Earlier this month YouTube released the newest edition of its creator playbook for brands, the document which YouTube regularly releases to help inform creators about the best practices for how to be effective. Notably, this new version reflects YouTube’s evolving understanding of itself as a social network, heavily emphasizing the role of subscribers and community-building. The problem is, most brands and digital marketers still don’t understand that YouTube is a social network, and thus fail to fully engage their audiences. Many brands wrongly focus on creating blockbuster viral hits instead of applying the same incremental, engagement strategy that they use Facebook and Twitter.
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