What started as a family novelty has become an advertising powerhouse. What used to be considered slightly underground has come out into the sunshine and is packing a punch more powerful than much of mainstream advertising in the world of brand-building. Putting a video up on YouTube can potentially reach audiences of millions. YouTube can be a spectacular place to grow an audience. When you use techniques to leverage consumer demand on YouTube, you can develop a successful brand as well. Research by Carat Global's Sanjay Nazerali and colleagues has found that collaborating with popular YouTube creators is 4 times more effective in brand building than getting a celebrity endorsement. In othe
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