It’s often hard to fully grasp YouTube’s grass-roots possibilities when confronted by its sheer dominance of the online video marketplace. Vimeo may have the artsy imprimatur, but YouTube is doubtless the behemoth, each day churning through a blizzard of hits coming from hundreds of thousands of bored office workers.

Of course, YouTube is the place where just pretty much anyone with a video camera and a cute animal can rocket their way to viral fame.

It can take hours to sort through all of the strategies and tactics top YouTube users have used to go onto fame and fortune (if you have a few minutes, I’d highly recommend the essential Creator’s Playbook, or this article I wrote about a small business success story), but in case you hadn’t visited YouTube in a while, I wanted to flag a subtle but interesting improvement to the way the service works that can be deployed in the service of brand-building. 

Right now, YouTube provides nice, clean little pages that aggregate all the video posts that come from your favorite blogs and websites (including this one).

Here are two examples of what that looks like:

What does this mean to you?

Well, you should be posting YouTube videos to your blog or website. Lots of them. Ones that you make and ones that you find.

Secondly, you can add your YouTube page to your assortment of other social media channels to give your readers a different way to encounter your content. Think of it as an additional avenue that you can use to stimulate content discovery or maybe even something that will cause people to give your articles a second look.