Most public institutions treat YouTube like a dusty digital archive for press briefings and scripted speeches. Meanwhile, more than 400 million Europeans use the platform to search, learn and form opinions. René Paulesich and Matthias Funk break down why traditional institutional communications struggle on modern algorithms and how public affairs teams can adapt. Drawing on examples from the European Commission, the City of Tokyo and other public bodies, they explore how owned content, creators and advertising can turn passive views into genuine engagement and mobilisation.