Why YouTube Is Being Treated Like TV

(And Why That’s Good News for Small Businesses)

I’ve been thinking a lot about how we all chase Instagram and TikTok, posting constantly, trying to catch those fleeting likes and views. And then I read this article about YouTube ads that made me stop and ask myself: Why are we so obsessed with disappearing content, when there’s a platform quietly acting more like TV than social media? And, why are most of us not even paying attention?

Here’s the deal: YouTube is no longer just a place for random viral clips. Big brands are now treating it like TV, with real ad budgets behind it. And it makes sense. More people are watching YouTube on their living room TVs, but until recently, advertisers and agencies still classified it as “online video” or social media. That classification kept YouTube from getting a piece of the traditional TV ad market, which is expected to hit $167 billion globally this year. But the landscape is changing fast.

Studies show agencies are increasingly planning to include YouTube in their connected-TV ad buys, and actual ad spend is confirming that a majority of campaigns are now being watched on TV screens. Brands are paying attention, and honestly, I think small business owners should too.

Here’s my take: I love the fact that YouTube is becoming a “long game” platform. Instagram, TikTok, and even Reels are designed for speed and immediacy. You post, you watch it fade, and then you post again. But YouTube allows content to keep working after you step away. A single video can live for months, even years, driving traffic, educating your audience, and building trust, all while you’re doing your thing offline. That kind of leverage is something I think a lot of creators and small business owners underestimate.

I also think this shift shows why video should be a bigger part of everyone’s strategy. I don’t mean you need Hollywood-level production- far from it, actually. Most content on YouTube isn’t TV quality, and it doesn’t need to be. What matters is showing up, providing value, and letting your content sit and work over time. For someone like me who is always helping business owners figure out sustainable traffic, this is exciting! It validates the idea that focusing on one or two platforms where your content has longevity is smarter than endlessly chasing the next trend on Instagram.

The other thing I love about this news is what it says about how brands are thinking long-term. Google’s president of Americas and global partners even agreed with the fact that YouTube gives brands a way to stay relevant, with content that viewers love and creators who actually influence culture. That doesn’t mean every creator needs to be a brand, but it does mean there’s opportunity to think strategically. Even a small business can use video in a way that lasts, instead of burning out posting daily.

If you’re wondering how to get started, you don’t need to reinvent the wheel. Tools like Canva make creating simple, eye-catching thumbnails easy, and scheduling platforms like Later can help you plan so your content works while you’re not online. And grabbing The Keyword Bestie can help you with captions, titles and more to really narrow in on what your audience is searching for so you can be SEEN. That's the whole goal, isn't it?

Ultimately, what this article reinforced what I already knew and it's simple: chasing disappearing likes is exhausting, and it’s not where growth happens. Real growth comes from content that works over time, and right now YouTube is quietly one of the best places to make that happen. If you’re willing to invest in video in a smart, sustainable way, you’re setting yourself up to build traffic and an audience that doesn’t disappear at midnight.

And honestly? That’s way more fun than being glued to a feed all day.

Check out my YouTube where I break down marketing trends, social media shifts, campaigns worth talking about, and platform updates through long-form conversations and real-world commentary. If you want to stay in the loop or better understand what matters in marketing right now, you’re in the right place.