YouTube? Isn't that just a site for videos showing dogs playing the piano or people performing crazy stunts? Yes, it's still that, but it's become a lot more as video has increased in importance and as technology has evolved to enable quick and easy access to video from pretty much anywhere on pretty much anything. Savvy companies are leveraging YouTube channels and new social collaboration features--as well as customers' rising expectations for video--to offer how-to's, product demos, interviews, webinars, and the like. Again, producing video is not a trivial task, but it's certainly not the prohibitive task it was not so long ago. The real trick is to determine what makes sense in video form--and, especially, what doesn't.