YouTube brand videos shouldn’t be one-hit wonders that garner enough popularity to rise to the coveted ‘Popular’ section of the site and then drop off into obscurity. Instead they should be timeless, classic and lasting. Or, so says Hunter Walk, Director of Product Management for the video networking site.

On May 12, Walk told attendees of San Francisco’s Smash Summit, that half of the site’s daily views come from videos that have been floating around the database for six months or more. Fifty years from now, your grandkids should still want to watch your brand’s custom creation.

And, it’s true, if you look back at the most memorable YouTube campaigns, they’re not the viral hits you just had to watch—artists and adult or child imitators singing chart-toppers. They’re the quietly entertaining videos that chug along year after year. Remember the Blendit success story?

Other brands are finding ways to creatively reach out to their target audiences through long-term video content. One University is rapidly establishing itself as a pioneer in online recruiting. The University of Phoenix was the first organization of its kind to sign up for a YouTube channel. Through hundreds of testimonials, reviews, mini-documentaries and webisodes, they’ve developed and nurtured an online recruiting machine. MSNBC Anchor, Christina Brown’s testimonial video boasts nearly 20,000 views.

Our conclusion? Ditch the one-time chart-toppers and join the classics section.