Sixty hours of video is uploaded to YouTube every minute. To compete in this media saturated environment, I often preach that NGOs should be a channel, continually pumping out information, telling stories about who they are and what they do. But creating content is only half the battle. A video is useless if it isn’t seen or isn’t seen by the right people. And this is especially true when talking about video for social or environmental change. So, how do we cut through the noise, rise to the top and ensure our videos make a difference? The answer is strategic distribution!