As the world becoming technologically advanced, demand for two-way communication between Brand and Consumer is has also emerged. This study tries to establish a relationship between the rise in new media formats and various brands’ YouTube channels, which focuses on categorizing their video content into the 3 following categories: Musical Performances, Historical Narratives and Behind-the-scenes footages. The Study found that as Social Media becomes more dominant in today’s social system; various brands are steering away from brand advertisements and promoting brand entertainment to increase customer engagement. Companies from almost all the industries can utilize the findings of this study to create advertising content that is more entertaining, which can help them to reach across their target audience.

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Keywords: Technology, Two-way communication, Consumer, Brand, YouTube Advertisements.