Obama’s Extended Campaign Messaging Hits YouTube


Leave it to the Obama campaign, the same savvy machine that effectively tapped social media for a successful run for the presidency in 2008, to exploit the full potential of YouTube. The president’s 17-minute, Tom Hanks-narrated documentary, “The Road We’ve Traveled,” was released March 15 on the BarackObama.com YouTube channel. As The New York Times reported, the video is positioned so that, from one place, viewers can share the video on Facebook and Twitter, volunteer to join the Obama campaign or donate immediately while watching. 

This strategy makes the most of an opt-in audience that implicitly supports President Obama. It will allow the documentary to fluidly travel to several online communities where friends and family member can share, discuss and debate—all while racking up video views.

What remains to be seen is whether or not the online viewer, whose attention span is extremely short, will be captivated enough to watch the entire 17 minutes or continue on with their Web travels. Since there is generally a dramatically diminishing tail of viewership for longer online videos, perhaps the two-minute trailer for the film—which has over 500,000 views after one week on YouTube—will have a better shot at going viral.

Follow Bill Miltenberg: @bmiltenberg



 




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.