brands like Nickelodeon, P&G, and the NFL transform their marketing strategies.
(Want to know the exact principles behind this kind of high-performance short-form content? Check out how this VidTao blog post dissects the 4 YouTube Shorts ad secrets Jenny Hoyos uses to turn 2 billion views into real results.
👉 Read it here.)
Jenny Hoyos’ success comes from a few key principles that most brands overlook:
✅ The first 1-3 seconds matter most – A strong visual hook is critical. Viewers must instantly understand the message, even with the sound off.
✅ Curiosity loops drive retention – A bold statement early on keeps people watching to find out the answer.
✅ Tension & storytelling keep momentum – Using structures like countdowns, “but/therefore” storytelling, and problem-solution narratives hold attention.
✅ End abruptly, no fluff – High-performing videos cut straight to the payoff and let an on-screen CTA do the work.
✅ Simple, conversational language wins – The best short-form content sticks to a 5th-grade reading level for effortless understanding.
Now, let’s break down exactly how Goli is using these strategies to stop the scroll, create emotional urgency, and turn short-form video into a scalable direct-response machine across multiple platforms.
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The “Hook, Story, Twist” formula that prints sales
Goli has built a supplement empire by mastering what direct-response video expert Jenny Hoyos calls the “hook, story, twist” formula.
But they’ve adapted it specifically for the supplement space by leveraging:
Extreme examples that create fear
Solution stacking for higher AOV
Pattern interruption with visuals
Urgency-driven CTAs
And they’re running variations of these ads across all major platforms with platform-specific tweaks to maximize performance on each one.
(Btw, our friends at Funnel of the Week did a full teardown of Goli’s funnel — revealing how they turn paid clicks into serious AOV.
👉 Go here to check it out.)
Let’s break down their 4 core ad types and see exactly what makes them work…
Ad type #1: The shock & solution story
Core structure:
Dramatic medical shock hook (first 1-3 seconds)
Fear-based storytelling (next 10-15 seconds)
Personal solution reveal (final 15-20 seconds)
Immediate purchase CTA
In one of their highest-performing ads, Goli opens with an X-ray image showing a “football-sized mass of poop” removed from a woman’s intestine after 45 days without a bowel movement.
This isn’t random shock value—it’s strategic pattern disruption. The extreme example creates immediate emotional engagement, making milder constipation concerns seem urgent by comparison.
The anatomy of the “Shock & Solution” framework:
00:00-00:05 Shocking visual hook + dramatic statement
“A football-sized mass of poop was removed from a woman’s large intestine.”
Notice they don’t waste a single second. The combination of the shocking statement plus the medical imagery creates what Hoyos calls a “universal visual”—something so immediately gripping it works even with the sound off.
00:05-00:20 Story development with increasing stakes
“She had gone 45 days without a single bowel movement. Her life was in danger because the huge poop was putting immense pressure on her organs.”
The story is told at what Hoyos identifies as a “5th-grade reading level”—simple, direct language that anyone can immediately understand. They’re also maintaining what Hoyos calls “story tension” by continuing to escalate the stakes.
00:20-00:40 Bridge to solution
“Now I’m not sure why you go that long without pooping, but let me show you what I do to clear up my constipation.”
The transition happens at the exact moment where viewer retention might drop—around 20 seconds in. They pivoted from the problem to the solution at the perfect psychological moment.
00:40-01:05 Product showcase with specific benefits
“This stack right here can absolutely clean out your gut. You have your goji ashwagandha to help lower your cortisol and get everything moving again.”
Ad type #2: The bundle stack deal
The second ad type in Goli’s arsenal focuses on product combinations and value amplification:
Core structure:
Product comparison visual hook (first 2-3 seconds)
Benefit stacking for multiple products (next 10 seconds)
Price anchoring with discount reveal (next 5-8 seconds)
Immediate purchase CTA with the visual cue
00:00-00:03 Visual product comparison hook
“Best trials of The Three Musketeers, the Beatles, and the Goli Gummies.”
Here, they’re using what appears to be a random pop culture reference, but it serves an important psychological purpose: it creates initial confusion that forces your brain to pay attention. Hoyos calls this a “pattern interrupt”—something unexpected that stops automatic scrolling.
