Dan Besse used YouTube to talk about his record in depth.
The failed Democratic candidate for lieutenant governor had a long history of working behind the scenes on progressive causes, but it was not easy to translate that into a 30-second TV ad.
So Besse used slightly longer YouTube videos to get the word out.
In "Dan Besse: for a safer, cleaner, more livable NC," a partly animated two-minute video, the narrator explains his work as an environmental lawyer to stop four nuclear power plants proposed for Wake County in the 1980s.
Filmed by Winston-Salem activist Frank Eaton, the video cleverly explains how Besse worked on a bill that put the financial responsibility for construction costs back on power companies — a message that would have to be diluted in a typical 30-second ad.
Since it was posted on Feb. 17, the video got 9,976 views. Besse's next-most-watched video, which shows Besse running while his achievements flash on the screen, used techniques more typical of a TV ad and was far less effective, getting only 1,016 views since being posted on Dec. 18.
The nuclear video still didn't get as many hits as Besse needed to turn around the race, but it is a model for how lesser-funded candidates can use YouTube.
