THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 69 are dedicated to representing their brand in the best way they can to Pinterest’s users, and that think about what they can provide that appeals to the interests and tastes of pinners. Pinterest is fun, slick, imaginative, artistic, and social. If your brand can be all these things, then you could find new audiences for your brand. YouTube Since its inception in 2005, YouTube has revolutionized the way we inter- act with video content. Advertising success can now be measured in viral YouTube hits, and video content has become seamlessly integrated with brand marketing in a way that was unimaginable before YouTube’s online dominance. One of the most important considerations for marketers is that YouTube is owned by Google, so make the most of search engine optimiza- tion (SEO) by choosing the right key words, titles, and video descriptions. By doing so, you’ll enlist the world’s largest search engine to help your content—and your brand—be discovered. Because of the power of Google behind YouTube, YouTube is the world’s second largest search engine after 30 Google. A recent YouTube redesign (called “One Channel”) for brand channels means that you can have an intelligent banner image that will resize to look the same across all platforms, with the ability to embed social media links within it. You can also create your own 30-second video trailer at the top of the page to build your subscriber base. You can make more deci- sions over how your video lists are displayed and order them by related channels, interest lists, and content playlists in order to make the most of your content. According to YouTube, optimized One Channel pages have driven a 20% increase of page views since they were introduced.31 Video annotations have revolutionized the way that marketers use YouTube. You can incorporate hyperlinks into the video itself to create