Message in a Bottle

To create an emotional connection with an audience, nothing beats a good story told through film.  However, the power of the medium is predicated on one simple fact.  For a film to be impactful, it has to be seen.

And finding an audience has never been more challenging.

Every minute, over 300 hours of content is uploaded to YouTube.  Uploading a video without a solid distribution and marketing plan is like writing a message in a bottle and tossing into the ocean.

To be successful, we need to build our distribution plans in parallel with our creative concepts.  This allows us to create content specifically for each channel and their respective audience.    

Better still, we should consider building a multi-dimensional world around our story, where each channel offers a unique extension to the central story, rather than simply re-broadcasting it.  This is particularly important to consider, knowing our audience is likely consuming content over multiple devices and channels at the same time. 

Lastly, we need to resist the temptation to go broad - this is the message in a bottle.  Instead, let's create a deeper, meaningful experience for a smaller, engaged audience.  

If we are truly providing them with valuable content, they’ll spread the word for us.