Figuring out my organic marketing plan I’d drop everything I was doing And spend the next 6 months doing these 7 things 👇🏼 1. Id put together a big all hands presentation about the state of Google, Tiktok , Youtube and AI and what this means for marketing and our business. Id make sure everyone high up and on the ground knows what’s going on, feels educated and feels inspired 2. I’d then create a new set of performance KPis for search, AI/LLMs, PR, and social each having a metric for each stage of the journey (I have a framework for this) 3. I’d go after commercial terms onsite, build out commercial intent SEO strategy, category by category 3. For media I’d then do a strategic PR strategy in top tier media which LLMs/AI ground from - finding every “best X” or “top 10” listicle for my product, category or service area ranking on page 1-4 and outreach to them to steal real estate/ and get featured 4. I’d create expert knowledge based guides around [brand + pain point] at scale onsite, for all audience types, FAQs, cluster content 5. I’d then get my social team to turn it into short form videos optimised for each social channel (1/2 per week per channel posting max) 6. I’d target my PR agency or team to build media placements and links around money pages/category pages and build media signals around brand and category 7. And then create demand campaigns generating [brand + category] search volume demand using my brand, influencer, paid and PR teams

Most marketers still treat it like a nice-to-have upper-funnel tool. But the data says otherwise.

Fospha's latest analysis shows YouTube is one of the most undervalued channels out of Google's ecosystem - Last Click misses 93% of its impact.

Why? Because it’s built for sparking intent, not just capturing it.

That means if you’re measuring it through direct clicks alone, you’re missing the point and the performance.

Our data shows that top-performing fashion retailers are leveraging it for building brand and driving product discovery - it's actually 2X more likely to be used for product research than any other platform!

These brands also are leveraging measurement tools to back their cross-channel strategies with data-driven insights.

We saw this firsthand when Underoutfit Inc put YouTube to the test.

After measuring YouTube's true channel ROAS with Fospha, they saw YouTube was performing 5X better than they thought. That gave them the confidence to increase spend +315% MoM, resulting in:

1. 70% increase in weekly revenue
2. 15% lower blended CAC

Here’s what made the difference:

→ Grabbing attention in the first few seconds
→ Consistent, prominent branding
→ Connecting emotionally with relatable characters
→ Audio-focused CTAs that speak to the user (literally - use audio cues!)

If you want to uncover what YouTube is really doing for your brand, full-funnel measurement is your biggest unlock.

Link in comments to download The Fabric of Growth playbook for more channel-specific insights and growth strategies! 👇