How a 200-Person Company Competes with a $160B Giant in AI Search

At just below 200 staff, Descript is just not the most important identify in video modifying software program.

It’s not probably the most strong or the preferred, both.

However it’s punching method above its weight, competing with a lot greater firms (like Adobe, and CapCut) in LLM search.

Utilizing Semrush’s AI Visibility rating, you’ll be able to see that Descript is competing intently with large manufacturers like Adobe.

Descript discovered the best way in.

And so are you able to.

On this SaaS LLM visibility case research, we’ll break down precisely how Descript is getting seen.

And extra importantly, what you’ll be able to copy to enhance visibility in your personal product.

Selecting Clear Area of interest Messaging

For years, Descript has been often called a podcast modifying device.

That issues.

As a result of when folks discuss podcast modifying, Descript comes up naturally.

In weblog posts.

In boards.

And now, in AI solutions.

This isn’t unintended. Descript is evident about who it’s for, and their content material displays that focus.

Their product pages and weblog posts persistently converse to at least one core viewers: individuals who wish to edit podcasts simply.

Right here’s why this issues:

After I requested Google’s AI Mode for the most effective software program to edit podcasts — particularly as somebody with no video modifying expertise — Descript was one of many first instruments talked about.

And what exhibits up second within the record of sources?

One in all Descript’s personal weblog posts about podcast modifying.

Throughout Descript’s personal web site and different third-party sources, this device is repeatedly talked about as ideally suited for podcasters.

This issues due to a key distinction between AI search and conventional website positioning.

LLMs don’t simply floor pages. They primarily based their solutions on question fan-outs.

Right here’s what meaning: AI creates a number of searches after the unique question, and tries to search out a solution that’s most instantly matched to what was requested.

That’s why even articles and web sites that aren’t rating properly in Google can nonetheless get cited by AI after they present probably the most related, particular reply to what customers are asking.

As a result of Descript’s content material is tightly targeted on one viewers, one use case, one downside, it maps cleanly to these AI queries.

That doesn’t essentially correlate to larger rating in conventional search. Actually, Descript’s site visitors from conventional website positioning has been steadily lowering since its peak in 2024:

However on the similar time, branded site visitors has elevated.

So even whereas the model isn’t succeeding in conventional search, extra individuals are changing into conscious of Descript and looking for the model identify particularly.

Why? Partly, as a result of the model is thought for precisely what it does: podcast modifying.

AI is aware of that too. And I might wager {that a} larger quantity of mentions in AI search helps with model recognition and influencing that enhance in branded search site visitors.

Right here’s the purpose: Descript isn’t simply checking off containers of what to speak about.

The way in which they write — and the best way they current their product — exhibits precisely who they’re chatting with. They match the best way their viewers talks.

Take the weblog article on podcast modifying that we talked about above for instance.

The copy flows naturally, contains quotes from an inner professional in the best way she describes the issue and resolution, and speaks in a simple method that matches the tone of the viewers.

As a byproduct of this pure method of writing and clear product place, their copy and content material semantically matches what their viewers is looking for.

And their AI mentions hold growing.

Motion Merchandise: Determine and Deal with Your Area of interest Market

Effort vs. Impression: Medium effort. Excessive influence.

For those who’re making an attempt to be all issues to everybody, AI is much less more likely to advocate you for something particular.

As an alternative, slender your focus like Descript does:

After all, you additionally wish to discover stability.

For instance, “Podcast modifying software program for true crime hosts who solely report on Thursdays,” could also be a bit too area of interest.

To get the narrowest viable model of your core viewers, have a look at your most profitable prospects.

Ask:

• Who will get probably the most ROI from our product?
• Who makes use of it weekly — or each day?
• Which prospects have turn into vocal advocates?
• What do these customers have in frequent? (Function, firm dimension, business, workflow)

That overlap is your area of interest.

As soon as that’s clear, your messaging will get simpler.

You cease being an “All-in-one AI-powered platform for creators and groups.”

And begin anchoring your product to a particular job: “Edit podcasts and spoken audio, with out technical complexity.”

Then, your product turns into simpler for AI methods to know — and advocate — for particular use instances.

Creating Severely Useful Content material

As soon as you already know who you’re speaking to, the following step is clear: Assist them.

That concept isn’t new.

Useful content material has lengthy been a rating think about conventional search.

And in 2024, Google confirmed that their algorithm modifications had decreased the looks of low-quality content material in search outcomes by 45%.

However Descript’s instance (and loads of others) exhibits how this additionally applies to AI search.

