From my point of view, the use of YouTube in an overall strategy to run a business is akin to a company having an R&D department. YouTube and R&D departments are cost centers for an organization. No products or services are ever produced and sold directly to the consumer from YouTube or R&D, but a lot of information is generated for a good manager and leader to take advantage of and figure out ways to sell it to the consumers. The learnings are passed on to those parts of the organization that are profit centers, and, hopefully, the profit centers make more than what the cost centers spend. Basic business.
Once one wraps their brains around the thought processes of utilizing a cost center for profit, and keep in mind that YouTube is a cost center, then one can see that this strategy makes a bit more sense.
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Cost Centers vs Profit Centers (as wsuschmitt)
From my point of view, the use of YouTube in an overall strategy to run a business is akin to a company having an R&D department. YouTube and R&D departments are cost centers for an organization. No products or services are ever produced and sold directly to the consumer from YouTube or R&D, but a lot of information is generated for a good manager and leader to take advantage of and figure out ways to sell it to the consumers. The learnings are passed on to those parts of the organization that are profit centers, and, hopefully, the profit centers make more than what the cost centers spend. Basic business.
Once one wraps their brains around the thought processes of utilizing a cost center for profit, and keep in mind that YouTube is a cost center, then one can see that this strategy makes a bit more sense.