Hillary’s 2016 video looks a whole lot different than her announcement video 8 years ago. Eight years ago it was all Hillary, all the time. This time it was all controlled message.
In the video, she does not appear until after 90 seconds of images featuring personal stories of others, each describing how they are getting ready to start something new. She controlled the content by appearing on camera for nine seconds for four separate sound bites.
Hillary and her campaign used this technique to manage the messages and sound bites that would be used by media covering her announcement.
Her overall theme and message of “going small” might enable her to “go big”.