Politicking: Video Production, Let’s Get Started
Television is still likely to rule as the primary source of political news for most Americans this year.
A new Rasmussen Reports national telephone survey shows that 59% of U.S. voters plan to get most of their political news in 2010 from television. That number includes 37% who will rely on cable news networks and 22% who will turn to traditional TV network news.
Twenty-one percent (21%) will count primarily on the Internet, with just nine percent (9%) relying on print newspapers. Nearly as many (7%) will get most of their political news from radio.
But indicative of the ongoing media shift in U.S. society is the finding that one-third of voters (33%) under 40 plan to get most of their political news from the Internet.
Here at DoubleJay Creative, we have been working on many projects producing great video that can be delivered over the air and on the web. Candidates are learning that just because a video is on the Internet, it cannot be just as simple as having an intern tape them and throw something up of the Web, you need to develop a good story and plan for your footage, so that it can be dual purposed for both mediums.
The two videos below showcase how quality video production really shines through to the the delivered product, suitable for both web and television. Furthermore, you now have high quality media for your portfolio that can be used in future videos for a more in-depth look at your message.
View on Vimeo.
View on Vimeo.
YouTube and other video publishing accounts are free – giving anyone free access to a worldwide audience for $0. For better or worse, candidates and other political leaders must assume they are being taped 24/7 by their opponents if not the average Joe. Web video is now an inescapable fact of political life. Be prepared for this, produce great video, and you will stay a step ahead and make sure that your message is heard.
So how do you get started creating great video that can be used on the Web, as well as traditional media outlets? How do you begin to integrate Web video into what you already do in politics? This post should help get you thinking about the kinds of things that Web video is well suited for and being used for already. Below is our top 10 ideas of effective video for the web.
- Bio Video: The bio/profile spot has long been a staple of the campaign. Unrestrained by TV’s 30 & 60 second time limits, Web video allows you to post a 3-5 minute video telling the story of your candidate (or organization) – and making the case for their candidacy. Several 60 second “cut downs” of the longer web version give you a solid advertising campaign to release to television.
- Issue Videos: Organizations and candidates should include short videos on key issues. These shouldn’t be videotaped “white papers” – but short, engaging snippets of your candidate on the campaign trail or organizational leader working your issues.
- Gotcha/Opposition Research Video: Forget the smoking gun, today the coin of the political realm is the smoking video. The Macaca video showed how a video showing one’s opponent making a major mistake on the campaign trail can be deadly effective. Recent videos showing political leaders flip flopping have further proved the point.
- Campaign Trail Vlog & Event Vlogs: Supporters love to see the candidate on the campaign trail, pressing the flesh, making speeches, and the like. Videotaping key campaign trips and speeches is a great way to leverage events – and have them live on forever.
- Debates: Your candidate shines in a TV debate, but most voters aren’t watching. Sound familiar? Your campaign should publish debate content on your YouTube account, yielding an exponentially greater impact.
- Web video Town Hall: YouTube’s YouChoose Spotlight has shown the way for candidates to engage in interactive video dialog with supporters. Campaigns solicit video questions from supporters, and candidates answer in an engaging, personal way.
- Fund-raising: Fund-raising is always more effective when the candidate or a surrogate makes “the ask”. The fund-raising video is becoming an important Web video and fund-raising staple.
- Endorsement/Testimonials: Endorsements from officeholders, celebrities, civil leaders, and regular voters should be touted by your campaign – including through video online.
- Traditional TV Earned Media: Local TV stations remain some of the most powerful sources of news and information. When your campaign receives favorable TV coverage, leverage and multiply that coverage by posting it to YouTube and your website.
- Video Contests & Supporter/Volunteer Videos: User generated content is increasingly being used by campaigns. Your campaign should smartly solicit your supporters, either through a low key website announcement or a high visibility contest, to create and submit content for your campaign. Supporters videos build community while possibly revealing low cost, high quality volunteer resources you may not have been aware of.
All of these ideas can help reach your voters. Producing them professionally will help you build a media library that can be used for your entire campaign, regardless of the delivery medium, and ensure that your message is heard by the most number of people – staying a step ahead of the competition.
Contact DoubleJay Creative today to address any and all of these idea, and let us help put you on the path to great stories, great video, and maximum exposure.
Of course, you can always just use the old spice guy.
