Before the algorithm knew what you wanted and before brands were sliding into your DMs, there was a different kind of marketing magic at work. It came wrapped in fuzzy VHS resolution and dramatic voiceovers, often airing in the odd hours when most of the world had gone to sleep.
We are talking about infomercials, those late-night marketing spectacles that sold everything from food processors to ab machines with the gusto of a Broadway show.
And here is the truth. In 2025, their influence is stronger than ever. The format has changed, and the screens have changed. But the formula? Still working overtime.
The Pitch That Changed the Channel
Infomercials were not just extended commercials, they were mini dramas. With their captivating hosts, exaggerated problems and miraculous solutions, they turned everyday frustrations into must-watch moments.
Ron Popeil introduced the world to gadgets we never knew we needed. Billy Mays could make a bucket of cleaning paste feel like a life upgrade. Suzanne Somers sold thigh-toning as a lifestyle. And these were not just salespeople. They were personalities, and they built trust through performance.
Infomercials followed a calculated formula that hit all the key persuasion points:
- Start with a problem the audience can relate to.
- Introduce a product that solves that problem instantly.
- Provide a demonstration, preferably one that borders on magical.
- Offer testimonials from “people just like you.”
- Add urgency (“Call in the next 10 minutes!”).
- Then drop the kicker such as a free bonus or two that made the deal feel irresistible.
And it worked. From the 1980s through the early 2000s, infomercials generated billions in sales. Products like the George Foreman Grill, the Snuggie and the Magic Bullet became household names. In fact, the George Foreman Grill alone is estimated to have sold over 100 million units worldwide, largely thanks to its iconic infomercial campaigns.
Repackaging the Formula for Today’s Screens
Fast-forward a couple decades, and the setting has changed. But the plot remains familiar.
Today, we do not wait for 2 a.m. to be sold something. We are pitched around the clock via TikToks, Instagram Reels, YouTube Shorts and livestreams. We see it in 15-second bursts, and we experience it in carousel ads. But at the core, it is the same psychological playbook.
Scroll through TikTok, and you will find creators using a familiar cadence:
- “You won’t believe what this gadget can do.”
- A quick visual of the problem.
- A slick demo.
- Social proof through viral comments or duets.
- And finally, a link to buy, as in right now.
Livestream shopping events on Amazon, Facebook or Instagram are essentially infomercials in real time, just with a chat feed and interactive buy buttons. Influencers today play the role that Popeil and Mays once did. They earn trust not just with charisma, but with perceived authenticity, relatability and speed.
The line between entertainment and advertising has practically been erased. But that is exactly why this approach thrives in today’s content-saturated environment.
Why the Old Tricks Still Work
The effectiveness of the infomercial formula lies in something timeless: human psychology.
We are visual creatures. We are emotional buyers. And we make decisions based on stories, trust and perceived value. The best marketing still taps into those instincts.
Infomercials knew how to grab attention with a dramatic setup and then guide the viewer through a narrative arc, one where the product becomes the hero. Today’s best digital content does the same. It uses short-form video to:
- Identify a relatable problem.
- Build a story around that pain point.
- Position a product or service as the game-changing solution.
- Create a sense of urgency or exclusivity.
- And close with a call-to-action that feels natural, not forced.
Even something as simple as a skincare demo on Instagram is essentially a modern-day infomercial. A cleaning hack with a viral soundtrack? Infomercial. A meal prep tool getting five million views on TikTok because it “saves you time and stress”? Infomercial.
The script has not changed, it is just playing in a vertical format now.
Lessons for Today’s Brands and Creators
If you are a business owner or marketer, the takeaway is clear. Lean into performance-driven storytelling.
Show the transformation. Do not just tell people what you offer, demonstrate it. Use video to highlight real results. Let your product shine in real-world scenarios, not sterile studio shots.
And think about your customer journey like an infomercial does:
- What problem are they facing?
- How can you make the solution feel attainable?
- What makes your brand or product stand out?
- Can you offer a bonus (even if it is just free shipping or a helpful PDF)?
- And how do you inspire them to act now, not later?
This does not mean you need to go over-the-top or campy. In fact, modern audiences often respond better to a more authentic, “behind-the-scenes” tone. But the structure still matters. The beats still matter.
Attention is earned by those who understand how to hook, hold and help, just like the infomercials of old.
Closing Thoughts: Perform with Purpose
The legacy of the infomercial is not about the products, it is about the method. A method that blended showmanship with strategy. That turned problems into punchlines, features into benefits and viewers into customers.
In today’s fast-moving, scroll-heavy world, the brands that win are those that still know how to perform. Not in a gimmicky way, but in a way that makes people feel something, whether it be relief, excitement, curiosity or confidence.
So the next time you are planning a campaign, do not just sell a product, craft a story that performs. Because good marketing does not just inform. It entertains, persuades and stays with you.
