What YouTube Creators Know That Brands Don’t

YouTube creators are great at building and maintaining rabidly loyal followings, while brands can't even break the top 100 channels. What gives?

Advertising revenue appears to form the backbone of YouTube. The company continues to invest in various ad programs, and revenues keep growing year over year. However, what also keeps growing is engagement. This goes a long way to explaining why YouTube creators are better at building and maintaining brands than actual brands are on the site.