September 12, 2025
Is YouTube the New Google? How Brands Can Win Using Video
Table of Contents
Abbie
Founder + Director
How Brands Can Dominate Online with Video
YouTube’s been around for 20 years, but right now it feels like the platform is having a serious glow-up. From YouTube Shorts and video podcasts to longer-form viewing taking over living rooms, YouTube is no longer just “where videos live”. It’s a search engine, a shopping channel, an entertainment hub - and, increasingly, a discovery tool you can’t afford to ignore.
In this episode of Marketing vs The World, Abbie sits down with Stuart Stubbs, founder of Navigate Video, to talk about what’s driving YouTube’s resurgence, how brands can make the most of it, and why it might just be the next big opportunity for search.
Listen to the full episode below:
Why YouTube’s Back on Everyone’s Radar
A lot of brands still see YouTube as a library - somewhere to upload a few videos and hope for the best. But Stu thinks that mindset is holding businesses back:
“We’re seeing YouTube videos pop up not just in Google’s organic results, but now inside AI summaries too. That changes the game.”
In other words, YouTube isn’t just a place for views anymore. It’s a discovery engine. With YouTube Shorts now racking up more streams than TikTok, video podcasts becoming mainstream, and living-room viewing overtaking platforms like iPlayer, YouTube’s influence is everywhere.
And this isn’t just about entertainment. People are heading to YouTube for education, inspiration, and product research too. It’s no longer optional for brands - it’s a channel you need to consider as part of your wider search strategy.
Listen to Stu explain why YouTube’s role in search is growing in the full episode.
Who Should Be on YouTube (and How to Show Up)
When we asked Stu whether YouTube works better for some brands than others, his answer was simple: it’s not about if you should be there, but how.
“For some brands, a thousand people watching five minutes is better than a million watching five seconds.”
It’s not about chasing viral moments - it’s about making content your audience actually wants to spend time with. That could be how-to videos, product demos, expert Q&As, or just showing the human side of your brand. The key is understanding what “good” looks like for you and building from there.
If you’re not sure where to start, Stu shares plenty of tips in the episode on setting realistic goals, defining success metrics, and making content that delivers value - rather than just adding to the noise.
Creating Content That Keeps People Watching
Getting someone to click on a video is one thing. Getting them to stick around? That’s where the real work happens.
“You need to grab attention, but you also need to deliver on the promise. Great thumbnails and titles get people in. Great content keeps them there.”
Stu explains how smart brands are thinking beyond single videos and creating connected ecosystems instead. Playlists, end screens, and Shorts all work together to guide viewers from one video to the next. It’s about creating journeys, not just assets.
He also talks about the importance of pacing, packaging, and adding value early: if you don’t hook people in the first 10 seconds, they’re gone. In the full episode, he shares practical tips on improving retention and making your channel work harder without reinventing your entire content strategy.
YouTube and Search: The Perfect Match
YouTube isn’t just about awareness anymore - it’s a huge part of the search journey. With Google increasingly prioritising video results (and embedding them into AI-generated answers), brands need to think about discoverability from the start.
“If people are looking for it, give them what they’re looking for - and make it uniquely yours.”
That means paying attention to your titles, descriptions, thumbnails, and even timestamps. Simple tweaks can make a big difference in visibility. And with AI surfacing snippets from videos, adding chapters and captions is more important than ever.
Stu also talks about how brands can stand out in competitive spaces by putting their audience first and avoiding clickbait that underdelivers - because nothing kills engagement faster than a video that doesn’t match its promise.
Building a Channel That Lasts
One of the biggest mistakes brands make with YouTube? Treating it like a side project. Stu stresses the importance of consistency over time:
“If you’re shooting, film for multiple cuts. Don’t upload ten videos in one day - drip them out and give each one its moment.”
It’s not about posting every day; it’s about creating a rhythm your audience can trust. Think series formats, predictable upload schedules, and finding ways to repurpose content into Shorts and social snippets so you get more from each shoot.
In the full episode, Stu dives into how brands can set up a sustainable content cadence that keeps people coming back - without burning out the team behind it.
AI on YouTube: Friend or Foe?
Of course, we couldn’t end the conversation without talking about AI. From subtitles to multi-language captions and smarter video suggestions, YouTube’s already integrating AI into the platform. But Stu’s advice is to use it carefully:
“AI can speed things up, but it can’t replace creativity. There’ll always be a human in the loop.”
AI can help with efficiencies - think transcriptions, cut detection, and optimising multi-format uploads - but the personality, expertise, and storytelling still need to come from you.
The Good Stuff, Summed Up
YouTube isn’t just for video storage - it’s a search, discovery, and entertainment engine.
Think quality over quantity: minutes watched often matter more than view counts.
Create connected content journeys with playlists, end screens, and Shorts.
Make your videos search-friendly with strong titles, chapters, captions, and clear value.
Build a sustainable cadence - consistency beats chaotic uploads every time.
Use AI to save time, not replace your voice.
Listen to the full episode with Stu Stubbs below.
Before You Go…
This episode’s packed with practical tips on making YouTube work for your brand - but we’ve only scratched the surface here. For the full conversation with Stu, hit play and dive deeper into all things video, search, and brand strategy:
Listen to the full episode below.
Listen on Apple | Listen on Spotify
And if you want to learn more about Navigate Video and the work Stu’s doing, you can check them out here.
Don’t forget, if you need a hand with SEO, content strategy, or getting your brand seen online, we’ve got you covered. You can connect with Abbie on LinkedIn or get in touch with the Monday Clicks team - we’re here to help.
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