April 16, 2010
Written by Gregg Brekke

Even before the UCC officially launched its new viral marketing message, The Language of God, leaked links to the video had become so popular that YouTube froze the view count on the message, thinking significant traffic was computer generated and not legitimate viewing.

"This is disappointing as we'd hoped to use the view count as an indicator of how broadly the video had been distributed," said the Rev. J. Bennett Guess, the UCC's director of communications. "On the plus side, it's exciting to know that we generated so much traffic that YouTube flagged our video."

YouTube's policy, limiting the incrementing of a video's view counter, has been broadly criticized for penalizing popular items that attain rapid success. Their suspicion is that videos attaining such rapid popularity are being viewed by "viewbots" – automated programs that view a given video multiple times.

Although the UCC initially spread the YouTube link through Twitter and its Facebook fan and email newsletter lists, they have now begun directing viewers to the same video posted at Vimeo, another video sharing service that does not have view count restrictions.

In the first hour after switching its links to Vimeo, the view count had registered in excess of 2,000 plays. Guess estimates the initial YouTube launch may have generated tens of thousands of views. The UCC is currently working to obtain an accurate count from YouTube.

Reaction to the fast-paced, visually stimulating video has been positive. YouTube viewer, revkirk, commented, "I've watched about a dozen times already. Each time I think my heart beats faster and my smile gets wider."

The viral launch of this message has garnered national attention, with front-page headlines in the Cleveland Plain Dealer and prominent blog features in the Huffington Post and the Washington Post.

"If only one person sees this message and understands that God is as relevant today as in any age, we've succeeded in our efforts," said Guess. "Of course, we know that it has already reached many more and believe it will challenge us to consider how the Christian message continues to be meaningful today."

United Church of Christ News Service