Even before the explosion of brand engagement via relatively recent channels such as Facebook Video, Periscope, and Snapchat’s self-serve video advertising platform, SMB (small and medium-sized business) marketers have traditionally struggled with committing to a long-term video strategy.

After all, video content represents unexplored territory for many marketers who considered blogging or social media to be their bread and butter.

Consider the most recent monthly YouTube channel leaderboard from Socialbakers:

The top five is dominated by mainstream entertainment brands, which makes sense, but who invited this “Ryan ToysReview” to the party?

Data from Social Blade reveals that as recently as two years ago, Ryan ToysReview’s YouTube presence didn’t exist.

How the democratization of video looks in 2017

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