At slightly below 200 workers, Descript will not be the most important identify in video modifying software program.
It’s not probably the most strong or the most well-liked, both.
However it’s punching method above its weight, competing with a lot larger firms (like Adobe, and CapCut) in LLM search.
Utilizing Semrush’s AI Visibility rating, you’ll be able to see that Descript is competing carefully with large manufacturers like Adobe.
Descript discovered the way in which in.
And so are you able to.
On this SaaS LLM visibility case examine, we’ll break down precisely how Descript is getting seen.
And extra importantly, what you’ll be able to copy to enhance visibility on your personal product.
Selecting Clear Area of interest Messaging
For years, Descript has been often known as a podcast modifying instrument.
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 unintentional. Descript is evident about who it’s for, and their content material displays that focus.
Their product pages and weblog posts constantly communicate 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 perfect 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 listing of sources?
Certainly one of Descript’s personal weblog posts about podcast modifying.
Throughout Descript’s personal web site and different third-party sources, this instrument is repeatedly talked about as best for podcasters.
This issues due to a key distinction between AI search and conventional search engine optimization.
LLMs don’t simply floor pages. They based mostly their solutions on question fan-outs.
Right here’s what which means: AI creates a number of searches after the unique question, and tries to seek out a solution that’s most immediately matched to what was requested.
That’s why even articles and web sites that aren’t rating effectively 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 drawback, it maps cleanly to these AI queries.
That doesn’t essentially correlate to larger rating in conventional search. The truth is, Descript’s site visitors from conventional search engine optimization has been steadily lowering since its peak in 2024:
However on the identical time, branded site visitors has elevated.
So even whereas the model isn’t succeeding in conventional search, extra persons are turning into conscious of Descript and trying to find the model identify particularly.
Why? Partly, as a result of the model is understood 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 improve in branded search site visitors.
Right here’s the purpose: Descript isn’t simply checking off containers of what to speak about.
The best way they write — and the way in which they current their product — exhibits precisely who they’re talking to. They match the way in which their viewers talks.
Take the weblog article on podcast modifying that we talked about above for example.
The copy flows naturally, consists of quotes from an inside professional in the way in which she describes the issue and answer, 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 trying to find.
And their AI mentions maintain rising.
Motion Merchandise: Establish and Deal with Your Area of interest Market
Effort vs. Impression: Medium effort. Excessive impression.
In the event you’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 file on Thursdays,” could also be a bit too area of interest.
To get the narrowest viable model of your core viewers, take 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 day by day?
- Which prospects have turn out to be vocal advocates?
- What do these customers have in frequent? (Function, firm measurement, 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 selected job: “Edit podcasts and spoken audio, with out technical complexity.”
Then, your product turns into simpler for AI techniques to grasp — and advocate — for particular use instances.
Creating Critically Useful Content material
As soon as you understand who you’re speaking to, the following step is apparent: Assist them.
That concept isn’t new.
Useful content material has lengthy been a rating consider conventional search.
And in 2024, Google confirmed that their algorithm adjustments 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:
- Tutorial 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 extremely related to their viewers.
For instance:
After I requested Google’s AI Mode how a lot YouTubers really make, one of many cited sources was a Descript weblog submit on the subject.
That article consists of:
- 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 impression.
When you’ve outlined your area of interest, focus your content material on what really 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
- Be taught what slows them down
On-line analysis additionally helps.
Discover related subreddits to see what persons are speaking about. Examine the feedback part of related YouTube movies.
Search for recurring questions and complaints.
For instance, the Descript staff may peruse the r/podcasting subreddit to study their viewers’s questions and opinions.
The purpose: understanding.
Whenever 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 out to be 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 chance to construct consciousness and authority.
Plus, constructing content material round related core matters 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 techniques can perceive what’s occurring inside screenshots and movies — not simply the phrases round them.
And people visuals now present up immediately in AI solutions. Particularly for SaaS product queries in instruments like ChatGPT.
For instance, after I seek for “finest CRM software program for a small enterprise,” the highest AI outcome consists of photos 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 constantly exhibits actual product photos and movies throughout product pages, Assist Middle articles, and weblog content material.
These aren’t ornamental.
They present:
- What the product appears to be like like
- How options work
- What customers ought to anticipate after they log in
Because of this, those self same photos and movies get pulled into AI solutions — usually with a hyperlink again to Descript’s website.
On this case, the hyperlink goes again to a really in-depth Assist Middle information to getting began with podcast modifying.
And most Apparently, that’s a near-perfect semantic match to the unique question.
Motion Merchandise: Embody In-Product Photographs in Your Advertising Content material
Effort vs. Impression: Low effort. Medium impression.
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 attainable.
Subsequent, increase past product pages.
Point out a function in a weblog submit? Embody a screenshot of it in use.
Explaining a workflow in a Assist Middle article? Present every step visually.
Educating a course of? Document a brief display seize as an alternative of counting on textual content alone.
The purpose is readability.
Clear visuals assist customers perceive your product quicker. And so they give AI techniques 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 completely different consciousness ranges performs particularly effectively 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.
Whenever 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
- Consists of clear execs and cons
- Explains who every choice is finest for
Descript follows this identical sample with a number of “better of” lists and comparability pages towards their primary opponents.
The payoff?
