Leveraging Content Creators and Short-Form Video for TikTok Reach and SEO Success

How can brands better leverage content creators and short form video for success in both social and search? Fabulate's Ben Gunn has some suggestions.

As the digital landscape evolves, short-form video has emerged as a vital tool for brands to enhance their SEO on Google and expand their reach on TikTok.

Both platforms increasingly reward engaging, creator-driven content. While TikTok is becoming a go-to search tool for younger generations, Google is enhancing its SERPs to include short-form videos.

Here’s how marketers can work with content creators to take advantage of these trends, using strategies that combine authenticity, optimization, and user engagement.

The SEO Power of Short-Form Video on Google

Google’s search algorithms now prioritize dynamic, visual content, making short-form video an essential component of any SEO strategy. This shift aligns with Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), which values authentic, expert-driven content. By collaborating with niche creators, brands can boost their authority while also ranking higher in search results.

1. Leverage Industry Expertise in Short-Form Video: Working with creators who have specialized knowledge in your industry enhances the authority and relevance of your content. For example, a beauty brand collaborating with makeup professionals or dermatologists can create educational and trustworthy content that resonates with Google’s algorithm.
2. Optimize Video for Search: Use relevant keywords in video titles, descriptions, and meta tags to ensure your videos rank well on Google. The right keywords help your content appear in Google search results, driving visibility. By doing this, brands can turn short-form videos into a multi-platform tool for increasing reach and SEO performance.
3. Tailor Content to Match Search Intent and Audience Behavior: Both Google and TikTok prioritize content that directly satisfies user intent. Brands need to create video content that addresses common questions or solves specific problems in their industry. By analyzing audience behavior through tools like Google Analytics and TikTok insights, you can tailor your content to meet the specific needs of your audience, increasing the chances of higher rankings and better engagement on both platforms.

Expanding TikTok Reach with Strategic Content Creation

TikTok’s rise as a search engine, particularly for Gen Z and millennials, has transformed the platform into more than just a space for entertainment. To maximize your reach, you’ll need to leverage both viral trends and deeper engagement strategies such as collaborating with niche creators and fostering user-generated content (UGC).

1. Trend-Jacking for Immediate Visibility: Trend-jacking is a fast way to tap into TikTok’s viral nature. Brands can quickly create content based on popular trends or challenges, ensuring their videos appear in the feeds of engaged audiences. However, it’s crucial to maintain authenticity by selecting trends that align with your brand’s voice and values.
2. Collaborate with Niche Creators: Smaller, niche creators tend to have highly engaged communities that trust their expertise. For example, a tech brand could collaborate with DIY tech influencers or gadget enthusiasts to create tutorials or reviews that speak directly to a targeted audience. This partnership strategy helps build trust and credibility, while also tapping into audiences that are likely to engage with your brand.
3. Emphasize UGC with Fabulate’s 'Hook, Hold, and CTA' Method: Fabulate’s approach to UGC involves creating engaging, on-brand content that feels native to TikTok. Using the "hook, hold, and CTA" method, brands can draw viewers in with a compelling hook, keep them engaged with relevant, authentic content (hold), and encourage interaction through a clear call to action (CTA). This method fosters genuine engagement and interaction without compromising brand consistency, making UGC campaigns more effective in expanding reach.

Expanding Looking Ahead: The Future of SEO and Content Creation

As search behavior evolves, so must your marketing strategies. Google’s shift toward video content and TikTok’s rapid rise as a search engine show that the line between entertainment and information is blurring. To succeed, brands must adopt a multi-platform approach that balances creativity with technical precision.

Collaborating with the right creators isn’t just a trend; it’s a long-term strategy for fostering authenticity and trust with your audience. By optimizing your content for both Google and TikTok, you create a cohesive brand experience that speaks to today’s consumers—no matter where they’re searching.

What’s next? As new platforms emerge and search algorithms become even more sophisticated, the brands that thrive will be those willing to adapt. Stay ahead by:

• Regularly refreshing your content to keep up with search trends.
• Deepening your relationships with creators who truly understand your brand.
• Embracing short form video to tap into the snackable content consumer want to view.

By staying nimble and focused on user intent, your brand can navigate the changing landscape of search and social media, ensuring both visibility and relevance for the long term.

Ben Gunn is the Chief Revenue Officer of Fabulate.

Disclosure: Fabulate is the foundational sponsor of The Social Hook.