Google May Present Short-Form Videos In SERPs. Is Your Brand Ready To Rank Videos?

Since the pandemic started we’ve seen a big increase in people watching Fishing reels and TikTok videos. Are you currently the kind of person that is directly into those new trends as well?

If you are, you will be pleased to realize that Google is already working on ways to display short-videos in search results more often.  

That statement came from Danielle Marshak, Google Product Manager in a podcast with the SEJ where the lady shared that the company has already been realizing that videos have become more popular than ever before, mainly because this particular format is able to provide way more information in a short period of your time.

Indeed, she’s right: data has shown that the expectation is perfect for online videos to make up greater than 82% of all consumer internet traffic in 2022.

In a movie, we can see emotions, movement, and tone of voice, elements that a single text or image cannot provide as clearly.

We all know that with the boom associated with TikTok, many other companies began to explore this new structure, such as Instagram , which added the “Reels” resource, and Youtube . com that has included “Youtube Shorts”.  

Each of them has its very own particularity and, so far, we all don’t have a standard concept of short video. However , Marshak states that “short” videos are the ones that are less than a few minutes in length and recorded in a vertical aspect ratio.

From the Google perspective

We all know that Google has an incredible and extremely smart mechanism to get and organize all the search engine pages. It’s awesome to see exactly how accurate our searches are nowadays: it doesn’t matter what subject we’re searching for, we can consistently find pages that solution our questions.  

Nevertheless , most of Google’ s recommendations are only written content and that’s because it’s very good from reading and understanding textual content.

A study by Rock Temple demonstrated Google’ s search engine solved 74. 3% of 5, 000 questions, and, of those answers, it had a 97. 4% accuracy rate. However have you tried to find video clips on Google? If you did, I believe you would have realized the same as I have: Google was not made for crawling those kinds of movie assets and you probably discovered odd results from your lookups, right?  

This happens mainly because videos are way more complex than text, and this is really a reason why videos might be richer than images and texts. In a video, there’s a lot of information to be understood, such as audio, visual signs, images, actions, expressions, and other elements.  

Danielle shared that Google has a couple of teams that are running research on how the crawlers can extract the text/audio from a video to mix that information with some other elements, such as character and visual signs recognition. In that way it would be easier for the search engines to categorize and display them as a result.

They are still at the beginning of those improvements, yet I’m already excited about just how this is going to look in the end. Would you like to see it?

Why short videos?

We can agree that there has never been as much content available on the internet as we have nowadays. We can find all information we want in any format possible, which is great since it allows each person to find the way they prefer to eat that information.  

Whenever talking specifically about brands and their customers, HubSpot, one of Rock and roll Content ’s partners, ran a research on consumer preferences towards the brand’s marketing attempts . Take a look at what they found out:

Resource: Hubspot

Here we can see videos are the number one within the list and it actually doesn’t surprise me since 60% of Internet Traffic Revolves Around Video . According to the same source, the length of the videos is getting smaller. Here is another chart from Tech Smiths showing the most well-liked length of videos:

Source: TechSmith

Seeing this data makes total sense as to why Google is thinking about using search engine mechanisms to display short video clips (of up to 5 minutes) on the results page. We honestly prefer those types of assets since there’s a lot we can explore and learn without spending too much time doing so.

Short movies can be entertaining and informative as well. Think about those DO-IT-YOURSELF or how-to videos. They are so much more fun than static text. People can also consist of music and motion, making it a way to create a deeper reference to the audience in a more interesting way, since they are really immersive.

And from what I’m seeing here I’m not really the only one, since “mobile consumers are much more likely to view a 30-second snippet than scroll through a blog post or even marketing copy” .

From the marketing perspective

For the ones that still think that brief videos are only for teenagers who like to create dancing trends online, you might be amazed with these facts:

  • 84% of people were convinced to get a product or service based on the brands’ movie ( Wyzowl )
  • 72% of People Prefer Video versus Text to Learn a New Service or product. ( Colormatics )
  • 68% of people will happily view a business video if it’s under a minute ( Vidyard )
  • 93% of entrepreneurs have landed a customer through social media video ( Animoto )
  • More than half of marketing experts (51%) who use short-form video plan to increase their expense in 2022. ( Hubspot )
  • 63% of entrepreneurs say video content has got the best return on investment on social networking ( Animoto )

It is time to have a broader look at the way all of us create content. But , of course , always remember to understand who your audience is and which channels they are in. As we have already mentioned in other posts, the best marketing methods are the ones that are customer-focused.  

In the event you decide to move forward with that technique, it is important to remember that people do not care about scripts and elaborate productions. They want to feel linked and get to know you, your own brand, and your product in mere seconds, so be creative!

Here are some ideas of brief videos to explore:

  1. Product videos
  2. FREQUENTLY ASKED QUESTIONS video
  3. Q& A sessions with questions sent by the customers
  4. One day with the group
  5. Social trends
  6. How-to tutorials 
  7. Easy suggestions

This is a chance to go viral. According to Wyzowl , people discuss videos at twice the speed than any other form of content. Also, viewers want to see associated with those educational video styles since they are very helpful in their day-to-day lives.

So , if brand names start to put education and engagement as one of their focal points they may get more lead style opportunities and greater brand awareness.

I’m curious to find out where those new Google updates will lead us to, and how marketing groups will make use of those snackable and easy-to-consume videos. In the end, if someone is uncertain about buying your item, which option do you think they will choose? The brand that has just PDFs and blogs, or the brand that has a enjoyable explainer video in addition to written content?

Drop your thoughts and share your own videos with us, let’s function as the early birds on this brand new journey.

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The post Google May Present Short-Form Videos In SERPs. Can be your Brand Ready To Rank Video clips? appeared 1st on Rock and roll Content .

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