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Evaluating the success as a video marketing platform: A case study of YouTube

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Author Affiliations

  • 1Institute of Management in Kerala, University of Kerala, Thiruvananthapuram, Kerala, India
  • 2Institute of Management in Kerala, University of Kerala, Thiruvananthapuram, Kerala, India

Int. Res. J. Social Sci., Volume 13, Issue (2), Pages 15-20, April,14 (2024)

Abstract

Marketing has evolved significantly during the past few years. Companies are looking for new and more engaging ways of communicating with the customers. They consider video as a vital component of their overall marketing strategy as consumers are watching more and more videos in this digital age. Advertising through video is a great way of marketing. Video marketing helps the businesses to increase users’ understanding of their product or service. YouTube is the most prevalent video platform today and is a powerful marketing tool. It is the world’s largest online video source, with about 2.5 billion users worldwide. YouTube can be considered as the undisputed leader in online video. It enables the video marketers to share their video content with a large audience. The present study examines the internal as well as the external factors that influence the success of YouTube as a video marketing tool. The study aims to identify the internal strengths and weaknesses, and external available opportunities and threats. To analyze YouTube's success as a powerful platform in video marketing, the method used is SWOT analysis. The data has been collected from varied sources like published papers, books, websites, blogs and articles. The findings of the study reveals that simplicity of YouTube is one of the most important reasons for its success as a video marketing tool. YouTube is a promising video marketing platform for brands in this current situation of market fluctuations.

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