Some brands and their agencies think that putting a video on YouTube will bring instant awareness. Influx Insights blog has an excellent critique of Nokia's attempts to start a discussion about future telephone trends. Influx suggests that Nokia's taken the wrong route by putting the ads on YouTube and then just expecting them to take off. Influx says:
The videos get posted up onto YT where they compete for attention with a gazillion others and because they aren't entertaining, they go to the bottom of the pile. Not one of these scenarios is going to be a hit. The view counts aren't too bad- 6-10k, but no one is commenting! Being buried under a gazillion videos doesn't help Nokia. It needs to find a way to get this material to the right people so they can generate valuable feedback.