In the knowledge society, people need science to understand and adapt to a constantly developing environment and the Internet is the preferred medium for accessing scientific information in many parts of the world. Despite the still limited participation of scientists in the new communication dynamics involving media and social networks, there is a consensus in recognizing YouTube as the most widely used online video platform for this community. This chapter analyses YouTube as a media for scientific communication, highlighting its characteristics as a tool to promote the dissemination and understanding of scientific knowledge. The reflection points to the role that academics and researchers play in this process and the use they make of YouTube for their communication, particularly for researchers in the field of Advertising and Public Relations. Their presence and participation is still scarce, limited to isolated initiatives, and not many scientists choose to expose themselves outside the traditional canons and channels of scientific communication, thus losing the opportunity to increase the visibility and impact of their scientific work. In conclusion, the use of YouTube as a strategic communication tool can be particularly useful to associative and institutional realities such as research groups, core, centres and institutes.