Recently after having completed and released a video project for a large brand, I was having a brief follow-up conversation with the marketing person. The guys at the brand had been stoked on the video, they said, and also the video had done pretty well views wise, considering all the YouTube views were ‘organic’. What the fuck is an organic view? I had to know. A quick Google search held the answer:
An organic view is generated when users discover and watch your videos through natural means, such as search results, suggested videos, or shares from other users.
I suppose this is in contrast to these views being paid for, or in the case of some videos, heavy advertising and marketing campaigns designed to push viewers towards a video.
This year at Vladimir, on a boat to the island of the former summer residence of Josip Broz Tito (president of the Socialist Federal Republic of Yugoslavia), a thought hit me: “How the fuck have all of these hundreds of people made it here?” The event has no Instagram page, runs no ads, and like your local premieres or exhibitions, makes no attempt to entice people or inflate the numbers with free beers, food or anything else. There is no corporate partnership and some years almost no media partnership either. And yet still, hundreds of people have made an arduous and expensive journey to be here. The main things on offer are exhibitions and videos from a program that was released shortly before the event began.
It feels like Vladimir puts out a specific call, imperceptible to most, in the form of a cryptic post from a personal account with some dates and a logo. But what you end up with is a few hundred die-hards flocking to a fishing village in northern Croatia for several days, safe in the knowledge they’re going be treated to one of the most hospitable environments imaginable for the enjoyable consumption of skateboard videos. In today’s media environment, it’s probably the most organic view a video can get.