In recent years, YouTube has proven to be an extremely versatile platform, used not only for video content but also as a distribution platform for podcasts. However, many Italian companies, especially small and medium-sized enterprises and social promotion associations, continue to underestimate the enormous potential of YouTube, favoring more immediate channels like Instagram, TikTok, and Facebook. This attitude highlights a lack of strategic vision that risks slowing down their digital development.
YouTube: An App for Podcasts (Not Just Video Podcasts)
Data analyzed in the latest survey in the USA by SoundsProfitable shows that 39% of podcast consumers use YouTube as their main app for listening to podcasts, a significantly higher figure compared to the 14% who consume more than 75% of their podcast content via video. This gap demonstrates that YouTube is not just a platform for videos but is also used as an app for audio content. This aspect is often ignored by Italian companies, which fail to fully exploit the possibilities offered by YouTube to create deep and lasting connections with their audience through targeted storytelling that develops stories within themselves.
The Underutilization of YouTube in Italy
In Italy, for example, many social promotion companies prefer to invest in sponsored posts and reels on Instagram or Facebook, neglecting the potential of a more structured narrative strategy on YouTube. This choice is often based on two reasons: the perception that YouTube is a complex channel and the desire for immediate results. However, YouTube offers a unique opportunity to build an active and sustainable community, capable of supporting projects, brands, and associations not only economically but also through word of mouth and direct participation.
Creating Communities Through Stories
One of the most valuable resources of Italian companies, particularly social promotion associations, is the number of authentic stories they can tell. These stories have the potential to emotionally engage the audience, creating a sense of belonging that translates into concrete support. Unfortunately, instead of focusing on deep and engaging narratives, they prefer to follow already established communication models, waiting for the “go-ahead” from trends coming from the United States.
A Necessary Change in Strategy
It is essential that Italian companies embrace a more pioneering approach, using YouTube not only as a video platform but as a tool for audio strategy. Designing content that integrates video and audio, without being hindered by technical complexity, can represent a significant competitive advantage. In this sense, companies can be inspired by the analyzed data, recognizing that YouTube is a hybrid platform that adapts to the different needs of the audience, whether they prefer to listen or watch.
Conclusion
YouTube represents a largely unexplored resource for the Italian business landscape. The future of digital communication will require greater attention to authentic storytelling and community building. It is time for Italian companies to abandon the fear of innovation and start leveraging the potential of YouTube as a key element in their audio and video communication strategies.
Source data USA Survey: soundsprofitable.com
