The brand knows that Lords value Discovery, the sharing of information that is covert and limited to a select few. And YouTube has built its brand off of it.  But when it comes to community, most users are moving over to Facebook or Snapchat to connect with each other.

Before the end of this year, watch out for YouTube to dial up the heat on creating community with BACKSTAGE.  This new community-building feature will allow subscribers to congregate, get extra access to special content, and view disappearing videos.

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