The presenter immediately positions all three products together, subconsciously priming viewers to purchase the complete bundle rather than a single bottle.
00:03-00:10 Rapid benefit listing for each product
“I use the ashwagandha to lower my cortisol levels. I use the apple cider vinegar to boost my gut health and use the matcha minor to increase my overall brain function.”
They’re not just listing features—they’re connecting each product to a specific, desirable outcome. This is what sales psychology experts call “future-pacing”—helping the viewer visualize the benefits they’ll receive.
00:10-00:20 Value proposition and special offer
“But right here, you were looking at $60 worth of gummies. But since Goli is just coming to TikTok, they are practically giving these away for half off.”
The presenter creates a compelling price anchor ($60) and then immediately offers a significant discount, leveraging the psychological principle of contrast to make the deal seem irresistible.
00:20- end Visual purchase cue and urgency
“If the orange card is still there, that means they are still available. Go get you some goalie gummies before they sell out!”
The orange cart visual cue gives viewers a specific action to take, while the “before they sell out” creates urgency through scarcity—a classic direct-response tactic.
Ad type #3: The authority conspiracy angle
For their third ad type, Goli taps into what direct response experts know drives massive engagement: conspiracy theories and anti-establishment messaging coupled with authority endorsement.
Core structure:
Pattern-interrupt conspiracy hook (first 5 seconds)
Authority figure introduction (next 10 seconds)
Problem amplification through “hidden truth” narrative (next 30-40 seconds)
Authority-backed solution reveal (next 20 seconds)
Discounted offer with urgency CTA
00:00-00:05 Conspiracy hook with pattern interrupt visuals
“They don’t know half of what’s going to happen this 2025… listen to what they predicted.”
This opening leverages several psychological triggers simultaneously:
Fear of missing out (“before it’s deleted”)
Pattern interrupt with Simpsons cartoon imagery
Curiosity gap (“what’s going to happen”)
By combining The Simpsons’ “prediction” reputation with health messaging, they create an irresistible hook that few can scroll past.
00:05-00:25 Authority introduction and hidden truth narrative
“The Simpsons Carter discovered the holy grail of modern medicine… why do they keep it hidden… because you earn much more money by treating the disease than by curing it.”
They introduce the “big pharma conspiracy” angle that resonates deeply with supplement buyers. This positioning makes their natural solution seem like a rebellious, enlightened choice.
00:25-01:40 Expert testimony and supporting evidence
“Frank Suárez knew about our stress-filled modern lifestyle… is the cause of all our diseases… Frank Suárez knew the best natural remedy to eliminate stress and recover our health…”
Notice how they use a perceived authority figure (Frank Suárez) and position him as someone who was “silenced” for sharing the truth. This creates what persuasion experts call “forbidden knowledge appeal”—information that feels exclusive and suppressed.
01:40-02:00 Product reveal as the solution
“Ashwaganda is another adaptogen… and basically it is an antidepressant that reduces cortisol levels… cortisol is the hormone from stress.”
The solution (Goli’s ashwagandha) is presented as the exact remedy that the silenced expert recommended, creating a powerful endorsement by proxy.
02:00- end Personal testimony and direct CTA
“I myself looked like a lot of stress… and when trying the asha wanda as recommended by Frank Suárez… and in a short time I noticed an incredible difference… I’m going to leave them down here at the TikTok store.”
They close with a personal testimony (adding social proof) and direct viewers to purchase with a special “incredible discount” to drive immediate action.
Ad type #4: The problem-solution pair stack
The fourth ad type in Goli’s arsenal focuses on product synergy and transformation:
Core structure:
Product comparison visual hook (first 3 seconds)
Complementary benefit explanation (next 10 seconds)
Problem agitation with visual triggers (next 5-8 seconds)
Value stack with discount reveal (next 5 seconds)
Visual CTA with code offer
00:00-00:03 Visual product pairing hook
“Don’t get this without getting this.”
