I don’t really think that any of Newsom’s policies are good.
But I did think that his online video announcing his gubernatorial campaign was great. Here’s why:
1- It was Short
For the love of God please NEVER put a video on the Internet that is longer then five minutes. The shorter the better.
2- It was made specifically for the Internet
I have seen far to many candidates and politicians use their youtube channel for reposting entire news conferences, long-winded speeches and news clips. I am not objecting to this material being put up, but online video allows for so much creativity and yet I see so many campaigns just pushing what was already on TV, and what didn’t make it onto TV.
3-It was professionally produced
Did you notice the upbeat music that fit well with the theme? The multiple shots? The flowing story line? The fact that Gavin speaking was shot specifically for this online video? The fact that this video had quick edits and was always visually interesting? The consistent text? The good sound quality?
Notice how when you give an intern a $300 camera you got at Best Buy you don’t have any of these things?
If you want your video to be good, expect to spend a little bit of money on it. It will still be a tiny fraction of Television CPM.
This video was a very simple announcement:
San Francisco is doing great under my leadership.
I’m running for governor.
Join the Campaign.
5-It spoke to a target audience.
Every time an online video is made there should be a specific target in mind: past donors, potential donors, gun owners, the media, young voters ect.
The target for this video was elite voters (voters that are informed and who’s political opinions are valued by their friends, family and neighbors) of the Democratic party, who will defiantly vote in the primary.
What did the video say to this very liberal group?
-I have little regard for the English language.
-Extremist government environmental policies create jobs.
-Government health care is wonderful and affordable because of me.
-Minorities like me.
-Government creates jobs that pay a “living wage”.
These are all things that the target audience wanted to hear.
6-It was used to in conjunction with the media.
The media talked about his video. The story was about how he is cutting edge, and high tech. As opposed to the story being about his problems: the failure of prop 8, his personal issues, ect. He created the frame as opposed to letting the media frame him.
7-It was used in conjunction with the rest of his campaign.
The video promoted campaign stops he was going to be making up and down California. And it asked people to “Join” his campaign (donate or volunteer).
8-It was used in conjunction with other Internet properties.
Gavin twittered the video (where he has over 421,000 followers), put it on his facebook (where he has 50,000 supporters), his website (which gets more then 7 times the traffic of all his gubernatorial competitors combined), and he put it on the Huffington Post (where he is a regular contributor).
Online video must work hand in hand with every e-platform you have at your disposable to ensure proper distribution.
9-Awesome subliminal messaging!
“Stop looking back and start looking for solutions.”
“We can’t afford to keep returning to the same old tired ideas and expect a different result.”
“We need new ideas and bold fresh innovative solutions.”
Jerry Brown is older then dirt.
Bryan Barton is a political consultant based in Sacramento specializing in online video.
You can email him at bb@iStardom.com.
Or check out his videos he has made for Congressman Tom McClintock, The San Diego County GOP, and the Tea Parties at www.youtube.com/bryanbarton