FROM VIDEO SHARING TO MARKETING GIANT: A COMPREHENSIVE REVIEW OF YOUTUBES HISTORY, FEATURES, MARKETING STRATEGIES, AND ADVERTISING IMPACT

YouTube has transformed from a simple video-sharing website into one of the most influential digital marketing platforms. Since being acquired by Google, it has seen rapid growth in both user base and technology. With its global reach, diverse content, and high user engagement, YouTube offers businesses unique opportunities to connect with their target audience. Key features such as personalized recommendations, monetization options, and integration with Google services enhance its value as a marketing tool. Businesses use YouTube to boost brand visibility, drive website traffic, and engage customers through interactive content. It also significantly shapes consumer behavior by influencing purchasing decisions through product reviews, tutorials, influencer content, and ads. Robust analytical tools provide insights into viewer demographics, engagement, and campaign performance, helping marketers refine strategies. YouTube supports a variety of ad formats including skippable and non-skippable ads, bumper ads, and overlay ads designed to meet different marketing goals. Today, YouTube plays a pivotal role in digital marketing, driving brand strategies and influencing consumer choices across industries.