YouTube is the world’s largest video-sharing platform, where users upload, watch, and interact with video content across virtually every topic imaginable. For brands, YouTube represents a critical channel for reaching audiences through organic video, paid advertising, and influencer partnerships at a scale no other video platform matches.
What is YouTube?
YouTube is a video-sharing platform founded in 2005 by Chad Hurley, Steve Chen, and Jawed Karim, all former PayPal employees. Google acquired the platform in 2006 for $1.65 billion, and it has since grown into the second most-visited website in the world. As of early 2024, YouTube reports over 2.7 billion monthly active users who collectively watch more than one billion hours of video every day.
The platform hosts everything from music videos and educational content to vlogs, product reviews, and live event coverage. Creators can build channels, monetize through the YouTube Partner Program, and reach global audiences without traditional media gatekeepers. For viewers, YouTube functions as both a search engine and an entertainment hub — it is the second-largest search engine after Google itself.
Key features of YouTube
YouTube offers a range of tools for creators and businesses. Channels serve as a creator’s home base, where they organize video libraries and build a recognizable brand presence. Subscribers receive notifications when new content drops, creating a built-in audience for every upload.
YouTube Shorts — vertical videos of 60 seconds or less — compete directly with TikTok and Instagram Reels. Shorts have become a major discovery tool, often driving new subscribers to a channel’s long-form content. Live streaming enables real-time interaction with viewers through chat, polls, and Super Chats.
On the analytics side, YouTube Analytics provides detailed data on watch time, audience retention, traffic sources, and demographics. Creators can also use YouTube tags and hashtags to improve discoverability, while playlists keep viewers engaged across multiple videos.
Why YouTube matters for brands
YouTube is not just a content platform — it is a full marketing channel with search, discovery, and advertising built in. Brands that invest in YouTube benefit from compounding visibility: a well-optimized video can generate traffic for years, unlike social posts that fade within hours.
Video content on YouTube drives higher engagement rates than static formats. Product demonstrations, tutorials, and behind-the-scenes content build trust in ways that text alone cannot. For brands with complex products or services, a YouTube channel becomes an always-on education hub for prospects and customers alike.
The platform’s advertising system allows precise targeting by demographics, interests, and search intent. Brands can run pre-roll ads, discovery ads, and Shorts ads to reach users at different points in their buying journey. Meanwhile, YouTube influencer marketing connects brands with creators who already have the trust and attention of their target audience — something that is difficult to manufacture from scratch.
Understanding how audiences talk about your brand on YouTube (and across social media) is where tools like Brandwatch’s consumer intelligence platform add strategic value, surfacing trends and sentiment that inform video strategy.
How to build a successful YouTube presence
A strong YouTube strategy starts with creating a properly set up channel. Use a YouTube Brand Account so multiple team members can manage content without sharing personal login credentials.
Focus on these fundamentals:
- Consistent publishing schedule. Channels that upload regularly signal reliability to both audiences and the algorithm. Even one video per week builds momentum.
- Search-optimized titles and descriptions. YouTube is a search engine. Use the exact phrases your audience searches for in your titles, descriptions, and tags.
- Compelling thumbnails. Thumbnails are the single biggest factor in click-through rate. Test different styles and track performance.
- Mix formats. Combine long-form videos with YouTube Shorts to reach different audience segments. Shorts drive discovery; long-form builds watch time and loyalty.
- Engage in comments. Responding to YouTube comments within the first hour of publishing signals activity to the algorithm and builds community.
- Track what works. Use YouTube Analytics to identify which videos retain viewers longest, then make more content in that style.
Growth on YouTube is a long game. Channels that succeed treat it as a strategic investment rather than a one-off campaign.