Videos are fast becoming a prominent part of the new media’s online reach. Sites like Hulu, which hosts professionally, produced videos typically net 31 million pages views in a day. YouTube, a site where users can upload videos, can reach up to 5.1 billion in a day. Videos, especially on YouTube have become a popular way of expressing one’s political opinion in ten minutes or less.
The popular trend, and the holy grail for all sides of the political spectrum, is the coveted viral video – a short, 90 second or so clip that entertains and spreads across the internet like wildfire.
Tay Zonday, became an internet sensation after posting a video of his song “Chocolate Rain” in April 2007, by 2009 his video has been viewed over 39 million times. President Obama’s inaugural address, by comparison, netted only one million views.
One YouTube poster who has had constant successes is Matthias Shapiro, creator of the YouTube channel 10,000 pennies, whose seven videos have ranged from one million to 10 thousand views a piece. Shapiro explained his method of using everyday objects in order to communicate large numbers to viewers.
However, Shapiro said political videos tend to ignore the art of YouTube, saying some opt to throw out as many facts in a video as possible in the hopes of one idea sticking. Instead, he suggests focusing on one argument and using pure data to back up the claim.
“There’s a basic dramatic format where you kind of present a problem, discuss a problem and discuss a solution,” Shapiro said.
Not easy to do in 90 seconds or less – Shapiro’s golden time for online videos and attention spans. Add on the set-up, the translation period where numbers are translated into a metaphor and the hook, and you can have a video that’s too long.
However, not all online videos are found on YouTube, and some can even find its 10 minute limit, well, limiting.
Nick Gillespie, Editor in Chief of Reason.tv, a Libertarian website focusing on video, said Reason.tv hosts its own videos because of YouTube’s limits. Gillespie said their website offers downloadable content, mp4 and high definition versions of their videos, and audio podcasts which can’t be downloaded on YouTube.
Gillespie said Reason.tv was launched in early 2007 with the participation of Drew Carey, former comedian turned-tv-star-turned-game show host, who was interested in doing video journalism that had higher than average production quality. To keep that quality, Gillespie said Reason.tv decided to create and host its own website.
Typically, websites that do have video content have their writers standing in front of the camera, rehearsing what has already been written or having forced conversations, Gillespie said.
The focus of Reason.tv, Gillespie said, is to provide quality online videos with journalistic values. Timeliness, relevance and topic selection, according to Gillespie, are the keys to crafting a successful video – length, is not.
“I think that reason.tv is better in terms of paying attention to story and to argument and to persuasion – and to production values,” Gillespie said. “In terms of production values I think some of the best stuff I’ve seen has absolutely god-awful production values, but it can be really convincing, and can be really stunning.”
Shapiro would agree. He said he was partially influenced by HamNation, an online video produced by former TownHall writer Mary Katherine Ham, because of its rushed guerrilla quality.
“I personally like the less polished videos, which always feel more raw and, subsequently, more real,” Shapiro said.
In reality, there aren’t any standards for what makes a successful online video, but there are signposts. Shapiro’s first video quickly gained over 1 million views, but not all of his videos share the same success. Shapiro said he deems a video a success if it gains over 50,000 views after two or three weeks.
“That means people are watching it and passing it along, which is what viral media is all about,” Shapiro said. “Slow growth isn’t necessarily bad and may actually mean that the video is inspiring a more lasting impression.”
Gillespie said Reason.tv considers a video a success “when it conveys the material in a way that we think works.” Otherwise, videos are seen as promising when they get over 10 thousand or 50 thousand views on Reason’s website, Gillespie said.
Online videos are a new front in the information age, but what makes for a successful video is still being divined by those on the front line.
