YouTube is a video-sharing website on which users can upload, view and share videos. YouTube display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging, short original videos, and educational videos. YouTube is the 2nd biggest search engine in the world behind Google, so it is important that your company or organisation has a presence there.
See YouTube in use
The European Food Safety Authority (EFSA) communicates with their stakeholders through a variety of communication channels including YouTube. It has two specific video series; "About EFSA" and "Understanding Science". Click here for more information.
Advantages of YouTube
- Videos and pictures are one of the cornerstones of the Internet. They can drive a lot of content when the right things are posted at the right time. There are many ways to engage with a video or photo, e.g. commenting, sharing, social bookmarking and so on.
- The attractiveness of videos and images encourages people to view these channels. Videos and images are good for sharing educational videos, demonstrations of good manufacturing practices and updates about food safety issues.
Disadvantages of YouTube
- Not all content can be converted to visuals effectively. Editing might require a lot of resources.
- As content creation continues to improve on social media channels and on the internet as a whole, the need for fresh graphics and engaging content also increases.
- Video clips and pictures do not feature strongly as communication channels during food crises; however, the videos that were posted had a very large outreach and therefore the significance of this channel should not be discounted.
- Users of these channels can become dependent on communicating a message rather than becoming involved in a 2 way communication.