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YouTube isn’t just for cute cat and baby clips anymore. The site has increasingly become a go-to destination for breaking news and raw video. And back on traditional TV channels, basic cable and local news are benefitting from the massive spending as the presidential election bears down. Both trends point to a paradigm shift in where local merchants can spend their precious advertising dollars. But a key component remains the same, no matter where that money goes: content, content, content. Your message, is still important.

Establish your brand on YouTube

A Pew Research Center report released this week found that terms related to breaking and current news events were the most searched-for terms for four months between January 2011 and March 2012, notes tech site Mashable.com.

Viewers sought out information related to the Japanese earthquake and tsunami, uprisings in the Middle East and Russian elections. (Nearly three-quarters of YouTube’s traffic comes from outside the United States.) The most popular clips, racking up tens of millions of views, were a mix of raw and professionally edited content and did not necessarily focus on well-known personalities. Many of the clips were the result of collaborations between news organizations and so-called “citizen journalists” who uploaded footage they captured.
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