Both CBS and MTV have (and will come out, respectively) with their own versions of YouTube. And they certainly won't be the last....

NBC has taken a rather erratic or even schitzophrenic approach, clearly demonstrating its indecisiveness or perhaps lack of (self-)confidence in the space.
But this post isn't really about criticizing MSM in any way, but rather to isolate 10 reasons why YouTube stands alone in a very enviable category -- social video:
1. YouTube began from the ground up. All imitators are looking to make exponential strides with incremental steps and tweaks. Not going to happen.
2. YouTube has entered the communal consciousness. It belongs to the people and is powered by the very same constituency it serves.
3. YouTube has entered (and nestled into) an enviable pop culture acceptance. It is to video what Google (the verb, the act, the behavior) is to Search. When you hear about a clip of interest (from Star Jones' firignation -- that's a mashup between firing, indignation and resignation -- to Andrew Baron talking about RocketBust or Zidane's Headbutt -- there is only one place to go.
4. The law of one applies. How many online auction stores do you know of? How about book stores?
5. YouTube (closely linked with point 1) subscribes to AND, as opposed to OR. It is completely inclusive; comprehensive. It is the one-stop-shop of online video.
6. The Whack-A-Mole phenomenon. Whack one mole and another pops up...and again and again and again. Sometimes two pop up. Bottom line, any successful attempts to control/restrict/supress consumer generated content are at best short-lived.
7. Its freebie distributed content model is the carrier pigeon meets boomerang of the social media world. It always comes back...
8. It has not become a safe haven for the fugative 30-second spot. Rather than apply traditional business models to non-traditional value propositions, YouTube is able to help its advertisers win through a) treating messaging as content, b) allowing expression through long-form content and (of course) c) allowing consumers to produce their own content. The entertainment industry is the lowest-hanging fruit in this regard.
9. Consumer-generated content is not only allowed to sit side by side professional content, but rather is judged/evaluated accordingly and thus has the ability to rise to the top of the heap. (Can you DIGG it?)
10. It is self-regulated - in terms of quality and popularity, but also in terms of objectionable/questionable messaging. (I'm not talking about vulturous legal eagles policing against copyright, but rather about relevance, entertainment and utility.)
Those are my 10....what are yours? Do you agree that YouTube has no equal?
Let me hear you roar.
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One of the most sought-after consultants, speakers and thought leaders on new marketing, industry thought leader and author of “Life after the 30-second spot” (Wiley/Adweek) Joseph Jaffe is President and Founder of jaffe, LLC, a new marketing consulting practice ( The consulting practice focuses its efforts on prolific thought leadership and helping its clients evaluate, customize and implement alternative approaches to traditional marketing into their existing communications mix, and measuring the impact/ROI of these efforts.

Prior to consulting, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite.

Jaffe’s popular blog, "Jaffe Juice”, provides straight-shooting commentary on all things new marketing. You can join the conversation at He also hosts a weekly new marketing podcast called “Across the Sound.” You can subscribe at or through iTunes.

His first book, ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising” (Wiley/Adweek) was released in June 2005 and focuses on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot.

jaffe’s consulting and speaking engagements include the likes of The Coca-Cola Company, P&G, Dunkin’ Brands, Pioneer, Cendant’s Ramada Group, Motorola, Omnicom’s GSD&M, TiVo, AOL Media Networks and News Corp’s Fox Interactive Media.

Joseph is a Senior Fellow at the Center for the Digital Future at the USC Annenberg School and he has also lectured part-time at NYU's Stern School of Business, Cornell's Johnson School of Business and Syracuse University.

Hailing from South Africa, he lives with his wife, daughter and son in Westport, CT.