This opening creates immediate tension and FOMO by suggesting the viewer might be making a mistake with their current usage pattern. It’s what conversion experts call a “pattern interrupt plus knowledge gap”—simultaneously surprising viewers while making them feel they might be missing crucial information.
00:03-00:08 Complementary benefit explanation
“This lowers cortisol and supports stress hormones, so you’re not holding onto that lower pooch area, but this boosts metabolism…”
By connecting the products to specific body concerns (“lower pooch area”), they tap into deep emotional triggers around appearance and self-image—a powerful motivator in the supplement space.
00:08-00:18 Problem agitation and benefit stacking
“Keeps you full longer, cuts all those cravings, those sweet cravings that we always get, and stabilizes blood sugar so that we have more energy.”
They stack multiple benefits in rapid succession, creating what conversion specialists call “benefit overwhelm”—where the value proposition becomes so compelling that price objections diminish.
00:18-00:24 Synergy positioning and value revelation
“These together are a superpower. And they do different things, but they support each other. They’re also on a double discount.”
👉 Let your viewer see themselves in the first 3 seconds.
The “superpower” metaphor creates an emotional appeal, while the “double discount” introduces unexpected additional value—what pricing psychologists call a “surprise bonus” that triggers dopamine release and increases purchase likelihood.
00:24- end Direct CTA with visual and code instructions
“If you want them, just tap on the orange shopping cart below, type in this code right here, and hurry up and grab them before the sale’s gone.”
The combination of the clickable orange cart, special code, and time-limited offer creates multiple urgency triggers to drive immediate action.
Applying these insights to your business
So what can you take from Goli’s direct-response funnel and apply to your own business? Here are the key actionable takeaways:
1. Master the 5-second visual hook
As Jenny Hoyos emphasized, your opening visual + hook combination needs to be so clear that “even with the sound off, viewers immediately grasp the premise.”
For your business:
Test extreme examples of problems your product solves
Use visual metaphors that instantly communicate value
Incorporate text overlays that reinforce the hook
Create a pattern interrupt with unexpected imagery
2. Structure your short-form videos for maximum retention
Follow Goli’s proven structure:
0-3 seconds: Visual hook + problem statement
3-15 seconds: Problem agitation or story development
15-30 seconds: Solution introduction
30-45 seconds: Benefit stacking
45-60 seconds: CTA with urgency element
3. Use “Double Discount” psychological triggers
Goli consistently uses what pricing psychology experts call “multiple discount framing”—where they:
Establish a high anchor price (“$60 worth of gummies”)
Offer a platform-specific discount (“coming to TikTok”)
Create urgency through limited availability
4. Simplify language to 5th-grade level
Remember Hoyos’s key insight: top-performing shorts use language at a 5th-grade reading level or below. This means:
Short sentences (5-8 words)
Simple vocabulary
Direct “you” statements
Concrete rather than abstract concepts
5. Create platform-specific variations
Goli doesn’t use identical content across platforms. They adapt for:
TikTok: Faster pacing, stronger pattern interrupts, direct TikTok Shop integration
Instagram: More polished visuals, stronger text overlays for sound-off viewing
YouTube Shorts: Slightly longer format (45-60 seconds) with more story development
Why does this work so well
Goli’s direct-response funnel works because it combines timeless direct-response principles with platform-specific optimization:
They lead with emotion (fear, hope, curiosity) rather than logic
They position supplements as solutions to emotionally resonant problems
They use visual storytelling that works with or without sound
They remove purchase friction with in-platform checkout
They deploy immediate scarcity to drive action now, not later
As Jenny Hoyos pointed out in her analysis of top-performing shorts: “I don’t ask if it’ll go viral. I can figure out how to make it viral.”
This mindset—that virality is engineered, not accidental—is what separates Goli’s strategic direct-response approach from brands that are just “hoping” their content performs well.
By applying these same principles to your short-form video strategy, you can create ads that don’t just get views—they drive conversions and scale your business.
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👇
Jelena Denda Borjan
Drawing from her background in investigative journalism, Jelena has an exceptional ability to delve into any subject, no matter how complex, dig deep, and present information in a clear and accessible manner that empowers readers to grasp even the most intricate concepts with ease.
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