After I requested AI to match podcast video modifying instruments, Descript appeared with clear labels explaining:
- Who it’s finest for
- Key options
- When it is sensible to decide on it
That context helps AI advocate Descript to the correct folks (not everybody).
Motion Merchandise: Create Citable MoFu and BoFu Content material
Effort vs. Impression: Excessive effort. Excessive impression.
Totally different consciousness ranges want completely 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
- “Greatest 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 how you can cut back background noise from a microphone, it referenced a Descript how-to article.
This identical sample repeats itself throughout lots of Descript’s weblog posts: Discover a clear drawback, give a transparent answer, add product mentions naturally.
It’s all about discovering the correct inquiries to reply.
To search 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 matters.
Head to “Competitor Analysis” and evaluation:
- Shared matters the place opponents seem
- Prompts the place they earn extra AI visibility than you
Then, dig into the precise questions behind these prompts.
The purpose isn’t merely “extra content material”.
It’s answering the correct questions — on the proper stage — with content material AI can confidently cite.
Constructing Optimistic Sentiment With Digital PR and Affiliate Advertising
AI visibility isn’t earned in your web site alone.
LLMs search for indicators throughout the online.
That is what we name consensus. And it signifies that constructive sentiment has to exist outdoors 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
- G2
Right here’s what’s fascinating.
Descript is talked about in articles throughout practically 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 opinions websites like Gartner and G2:
When AI techniques 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 stable incentives.
And so they result in extra creator-driven content material throughout the online.
For instance, a YouTube walkthrough from VP Land explains how you can use Descript and consists of an affiliate hyperlink within the description.
After I later requested Google’s AI Mode how you can use Descript, that precise video was cited as a supply.
That’s the sample.
Affiliate content material creates citable, trusted references that AI techniques reuse.
Motion Merchandise: Construct a Technique to Get Extra Mentions On-line
Effort vs. Impression: Excessive effort. Excessive impression.
Getting third get together mentions is all about constructing relationships.
First, construct relationships with publishers, beginning with those AI already trusts.
Even when you’re not an enterprise SaaS firm with a full-sized PR staff, that is nonetheless attainable.
Granted, it’s not the simple route — however if you discover the correct web sites and carry out common outreach to these groups, you will 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 on your class
- The place opponents are already getting talked about
- Gaps the place your model doesn’t present up (but)
These websites turn out to be your shortlist.
Outreach works higher if 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 really wish to be a part of.
This implies this system must be simple to hitch, with clear phrases that make it price their time.
At a minimal, be sure you have:
- A easy signup
- Clear monitoring
- Dependable payouts
In the event you want inspiration, analysis high affiliate applications to be taught extra in regards to the situations creators anticipate.
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 sources.
The higher you equip them, the stronger their suggestions will probably 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 finest
Then, double down.
Now that we’ve mentioned what Descript is doing effectively, let’s take a look at the place there’s room for enchancment.
The place Descript May Enhance: Reddit Advertising
Descript is doing an ideal job in lots of areas which are necessary for AI search visibility.
That stated, there’s one space they’re lacking out on: Reddit.
And sure, Reddit issues. Quite a bit.
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 will not be doing Descript any favors.
Listed below are a couple of thread titles I discovered simply by trying to find Descript in a podcasting subreddit:
And sure, there are constructive mentions of Descript. However they’re buried beneath a wave of unfavourable sentiment.
When LLMs scan Reddit for sentiment, that unbalance issues.
AI desires to see consensus. So when Reddit skews unfavourable, suggestions might weaken, and options get surfaced as an alternative.
Even when the product is robust.
That’s why, whereas Descript’s AI visibility is nice, it’s nonetheless not so good as it could possibly be. And that vulnerability might harm them in the long term, even when they’re nonetheless doing the whole lot else proper.
Listed below are some ways in which Descript (and also you) might flip the tides on Reddit:
- Keep away from selling and begin taking part: Reddit punishes advertising and marketing language. Useful, trustworthy feedback carry out higher than posts.
- Reply to criticism immediately (when acceptable): 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 could possibly be r/podcasting.
To be honest, it looks as if Descript is taking steps in the correct course.
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 well-liked 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 outdoors of this branded subreddit.
It’s a step in the correct course, however there’s nonetheless loads to work on.
Executed proper, Reddit turns into a sentiment stabilizer and a stronger enter supply for AI solutions.
Ignore it, and Reddit can turn out to be 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 profitable AI visibility as a result of it’s the most important model.
It’s profitable as a result of it’s clear, targeted, and constantly useful.
None of that’s unintentional.
And none of it requires huge scale.
You will get began on this at present by selecting one key motion to work on.
Use the hassle vs. impression lens from this text to decide on the place to begin.
- Add in-product screenshots and movies: Low effort, medium impression
- Tighten your area of interest messaging: Medium effort, excessive impression
- Construct citable MoFu/BoFu content material: Excessive effort, medium impression
- Spend money on digital PR, associates, and group participation: Excessive effort, excessive impression
- Create significantly useful content material: Excessive effort, excessive impression
Choose one, begin there. AI search visibility instruments for SaaS firms — like Semrush’s AI Visibility Toolkit — might help you see precisely the place you stand at present, 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 grasp, simpler to belief, and simpler to advocate.
Try this constantly — and AI search will comply with.
Wish to be taught the way it all works on a deeper stage? Learn our LLM visibility information to find much more methods to extend your model mentions and citations in AI search.
