YouTube - Brand Positioning

Launched in February 2005, since October 2006, YouTube has been part of Google. And in terms of traffic, YouTube is second only to the parent's search engine site but somehow plays a complementary role. The video platform, according to Google itself, plays a crucial role in connecting users with brands:

70% of respondents claim they are open to learning about products on YouTube from brands.

50% of respondents also claims that they have used online videos in formulating their choice of what products to buy.

The strength of YouTube as a brand has always been its strong relationship with content creators and viewers. According to Saffron, who was in charge of redesigning the brand identity:

interviews and research revealed that it enjoyed an equally strong relationship with the platform’s creators as it did with viewers. This presented a challenge for the company; there was a sense that YouTube was a shared resource for many different uses and motivations, roughly divided by those that create and those that consume. All parties felt the platform belonged to them and their culture