Watch any successful brand on YouTube and you'll notice something: they don't act like they're selling something—they act like content creators. Most companies still use YouTube like a marketing tool, worrying about the right keywords and when to post. But our work with top brands shows a simple truth: when you focus on entertaining people instead of marketing to them, they don't just watch once. They keep coming back.

This is a big deal. YouTube has 2.7 billion people watching regularly—compared to 73 million cable TV subscribers as of 2023. For brands, this means a huge chance to build an audience. But you'll miss this opportunity if you stick to traditional marketing thinking.

1. Build viewing habits

The best brands on YouTube know something important: while search rankings help people find you, what really matters is creating shows people can't wait to watch. They don't just ask "How do we get more views?" They ask "How do we become part of our viewers' weekly routine?" We saw this work with one of our tech clients. Their viewers watch three times longer—not because of better keywords, but because watching their show has become a weekly habit, like catching your favorite Netflix series.

2. Be consistent, not just regular

Think about your favorite TV show. You watch it because you know how it'll make you feel—maybe it'll make you laugh, or keep you on the edge of your seat, or teach you something cool. The best brands on YouTube do the same thing. They don't just post videos every Tuesday. They create shows that deliver the same feeling every time, like catching up with a friend you love spending time with.

3. Use Shorts for discovery

Yes, Shorts are popular. But our data across dozens of branded series shows that thoughtful long-form content often holds attention longer and drives more loyal viewing behavior. Smart brands use Shorts not as their main content, but as teasers that lead viewers to their shows.

4. Think like a creator

The brands getting the most views on YouTube think like entertainers, not marketers. This means:

• Building shows around what audiences love, not what marketing calendars say

• Creating content that moves people, not just informs them

• Making shows that create excitement for the next episode

• Focusing on entertainment value, not just brand messages

5. Focus on the right data

Forget old marketing numbers for a minute. Look at these three things instead: how many people click on your videos (Click-Through Rate), what percentage they watch (Average Percentage Viewed), and how long they stay (Average View Duration). These numbers tell you something more important than views or likes—they show if you're making videos people actually want to watch.

What this means for marketing leaders

Today's successful YouTube brands understand something simple: they're not just making marketing videos—they're creating shows people choose to watch. This changes everything:

• Focus on keeping attention, not just getting it

• Create memorable moments, not just trendy content

• Build viewing habits, not just posting schedules

Here's the reality: your YouTube content isn't just competing with other companies—it's competing with Netflix, top creators, and everything else that has viewers’ attention. The winners aren't thinking like marketers trying to get views. They're thinking like creators who deserve to keep viewers coming back.