social media as a distrubuter

https://www.lemonlight.com/blog/paid-video-distribution/

H., G. (2019). Paid Video Distribution: Why You Need It and How to Use It. [online] Lemonlight – High-Quality, Affordable Video Production. Available at: https://www.lemonlight.com/blog/paid-video-distribution/ [Accessed 26 Sep. 2019].

(H, 2019)

Keywords I would like to search further:

- Owned distribution: posting to your own social media and contacts/subscribers, for example, Instagram, youtube, blogs. 

- Earned Distribution: Being noticed and featured in magazines etc

- paid distribution: 

The good about social media:

-Good for reaching certain target audience demographics (but only when you do paid distribution -paying for advertising.)

-You are able to promote your video
-There is flexibility with payment and the amount of views you desire. Which could be much better for the independent.

- There is lots of choice of distribution channels to choose from

The bad:
Best for advertising; perhaps not shows.

'Most platforms and websites use some form of paid distribution; it’s how we as consumers are able to access their content for free. And it’s also why so many websites put up anti-ad blockers on their pages because the revenue they get from paid advertising is their bread and butter.'
Most websites cost the producer to distribute. Despite the audience getting to watch for free, there is a high likely ness they will be interrupted by adverts. Which can wreck the viewing experience, making it bad for both producers and consumers. 

Most revenue is from ads. 

 QUOTES:

You survived your production cycle and created a spectacular video — now, what do you do with it? The answer, of course, distributes it! But distribution doesn’t just mean broadcasting it to a local cable station or sharing it with your Facebook followers. There are tons of distribution channels to help you distribute your video.

Some of these channels include owned distribution, like blasting your video out on your own website, social media, and email lists, and earned distribution, like getting your video featured in a big tech blog, or picked up as part of a big cable news story.

Then, there’s paid distribution. Paid distribution is perfect when you’ve reached the limits of your owned and earned sources, and you need to push your video out to a new audience.

Paid distribution is a form of paid advertising, referring to anytime you pay to distribute your video. A brand with a commercial in a national TV spot during the Super Bowl is one type of paid advertising; a boosted post on Facebook is another.

Most platforms and websites use some form of paid distribution; it’s how we as consumers are able to access their content for free. And it’s also why so many websites put up anti-ad blockers on their pages because the revenue they get from paid advertising is their bread and butter.

When it comes to attracting new audiences with your video content, there’s no better avenue for reaching the right demographic than through paid advertising. It’s crucial for honing in on a specific audience demographic thanks to built-in targeting tools, which are available on virtually every distribution platform. Using demographic tools like search engine optimization or demographic targeting on Facebook or LinkedIn, you’re able to promote your video to the exact audience you’re looking to attract.

However, the cost can be a major barrier to entry. Luckily, most advertising platforms offer flexibility based on how much you’re willing to pay and how many people you want to reach.

Ultimately, paid sources end up paying off, increasing your videos’ views when you first release it and boosting its reach after your owned audience has already watched and shared it.

Social media ads, including ads on platforms like Facebook, Instagram, Twitter, Youtube, and LinkedIn, are one of the most powerful types of paid distribution you can use to promote your video. Take advantage of each platform’s unique ad-targeting features, like boosting posts to users who like similar content, or promoting posts to specific demographics based on their job titles and income levels. Each social media platform has its own best practices and unique features, so if you have some wiggle room in your budget, experiment with all of them. However, if you need to limit yourself, the platform that will likely give you the most success is Facebook, as 95.8 percent of social media managers surveyed said Facebook ads gave them the best ROI of any social platform.

• Keep it short, especially on social media. We recommend videos between 15 and 60 seconds long for social ads.
• Use Facebook, whether you’re on a budget or not. Facebook has some of the best targeting features and a massive user-base. 

Paid distribution is all about testing, recording the results, and adjusting accordingly, which means there’s a lot of trial and error. This can be tough on a budget, so make sure you start with a small test group and a small spend and work your way up from there.