ComScore reports that faith-based video site GodTube launched Aug. 8 and in three short weeks racked up 1.7 million unique visitors, making it the fastest-growing web site in the U.S. Makes sense. Gallup polls in 2005 found that 70.6% of Americans believe in hell, 80.5% believe in angels, and 82.2% believe there is a heaven. (Interesting that we believe more, when we like what might happen if we believe...)
A glance at GodTube shows the passion people bring to sharing their religious views. Skateboarders give testimony; actor Stephen Baldwin speaks out. Some say they're proud to be Christian and believe in modern science, while others offer a $250,000 prize for "anybody with any evidence of evolution." The site -- which now only takes limited advertising from like-minded organizations -- is a case study in the complexity of American Christianity.
Marketers could use the site for free focus groups, to explore which religious debates rise to the top in the video rankings (although some posters try to game the system, as on YouTube, by adding hot tags like "Egypt, Alien, UFO" that apparently resonate with young Christian viewers!). Marketers might also pause and consider the extent of religion in the heartland -- there are thousands of similar religious sites on Jewish and Muslim topics -- and temper their worldly creative a notch if the media plan dips toward a spiritual audience. After all, someone out there is listening.
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