YouTube's "On the Rise" feature gives publicity to promising video marketing channels on the website.

As more companies of all sizes make video marketing campaigns a part of their content strategies, YouTube launched a new feature to highlight some of the more promising young channels on its network. On The Rise helps premium video marketing campaigns expand their audiences by showing off some of their stronger content.

Launched in early 2011, the campaign has helped several organizations reach new users. Among the channels included in July’s edition are A Model Recommends and The Crochet Crowd. Both feature product recommendations and how-to videos for the sponsoring brands target audiences.

In general, the On the Rise campaign demonstrates the growing value of video marketing, as the company looks to give a boost to channels with strong content and following that still have fewer than 100,000 subscribers. Moreover, companies looking to make video a part of their content marketing strategies can implement the format to increase visibility of their businesses. Other efforts YouTube has launched to help organizations boost their video marketing include a paid video marketing tool similar to AdWords that allows marketers to insert their video content before others videos users view on the site.

Targeting YouTube with video content can be an especially strong addition to businesses’ efforts with video. As Brafton recently reported, however, audience targeting with video content is an increasingly important element of the campaign, with 70 percent of consumers saying they ignore poorly targeted content.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.