YouTube Is the New Netflix for Your Brand
As a society, we've loved watching TV for quite some time. Whether it was with the family in the early black-and-white days or in the late 90s grabbing a movie from Blockbuster - we've always enjoyed this medium. And ever since streaming came around, we've had it at our fingertips. We've all binged our favorite Netflix series and moved on to the next show as soon as we finished. Yes, we are still watching...
But what's been interesting over the last few years is how our favorite streaming channel is actually considered a social media webpage. YouTube has always been popular on mobile phones, but once they started adding the app to Roku devices and every other smart TV, YouTube is now being watched on the family television screen. And it's quite amazing.
Growing up, if you were interested in a niche topic, you had to hope that a television network decided it was worthy of a show or documentary. Maybe the History Channel would cover it. Maybe Discovery would have a special. If you missed it, there was a good chance you wouldn't see it again for months or years.
I remember watching a documentary about the history of professional wrestling that traced the industry from Lou Thesz and Ed "Strangler" Lewis all the way through the modern era. At the time, it was one of the only documentaries I had ever found that really explored the subject in depth. Today, if I want to learn about wrestling history, I can find hundreds of YouTube channels dedicated exclusively to that topic. There are entire channels dedicated to subjects that television networks would have never devoted an entire series to.
That's when it really clicked for me. For many people, YouTube has become the new Netflix.
We Don't Channel Surf Anymore
Think about how you consume content today compared to twenty years ago. Most people are no longer flipping through channels hoping to find something interesting. Instead, they're opening an app and searching for exactly what they want.
If someone wants to learn how to replace a faucet, there's a video for that. If they want to compare lawn tractors before making a purchase, there are dozens of videos available. If they're researching retirement planning, trying to understand artificial intelligence, or looking for reviews of a local attraction, YouTube is often one of the first places they visit.
The important thing for businesses to understand is that people aren't passively consuming content anymore. They're actively searching for it. They have questions, and they're looking for someone to provide answers. That creates an incredible opportunity for businesses that are willing to share their knowledge and expertise.
And it's not just all about learning. People are looking to be entertained and not turning to the big production companies. More and more are being entertained by normal people talking into their smart phone.
YouTube Is More Than Social Media
One of the reasons I think many businesses underestimate YouTube is because they lump it into the same category as social media. While there are certainly social elements involved, YouTube behaves much differently than Facebook, Instagram, or TikTok (well, most of the times).
When someone opens Facebook, they're usually looking to catch up with friends, see what's happening in their community, or pass a few minutes scrolling. When someone goes to YouTube, they're often looking for a specific answer or a specific type of content. There's intent behind the search. Unless they are strictly hanging out in the YouTube Shorts section, they are often looking for some type of long-form content to kill some time.
And if they're not looking for something to watch, they are looking for solutions. They're looking for information. They're researching products and services before making purchasing decisions. They're trying to solve problems, and they are often willing to spend several minutes watching someone explain the answer.
For businesses, that's a much different environment than trying to interrupt someone scrolling through their news feed.
Your Customers Are Already Looking for Answers
Every business receives the same questions over and over again. Prospective customers want to know how something works, how much it costs, what makes one option different from another, or whether a particular solution is right for them.
For years, those conversations only happened after someone picked up the phone or walked through the front door. Today, those conversations can happen long before someone contacts your business.
The businesses that are willing to educate often become the businesses that earn trust first. When someone has spent ten or fifteen minutes watching your content and learning from you, they're already beginning to form a relationship with your brand.
Consistency Matters More Than Most Businesses Realize
One of the biggest mistakes I see businesses make is creating one video and expecting immediate results. That's simply not how YouTube works.
If you think about traditional television, networks didn't produce one episode and hope it became successful. They created seasons. They established schedules. They built libraries of content over time. Viewers learned when to expect new episodes, and those libraries continued growing year after year.
YouTube works in a very similar way. The channels that build audiences are typically the channels that show up consistently. They continue producing content, refining their message, and giving viewers a reason to return.
