The 2008 United States presidential election showcased the impact of political viral videos. For the first time, YouTube hosted the CNN-YouTube presidential debates, calling on YouTube users to pose questions. In this debate, the opinions of viral video creators and users were taken seriously. There were several memorable viral videos that appeared during the campaign. In June 2007, "I Got a Crush... on Obama", a music video featuring a girl claiming to have a crush on presidential candidate Barack Obama, appeared. Unlike previously popular political videos, it did not feature any celebrities and was purely user-generated. The video garnered many viewers and gained attention in the mainstream media.
YouTube became a powerful source of campaigning for the 2008 Presidential Election. Every major party candidate had their own YouTube channel in order to communicate with the voters, with John McCain posting over 300 videos and Barack Obama posting over 1,800 videos. The music video, “Yes We Can,” by will.i.am demonstrates user-generated publicity for the 2008 Presidential Campaign. The video depicts many celebrities as well as black and white clips of Barack Obama. This music video inspired many parodies and won an Emmy for Best New Approaches in Daytime Entertainment.
The proliferation of viral videos in the 2008 campaign highlights the fact that people increasingly turn to the internet to receive their news. In a study for the Pew Research Center in 2008, approximately 2% of the participants said that they received their news from non-traditional sources such as MySpace or YouTube. The campaign was widely seen as an example of the growing influence of the internet on United States politics; further evidenced by the founding of viral video producers like Brave New Films.
Viral videos continue to increase in popularity as teaching and instructive aids. In March 2007, an elementary school teacher, Jason Smith, created TeacherTube, a website for sharing educational videos with other teachers. The site now features over 54,000 videos. Some college curricula are now using viral videos in the classroom as well. Northwestern University offers a course called "YouTubing 101". The course invites students to produce their own viral videos, focusing on marketing techniques and advertising strategies.
"United Breaks Guitars", by the Canadian folk rock music group Sons of Maxwell, is an example of how viral videos can be used by consumers to pressure companies to settle complaints. Another example is Brian Finkelstein's video complaint to Comcast, 2006. Finkelstein recorded a video of a Comcast technician sleeping on his couch. The technician had come to repair Brian's modem but had to call Comcast's central office and fell asleep after being placed on hold waiting for Comcast.
The Canadian high school student known as Star Wars Kid was subjected to significant harassment and ostracizing after the viral success of his video. His family accepted a financial settlement after suing the individuals responsible for posting the video online.
In July 2010, an 11-year-old girl with the pseudonym "Jessi Slaughter" was subjected to a campaign of harassment and cyberbullying following the viral nature of videos she had uploaded to Stickam and YouTube. As a result of the case, the potential for cyberbullying as a result of viral videos was widely discussed in the media.