Google may be working hard to infuse YouTube with a shot of renewed professionalism, but when it comes to today’s top  performers, the  terrain is still dominated by talking cats, double rainbows, and other pointless (but entertaining) clips.

So why rub elbows with such company? It’s where the people are. Roughly 161 million unique individuals viewed nearly 21 billion videos on YouTube and other Google sites in October alone, says comScore, a digital analysis firm.

The site is also how we find new information.

“YouTube is now the #2 search engine,” says Julie Perry, the social media director at BLASTmedia in an interview with FastCompany. “[Search] is where I think YouTube really has the power that people aren't realizing.”

Credit unions, like other institutions, have a place on YouTube — but the videos that get uploaded are not always part of a larger marketing strategy, which limits their potential usefulness.

To step up your presence, realize that what works on YouTube isn’t always your standard advertising fare. Viewers are looking to share in something — an event, an idea, a joke — not be preached at or sold to.

You can upload your individual TV ads, but unless they're very funny or creative, you may have trouble getting the views and attention you’d hopped for. Instead, focus on creating content that plays to the strength of online video and use branded channels or related features as way to build up a hub of accessible content.

If you’re still not getting the results you want, you may not be using the right venue. For example, the revamp of TwitVid allows users to not just create channels but sub channels that others can follow or even contribute their own videos to, says Mashable. This feature can be a valuable step for credit unions looking to create a sense of community and get members themselves involved in the discussion.

Look to sites like Vimeo as a home for artistic and though provoking content or an educational series, as opposed to the quick-hit style of YouTube, experts suggest. Other options include Veoh, whose expanded run time limits allow for more in-depth examination of topics or issues, or Viddler, which caters more to institutional or corporate content.