YouTube

YouTube is the largest video platform in the world and the centre of the creator economy — the place where long-form video, tutorials, reviews and entertainment converge for a global audience.

It is also the second-most-used search engine after Google, which is the part businesses underuse: a video answering a specific question can rank in both YouTube and Google search and keep drawing viewers for years, unlike social posts that decay in days.

Monetization runs through the Partner Programme, but for most companies the value is not ad revenue — it is that a well-made explainer or review reaches people at the moment they are deciding what to buy.