YouTube: The Search + Storytelling Platform

When people think about search engines, they often stop at Google. Yet YouTube, owned by Google, is the second-largest search engine in the world. With more than 2.7 billion monthly active users as of 2023 (Statista), it isn’t just a platform for entertainment — it’s where people actively seek solutions, answers, and trusted voices. For businesses, YouTube offers something rare: a space where visibility, search relevance, and storytelling converge.

The numbers explain why YouTube is so influential. Google reports that 70% of watch time is driven by its recommendation engine. This means users aren’t just searching for videos — they’re being guided into content the algorithm believes will hold their attention. For businesses, that creates the potential to reach audiences who didn’t even know they were looking for you.

The longevity of YouTube content sets it apart from other platforms. A Facebook post or Instagram story may fade in hours or days, but a YouTube video continues to surface in search results for months, sometimes years. This evergreen quality is backed by fact: a study by Tubular Insights found that videos over a year old still generate significant monthly views, making them long-term digital assets rather than disposable content.

YouTube also impacts purchase decisions. According to Think with Google, 90% of people say they discover new products or brands on YouTube, and more than half use the platform specifically to learn before buying. That positions YouTube not just as a brand awareness tool, but as a critical step in the buyer’s journey.

The storytelling capacity of video adds another dimension. Businesses can demonstrate expertise, share customer stories, and showcase products in a format that engages both logic and emotion. Unlike text or static images, video offers tone, detail, and presence — elements that build trust faster than other forms of content.

Advertising on YouTube is equally powerful. Skippable ads, in-stream placements, and discovery ads allow businesses to target by interests, demographics, or even specific search queries. With Google Ads integration, ROI is trackable in ways similar to search campaigns, bridging branding with measurable outcomes.

For businesses, the opportunity is clear: YouTube is not optional. It is both a search engine and a storytelling platform, capable of driving awareness, trust, and conversions long after the upload date.

Last week, we explored LinkedIn’s strength as a B2B lead engine. This week, YouTube shows us the lasting value of video as search and story. Next week, we’ll turn to TikTok, where short-form influence is reshaping how consumers discover and buy.

If your business isn’t leveraging YouTube as both a search and storytelling platform, Victory Assistants can help you build content that lasts.