Is YouTube Social Media

At Lillian Purge, we specialise in Local SEO Services and answer the key question: is youtube social media, with a strategic look at how to get the marketing mix right for your goals.

Many people wonder whether YouTube counts as a social media platform or simply a video-sharing website. While it started as a place for users to upload and watch videos, YouTube has evolved into much more than that. Today, it’s one of the most influential social media networks in the world, blending entertainment, education, and community engagement. This article explores why YouTube is considered social media, how it compares to other platforms, and what makes it a powerful marketing tool for businesses.

What defines social media

Social media platforms are digital spaces that allow users to create, share, and interact with content and other users. The core elements of social media include user-generated content, community engagement, and the ability to build relationships through comments, likes, and shares.

By this definition, YouTube clearly fits the category. It’s built around content creation and interaction, where users not only upload videos but also comment, subscribe, and engage with communities that form around shared interests.

How YouTube functions as social media

YouTube allows for a two-way exchange between creators and audiences. Viewers don’t just consume content—they participate in discussions, respond to creators, and even create their own related videos. These interactions foster connection and community, similar to platforms like Facebook, Instagram, or TikTok.

Creators can engage directly with audiences through the comments section, live chats, and community posts. The introduction of YouTube Shorts, Stories, and the Community Tab further enhances its social features, allowing creators to communicate with their followers in real time and share quick updates or behind-the-scenes content.

The evolution of YouTube from video library to social network

When YouTube launched in 2005, its primary purpose was video hosting. Users could upload videos and share them via links, but there was little emphasis on interaction. Over time, the platform integrated features that transformed it into a full social media ecosystem.

Features like subscriptions, likes, playlists, and notifications encouraged ongoing engagement. Later, YouTube added personalised feeds, live streaming, and user comments, which made it more interactive and community-driven.

Today, it’s not just a place to watch videos—it’s where people gather to share opinions, learn new skills, and connect with others who have similar interests.

Why YouTube is different from other social media platforms

While YouTube shares many traits with traditional social media platforms, it stands out in several ways. Most social platforms revolve around short-form updates or static posts, while YouTube focuses primarily on video content. This makes it more immersive and suitable for storytelling, tutorials, and long-form education.

YouTube also functions as the world’s second-largest search engine, after Google. This makes it unique in how users find and consume content. People go to YouTube not just to socialise but to search for answers, tutorials, and entertainment, blending search intent with social interaction.

The role of community on YouTube

At its core, YouTube thrives on community building. Channels develop loyal audiences who engage regularly through comments, likes, and shares. Many creators cultivate strong relationships with their followers, turning casual viewers into long-term supporters.

For businesses, this community aspect offers valuable opportunities for brand building. Companies can use YouTube to showcase expertise, share testimonials, and connect authentically with their audience. Engaging through replies, live Q&A sessions, and comment discussions helps strengthen trust and loyalty.

YouTube’s algorithm and user engagement

YouTube’s recommendation algorithm plays a major role in its social nature. It tailors content based on user behaviour—what videos are liked, commented on, or shared. This creates a personalised experience, similar to the curated feeds on other social media platforms.

Engagement metrics such as watch time, likes, and comments directly influence visibility. The more users interact with your videos, the more likely they are to appear in recommendations and search results. This dynamic encourages content creators to build relationships rather than rely on one-time views.

YouTube as a social platform for businesses

For businesses, treating YouTube as a social media platform opens new avenues for marketing and engagement. It allows brands to combine storytelling, education, and interaction in one place.

Businesses can:

• Showcase expertise through tutorials or how-to videos.

• Use video testimonials and case studies to build credibility.

• Engage with customers through comments, polls, and live events.

• Build brand awareness through shareable, value-driven content.

Unlike traditional ads, YouTube videos feel more personal and informative, helping businesses connect emotionally with their audiences.

How YouTube influences modern social interaction

YouTube’s impact extends far beyond video sharing. It shapes opinions, trends, and online culture. Many viral challenges, memes, and discussions begin on YouTube before spreading to other platforms. The platform also gives individuals and small businesses a voice, allowing them to reach global audiences with minimal barriers.

This combination of influence, interaction, and accessibility firmly places YouTube in the social media category. It’s where content creators, brands, and audiences converge to communicate, entertain, and inspire.

Why YouTube should be part of your social strategy

Integrating YouTube into your social media strategy can amplify reach and visibility. Video content is highly engaging and easily repurposed across other platforms like Facebook, Instagram, and LinkedIn.

For local businesses, YouTube also supports local SEO. Optimised video titles, descriptions, and tags can help your business appear in both YouTube and Google search results, driving traffic from nearby audiences who are ready to buy or enquire.

How Lillian Purge helps businesses grow on YouTube

At Lillian Purge, we help businesses use YouTube strategically as part of a wider digital marketing plan. Our approach includes optimising your channel, improving SEO for video content, and creating strategies that drive engagement and conversions.

We focus on helping local and service-based businesses use YouTube not just as a video platform but as a powerful social tool to build community, trust, and brand awareness. Whether you’re launching your first channel or improving an existing one, we ensure your content reaches the right audience and delivers measurable results.

We have also written in depth articles on How YouTube can drive foot traffic to your business and The benefits of live streaming on YouTube for local businesses as well as our YouTube Hub to give you further guidance.