4 YouTube Shorts Ad Secrets (Extracted from 2 Billion Views)

That's why we're gonna study one of the best organic YouTube shorts creators out there, someone named Jenny Hoyos. You've probably already heard of her. She isn't just another YouTube creator. With over 8 million subscribers and a staggering 2+ billion video views, she's cracked the code on what makes content not just go viral – but convert.

While most creators chase views, Hoyos has been quietly collaborating with giants like Nickelodeon, P&G, the Olympics, and the NFL, transforming their marketing campaigns using her data-driven approach to short-form video.

How did she become so successful? Well, she doesn't rely on luck or trends. Instead, she's developed a systematic framework that turns ordinary product features into irresistible short-form content.

So let's examine what Hoyos knows that most marketers don't, and how Goli is putting these principles into action...

Jenny Hoyos's Short-Form Video Tactics

If your short-form videos aren't converting, you're probably making the same mistake most brands make—focusing on "going viral" instead of engineering conversion.

As short-form video expert Jenny Hoyos puts it: "I don't ask if it'll go viral. I can figure out how to make it viral."

This is a game-changer for direct response.

While everyone else is chasing trends and hoping for lucky breaks, Hoyos has developed a systematic approach to creating high-converting, short-form content.

Let's break down her most powerful tactics and how you can apply them to your DTC campaigns today...

The Structural Framework That Makes Videos Convert

Hoyos has identified a specific structural formula that maximizes both retention and conversion:

1. The First 1-3 Seconds: The Universal Visual Hook

Hoyos insists that your opening must be so visually compelling that viewers understand the premise even with the sound off. For example:

• Bad Opening: "Hey guys, today I want to tell you about..."

• Good Opening: Showing a fast-food brand logo plus a "$1 burger" sign simultaneously (immediate visual context)

DTC Application: For product videos, lead with your most dramatic product result, transformation, or problem-solution visual. For example, if you sell skincare, don't start with the product—start with a split-screen before/after that's so dramatic viewers can't look away.

2. The Foreshadowing Statement (Next 2-3 Seconds)

After the visual hook, Hoyos suggests a brief line that hints at what will happen by the end, creating a "curiosity loop" that makes viewers need closure.

DTC Application: Make a bold claim about your product that seems almost unbelievable but specific enough to be credible:

• "This tiny device helped me lose 15 pounds without changing my diet..."

• "I'm going to show you how this $29 tool replaced my $200 monthly salon visits..."

3. The Story Mechanism (Middle Section)

Hoyos discovered that successful shorts use specific "mechanisms" to maintain tension throughout:

• Countdown formats (5 tips, 3 secrets, etc.)

• "But/Therefore" storytelling (creating constant motion)

• Problem → Attempted solution → Failure → Discovery

DTC Application: Structure your product story with constant forward momentum:

• "I tried [competitor product] BUT it didn't work, THEREFORE I kept searching until..."

• "Here are the 3 ingredients that make this formulation different..."

4. The Abrupt Ending with Strong CTA

One of Hoyos' most counterintuitive insights: top-performing videos end abruptly right after the payoff, avoiding "outro fluff" that kills retention metrics.

DTC Application: Cut your video immediately after revealing the key product benefit or transformation. Then use on-screen text for your CTA rather than extending the video to deliver it verbally.

The 5th Grade Reading Level Secret

Through extensive analysis of top creators like MrBeast and Ryan Trahan, Hoyos discovered something remarkable: the most successful short-form content uses language at a 1st-5th grade reading level.

DTC Application:

• Use short sentences (5-8 words on average)

• Choose simple words over complex alternatives

• Explain technical benefits in everyday language

• Use tools like readabilityformulas.com to check your scripts

Here's a quick example of how to transform a typical DTC copy:

Before (12th grade level): "This proprietary formulation utilizes advanced liposomal technology to enhance bioavailability and cellular absorption."

After (5th grade level): "This formula gets into your cells faster because we wrap it in tiny fat bubbles your body loves."

