Will They Stay or Will They Go Episode 4: YouTube: Everyone's Doing It So Why Not Me?

Since its inception, YouTube has fascinated audiences and institutions alike. The power of instant and accessible videos covering mainstream as well as uniquely niche subjects have forever changed broadcast media as we knew it. Television has not died as many predicted, but the manner in which its content is consumed, distributed and absorbed may be indicative of how online video channels such as YouTube are directly influencing consumer expectations for branded communications whether an advertisement or financial updates from the C-suite. It seems almost everyone has a YouTube video or channel these days, but many brand marketers appear to still be shying away from using it as a centerpiece of their communications strategy. If YouTube and its online video cohorts become the new broadcast networks of the 21st century, what will it take for brand marketers to fully engage and help lead the way? Guest Dan Greenfield, Principal from Bernaise Source Media @bernaise and I will discuss our observations on the use of media sharing sites like YouTube by brands and share some practical tips on how marketers can approach their adoption and trial of this high-growth channel.