The rise of online video is changing the way fans interact with brands, writes Zach James. CoverGirl and Oreo, for example, have enjoyed millions of brand-related views, and almost all of them come from fan-created videos. Brand fans are uploading commercials they like, showing themselves "unboxing" a product they've purchased, creating original content and capitalizing on pop-culture moments.
4 ways online video is changing how fans relate to a brand
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