Search as we know it is changing. For years, Google dominated the way we discover information. Need a restaurant recommendation? Looking for travel tips? Searching for product reviews? Traditionally, users would turn to search engines, type in a query, and sift through text-based results.
But now, a new player has entered the game… short-form video!
Platforms like TikTok, Instagram Reels, and YouTube Shorts are redefining how people find answers. In fact, Google acknowledges this shift, revealing that nearly 40% of Gen Z prefers to use TikTok and Instagram for discovery over traditional search engines. The rise of video-based search isn’t just a passing trend—it’s a fundamental shift in how users consume information.
For brands and marketers, this presents both challenges and opportunities. As attention shifts away from traditional search engines, how should businesses adapt their SEO and digital marketing strategies to stay relevant?
The Rise of Video-First Search Behavior
Why are people turning to short-form videos instead of using Google? The answer lies in how people engage with content today.
Short-Form Video Feels More Authentic
Consumers trust real people over faceless websites. Seeing a creator personally recommend a product or experience feels more compelling than reading an article. TikTok’s algorithm surfaces content that feels genuine, unfiltered, and experience-driven, making users feel like they’re getting advice from a friend rather than a brand.
Search is No Longer Just About Information – It’s About Experience
Traditional search delivers links and snippets—short-form video shows you exactly what you need. Instead of reading a step-by-step guide on how to style a blazer, users can watch a creator demonstrate different outfit ideas in under 60 seconds.
Faster, More Engaging Content Wins
Users prefer instant, visually engaging responses instead of scrolling through long-form blog posts or forums. A TikTok video can provide a quick answer in a format optimized for retention, paired with music, captions, and visual storytelling.
Community-Driven Discovery is Shaping Consumer Behavior
Short-form platforms are built on engagement (likes, comments, shares, and saves), influencing content visibility. Instead of relying on ranked lists from static websites, users trust crowdsourced recommendations from their favorite creators and online communities.
How Short-Form Video is Reshaping Search Across Industries
Local Search: Finding Restaurants, Travel Tips & Hidden Gems
- Traditional search: Users type “best brunch spots in LA” and get a list of results from Yelp and Google Reviews.
- Video search: A TikTok user shows their experience at a restaurant, highlighting the ambiance, food presentation, and their honest review. This visual, immersive experience influences decisions faster than text-based lists.
- Why It Matters: Travel influencers, food vloggers, and lifestyle creators now drive foot traffic to businesses through short-form content. Brands must optimize location-based hashtags and work with micro-influencers to stay visible in local search.
Product Research: Reviews and Shopping Decisions
- Traditional search: A shopper looking for the best skincare products for dry skin finds a blog post ranking products with written descriptions.
- Video search: A creator with similar skin concerns posts a side-by-side comparison of two products, explaining texture, results, and personal experiences in real-time.
- Why It Matters: TikTok has become a shopping powerhouse—products featured in viral videos often sell out within hours. Brands must show, not just tell, leveraging creators for hands-on demonstrations, unboxings, and user-generated testimonials.
Tutorials & DIY: Learning Through Visual Demonstration
- Traditional search: Users type “how to curl your hair with a flat iron” and read a text-based step-by-step guide.
- Video search: A beauty creator demonstrates the technique in 30 seconds, pausing to show mistakes, offer tips, and answer comments from viewers.
- Why It Matters: Visual learning is faster and more effective, especially for hands-on tasks like beauty, fitness, and home improvement. Brands must focus on bite-sized educational content that provides quick, actionable takeaways.
What This Means for SEO & Digital Marketing
Brands can’t afford to rely solely on traditional Google-first SEO strategies as search behavior evolves. Instead, they must adapt to how users search today, integrating short-form video search optimization into their marketing efforts.
How Brands Can Adapt
Optimize for Video SEO
Use search-friendly captions and relevant hashtags to improve discoverability on TikTok and Instagram. Experiment with video descriptions that include keywords users might search for (e.g., “Best budget skincare for dry skin” vs. just “Skincare review”).
Create Content That Aligns with Search Intent
Analyze common search queries in your industry and produce short-form content that answers those questions. Example: Instead of writing a long-form blog post on the best running shoes, create a 60-second comparison video with pros/cons of each option.
Leverage Influencer & UGC Partnerships
Short-form video thrives on peer recommendations. Collaborate with creators who can showcase your product, service, or experience in an organic, engaging way. Authenticity matters so focus on creators whose audience aligns with your target market.
Monitor & Test Cross-Platform Search Trends
Short-form video trends move quickly—staying ahead means actively tracking what’s working on TikTok, YouTube Shorts, and Instagram Reels. Run A/B tests with different video styles to see what performs best for engagement and conversions.
The Future of Search: Will Video Replace Google?
Google isn’t going anywhere, but its role in search discovery is evolving. With Google integrating more short-form video results into search rankings and testing AI-powered content summaries, it’s clear that traditional SEO is no longer the sole driver of discoverability.
For brands, this means adapting now to ensure they remain visible where modern consumers are searching. Ignoring short-form video search is no longer an option—it’s a necessity.
Is Your Brand Ready for the TikTokification of Search?
At Ten26 Media, we help brands navigate the evolving search landscape—ensuring they don’t just rank on Google, but stay visible on TikTok, Instagram, and beyond.
Let’s talk if you want to integrate short-form video strategies into your digital marketing mix. The future of search is video—don’t get left behind.
