YouTube has over 2.5 billion active monthly users and is the leading global platform for video content. Its strength lies in long form content (videos of say 5-20 minutes or longer) being the norm, and very robust monetisation options.
YouTube is, however, probably one of the most competitive platforms to win on. To get into people's feeds on YouTube requires real engagement and high quality regular updates. The level of work to get up and going on YouTube is probably greater than any other platform, but itâs a great place to catalog and store your material for mass distribution.
Why would you use YouTube?
True global reach and discoverability
- YouTube's search and recommendation algorithm drives 70% of watch timeâand itâs always surfacing your content to new audiences via search, suggested videos, and the homepage.
- The challenge is getting the algorithm to notice the value of your content.
- My advice with YouTube would be, if youâre going to try it outâyou need full commitment and fantastic content for it to fly. It wonât work if you are posting casually or without quality.
- The other cool thing about YouTube is, you can launch a video on YouTube and it can be viewed more and more for a long time into the future on every topic. So thereâs a really strong tail to the platform.
Long form content power
- On YouTube you donât get penalised for in-depth videos (e.g., tutorials, vlogs, reviews), with users spending 1 hour daily watching YouTube on average. This gives you a modality to build stronger audience connections.
- This is ideal for education, storytelling, or detailed product demos.
Awesome monetisation features
- YouTube has multiple revenue options. The YouTube Partner Program (ads), Channel Memberships, Super Chats, Sponsorships, and Merch are all possible on the platform, and you only need 1,000 subscribers to get started.
Community and engagement
- YouTube does allow for comments, community posts, and live streams. This is great for building engaged audiences but is perhaps nowhere near as strong as Facebook and its modality approach.
Evergreen and searchable content
- YouTube is the second largest search engine in the world on its own. And unlike ephemeral platforms, YouTube content remains discoverable for years, generating passive views. Its searchability ensures long-term relevance.
- You could create "how to" videos that are of use forever forward.
Conclusion
YouTube is the ultimate platform for long form, evergreen content with global reach.
While itâs highly competitive and requires consistent, high-quality output to succeed, the payoff can be massive.
Videos can generate views and revenue for years thanks to its searchability and recommendation algorithms.
If youâre ready to commit and create valuable, polished content, YouTube can become both a powerful audience builder and a long term income stream.
Itâs not for casual creators, but for those who stick with it, the platform offers unmatched discoverability and staying power.