YouTube

YouTube is Google's video hosting and sharing platform, the largest in the world and often called the second search engine. For businesses, it is both a free content channel (brand channel) and a powerful video advertising network, run via Google Ads.

What is YouTube used for by a business?

A brand creates a free channel to publish videos, build an audience and improve visibility, including in search (videos rank in Google). The paid layer runs targeted video ads (before, during or after content, or in Shorts) through the Google ecosystem.

YouTube as a content channel

Beyond advertising, YouTube is a powerful lever for lasting content: a well-ranked video generates views for years, unlike networks with ephemeral feeds. It is a foundational channel for awareness, training and product demonstration.

How much does YouTube cost?

Creating a channel and publishing videos is free. Video advertising is run through Google Ads, on auction, per view or impression, with a freely defined budget. Cost depends on targeting and format.