Sharing video content is more popular and easier than ever with any number of social media platforms including Vine, Instagram and YouTube. YouTube, however, remains the world’s largest video sharing network and second largest social media platform behind Facebook. People are watching more than six billion hours of video on YouTube each month.
Since its inception in 2005, YouTube has revolutionized the way we interact with video content (Walter, 2014). It allows us to show the more human side of our brands.
When an organization shares and connects with customers in an authentic way, it breeds trust and allows customers to feel comfortable deepening their relationships with the organization (Kerpen, 2011).