International Science Community Association International Research Journal of Social Sciences 2319 13 2 2024 04 14 Evaluating the success as a video marketing platform: A case study of YouTube 15 20 EN Sarkar Saroj K. 1 Department of Visual Arts, Graphic Era Hill University, Dehradun, Uttarakhand, India Tyagi Nidhi 2 Faculty of Humanities and Social Science, Graphic Era Deemed to be University, Dehradun, Uttarakhand, India Kumar Santosh 1 Department of History, University of Delhi, Delhi, India Bhardwaj Rishabh 1 Media and Mass Communication Dept., Graphic Era Hill University, Dehradun, Uttarakhand, India P.R. Aswani Thampi 1 Institute of Management in Kerala, University of Kerala, Thiruvananthapuram, Kerala, India S. Ambeesh Mon 2 Institute of Management in Kerala, University of Kerala, Thiruvananthapuram, Kerala, India > Case Study 2023 10 8 2024 04 14 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. Copyright@ International Science Community Association