Charlie Stewart
Senior Content Strategist
Charlie brings his creative flair developing content and copywriting across all of our campaigns.
Is your marketing missing Google Search’s shift to video?
Charlie Stewart shares how video content can connect with your audience at the exact moment they’re searching – and why it’s time to treat video as a vital search asset, not just a creative one.
Learn more about AI and what it means for your digital strategy
Transcript
As part of its shift towards AI-first search, Google has introduced video ads into Search results. This means that when someone types a question into Google – like, “how to switch energy providers” for example – your video could appear right there, above traditional search results.
That’s a big change.
Until now, video content has mostly lived on social media or YouTube. This update flips that.
Your video content can now meet your audience in the moment they’re looking for your solution.
That’s not all. In a world where more and more search results are being answered directly by AI – through tools like AI Overviews, Google’s AI Mode, and people searching through ChatGPT – the kind of direct connection that video allows is more valuable than ever. It gives you the rare chance to talk to your audience without an AI filter. No summary. No rewrite. Just your voice, your story, your expertise.
But this also means we need to think differently about the videos we create.
It’s not about brand films or polished promos. It’s about short, purposeful videos that answer real questions. Think product walkthroughs, service explainers, client Q&As – video designed for people who are actively looking for the solution your organisation provides.
Naturally that video content needs to slot into a broader digital strategy if you’re going to make the most of it. Because video is no longer just a creative asset – it’s now a search asset as well
So if you’ve been waiting to invest in video content, this is your sign. This isn’t just a new format – it’s a new opportunity to be seen, heard, and chosen.
Looking for help building your AI strategy?
Email me at [email protected].
I’ve got plenty to say
View my other articles and opinion pieces below
How AI can support your content strategy
Learn more about AI and what it means for your digital strategy Explore our video series Transcript We use AI to support our content creation process, but never as a replacement for humans, for a few reasons I’ll get into. The ideas, the creativity, the insight, and how that all ties into the broader digital […]
What Google’s new search quality guidelines mean for generative AI content
If you’re hoping to create one perfect piece of content so manipulative that it sends your site straight to the top of Google Search, I’ve got some bad news. Exactly how Google’s algorithm works remains a bit of a mystery. What Google has made crystal clear, however, is how its team assesses the quality of […]
You’re telling stories wrong: How responsive storytelling can transform your marketing
This is an article to help you get better at story-driven marketing within your organisation or for your clients. I’m not talking about your old school wishy-washy once upon a time style storytelling. This is about drawing out the kind of authentic stories your colleagues (or clients) don’t even know they’re hiding. It’s about getting […]
Better Business Summit 2024: Hearts, minds & pockets in the climate crisis
Ask yourself these questions. These are two examples of actions taken by speakers at the Better Business Conference in Manchester last week, which I had the opportunity to attend. While I understand the motivation behind both approaches, I also respectfully disagree with them. In this article, I want to attempt to explain why, and to […]
