The single-hero-ad approach died with Andromeda. Format diversity is now a survival requirement, not a creative flex.
Six formats are doing the heaviest lifting on supplement accounts right now:
Podcast format with mechanism diagnosis. Host-led conversation that names a unique mechanism for the problem the supplement solves. Sounds like a recommendation, sells like a sales letter.
https://cdn.prod.website-files.com/654e54c75aa7a298c1d1d97b/6731fc3cc0041a5c35211f6f_web nov 1 short-transcode.mp4
Pharmacist format. In-studio setup, white-coat figure, clinical framing. Works because it borrows authority the brand hasn’t earned yet on cold traffic.
https://cdn.prod.website-files.com/654e54c75aa7a298c1d1d97b/67f917c0072513534f7bd86c_Web Feb Evsl 1 (1)-transcode.mp4
Street interviews with authority figures. “I’m a nutrition researcher and here’s what I take.” The credential does the convincing before the product enters.
https://cdn.prod.website-files.com/654e54c75aa7a298c1d1d97b/67b7243a7a0ca6625a2b3bb5_feb web street-transcode.mp4
Educational ads with experts. Whiteboard explainers. Supermarket aisle walk-throughs. The viewer is being taught, not pitched.
https://cdn.prod.website-files.com/654e54c75aa7a298c1d1d97b/672e234e20209833fa25f5c8_web nov 2 short-transcode.mp4
Comparison ads. Vs Ozempic, vs the category leader, vs the cheaper drugstore alternative. Names the competitor by name when policy allows. The viewer already had the competitor in mind, you just brought it into the ad.
https://cdn.prod.website-files.com/654e54c75aa7a298c1d1d97b/672e264a167c7151c6046822_web nov 3 short-transcode.mp4
Personal experience ads. Creator filming themselves in one shot, talking about the supplement they actually take. Lowest production cost, highest authenticity ceiling.
https://cdn.prod.website-files.com/654e54c75aa7a298c1d1d97b/67f911784ee5b70668ea6ee7_April Web Street-transcode.mp4
You don’t need all six running simultaneously. You need at least three live concurrently so the algorithm has format diversity to optimize against.
Here´s a breakdown of what works for us
https://www.growthub.agency/videos