That doesn't mean you need to publish every day. Most businesses don't have the time or resources to do that. What matters is creating a realistic schedule and sticking with it. Whether that's once a week, twice a month, or once a month, consistency helps both your audience and YouTube understand that you're committed to creating content.
You Don't Need a Production Studio
Whenever businesses consider creating videos, one of the first concerns is production quality. They assume they need expensive cameras, elaborate lighting setups, or a professional studio before they can get started.
The reality is that most viewers care far more about the value of the content than the equipment used to create it.
That being said, there are some basics that matter. Audio is one of the most important. People will tolerate average video quality, but they have very little patience for poor audio. If viewers struggle to hear what you're saying, they're likely to move on to another video.
Preparation also matters. You don't need a fully scripted production, but it's helpful to know the point you're trying to make before you hit record. The best videos tend to have a clear message, a logical structure, and a takeaway that provides value to the viewer.
In other words, you don't need Hollywood. You just need to be clear, helpful, and easy to understand.
Thumbnails and Titles Deserve More Attention Than Most People Give Them
While I don't think businesses should obsess over thumbnails and titles before they've even started creating content, I do think they're worth mentioning because they play a major role in whether someone decides to watch.
Netflix has spent years studying how images and titles influence viewing behavior. In fact, they routinely test different artwork because they know presentation impacts whether someone clicks on a show. YouTube operates in much the same way.
When someone encounters your video, the thumbnail and title are often the first things they see. Before they can appreciate your expertise or learn from your content, they have to decide whether the video is worth their time.
I'm not suggesting every thumbnail needs dramatic facial expressions or giant arrows pointing at random objects. What I am suggesting is that businesses spend some time thinking about what would make them click. If a title is confusing or a thumbnail doesn't communicate value, even great content can go unnoticed.
One of the Best Discovery Engines Available
Perhaps the most exciting aspect of YouTube is its ability to introduce your business to people who have never heard of you before.
Traditional marketing often requires paying for attention. With YouTube, there's an opportunity to earn attention through helpful content. When someone watches videos about a topic, YouTube actively looks for similar content that person may enjoy. If your videos align with those interests, YouTube may recommend them to new viewers.
That means your content can reach people who aren't on your email list, don't follow your social media accounts, and may not even know your business exists. They simply have an interest in the topics you're discussing.
That's an incredibly powerful opportunity for businesses, especially those operating in niche industries where expertise and trust matter.
Why Businesses Should Start Now
The good news is that many businesses still haven't fully embraced YouTube. They understand websites. They understand social media. Some understand blogging and search engine optimization. Far fewer have committed to creating useful video content on a consistent basis.
That creates an opportunity for businesses willing to invest the time.
A quality video can continue generating views, building trust, and attracting prospects long after it's published. Unlike a social media post that may disappear from attention within a day or two, a helpful YouTube video can remain relevant for months or even years.
The businesses that begin building those content libraries today will likely have a significant advantage over businesses that continue putting it off.
Should You Be a YouTuber?
The way people discover information has changed. The way they consume entertainment has changed. The way they research products and services has changed.
People no longer wait for content to be delivered to them on a schedule. They search for exactly what they want, when they want it. More often than not, that search leads them to YouTube.
For businesses, that represents an enormous opportunity. You don't need millions of subscribers or viral videos to benefit from the platform. You need expertise, consistency, and a willingness to share what you know.
Not all businesses and content will be successful, gaining followers and letting your quit your day job from the ad revenue and brand deals. Not all of your content should be 30-minute documentaries, but it is worth considering what you can do on YouTube to get in front of your target audience. With more and more people turning to YouTube to get entertained or educated, you have a great opportunity to "go Hollywood". Imagine if you turned to Netflix and on the front page, you saw cover art of your business? That would be pretty cool, right?
Well, YouTube serves 2.7 billion monthly users. Netflix...325 million. I don't know about you, but seems like YouTube has the better exposure.
So, pull out the phone and make a video. We will watch you in the living room.
