A recent poll from Harris Interactive revealed that YouTube is the most popular social network among Americans aged 13 to 24, beating out well-known social platforms Facebook and Twitter.
The 2012 Youth EquiTrend study measured brand equity based on familiarity, quality and purchase consideration. YouTube ranked the highest - yet Facebook wasn't far behind.
"All the talk is about Facebook, so it is surprising to see YouTube come out as the social media 'Brand of the Year,'" said Regina A. Corso, senior vice president for youth and education research at Harris Interactive. "For many teens and young adults, the allure of Facebook is still there, but YouTube has become an alternative media outlet. This is something that internet marketers should remember when creating their social media strategies."
YouTube's staying power was also seen in a recent study from link shortening service bit.ly. The company measured the half-life - or the amount of time at which a link will receive half of the clicks it will ever receive after it's reached its peak - of popular social networks.
Researchers found that the mean half-life for a Twitter link is 2.8 hours, while Facebook reported 3.2 hours. However, YouTube reached 7.4 hours, meaning that users remain interested in YouTube links for a much longer period of time.