How To Make YouTube Work For You (A Guide For Brands)

By Ivan Ivanov

How To Make YouTube Work For You (A Guide For Brands)

The second biggest search engine on the planet and the most popular video sharing platform, YouTube is often an untapped source of social media influence for brands.

Due to the unique way the platform has been shaped by its users, small and big time companies outside of the media spectrum often avoid building a proper marketing strategy for the YouTube as a whole. In fact, even though the YouTube Ad Boycott was primarily due to socio-economic reasons, it still went to show that brands just don’t trust the platform.

There are two major factors that make up the lack of interest in the video sharing marketing on YouTube by brands. The first is the environment and the second is the needed investment and lack of certainty within the platform itself.

Most content creators on the platform like to present and compare it to similar media, such as television. Nevertheless, operating via a direct output of the audience and aimed towards personalization, YouTube has turned into this weird intertwined mix between a social network and a curated video content platform.

Turned into a joke, it wouldn’t be surprising if you start out looking at the latest music video and end up watching a live stream of a random small U.S. town in Wyoming, shouting ‘red truck’ in the chat every time you notice one on camera.

The Strange Evolution of the Internet Culture on YouTube

The difference between the curated content we see on television and the one featured on YouTube are the curators themselves. Instead of having corporates choosing what people should watch, the public themselves decides what is and isn’t valuable.

This complete freedom is a positive for many and is definitely a step towards direct audience input. However, the problem with YouTube from a marketing standpoint is relatively similar to the fake news issue on Facebook and Twitter.

While there are prominent YouTube creators that manage to overcome the obstacles presented by the algorithms of the platform itself, others take advantage of the watching habits and emotional interests of people.

And while there isn’t anything inherently wrong with this practice, after all it is part of the basis of what marketing is all about, things don’t always steer in the right direction. Fake ghost sighting channels, fake prank videos and the rare YouTube meme compilations or long-hour mash-ups are just the surface of what plagues the platform. At times, they can even be considered the rare weird gem that makes the social video network unique.

In fact, the main problem lies with the polarized U.S. media content that turns YouTube into a paradigm of confusing news videos of he-said, she-said. Over the past couple of months, the YouTube space itself has been extremely polarized with debates on major political and socio-economic issues. For some, this is entertaining. Plus, there’s nothing wrong with the freedom of speech. Everyone should share their opinion no matter what.

While this problem tends to settle down with time, it’s just a matter of time until something pops Go to the full article.

Source:: Business 2 Community

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