Power of YouTube


Last year, a friend of mine had a tire blow out on her car. She was all alone and didn’t know how to change a tire. Instead of panicking or calling someone to come help her. She pulled out her smart phone opened her YouTube app and found a video that showed her exactly what to do. Just about everyone has an experience like this; you don’t know how to do something so you find a YouTube video to show you how.  

YouTube is considered one of the largest search engines, obviously not as big as Google, but definitely larger than Yahoo or Bing. If fact, it has become so large that people are canceling their cable and relying solely on YouTube and other streaming sites.

So how does this affect advertising?

Well, people can choose if they want to watch ads or not. This makes the impressions that are happening more meaningful, because people who are watching actually want to be. According to VisualNarrative.com, in 2014 people choose to watch over 1 billion minutes’ worth of YouTubes top 10 ads (Visual Narrative, 2015). That’s roughly 1,902.6 years’ worth of advertisements.

Advertising on YouTube is also significantly cheaper than traditional TV ads. In 2015, a 30 second ad during Primetime cost about $112,000 (What It Costs, 2015) and that doesn’t include the cost of producing the advertisement, so it only goes up from there. While on YouTube it only costs about .10 to .30 cents per view. This can add up quickly, but if it is targeted correctly, then it shouldn’t be as expensive as traditional TV.

On a branding note, YouTube is also the perfect place to show off your brand personality. GoPro does a great job of this (check ‘em out: GoPro). They don’t use their channel to try and sell their products. The channel is about showing their products in action. Their videos are fun, entertaining, and engaging with their consumers.

YouTube doesn’t actually make their parent company, Google, any money, but it such a great resource for companies, Google continues to keep it running. Whether your company is purchasing advertising space or just controlling a brand channel, YouTube is an important social media that every brand should be utilizing.  

What It Costs: Ad Prices From TV's Biggest Buys to the Smallest Screens. (2015, April 06). Retrieved February 18, 2018, from http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/

Visual Narrative (2015). The Power of YouTube Advertising. Retrieved February 18, 2018, from http://www.visualnarrative.tv/blog/2016/2/29/the-power-of-youtube-advertising

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