I was surprised to find videos from governmental departments and cabinet ministers on YouTube and even more surprised about how few views they receive.

For example, this is a video by the Rt Hon Ed Balls MP, secretary of state for children, schools and families.

Do you see any problems with it?

1. It’s boring
2. It’s impersonal
3. It lacks personal opinion and very much tows the party line

Generally, if you look at the most successful YouTube videos they’re humorous, personal and full of original opinion and wit. If the government, specifically the Labour Party, wish to use new media they have to stop treating it like an on-demand BBC Parliament (Americans see CSPAN). They need to make it engaging, make it personal and maybe even put things in the videos from time to time which differ from the party’s politics.

The Conservative’s webcameron’s recording of Boris does it better in my opinion… it’s more personal and more engaging, full of opinion.

Tags: government, politics, youtube, new media, web 2.0, web2, web 2, web2.0