As a result of clear, helpful, distinctive content material additionally drives LLM visibility.

Descript doesn’t depend on shallow weblog posts or surface-level explanations.

They create:

• Educational weblog content material that solutions actual questions
• Assist Middle pages that really resolve issues
• Product pages that clearly clarify what options do — and who they’re for

Additionally they publish content material that isn’t strictly about their product, however is very related to their viewers.

For instance:

After I requested Google’s AI Mode how a lot YouTubers truly make, one of many cited sources was a Descript weblog submit on the subject.

That article contains:

• Information from current research
• Actual-world examples
• A YouTube earnings calculator

It’s complete. And it’s written from an professional perspective.

Right here’s one other instance: After I requested how a lot it prices to begin a YouTube channel, I used to be once more directed to an article from Descript.

That web page features a detailed FAQ and embedded video content material from Descript’s personal YouTube channel.

The sample is evident.

Depth will get cited. Floor-level content material will get ignored.

Motion Merchandise: Focus Your Content material on Being Useful

Effort vs. Impression: Excessive effort. Medium influence.

When you’ve outlined your area of interest, focus your content material on what truly helps them.

Descript doesn’t goal video modifying professionals. So, they don’t present up in these searches.

They give attention to content material creators and podcasters. And their content material displays that.

To do the identical:

• Discuss to folks in your area of interest business
• Ask about their workflows, targets, and sticking factors
• Study what slows them down

On-line analysis additionally helps.

Discover related subreddits to see what individuals are speaking about. Verify the feedback part of related YouTube movies.

Search for recurring questions and complaints.

For instance, the Descript staff would possibly peruse the r/podcasting subreddit to find out about their viewers’s questions and opinions.

The purpose: understanding.

If you deeply perceive your viewers’s day-to-day actuality, creating useful content material turns into a lot simpler.

And your content material can turn into the supply for AI solutions.

After all, getting citations again to your web site isn’t the identical as getting direct model mentions. Nevertheless, it’s nonetheless a possibility to construct consciousness and authority.

Plus, constructing content material round related core subjects helps reinforce your area of interest messaging.

Showcasing Photographs and Movies of Their Product

LLMs don’t simply learn textual content anymore.

They interpret visuals too.

With image-processing fashions like contrastive language–picture pre-training (CLIP,) AI methods can perceive what’s occurring inside screenshots and movies — not simply the phrases round them.

And people visuals now present up instantly in AI solutions. Particularly for SaaS product queries in instruments like ChatGPT.

For instance, after I seek for “greatest CRM software program for a small enterprise,” the highest AI outcome contains pictures of the particular product interface.

That’s a shift.

Extremely polished mockups matter much less. Actual, in-product visuals matter extra.

Which is why Descript exhibits up like this in ChatGPT:

Descript persistently exhibits actual product pictures and movies throughout product pages, Assist Middle articles, and weblog content material.

These aren’t ornamental.

They present:

• What the product seems like
• How options work
• What customers ought to count on after they log in

Consequently, those self same pictures and movies get pulled into AI solutions — usually with a hyperlink again to Descript’s web site.

On this case, the hyperlink goes again to a really in-depth Assist Middle information to getting began with podcast modifying.

And most Curiously, that’s a near-perfect semantic match to the unique question.

Motion Merchandise: Embrace In-Product Photographs in Your Advertising and marketing Content material

Effort vs. Impression: Low effort. Medium influence.

Begin with the fundamentals.

For each function you spotlight, ask one query: Can somebody see this working?

Then act on it. Add actual screenshots of your core product screens to key product pages. Change summary diagrams with in-product visuals the place doable.

Subsequent, broaden past product pages.

Point out a function in a weblog submit? Embrace a screenshot of it in use.

Explaining a workflow in a Assist Middle article? Present every step visually.

Instructing a course of? Report a brief display seize as a substitute of counting on textual content alone.

The purpose is readability.

Clear visuals assist customers perceive your product quicker. They usually give AI methods concrete materials to reuse in solutions.

Which makes your product simpler to advocate — and simpler to acknowledge — inside AI search.

Creating Detailed MoFu/BoFu Content material

Content material mapped to totally different consciousness ranges performs particularly properly in AI search.

Descript understands this.

They don’t simply publish top-of-funnel guides. They create content material for product-aware and solution-aware searches, too.

If you search in ChatGPT for video creation or modifying instruments, Descript usually seems within the outcomes.

However extra importantly, their personal content material is cited as a supply.

On this instance, the cited supply is a Descript-owned “better of” article evaluating video instruments.

