YouTube Isn’t Enough
Many media producers are flocking to YouTube for their digital video initiatives as they realize the value that the platform has for capturing audience attention. Look at Psy’s Gangnam Style hit song, which garnered more than 1 billion views, or the countless productions that started on YouTube and have amassed followings large enough to move beyond the channel, such as My Drunk Kitchen or Annoying Orange. But what many media companies don’t seem to realize is that YouTube is just one publisher in a vast ecosystem of publishers. A strategy beyond YouTube must be implemented to allow for audience expansion and sustainable monetization. In other words, YouTube is a great starting place for building your video presence, but it shouldn't be the only place you syndicate or publish.