There was a time when YouTube was just where you went to watch Charlie Bit My Finger or Keyboard Cat. That time is over.
Today, YouTube isn’t just a video platform. It’s a search engine, and in many categories, it’s the one people use first. For product research, how-to content, reviews, brand discovery, and even podcasts. For all types of content, people are skipping Google and heading straight to YouTube.
And if your brand isn’t showing up there, you’re basically whispering into the void.
How YouTube Took Over Search
For years, YouTube’s rise as a search tool flew under the radar. Google started surfacing videos in search results, then moved them higher up. Eventually, YouTube content began appearing before the articles it used to support.
But really, people like YouTube’s user experience enough to go directly. They’re opening the app, typing in a question, and getting an answer faster, more visually, and often from someone they trust more than a brand’s website.
It’s not a new behavior. It’s just the one winning.
The Behavioral Shift
Let’s look at how people actually search now:
- 57% of people say they use YouTube to search for information in the same way they use Google
(Insider Intelligence, 2024) - Only 64% of Gen Z uses traditional search engines for brand discovery, compared to 94% of Baby Boomers
(eMarketer, 2024) - YouTube is now the world’s largest podcast platform, with over 1 billion monthly podcast users as of February 2025
(YouTube Blog, 2025) - It’s also the second-largest search engine overall and in many verticals, arguably the first (multiple references, example: Hootsuite)
Why People Prefer YouTube for Search
Let’s break it down:
- It’s visual. Watching someone show you how to install a closet system is 10x easier than reading a 2,000-word guide.
- It’s personal. We trust faces, voices, and people. YouTube feels like advice from a friend, not a funnel.
- It’s long-form. Real opinions, demos, deep dives. No fluff, no pop-ups, no cookie banners begging for your soul like my dog begging for my lunch.
- It’s algorithmically addictive. YouTube doesn’t just answer your question. It leads you down a beautifully targeted rabbit hole of more videos you didn’t know you needed.
- It’s niche-friendly. Whether you’re into Turkish lamps or dog-safe birthday cake recipes, YouTube has a corner of the internet that feels like it was made just for you.
What This Means for Marketers
If you’re only thinking in blog posts, you’re missing half the conversation.
YouTube isn’t just a place to host your videos. It’s a place where people find you, discover you, research you, and most importantly, decide whether or not to trust you.
Creating content for YouTube is no longer optional; it’s essential to show up in the modern search landscape.
How to Actually Show Up in YouTube Search
We’re not talking about going viral. We’re talking about being useful and being found.
1. Nail the Title
Think like a searcher. Write titles that answer questions, not just flex creativity.
- “Best Email Platforms for Small Businesses 2025” – This is answering a question that I didn’t even know I had
- “Inbox Overhaul Ep. 4: Rise of the Robots” – I’m already bored
2. Write Real Descriptions
Your description should tell people (and the algorithm) what the video is about. It’s like a mini blog post so make it count.
3. Use Smart Tags
Yes, tags still matter. Think topic, related topics, alternative phrasings, and your brand name.
4. Add Timestamps
Timestamps = searchability + scanability + happier viewers. You MUST use them.
5. Design Thumbnails People Actually Want to Click
Skip the Canva default templates. Make them clear, bold, and scroll-stopping. It’s worth the time.
6. Create Playlists That Actually Help People
Group related content into playlists like “How to Use Klaviyo,” “Home Bar Basics,” or “Things My Dog Ate and Survived.” Side note: I’m thinking about starting my own channel about that last one.
7. Pay Attention to Search Terms in YouTube Studio
Look at how people are finding your videos. Then create more content that matches what they actually want.
Final Thought: This Is Already Happening
This isn’t future-forward. It’s the current reality.
People are skipping Google, blogs, and your perfectly crafted About page. They’re opening YouTube, typing in a question, and trusting whoever shows up first with a solid answer and a good mic.
If you want to show up where your audience is searching and build trust before they even hit your site, YouTube needs to be a major part of your strategy.
Not as an afterthought or for repurposing, but as the channel where discovery happens.