As an alternative of generic suggestions, the web page:

• Breaks instruments down by particular use instances
• Contains clear professionals and cons
• Explains who every choice is greatest for

Descript follows this similar sample with a number of “better of” lists and comparability pages in opposition to their major opponents.

The payoff?

After I requested AI to match podcast video modifying instruments, Descript appeared with clear labels explaining:

• Who it’s greatest for
• Key options
• When it is sensible to decide on it

That context helps AI advocate Descript to the suitable folks (not everybody).

Motion Merchandise: Create Citable MoFu and BoFu Content material

Effort vs. Impression: Excessive effort. Excessive influence.

Totally different consciousness ranges want totally different content material.

To extend product-level AI visibility, give attention to Product Conscious and Answer Conscious queries.

For Product Conscious audiences, create:

• Comparability pages
• “Finest different” posts
• Owned “better of” lists

Need extra concepts?

Discuss to your gross sales staff.

Ask them: What options are convincing folks to purchase? Which opponents are generally introduced up in gross sales conversations?

These solutions map on to comparability content material AI likes to quote.

For Answer Conscious audiences, give attention to how-to content material that naturally options your product.

For instance, after I requested Google’s AI Mode easy methods to cut back background noise from a microphone, it referenced a Descript how-to article.

This similar sample repeats itself throughout a lot of Descript’s weblog posts: Discover a clear downside, give a transparent resolution, add product mentions naturally.

It’s all about discovering the suitable inquiries to reply.

To seek out these alternatives quicker, use Semrush’s AI Visibility Toolkit. This knowledge is powered by Semrush’s AI immediate database and clickstream knowledge, organized into significant subjects.

Head to “Competitor Analysis” and overview:

• Shared subjects the place opponents seem
• Prompts the place they earn extra AI visibility than you

Then, dig into the particular questions behind these prompts.

The purpose isn’t merely “extra content material”.

It’s answering the suitable questions — on the proper stage — with content material AI can confidently cite.

Constructing Optimistic Sentiment With Digital PR and Affiliate Advertising and marketing

AI visibility isn’t earned in your web site alone.

LLMs search for alerts throughout the net.

That is what we name consensus. And it signifies that constructive sentiment has to exist exterior your owned channels.

Descript is doing this in two methods:

• Digital PR on websites AI already trusts
• A creator-friendly associates program that drives third-party mentions

Right here’s the way it works: Google’s AI Mode tends to favor sure web sites to supply when answering queries about software program.

Semrush’s visibility analysis for AI in SaaS from December 2025 exhibits these websites dominate citations:

• Zapier
• PCMag
• Gartner
• LinkedIn
• G2

Right here’s what’s attention-grabbing.

Descript is talked about in articles throughout almost all of those high sources.

For instance, in software program listicles like this one on Zapier:

Or in real-world expertise articles like this one on Medium:

Or of their clear listings on critiques websites like Gartner and G2:

When AI methods cite these favored sources, Descript comes alongside for the experience.

Not as a result of it’s the most important model.

However as a result of it’s current the place AI is already wanting.

The second lever is Descript’s associates program.

It’s easy:

• $25 per new subscriber
• 30-day attribution window
• Month-to-month payouts
• No minimums

These are strong incentives.

They usually result in extra creator-driven content material throughout the net.

For instance, a YouTube walkthrough from VP Land explains easy methods to use Descript and contains an affiliate hyperlink within the description.

After I later requested Google’s AI Mode easy methods to use Descript, that precise video was cited as a supply.

That’s the sample.

Affiliate content material creates citable, trusted references that AI methods reuse.

Motion Merchandise: Construct a Technique to Get Extra Mentions On-line

Effort vs. Impression: Excessive effort. Excessive influence.

Getting third get together mentions is all about constructing relationships.

First, construct relationships with publishers, beginning with those AI already trusts.

Even should you’re not an enterprise SaaS firm with a full-sized PR staff, that is nonetheless doable.

Granted, it’s not the straightforward route — however while you discover the suitable web sites and carry out common outreach to these groups, you may get your model on these websites.

Earlier than you begin outreach, get your bearings.

Begin by going again to Semrush’s AI Visibility Toolkit. Head to the “Competitor Analysis” tab and choose “Sources.”

This exhibits you:

• Which websites LLMs cite in your class
• The place opponents are already getting talked about
• Gaps the place your model doesn’t present up (but)

These websites turn into your shortlist.

Outreach works higher while you’re aiming at sources AI already depends on.

Second, construct relationships with creators.

Affiliate applications work when creators wish to discuss you.