Data-Driven Optimization Techniques

Hoyos is obsessive about studying retention graphs and making micro-adjustments:

The One-Second Rule

She'll often cut just 1 second from a video if retention data shows a sharp drop at that point—even if it seems minor. These tiny edits can dramatically improve overall retention percentage.

DTC Application:

• Test multiple versions with minor variations

• Ruthlessly eliminate any moment where energy lags

• Pay special attention to transitions between ideas

• Study your TikTok/Instagram analytics for retention cliffs

The Personal "Why" Framework

Hoyos discovered that injecting a personal motivation or backstory dramatically increases viewer investment.

DTC Application: Instead of just showcasing product features, frame your content around:

• The founder's personal struggle that led to creating the product

• A customer's emotional journey and transformation

• A counterintuitive origin story that makes your brand memorable

For example: "I created this protein powder after my doctor told me I might not live to see my kids graduate..."

Platform-Specific Optimizations

Hoyos tailors content for each platform's unique dynamics:

• TikTok: Faster pacing, 10-20 second videos with dense information

• YouTube Shorts: Slightly slower pace, more narrative development, sweet spot ~34 seconds

• Instagram Reels: Heavy emphasis on visual elements and captions for sound-off viewing

DTC Application: This isn't just about minor tweaks—it means fundamentally reconceptualizing your content approach for each platform:

• For TikTok: Focus on immediate pattern interrupts and fast payoffs

• For YouTube: Develop slightly more context and story structure

• For Instagram: Design with the assumption that 70% of viewers watch without sound

Why Most DTC Brands Fail at Short-Form

After analyzing thousands of short-form videos, Hoyos identified the critical errors most brands make:

1. Opening too slowly: Losing viewers in the first 3 seconds

2. Over-explaining: Using complex language instead of simple, direct statements

3. No story tension: Failing to create forward momentum through the middle section

4. Weak visual storytelling: Relying too heavily on spoken explanations vs. visual demonstrations

5. Dragging endings: Extending videos with unnecessary conclusions rather than ending abruptly after the payoff

The Psychology Behind Why This Works

What makes Hoyos' approach so effective is that it aligns perfectly with how our brains process information in the distracted, high-speed environment of social media:

1. Pattern interruption: The strong visual hook triggers our brain's orienting response

2. Curiosity gap: The foreshadowing creates cognitive tension we need to resolve

3. Story structure: Our brains are wired to follow narrative arcs to completion

4. Simplicity: 5th grade language reduces cognitive load, making processing effortless

5. Abrupt ending: This creates a desire to rewatch or take action to process the information

For DTC brands, this isn't just about getting views—it's about engineering videos that drive action. By applying these psychological principles through Hoyos's proven framework, you can create short-form videos that don't just capture attention but convert it into sales.

The beauty of this system is that it works across virtually any product category. Whether you're selling supplements, skincare, apparel, or software, the fundamental human psychology remains the same.

So stop asking if your product "can go viral" and start focusing on the structural elements that make conversion inevitable.

Because as Jenny Hoyos would say:

You don't find viral videos—you engineer them.

This week, our friends at Funnel of the Week are gonna be taking a deep dive into one of the top-performing offers on the TikTok shop called Goli.

Now Goli has had some big spenders on YouTube, like this one with Jennifer Lopez:

But what’s crazy is seeing what Goli is doing right now on TikTok shop:

They are generating millions of dollars each & every week:

Goli has some cutting-edge short-form video content you can learn from and apply to YouTube Shorts or TikTok right away.

Check out all their ads in the next post

In a couple of days, our friends at Funnel the Week are going to be walking through:

• Goli's best ads (breaking down exactly what makes them work so well - so you can apply these winning frameworks to your own TikTok and YouTube shorts ads)

• Goli’s entire funnel (so you can see how their funnel converts clicks into AOV on paid traffic)

Go here to join the Funnel the Week newsletter so that you get an update when that post goes live.

Have a great week!

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