Explore how to scale AI video ads with a single storyline for TikTok, Reels, and AI search to maximize impact.
This post was sponsored by Leadzai. The opinions expressed in this article are the sponsor’s own.
Not long ago, most of our conversations with agencies opened with the same question: should we even be doing TikTok for our small business clients?
That question has quietly disappeared. Agencies now come to us asking how quickly they can bring their entire SMB portfolio onto the platform, and the first thing they want to see is the video.
Both comments point to the same shift. For agencies, the bottleneck on TikTok was never the ad platform. It was the video, which is becoming an increasingly important part of digital advertising.
Liz Reid, Google’s VP of Search, said users “are going to short-form video, they are going to forums, they are going to user-generated content a lot more” (SEJ). Google Search Console now reports on TikTok, Instagram, and YouTube posts appearing in Search and Discover (SEJ), which means Google possibly treats social video as search inventory.
TikTok videos aren’t cited by ChatGPT or AI Overviews today. TikTok is where people search. YouTube is what AI cites. A storyline that runs on both covers both.
From here, video picks up a second important task for brand visibility.
TikTok has more than a billion users, and it’s no longer just an entertainment platform. S. consumers said they have used TikTok as a search engine .
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