Two former Como neighbours turned high-profile YouTube employees are front-and-centre in a bid to transform the site from a "random library of awesomeness" into a daily destination.
Lee Hunter, now global head of YouTube's brand and creative content, is playing a crucial role in the future direction of the Google-owned internet phenomenon, with the UWA graduate describing his role as finding innovative ways to take YouTube into the next decade.
"We want to make it a place of entertainment," Mr Hunter says in an article to be published in the WestBusiness _Insider _magazine on Thursday.
"And there are two big things that are going to make YouTube successful in the next three to five years.
"One is the way we use devices, tablets, mobile phones etc - people want to watch it now and YouTube is incredibly well placed for that.
"Number two is the fact you don't need to be the big networks or studios anymore to be successful. We have chefs, beauticians and fitness gurus with millions of followers making snackable content that people want."
Mr Hunter has been joined at the company's Silicon Valley headquarters by Ross Warren, his former neighbour-turned YouTube project marketing manager.
The duo are part of a growing number of West Australians making the pilgrimage to San Francisco to work with the biggest tech companies on the planet.