Scannell and Relles see BarelyPolitical as a site that will live beyond the election. Next New Networks was started this year and features sites focusing on fashion, comic books, cars and other niche subjects. Sign up for THR news straight to your inbox every day. By Alex Woodson , AP. Related Stories. Related Story "Sunset Boulevard". All Rights reserved. Adds Relles, "Part of what made this video successful was people got to find out a lot more about the backstory on their own.
The team posted the video on the site and YouTube. It first targeted political bloggers, but the story spread to mainstream outlets. She adds: "There was no person that didn't write something that we didn't respond to their blog.
We were very quick to open up a dialogue with everyone. It also set up a Web page with the backstory on the video. The follow-up video got equal attention and similar coverage. Media impressions totaled hundreds of millions, says Klein. Relles has since been invited to speak at numerous conferences, including Digital Hollywood and Forbes MEET conference, as an expert on viral videos.
Most recently, the Iraq and Afghanistan Veterans of America partnered with the site to raise awareness for support of veterans using a video, called "I Like a Boy," featuring Obama Girl and Giuliani Girl. The key action of this effort was the initial inaction. Giving the video time to circulate before promoting it was crucial to establishing its authenticity.
Relles and Klein both knew that "viral" today no longer means something spread friend-to-friend; rather blogs act as content spreaders. Using the ABC story as a hook to generate interest helped drive the millions of views and media impressions. And the strategy from the start of creating something beyond just a video guided the follow-up videos and additional content that have kept the story going. Stay signed in.
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