Multimedia social media encompasses all video, photo, art, music and audio sharing. The dominant channels within this category are YouTube, Flickr, Metacafe and Photobucket, however many others exist.
YouTube
YouTube is the most dominant site within the multimedia category, with over 70 million videos uploaded for the internet community to view, share, rate and comment on. The site began as an application on the social network site MySpace, however the rapid growth in popularity spurred its break from the social network, making it the individual channel it is today.
In relation to using YouTube to broadcast advertising messages, the success rate in reaching widespread diffusion is relatively low. It appears that the site attracts amature videos of poor quality and often odd in nature. Research suggests that users strive to establish an affinity or feeling of connection and openness between those experiencing and those producing the multimedia content. For this reason, authentic, unscripted and real videos gain more attention than those of a commercial nature. One strategy is for organisations to act as motivators. Through encouraging their audience to engage in social media, it benefits the organisation through raising brand awareness through association.
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