The sharing of videos on the Internet can only be achieved thanks to the development of platforms specialized in receiving such content. They are websites that offer hosting service and video distribution systems. YouTube is one of them and can be translated as “you broadcast” or “channel made by you”. The strength of this platform lies in allowing people to express themselves without the need for code programming knowledge, making it possible for the content, through their simple tools, to gain global reach.
In 2014 the information was that, every day, about 100 million people accessed YouTube looking for new videos (PUBLICITARIOSSC, 2014, online). And the demand keeps growing. However, this model of audiovisual content promotion requires that producers be able to create materials that work in this environment and stand out from the myriad of options available. We may see the internet as a place of multiple incentives and stimuli, which leaves open the possibility of space for creations that are yet to come.
One of the characteristics that confers value to Youtube is its ability to perpetuate audiovisual communication: the content made available on its platform has the chance to exist for much longer than the time invested in it.
There is the issue of algorithms, which are always working to guess the profile of each user. On the one hand, they make it possible to discover new contents, similar to those already researched, increasing individual baggage. On the other hand, it often ends up restricting access to other content. The search for “what you like, I will offer you more,” ends up generating the “need” to make the user always like the same things, because it always offers the same things. The Internet has the potential to be a space for democratization of access and dissemination of information like we had never experienced before, but we must be careful not to repeat old market models.
There is a strong online movement towards interactivity between the public and content producers (audiovisual) for the Internet: interactivity allows the user to participate in the processes indicating agendas, making comments, participating in polls, forums, sending emails, videos and contributing to the news production.
Social networks have created the notion of community: collectives of individuals, where people become active by devising social aggregations, producing content and rethinking media in general. In this sense, Facebook stands out as one of the main platforms for dissemination and replication of content through the creation of individual pages or open groups to the discussion of content and its developments.
There is the possibility of uploading original videos directly to Facebook, leaving Youtube as another platform to make those videos go around or to give the video another go after the Facebook version has already gone around.
Feedback may come from people involved in the production of the content or from who felt moved by it. In some cases, the process is more or as important as the end product and may interfere with priorities when it comes to feedback.