Congratulations, you're a TV producer!
If it hasn’t occurred to you already, online video actually IS TV. And what that means is that if you’ve ever uploaded a moving image to YouTube you actually are a TV producer. That dad in the UK who uploaded the cute footage of his sons so their godparents could see them? With over 530 million views, he’s right in there with Psy, Justin Bieber and Lady Gaga. And more people have watched Charlie bit my finger - again! than watched the first humans walk on the moon.*
Source: Websters http://www.merriam-webster.com/dictionary/television
The staggering potential of online video and its recognition as a dominant broadcast medium is even more significant for entrepreneurs and brands.
YouTube and Netflix began as portals for other people’s content, but are now in the business of quality content creation. The Emmy’s have no problem recognizing shows like “Arrested Development” and “House of Cards” even though they were produced solely for broadcast online.
Like Netflix and YouTube, we need to recognize that the future is tied to high quality content and things are only going to be more competitive in this regard. It’s also important to recognize that we now have at our disposal the very same means as NetFlix, Hulu and all of the more established television networks. And although ABC and other well-known TV brands have the advantage of being known to generations of TV views, the trend is towards content from anybody and everybody. This is the reason why YouTube is now paying producers with a track-record for quality, instead of just relying upon impossibly cute interactions between toddlers that happen once every billion uploads.
The only way in which a brand like yours can expect to distinguish itself is through the very same criteria that makes a show on traditional television to be viewable: quality images, good storytelling, and a great message.
* source http://en.wikipedia.org/wiki/List_of_most_watched_television_broadcasts