A practical guide to authentic reach on Europe’s largest online platform reaching more than 400M Europeans. Owned content, authentic creators, effective ads, and real mobilization for European public affairs.

Most public institutions treat YouTube like a dusty digital archive for multi-minute press briefings and scripted speeches. Meanwhile, 400+ million citizens use the platform daily to search, learn, and form political opinions. In this 25-minute fast-paced session, René Paulesich and Matthias Funk break down why traditional institutional comms fail on modern algorithms and how European public affairs teams can fix it. Discover how organizations like the EU Commission, municipal leaders like the City of Tokyo, and major European public bodies balance institutional compliance with creator authenticity, turn search intent into trust, and transform passive views into real civic mobilization.