So, construct an associates program folks truly wish to be a part of.

This implies this system must be straightforward to affix, with clear phrases that make it value their time.

At a minimal, be sure you have:

• A easy signup
• Clear monitoring
• Dependable payouts

For those who want inspiration, analysis top affiliate programs to be taught extra concerning the situations creators count on.

However most significantly: Deal with associates as distribution companions, not only a facet channel.

This implies enabling them with clear positioning in your product, instance use instances, demo workflows, screenshots they will reuse, and different assets.

The higher you equip them, the stronger their suggestions will likely be.

After getting this arrange, observe the outcomes.

Use AI visibility knowledge to see:

• Which writer relationships are turning into citations in AI search
• Which creators present up in AI solutions
• Which codecs carry out greatest

Then, double down.

Now that we’ve mentioned what Descript is doing properly, let’s have a look at the place there’s room for enchancment.

The place Descript Might Enhance: Reddit Advertising and marketing

Descript is doing an amazing job in lots of areas which are essential for AI search visibility.

That stated, there’s one space they’re lacking out on: Reddit.

And sure, Reddit issues. So much.

It’s nonetheless one of many most-cited sources in Google’s AI Mode.

And in virtually all the searches I examined above, Reddit was cited as a supply (particularly conversations within the r/podcasting subreddit).

Right here’s the issue: proper now, Reddit is just not doing Descript any favors.

Listed here are a couple of thread titles I discovered simply by looking for Descript in a podcasting subreddit:

And sure, there are positive mentions of Descript. However they’re buried underneath a wave of detrimental sentiment.

When LLMs scan Reddit for sentiment, that unbalance issues.

AI needs to see consensus. So when Reddit skews detrimental, suggestions might weaken, and options get surfaced as a substitute.

Even when the product is robust.

That’s why, whereas Descript’s AI visibility is sweet, it’s nonetheless not so good as it might be. And that vulnerability may damage them in the long term, even when they’re nonetheless doing all the things else proper.

Listed here are some ways in which Descript (and also you) may flip the tides on Reddit:

• Keep away from selling and begin collaborating: Reddit punishes advertising and marketing language. Useful, trustworthy feedback carry out higher than posts.
• Reply to criticism instantly (when applicable): Not defensively, however with clear explanations and fixes
• Be current earlier than there’s an issue: Accounts that solely present up throughout harm management don’t construct belief
• Deal with feedback, not posts: Excessive-value feedback in lively threads outperform standalone branded posts
• Monitor model point out weekly: Focus particularly on high-intent subreddits. In Descript’s case, that might be r/podcasting.

To be truthful, it looks like Descript is taking steps in the suitable path.

As of December 2025, the Descript staff has taken management of a devoted model subreddit, with PMM Gabe on the helm.

And the staff’s responses really feel very Reddit-friendly, not utilizing advertising and marketing jargon or being pushy.

However fashionable threads right here nonetheless have little or no interplay with the Descript staff. And there appears to be only a few (if any) feedback from the Descript staff exterior of this branded subreddit.

It’s a step in the suitable path, however there’s nonetheless so much to work on.

Finished proper, Reddit turns into a sentiment stabilizer and a stronger enter supply for AI solutions.

Ignore it, and Reddit can turn into a legal responsibility.

Keep in mind: for AI visibility, silence isn’t impartial.

What You Can Take Away from This SaaS LLM Visibility Case Examine

Descript isn’t successful AI visibility as a result of it’s the most important model.

It’s successful as a result of it’s clear, targeted, and persistently useful.

None of that’s unintended.

And none of it requires huge scale.

You will get began on this at this time by selecting one key motion to work on.

Use the hassle vs. influence lens from this text to decide on the place to begin.

• Add in-product screenshots and movies: Low effort, medium influence
• Tighten your area of interest messaging: Medium effort, excessive influence
• Construct citable MoFu/BoFu content material: Excessive effort, medium influence
• Spend money on digital PR, associates, and neighborhood participation: Excessive effort, excessive influence
• Create severely useful content material: Excessive effort, excessive influence

Decide one, begin there. AI search visibility instruments for SaaS firms — like Semrush’s AI Visibility Toolkit — may also help you see precisely the place you stand at this time, and the place you’ll be able to enhance.

Keep in mind: LLM visibility isn’t about chasing algorithms.

It’s about making your product simpler to know, simpler to belief, and simpler to advocate.

Try this persistently — and AI search will observe.

Need to be taught the way it all works on a deeper stage? Learn our LLM visibility guide to find much more methods to extend your model mentions and citations in AI search.