Why Reels and Shorts Are Shaping the Future of Search
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I don’t think I’m short. I’m average, about 5’8”—and 5’10” if I’m wearing Doc Martens.
But let’s be clear, this isn’t about height. It’s about shorts. And not the ones you wear in the summer.
Short-form video content is having a moment.
Since the pandemic, short videos have exploded thanks to TikTok. Platforms like Instagram Reels and YouTube Shorts have jumped in to capture attention. Even LinkedIn has started promoting vertical 9:16 videos in a “reels-style” format. If LinkedIn is doing it, you know the trend has moved into the mainstream.
For the SEO fans out there, here’s a big development: Instagram now allows search engines like Google to display public posts in results. That means your videos aren’t just limited to people scrolling Instagram, they can also show up when someone searches on Google.
And it’s not just Instagram. A quick search on Google now highlights short videos at the top of the results page. The shift is clear: search is no longer just text and links. Video, especially short video, is becoming a front-and-center result.
This ties into a bigger trend. Search behavior is changing fast, and we don’t know yet how AI will reshape the field. But one thing is certain: for many people, social media has already become their default search engine.
Think about it. When a story breaks, I don’t always go to Google. The first thing I do is search X (formerly Twitter). And I’m not alone. A study from Sprout Social found that 41% of Gen Z use social platforms as their primary way to search online. Compare that with only 31% who go to traditional search engines.
Forbes highlighted the same shift. Their study found a 25% drop in Google usage among Gen Z as a search tool. That’s a massive signal of where things are heading.
With search engines now indexing Instagram posts and profiles, your short videos could show up in Google results and reach people far beyond your followers. That’s visibility you don’t want to leave on the table.
If you’re an entrepreneur, creator, or aspiring influencer, you should be paying attention. Short video isn’t just a trend. It’s a way to expand your reach, attract new audiences, and show up in places your competition might ignore.
Now, I know what you might be thinking: “Great, another platform. Another thing I need to add to my already packed content calendar.”
But here’s the thing—it doesn’t have to be more work.
If you’re already creating content – blogs, podcasts, long-form videos, keynote talks, or even books – you’ve got a goldmine. I call this “anchor content.”
Anchor content gives you endless material for short-form videos. Pull out a single insight, a story, or a statistic. Record a 60-to-90-second video straight to your phone. Upload. Done.
This isn’t about reinventing the wheel. It’s about slicing what you already have into snackable pieces people can consume quickly.
I’ve written before about our so-called short attention spans. Instead of fighting against that reality, why not meet people where they are? Short videos deliver quick hits of information or entertainment. They’re easy to watch, easy to share, and they build familiarity with your voice and personality.
And there’s another benefit: consistency. By putting out short videos, you’re not only growing your audience, you’re staying present with the community you’ve already built. They see your face. They hear your voice. And that creates a stronger connection than text alone.
The landscape of search and social is shifting, and short video is right at the center of it. You don’t need big budgets or production crews. You need your phone, your voice, and your ideas.
So take that anchor content, chop it into pieces, and start showing up in the places where people are searching. Because the future of visibility belongs to those willing to hit record.
