YouTube is the social network with the highest number of monthly active users—around 2 billion, nearly double that of Instagram. As a search engine, it ranks second, behind only Google. It comes as no surprise, then, that the fashion, music, and beauty industries have embraced the platform with open arms. By contrast, design and architecture have lagged behind.
Content from architecture and design firms remains largely confined to Instagram and Pinterest, with a few exceptions like Doma Arquitetura. It became Brazil's first architecture channel on YouTube to reach 1.1 million subscribers, capitalizing on a niche with very few professional creators.
