You Tube has established itself as the world’s largest video sharing community since its launch in 2005. Its fast growth has resulted in a number of benefits for marketers and users.
Benefits for marketers:
· Simple self-service platforms for delivering and measuring the effectiveness of your advertising.
· Access to a large community of users that are highly engaged with the content they are consuming.
· Methods for delivering your message and protecting your brand in safe environments.
Benefits for users:
Ability to engage with a massive community that is already interacting with the content.
Access to the largest inventory of professional and user-generated videos in the world.
Opportunity to participate on multiple platforms, allowing portability of content.
As well as watching a lot of videos (over 4 billion views per day as of January, 2012), users also do a lot of searching on YouTube. Video Search includes a number of behaviors and goals that are different than traditional text search, many of which can have even more value for a marketer distributing a message contained in video. Users perform so many searches on YouTube that it is the 2nd largest search engine in the world behind Google Search.
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