Last year, an Easter message given by Elder Jeffrey R. Holland, of the Quorum of the Twelve Apostles, was the top Internet video that weekend, according to the Viral Video Chart.
Mormon Messages are short, inspirational videos illustrating principles of the restored gospel, said David Nielson, managing director of the audiovisual department.
Primarily, the messages are encoded and distributed via YouTube with embedded YouTube players throughout lds.org and on its homepage. The church also uses Facebook and Twitter to get the word out about new messages.
"The creative starting point for Mormon Messages is the words and teachings of the living prophets," Nielson said. "Mormon Messages are created by the LDS Church audiovisual department's small production team. The team's producers specialize in quickly produced, cost effective creative solutions."
Last year, the Social Media Club of Salt Lake City named Mormon Message the Best Use of YouTube during its 2009 awards ceremony. Thousand of positive comments have also been expressed, Nielson said. A new video is produced about every two weeks and is featured on the church's home page and Mormon Messages Facebook page.
Some of the topics in the videos include Jesus Christ, hope, fatherhood, creativity and perseverance. When Holland's 4 1/2-minute video about the final moments in the life of Jesus Christ was posted, traffic began to build immediately, according to the church's Web site.
Church members spontaneously posted the video on Facebook, discussed it on Twitter and sent it by e-mail. The next day, the number of viewers reached well over 100,000. The video was extracted from an address Holland delivered during General Conference where he spoke directly to those who feel alone or abandoned.
Nielson said the church hopes members will be inspired by the messages and will share them with family and friends and members and non-members through the various media channels that are now available.
To view Mormon Messages, go to www.facebook.com or www.youtube.com.