By SCS Marketing & PR
Google has introduced a ‘Short Video’ tab to its main search menu as it seeks to take on popular video social media sharing networks TikTok and Instagram.
The search engine has added the new feature as it looks at ways of continuing to enhance the user experience and adapt to changing online behaviour.
Social media platforms including TikTok and Instagram have revolutionised the way users consume video content in the last few years. This has resulted in these platforms massively growing in popularity as offering quick, engaging content, that people can watch ‘on the go’.
Research has shown that 73 per cent of consumers prefer short-form video to search for products and services which makes this a very powerful tool for businesses to reach their target audiences. Many social media platforms are prioritising short-form content and adjusted their algorithms accordingly in order to capture as many users as possible.
Now Google – the most popular search engine in the UK with a market share of 93.61 per cent in 2024 according to Statista – has made the move with its ‘Short Video’ tab so it can make its videos even more accessible in the Search Engine Result Pages (SERPs). The tab enables users to access short videos quickly without needing to navigate through various pages or platforms and brings Google in direct competition with TikTok and Instagram.
The search engine’s new short video feature means it can offer a similar browsing experience to what users expect from social media apps while still retaining its status as the primary search engine. Short-form video content is especially popular on mobile devices, where users want quick, easy-to-consume content so Google’s add-on makes perfect sense in the mobile-first era. Most importantly for Google, it allows the company to tap into new revenue opportunities.
Advertisers can now target users with ads that appear in short videos – similar to how social media platforms display ads between content already. Businesses can incorporate short video content such as product demonstrations, behind-the-scenes exposes, or brand updates, and engage with potential customers directly through Google’s search results.
Google can also open new pathways for monetising video content by partnering with content creators and influencers and strengthening its position as the ‘go to’ place for short-form video. Likewise for creators, the update provides them with an opportunity to gain more visibility for their short-form videos as the battle to capture users’ attention continues.
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