Washington (CNN) - Last week, the White House hit a social media milestone when it posted their 1,000th video on YouTube and WhiteHouse.gov.
Since President Obama took office, the White House new media team has worked to ensure that he has a robust presence on social networking sites such as Twitter and Facebook. But video content has also been a strong tool in their portfolio to get the president's message out.
"Speeches, press releases, and the radio have been long-standing tools of communication available to a president," Jason Djang, the White House Deputy Director of New Media who is in charge of White House Video, told CNN in an e-mail. "Online video (as well as other online components) is just another tool at his disposal."
The majority of videos published by the White House are public events held by the President and other administration officials. Those are 'reference' or 'primary source' materials Djang produces to allow people to watch a speech, town hall or press briefing without edits or commentary.
There are short films about interesting events occurring at the White House, such as musical performances, and more light-hearted pieces that provide a behind-the-scenes glimpse of the life in the White House.
"It's safe to say that video is an increasingly popular form of online content, and having capacity to create video just adds to the degree of access the public can have to the President and his Administration," said Djang, a former documentary filmmaker who has been producing video for Obama since the 2008 campaign. "People can watch every one of his public events since taking office and make up their own minds about what he is saying."
In total, White House YouTube videos have been viewed over 25 million times. The most popular video to date is the President's Inaugural address, with over 1.3 million views. Obama's first weekly YouTube address is the second most watched video with nearly 1.2 million views. The President's speech in Cairo last June has been viewed 764,000 times.
Not all of the 1,000 videos published have been hits. A video featuring Obama and Vice President Biden speaking at a National Association of Police Organizations "Top Cops" award ceremony in the Rose Garden has been viewed 238 times.
"We publish entire meetings and forums at times because we believe it's important to open up such content to the general public," Djang said when asked about some of the videos that have hardly been watched.
Obama is not the first president in the White House to produce viral videos. George W. Bush made occasional videos during his presidency and the "Barneycam," a camera that followed around the first dog, became an internet hit.
The White House is not just making videos for WhiteHouse.gov, but also videos that can be seen on sites like YouTube and Vimeo, downloaded as iTunes podcasts and even sometimes streamed live. All videos have been coded to play on the iPad and can be seen on a majority of mobile devices.
The video team is looking to expand their distribution to other outlets, such as building a Hulu channel.
"As online video usage continues to grow throughout the world, as people consume information more and more in that format, it's a logical medium to take advantage of," Djang told CNN.