YouTube had an astounding 1 trillion views last year, which averages to about 140 views for every person on Earth. That’s a huge online audience. But unlike Twitter and Facebook—where you can interact with customers directly—YouTube is not beneficial for every small business. 

However, once in a while a small business will hit it big. Blendtec created a video where its founder put an iPad in one of the company’s blenders—and garnered over 14 million views. (See the outcome in the video above.)

To help evaluate whether YouTube is right for your business, we’ve turned to Michael Millner, author of “YouTube for Business: Online Video Marketing for Any Business (2nd Edition),” who provides us with some guidelines.