Short-Form Video Is the New SEO — And Most Agencies Are Still Asleep at the Wheel

Discovery behavior has fundamentally shifted. Nearly half of U.S. consumers now use TikTok as a search engine, and brands across auto, legal, media, and SaaS have already figured out how to win there. So why are so many marketing agencies still hesitant to treat short-form video as a serious channel — and what does it look like when brands actually get it right?