The headline is wilfully facetious but this is an interesting blog from Matt McGowan, who is in charge of strategy & business development at Google and YouTube. He talks about YouTube from a marketing and media stance and outlines why people need to regard it as a social network in the same way they do with Facebook, Twitter, Instagram and more.  He says that 95% of views of entertainment content and 90% of views of brand-related content are from user-uploaded videos. His point here is that the community is driving views and marketers and brands need to understand this and change how they approach the platform accordingly. He talks also about the contrast between organic and paid video views and then goes into a discussion of Google Preferred, which recently launched in Canada. “[This] is where advertisers can buy specific audiences and channels, and Mastheads, where advertisers can take over scarce inventory like the YouTube Homepage at a daily rate.” He ends by quoting Richard Raddon, co-founder and chief executive of ZEFR: “If Facebook, Twitter and Pinterest are a part of Social 2.0, then video networks like YouTube aptly will be coined Social 3.0 – in other words, the future.”

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