The Bailey Blog

You may have heard the saying that if you put a million monkeys in a room with a million typewriters, eventually you get Shakespeare. Well, what do you get if you put a million humans with a million camcorders in a room with a million computers? YouTube.

YouTube is exploding faster than anything else: from a standing start a few years ago to more than 100 million videostreams a day. Until recently, almost all video-entertainment content was produced and distributed only by Hollywood. That time is over.

A recent Accenture study of 1,600 Americans found that 38 percent of respondents wanted to create or share content online. Advertisers have taken note – so did Google, when they purchased YouTube last year in one of the largest online deals in history. Even the election has been YouTubed.

YouTube has become the ultimate democratic medium. Many advocacy groups are smartly trying to take advantage of the popularity and use of videostreams. Why not tap into the creativity of your advocates by seeking their videos highlighting the importance of their issue?

This week, one of our clients – the Campaign for Smokefree Air – decided to do just that. It launched a contest across the state seeking entries for the Michigan Smokefree Video Challenge. Residents from across the country (or even worldwide since the Internet knows no geographic boundaries) can submit a video to YouTube telling state senators why they feel Michigan should go smokefree. Contestants can submit a two-minute video and are encouraged to be creative.

This contest will provide extensive exposure for the smokefree issue and the campaign, through media coverage, the video submissions and advocacy communications. It’s a smart tactic to employ.

The Internet has forever changed how communication works, in speed, messaging and usage. YouTube is one of the more recent developments, but it’s certainly not the last. Having been in the mainstream vernacular just a couple of years, it’s already seen as an “older” medium on the Internet. It’s up to communications professionals to stay on top of the ever-changing mediums and help guide clients and contacts to using the most appropriate tactic. Whether its blogging, podcasts, e-newsletters, or in this case YouTube, there are a lot of options out there. Just make sure you dig up the right one.

For more information about the Michigan Smokefree Video Challenge, you can visit www.MakeMiAirSmokefree.org.