 The challenge for brands in 2014 is to relate authentically to consumers, which means a heavier reliance on eye-catching visuals, content that informs and entertains the viewer, and behind-the-scenes accounts that humanize the brand.Thankfully, most social media platforms already lend themselves to storytelling.Some brands apply Vine to post how-to videos, announce new products, or make a video punchline that it is possible to be a "friend" first, and brand second.