You run a small crew, your prospects ask repeatable questions, and you want booked calls next month. Instagram is exploring a TV app that would put Reels on living room screens, which means your clips can travel farther than your blog ever will, according to Bloomberg.
Blog-first alone won’t drive revenue anymore.
AI Overviews now answer buyers before they click, and Italian publishers just asked Agcom to investigate the traffic hit, as reported by The Guardian.
Feeds also reward vertical creative, not generic thumbnails, since Performance Max now supports 9:16 images, confirmed by Search Engine Land.
Smart operators focus, ship, and measure lift.
- Pick one video format and run it daily for 30 days, then judge the causal lift with holdouts, a stance argued this week by Search Engine Land.
- Publish where rules just shifted, because Instagram is testing skippable Reels ads that favor watchable stories over forced pre-roll, noted by Adweek.
- Bank reach where ranking systems highlight video, since Facebook rolled out controls that steer more relevant Reels into feeds, as covered by TechCrunch.
Your three winning formats print pipeline this month.
- Ship a 20-second AI Snap that answers one high-intent intake question to win attention and recall, then export vertical for Reels and Shorts plus a square cut for LinkedIn; vertical now gets native reach in PMax, per Search Engine Land.
- Publish a 40-second Story Builder that stitches a testimonial or quick walkthrough to earn replies, a smart move while Instagram trials skippable ads and rewards narrative hooks, reported by Adweek.
- Drop a 60-second Authority Builder that explains one misconception or process step to qualify leads, and plan for bigger screens as Instagram’s TV app concept evolves, per Bloomberg.
The 30-Day Ship Stack turns answers into revenue.
Step 1: Scope the lane. List ten intake questions and pick three that your best buyers ask verbatim, then storyboard crisp, captioned answers with brand colors and a clear CTA; Facebook’s recent controls favor clarity and watch time, noted by TechCrunch.
Step 2: Ship daily proof. Record five clips in one hour using the Snap, Story, Authority trio, then schedule them to hit the same time daily; vertical formats now sit first-class inside Google’s PMax inventory, according to Search Engine Land.
Step 3: Measure causality. Hold back a region or audience, then compare booked calls between exposed and control groups, the incrementality method outlined by Search Engine Land.
Step 4: Syndicate the winners. Convert the best 15 seconds into answer-shaped posts and feed your AI-visible library using the Hot Take Engine so your clips become the thing AI quotes. To keep those posts clean and GEO-ready, run them through Content Cleaning.
Step 5: Raise the ceiling. Borrow big-agency speed by watching how WPP is wiring Google’s Veo into production under a $400 million, five-year pact, covered by eMarketer.
The market shifts toward answer-first video content.
Short-form keeps gaining premium placements, from PMax’s 9:16 images to YouTube Shorts style slots, a trend tracked by Search Engine Land.
Platforms add viewer controls that reward relevancy and completion, a dynamic seen in Facebook’s October update summarized by TechCrunch.
Answer engines compress clicks, as the AI Overviews complaint in Italy highlights, reported by The Guardian.
Top performers sprint while laggards watch from the bench.
Leaders align creative to new rules and causal metrics, then scale with AI production tactics that groups like WPP are piloting with Google’s Veo, a move explained by eMarketer. Laggards chase old proxies and irregular posting while competitors ship daily vertical clips and prove lift with clean holdouts, a standard argued by Search Engine Land.
Your next best move starts with one decision.
- Choose your 30-day format and script week one with three intake questions, two client mini-stories, and one myth to bust. PMax’s vertical support makes these assets travel, confirmed by Search Engine Land.
- Add captions, brand colors, and a one-line CTA to book a call, then schedule to Reels, Shorts, and a LinkedIn square cut. Facebook’s update rewards the tight, relevant edit, per TechCrunch.
- Repurpose every clip into an answer-shaped post with a stat, a definition, and a next step; leaders still struggle to prove GenAI ROI, which is why you document outcomes clearly, as discussed by Forbes.
- Try one A/B test tomorrow: caption-first hook vs buyer-question cold open. Score by replies and saves, then validate with an incrementality holdout as described by Search Engine Land.
We’ve seen how this plays out when it’s done right. Want to see what that looks like on your site with a quick working session? Book time with Talk to the Tomato.
