So what if YouTube is the second largest search engine?
YouTube is the second largest search engine. That's old news. But recently I've seen that stat bounced around more and more often at conferences, in blogs, and, frankly, all over the place.
So what?
No one (that I know of - feel free to correct me) has addressed the real meaning behind that. Yes, it means people are looking for videos and that online videos are popular. But what are they searching for?
I've started playing with this idea of intention - that it's not enough to say "Facebook is the most popular social network so you need to be there." You have to supply context. What are people doing on Facebook? What is their intention, why are they there? Then the ultimate question becomes; can your brand develop a message or strategy that fits within those intentions?
If people are on YouTube to find interesting, quirky videos - do you have an interesting or quirky product/service? Will your video content be searched for, will your advertising fit in with people's mindset while on YouTube? If so, yes it matters to you that YouTube is the second largest search engine. If not....well maybe you need to rethink what that stat means to you.
P.S: speaking of keyboard cat...here's a pretty good one:
