What: Viral Video in Politics: Case Studies on Creating Compelling Video
When: January 9, 2007
Link: http://www.newpolitics.net/node/236
full: http://www.newpolitics.net/node/236?full_report=1
Reading notes:
Media companies and advertisers recognise the influence of social networks, 43% of likely voters get news from the internet, video increasingly important.
Example of Michael J. Fox video ad, became viral by itself, became more notorious when Rush Limbaugh attacked it, went back to the mainstream media's attention, made a difference in Missouri state senate race.
Beyond the readily available technology, nowing how to harness these tools still calls for an understanding of storytelling and how to create narrative in a visual medium
Good viral video begins with a good story. There are many points of entry when trying to gain people’s attention so that you have the opportunity to engage them, keep an ongoing relationship, and move them to action
Viral content is a visceral experience, not an intellectual one. People often mistake viral video for a purely informational tool, when it is more accurate to describe it as a more complex cultural tool, with informational aspects
(Analysis of viral videos)
While amateur or user-generated content is a powerful emerging phenomenon, and with time can be designed to feed the needs of campaigns and organizations, the higher–end, often professionally produced viral content still has an important role to play
In the end, no matter whether you use amateurs or professionals, with a top-down or bottom-up strategy, you must have compelling content that moves people, and gets them to move the message to others.
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