Emilio Garcia explains how YouTube works as both a search engine and social platform. Most searches show weak purchase intent, people hunting reviews or how-tos instead of ready to buy. But YouTube's algorithm profiles viewers by what they watch, letting advertisers target based on inferred interests.
But again, it is this weird combination that it's a social media platform where you can actually search and a lot of people search content, or you can think that is a video search engine where a lot of people actually get videos on a, on a suggestion or algorithm basis, similar to what TikTok and your regular Reels do. So this combination is super powerful. Because you have both the ability to target people based on what they're searching. Again, very mild intent because nobody's searching there for a purchase necessarily right away. Sometimes for some categories, actually, that's what happens. People are looking for the products there to get reviews, to understand how they work. But also at the same time, it's a great place where if you have a user that is spending time there, and consuming content, it gets profiled and you can leverage that either by the type of content that they consume or by the types of channels or videos that you believe or have research on that your buyers consume.
