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.
Explore our AI video series
What AI means for your digital marketing strategy In this video series, our team explains the role of AI can play in your digital strategy, starting with Iain Scott, Director of Growth at Base Creative.
Using AI to measure your marketing success Base Creative’s Anna Corbett explains how we use AI to boost campaign performance, from analytics to client conversations – without losing the human touch.
AI is changing Search Marketing. Are you changing your strategy? Google’s search experience is changing – fast. Iain Scott explains how AI Overviews and AI Mode are reshaping search, and what your business needs to do to stay visible in this new AI-powered landscape.
How AI can support your content strategy Senior Content Strategist Charlie Stewart shares how Base Creative uses AI to streamline research and content audits – while keeping strategy, creativity, and quality in human hands.
Google just gave us better ad data – here’s why that matters Google’s Performance Max just got a major upgrade. Anna Corbett breaks down how new channel-level reporting helps you make smarter, data-driven decisions about your ad spend.
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
Senior Content Strategist Charlie Stewart shares how Base Creative uses AI to streamline research and content audits – while keeping strategy, creativity, and quality in human hands.
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