{"id":152786,"date":"2025-11-18T16:08:05","date_gmt":"2025-11-18T21:08:05","guid":{"rendered":"https:\/\/www.dacgroup.com\/insights\/blog\/none\/\/"},"modified":"2025-11-18T16:24:53","modified_gmt":"2025-11-18T21:24:53","slug":"the-media-forward-series-video-is-the-new-search","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/the-media-forward-series-video-is-the-new-search\/","title":{"rendered":"The Media Forward series: Video is the new search"},"content":{"rendered":"\n

We\u2019re living through a profound reset in how people discover, evaluate, and engage with brands. Consumer behavior is evolving faster than even the nimblest marketing strategies, and one of the clearest examples is video rapidly overtaking search as the starting point of discovery. Platforms like TikTok, YouTube Shorts, and Instagram Reels have conditioned users to search less and scroll more.<\/p>\n\n\n\n

For Gen Z and, increasingly, millennials, the scroll feed has become the new search bar. What used to begin with typed queries now starts with personalized, visual-first content that blurs the line between entertainment, education, and commerce.This evolution isn\u2019t just a change in channel preference; it\u2019s a fundamental shift in how consumers gather information and make decisions.<\/p>\n\n\n\n

Video platforms are the new discovery engines<\/h2>\n\n\n\n

Nearly half of Gen Z adults now use social media as their first stop for information<\/a>, leaving traditional search engines behind. This shift isn\u2019t anecdotal; it\u2019s a widespread behavioral pivot shaping how brands must think about visibility.<\/p>\n\n\n\n

As a direct and immediate result, the logic of discovery has shifted. Instead of directing users to external websites, platforms like TikTok and YouTube Shorts keep users immersed within the feed, surfacing personalized content that meets their needs in real time. TikTok has even positioned itself as a \u201csearch and entertainment engine,\u201d <\/strong>with features like TikTok Shop that allow users to move directly from discovery to purchase without ever leaving the platform.<\/p>\n\n\n\n

This is discovery without friction.Feeds are algorithmically tailored based on user interests, behaviors, captions, sounds, hashtags, and even visual context. That means every piece of video content becomes a potential search result, even if the user never types a word\u2014effectively replacing the search box with an AI-driven, video-first feed.<\/p>\n\n\n\n

And the content doesn\u2019t need to be long to be effective. According to WARC, short-form video can drive brand recall in as little as 1.7 seconds<\/a>. That kind of attention efficiency makes these formats especially valuable in fragmented, fast-moving feeds.<\/p>\n\n\n

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\"Forward<\/figure>\n<\/div>\n\n\n

Measuring the value of influence, not just clicks<\/h2>\n\n\n\n

One of the biggest challenges in this new environment is measurement. Traditional success metrics like CTR and last-click attribution fail to capture the full impact of short-form video. Many of the most influential moments now happen well before (or without) a click.<\/p>\n\n\n\n

Mid-funnel video placements, which are often undervalued in traditional click-based models, actually play a critical role in driving consideration and engagement. And yet many brands still optimize for views or CTR, missing the true impact video can deliver when evaluated with more modern frameworks.<\/p>\n\n\n\n

This is where new measurement models come in. Attention-based KPIs such as time-in-view and attention scores are proving more useful than raw video views. <\/strong>They reflect real consumer engagement, not just exposure.<\/p>\n\n\n\n

What brands must do now<\/h2>\n\n\n\n

This is not the moment for minor adjustments; it\u2019s a foundational change in how discovery, consideration, and conversion happen. Consumers expect relevance without friction, but attribution models built for click-throughs buckle under the complexity of AI, automation, and zero-click behavior.<\/p>\n\n\n\n

The idea of measuring marketing success solely by who \u201cclicked through\u201d misses the broader context of influence and underestimates the role that short-form video plays in shaping consumer decisions.<\/p>\n\n\n\n

To succeed in this new environment, brands need to:<\/p>\n\n\n\n

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  • Embrace short-form video as a primary channel for awareness and consideration<\/strong>, not just as a brand awareness add-on.<\/li>\n\n\n\n
  • Align creative and platform strategies around scroll-based discovery<\/strong>. That means building content specifically designed to perform in its native environment, not repurposing 30-second TV spots.<\/li>\n\n\n\n
  • Focus on influence over clicks<\/strong>. Whether someone stops to watch, engages, or shares, the moment they choose to pay attention may be more valuable than whether they clicked.<\/li>\n\n\n\n
  • Move at platform speed<\/strong>. What performs on TikTok or Reels today may not work tomorrow. Testing, iteration, and agility are essential.<\/li>\n<\/ul>\n
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