Strengths


·       Creating a YouTube channel is free, and businesses can upload as many videos as they wish.

·       Millions of consumers watch YouTube every day, it has a global audience.  Interesting and captivating videos can create new customers.

·       Businesses can track how many views their videos receive, so they can measure if a product or service is a success, and in which location their ad was viewed the most.

·       Companies can engage with the consumer and create brand loyalty.  Consumers can comment, ‘like’ and share content.



Weaknesses 


·       Millions of videos are uploaded daily, so there is a lot of competition for views.  The videos must be engaging as well as informative and must be posted on a regular basis, or they will not drive sales.

·       High quality videos need professional lighting and equipment, and this costs money.

·       As videos are played, YouTube displays a feed of related videos, therefore companies need to upload interesting content regularly to be shown in that feed.

·       Companies that sponsor other users’ videos and have their ads shown at the beginning or during a video can be a nuisance to the viewer.

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