It’s no secret that Google is at odds with social media. It’s estimated that adult Americans are spending nearly an hour on TikTok and just over 30 minutes browsing Instagram each day. (Statista) And we’re not just talking about Gen Z or millennials.
This is precious time in the eyes of Google, time that’s costing them in ad revenue and diminishing their presence as the “top dog.” But Google isn’t going away any time soon. They’ve dominated the digital space for the last 25 years because they know what people want and how to give it to them. And they might’ve just locked in as the undisputed leader for the foreseeable future, because they’re implementing Short Video search results in a major way.
What’s New with You, Short Video?
Early last week, Google silently started testing a Short Videos tab on mobile device searches for select users. This tab pulls content relevant to a user’s search query from YouTube, TikTok, Instagram and other vertical video platforms.
Here’s a screenshot from X user Brodie Clark that shares what this looks like for mobile users.
When a user has that video’s application on their mobile device, the search result will automatically be opened and begin playing. If they don’t, they’ll be directed to the social media platforms desktop view.
It is important to note that Google has been showcasing short videos in carousels on search engine results pages (SERPs) for years, but the new approach lets users filter their search and exclusively see short videos.
Here’s the kicker– Google owns YouTube, so it can’t afford to play favorites… or the company can, if it’s willing to take the stand and defend itself in court. Our take? Know when to hold ‘em and when to fold ‘em.
Short Kings, Rise Up
A recent study from SOCI, Inc., a marketing platform for multi-location brands, found that Instagram and TikTok were the “search engines” of choice for individuals 18-24. Google ranked third in usage for this age demographic.
Gen Z and plenty of millennials are looking for how-to videos, amidst watching influencer and meme content. They want to hear from other people, just like themselves, on how to check their car’s oil, where to get the best deep dish in Chicago and what backpack is best for traveling on a budget.
If you’ve been paying any attention to advertising and marketing in the last 10 years, you probably already know that video is king. Duh, right? Currently, video content tied to a Google search can appear on search engine results pages (SERPs), the Video tab search results, Google Images and Google Discover.
With short-form search results being more and more accessible for users, Google is attempting to steer user’s rudders back to its search results and target them with more reliable short video content related to their searches.
Admittedly, using TikTok or Instagram as a search engine can send you down a rabbit hole, and you may have to work harder to find the information you’re looking for, minimizing the payoff. But, you might see some really cool content and engage with new accounts that cater to your interests along the way.
How to Maximize Short Video Engagement
Okay, so Google has this cool new feature that some people are seeing… but how do you make sure your content is being seen?
Start with engaging thumbnails.
We’re in the convince-me-to-watch-this-video-in-two-seconds era now. And users want to see enticing thumbnails to help them decide what to watch, whether they’re scrolling through a feed or visiting a creator’s profile page.
Take Mr. Beast, the second-most-subscribed-to YouTube channel, and the thumbnails he and his team are creating as an example. They’re heavily edited and seek to draw a reaction from anyone scrolling their YouTube home page or recommended content. They don’t look real… and that’s immediately eye-catching, especially with our short(er) attention spans.
YouTube will automatically generate a thumbnail for videos uploaded to a user’s page, but when placed against specifically-created, sometimes AI-assisted thumbnails, they rarely have the same results.
These practices need to be applied to thumbnails you’re creating for TikTok, Instagram and YouTube shorts. Keep them authentic to your video’s contents, don’t make the background too loud and monitor what your audiences are engaging with the most.
Include a title, description and tags relevant to a user’s search.
We know, we know. Hashtags aren’t that cool anymore and SEO strategies in your social media don’t feel like the greatest use of your time, but we promise you that titles and video description play a crucial role in search. Google pulls this data short videos and decides which are the best to show, and with an entire search filter being dedicated to short video, you’re going to want your content placed higher than anyone else’s.
Don’t reinvent the wheel or get too far down an inauthentic path, just appropriately label your content and you’ll be putting it in front of the right audience (and new ones, too)!
Transcript and provide accessible options for non-audio users.
Not everyone watches TikToks, Shorts or Reels with their audio on. Subtitles are all the rage right now, and if you’re not using them on TikTok, your content isn’t going to be taken seriously.
By transcribing your video content and providing on-screen text animation or narration, you’re providing accessibility options for deaf, blind and low-vision users. Plus, Google is going to favor videos with transcripts and clearly-conveyed content. It’s a win-win to create and to advocate!
New dog looking for old tricks? Google has its own recommendations for video search results just for you (and 4.9 billion others).
- Mark up key moments, such as chapters in your videos.
- Clip longer content into individual short videos.
- Manually timestamp important parts of your video.
- Add Learning Video structured data.
- Tag your video with Home Activities.
- Add a LIVE badge to your event, show, influencer content or when live-streaming a game.
Uncomfortable editing short video? Check out CapCut, ClipChamp or Instagram, TikTok and YouTube’s in-app editors!
Don’t let vertical be a hurdle.
Still trying to figure out what the Millennial Pause and Gen Z shake are? Not sure what a short is, but you’re too afraid to ask at this point? We’ve got your back.
Reach out to the Content Studio and SEO team at MHP/Team SI and learn more about Short Video and stay ahead of the curve.
