Hosted by Ian Wolbert and joined by Morgan Hoey and Andrea Templeton, the fifth episode of Full Frame Podcast discusses the distribution process. The crew examines several factors that are in play when deciding how to share the production with target audiences.
"Distribution, simply put, means getting the video to the intended audience," Hoey said. "We want to make sure that we reach the targeted audience and that the content is accessible and easy to access."
If no one sees the video, the customer may not meet their goal. It is essential that the team understands who the video is targeting so they can make recommendations on how to distribute the content, whether this is through private internal sites or public external sites.
Before distributing a video, the customer will choose to either make it public or private. An example of a public release would be to upload the video to YouTube or an external website. On the other hand, a private release could pertain to a government customer intranet. Many of the videos are kept for internal use only, either on their SharePoint sites or an intranet. The team is proficient in working with the government sector as they understand the technical requirements, file formats, and how to optimize the product specifically for government websites.
The AVIAN team is adept at creating distribution plans from a marketing and awareness perspective.
These plans emphasize what platform the videos will be released on and the exact timing of when the videos should be released. The team supports customers that require various training materials. The production team will map out when the content will be seen by their customer’s audience and make recommendations in training plans for certain videos to not be optional. These videos typically live on a learning management system that, if needed, can easily be integrated into an in-person or online training course.
A common strategy that is used to promote the videos is to gradually build up interest in the content over time. In one instance, the team put together a trailer for a leadership course that was set to be released in the following months. The trailer focused on providing a glimpse of the course through basic information about the material and the instructors leading the course. The trailer was released months ahead of the official course to generate awareness and interest.
Prior to creating an internal distribution plan, the team educates the customer on the different internal distribution options, as not everyone is familiar with how to post videos to various internal sites. There are instances where the team is not able to post for them on their internal sites, so they walk the customer through as best as possible on how they can make the internal post themselves.
One of the bigger challenges the AVIAN team faces when it comes to distribution is attempting to distribute a video to an entire workforce. It is especially hard as everyone either has different schedules or may not regularly check emails. It makes a significant difference when there is a plan in place on how to get the content in front of the right people at the right time.
There are several other goals a customer may have besides solely building awareness; these can include building relationships or educating a selected group.
During the distribution process, data is collected to measure the success of the plan. This can include the number of views a video received, how long the video was watched, and survey results, if applicable. The customer wants to know that their goals are being achieved and to see a return on their investment; the data helps them see this.
In addition, the data is especially useful in helping determine what the next step will be.
When determining what the next plan of action is, the team examines other content and determines what worked the best. This can include looking at the content presented in the video, its presentation style, and its length. This allows the team to create a more useful and impactful product to reach and engage the correct target audience.
All the videos created by the AVIAN team are 508 compliant and include closed captions that display properly on all websites.
Want to know more about AVIAN's Video Production Team and its process for making videos? Subscribe to the Full Frame Podcast and watch or listen to the fifth episode here:
Episode 5 | Part 1: Distribution | Full Frame | Ep 5 | Pt 1 - YouTube
Episode 5 | Part 2: Distribution | Full Frame | Ep 5 | Pt 2 - YouTube
Episode 5 | Part 3: Distribution | Full Frame | Ep 5 | Pt 3 - YouTube