Short-form commercials—typically 15, 30, or 60 seconds—are the workhorses of modern direct response. They’re quick, efficient, and everywhere: TV, OTT, YouTube pre-roll, TikTok, Reels, even Amazon video ads.
But here’s the catch: short doesn’t mean simple. In fact, cutting through the noise in under 60 seconds takes more strategy, not less.
After 20+ years in DRTV, here are my hard-won, field-tested pro tips for creating short-form spots that do what they’re supposed to do—get results.
1. Start With the Problem. Fast.
If you’re not showing pain in the first 3 seconds, you’ve already lost 80% of your audience.
Great short-form commercials don’t open with logos—they open with relevance:
- “Tired of tossing and turning at night?”
- “Your back pain isn’t going away on its own.”
- “Still scrubbing your stovetop the hard way?”
Make them feel seen, and they’ll keep watching.
2. Use the Demo as the Hero
The most effective DRTV spots—from Ginsu Knives to Flex Tape—win because they show, not tell. Your demo is your credibility.
✅ Keep it visual
✅ Keep it fast
✅ Keep it dramatic
If a viewer can’t understand your product’s core value in 7 seconds without sound, you’re doing it wrong.
3. Craft a Simple, Irresistible Offer
In short-form, there’s no room for complexity. You’ve got time for one offer—so make it count:
- Free trial
- BOGO
- 30-day money-back guarantee
- Limited-time pricing
- BNPL callouts (“Just 4 payments of $24.99 with Klarna”)
Give them something that lowers resistance now, not later.
4. Nail the CTA (Call to Action)
Your CTA is not an afterthought. It’s the entire point of the commercial.
Great CTAs are:
- Direct: “Call now,” “Scan the QR code,” “Visit this URL”
- Urgent: “Only this week,” “While supplies last,” “Act fast”
- Frictionless: Keep URLs short. If TV, make sure your phone line or QR code is trackable
📌 Tip: Use a vanity URL or custom QR that redirects for attribution tracking.
5. Make Your Audio Work Without Sound
Most OTT and mobile video views happen with sound off—especially on social.
✅ Use bold, clean captions
✅ Show product results visually
✅ Include motion graphics or big, clear text overlays
If your message dies when muted, so does your conversion rate.
6. Tailor to the Platform
What works on TV doesn’t always work on TikTok. And vice versa.
- Broadcast/CTV: Go clean and professional, lean into storytelling, drive traffic
- YouTube: Hook in the first 5 seconds before “Skip Ad” appears
- Social: Vertical format, native feel, aggressive scroll-stoppers
- Amazon: Feature in-use product shots + review overlays
Always format for where you’re airing—and respect the viewer’s context.
7. Test Different Lengths
Don’t assume a 60-second spot will outperform a 15-second teaser. Often:
- 15s grab attention
- 30s introduce the offer
- 60s convert
📌 Bonus: Repurpose longer edits into remarketing creatives on Facebook, Instagram, or YouTube.
8. Track, Optimize, Repeat
Short-form content isn’t one-and-done. Build in multiple versions with small changes:
- 2 hooks
- 2 demos
- 2 CTAs
Run A/B tests, track response by platform, and keep iterating. That’s the heart of performance marketing.
Final Takeaway
Short-form commercials are no longer just add-ons to long-form infomercials. They are the campaign.
They’re what prospects see first. They’re what drives urgency. And when built right, they’re your most cost-effective conversion engine.
The good news? You don’t need big budgets to make short spots that sell. You just need a great product, a clear offer, and a team that knows how to deliver the pitch fast.
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