Google, of course, is the largest and most used search engine in the world. Do you know who is the second largest? Perhaps Yahoo, maybe Bing? Actually, it’s the video giant YouTube, with more than three billion searches per month. This makes it a larger search engine than Yahoo, Bing, Ask and AOL combined.

Why should this be important to your business? It’s important because YouTube is owned by Google, so YouTube video results usually appear in Google searches, and frequently near the top results. This can help your business online.

The only way to get YouTube results is to have video content on YouTube. Does your organization have any content on YouTube? Video content is the next best thing to face-to-face contact when trying to humanize your brand, so it should be one of the main focus areas in your digital marketing plan. When people are searching on YouTube, they are actively looking for more information about products, services, and most likely: how to do something specific. This is where your brand’s video content can become very powerful.

Many of your competitors are already using social media resources like Facebook and Twitter, so why focus on the same tactics? Are your competitors using YouTube? Many aren’t yet, opening your brand to a great opportunity. Also, YouTube content is very easy to share on social media — not just for you, but for your potential customers. And they will share your content with friends and colleagues if it’s useful and well-produced.

Many brands have trouble reaching millennials, but millennials watch YouTube. YouTube is watched by far more U.S. adults between 18-34 than any cable network, meaning that your content (whether straight YouTube content or even pre-roll advertising on other video content) will reach them where they’re watching, be it on their home computer or mobile device.

Making sure your business has good video content on YouTube is one of the best ways to increase your site’s SEO on Google, humanize your brand, and portray your organization as an expert source of knowledge to your potential customers.