"YouTube’s efforts to make money out of its online audience by allowing advertisers to promote brands through customised “channels” and by encouraging users to create their own ads is a further sign that social networking sites are becoming powerful branding platforms." FT
YouTube have been exploring partnerships with the likes of Nike, and the uploads of video clips and shot ads. As with the example of Mentos and Coke experiment, users can also be seen as a means to push the brand. For the brand this means that they will have the opportunity to push their message through branded channels of YouTube as well as through the home-made videos by the user.