The race for the White House is in full swing, but which campaign is winning in social video?
So, if you visit the Elections Hub from now through the upcoming U.S. election day on November 6, you’ll find live and on-demand reporting and analysis from, , , , , , the , and . And you’ll be able to watch a live stream of the official Presidential and Vice Presidential debates.
But, you no longer are able to find out which candidate is surging and which candidate is falling flat on YouTube. And the Elections Hub doesn’t let you take a deep dive into each candidate’s YouTube stats, so you can see which one has the most video views, subscribers and shares, as well as how they stack up against each other. Bummer.
Fortunately, Unruly has just launched its 2012 Election Tracker (see bottom of post). The interactive infographic tracks the number of shares each candidate’s video content receives across Facebook, Twitter, and the blogosphere, using exclusive data from Unruly’s Viral Video Chart.
The numbers represent all sharing behavior for videos released by the official Obama and Romney campaigns, as well as the 12 Super-PACs that are most active in this year’s contest. It also shows the hottest videos over the last seven days for both parties.
As Election Day draws closer and the race gets hotter, the history of recent U.S. elections suggests that the campaigns and Super-PACs will release lots more new video content at a rapidly increasing pace…so the numbers you see here are likely to change many times between now and Election Day on November 6.
This infographic will update twice each day until Election Day, so bookmark the page and check back frequently to keep your finger on the social video pulse of the nation!
Initial Insights: Who's Attracting the Most Social Video Attention?
David Waterhouse, Unruly’s Head of Content, shared some of his initial insights from looking at the Election Tracker and seeing which candidates’ video ads are attracting the most attention across social media.
- Paul Ryan is getting most of the online video attention from both parties. The Democratic negative Ryan ad is topping the Democratic chart with over 47,000 shares. On the Republican chart, a Ryan inspired speech in America's Comeback Team ad is leading the Republican chart with just over 66,000 shares.
- In the top 10 videos for each side we see a clear division between positive and negative ads. Republicans: 5 Negative, 5 Positive. Democrats: 3 Negative, 7 Positive.
- On the Democratic chart of leading top 10 videos, there is no mention of the candidate’s running mate – Vide President Joe Biden. However, the Republicans have mentioned Paul Ryan in 3 of the 10 videos (and adding 1 more negative ad focusing on Joe Biden).
- Five of the top 10 most shared videos on the Democratic chart relate to Women's issues and the female vote. Republicans have none in the top 10.
I also took an initial look at the Election Tracker and here’s what I saw:
- As of this morning, the Obama campaign’s social videos had 69 percent of views (45,617,531); while the Romney campaign’s social videos had 31 percent of total shares (20,976,579).
- However, the Romney campaign’s social videos had 54 percent of comments (106,832), while the Obama campaign’s social videos had 46 percent of comments (90,112).
- The Obama campaign’s social videos had 63 percent of total shares (3,919,345), while the Romney campaign’s social videos had 37 percent of total shares (2,331,053).
- The Obama campaign’s social videos had 63 percent of the shares on Facebook (3,421,075); while the Romney campaign’s social videos had 37 percent (2,029,980).
- The Obama campaign’s social videos had 62 percent of the shares on Twitter (494,991); while the Romney campaign’s social videos had 38 percent (298,704).
- The Obama campaign’s social videos had 58 percent of the shares on blogs (3,279); while the Romney campaign’s social videos had 42 percent (2,369).
What was the Romney campaign’s #1 most shared ad over the past 7 days? It was “"We've Heard It All Before" (Extended Cut).”
And what was the Obama campaign’s #1 most shared ad over the past 7 days? It was “Faces of Change: Free Screenings Saving Lives.”
And I was very surprised to see that “First Lady Michelle Obama's Remarks at the 2012 Democratic National Convention - Full Speech” ranked #3, “President Barack Obama's Remarks at the 2012 Democratic National Convention - Full Speech” ranked #4, and “President Bill Clinton's Remarks at the 2012 Democratic National Convention - Full Speech” only ranked #8.
In other words, there are a whole lot of insights just waiting to be gleaned by visiting the Unruly 2012 Election Tracker early and often.