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Map Your Goals and Audience Personas to the Best Video Distribution Endpoints

This week, we continue to unpack the nine VidOps tenets one by one, to help bring greater understanding to these concepts.

Quick Refresher: VidOps is a philosophy and approach to video product creation and distribution that seeks to unite video operations with business objectives. Organizations can follow the principles outlined by VidOps in order to streamline workflows and ensure greater collaboration between cross-functional teams. Ultimately, VidOps is meant to help you deliver better video products to your audience faster.

The path to VidOps success is outlined by the VidOps tenets. These are steps any organization can take to transform their video operations teams and processes.

So far we’ve covered:

1: Designate a VidOps Manager.

2: Assess current video delivery processes, teams, tools and infrastructure.

3: Create a unified measurable matrix of requests, requirements and success goals around video initiatives.

4: Collaboratively build targeted audience personas.

 

The tenets covered above help teams lay the groundwork and establish the foundation for creating and distributing videos that will bring more value to the business. The planning may seem tedious now, but by going through these exercises up front, pain points that tend to pop up later down the road in video operations are eliminated.

If you’ve completed the above steps, you are already well on your way to VidOps success. The next tenet, number five, is “Map short and long-term objectives and audience personas to the video distribution landscape.”

Now that you have our requirements and audience personas built, now we need to map those to what makes sense for the video distribution landscape. This landscape is ever changing and right now we see four major categories of distribution endpoints:

Desktop & Mobile Web

  • Examples: O&O Websites, Web-Based Syndication Networks

Connected TV & Mobile App Marketplaces

  • Examples: Roku, Amazon Fire TV, Samsung Tizen, iOS, Android

Social & UGC Platforms

  • Examples: Facebook, Twitch, YouTube, Twitter, Instagram

vMVPDs, OTT Apps and Aggregators, & Other Distributors

  • Examples: Sling TV, Pluto TV, XUMO, “The Roku Channel”, NBC Watchback, PlayStation Vue

 

Now you’ll want to begin mapping short and long-term objectives to these various distribution endpoints. You’ll want to understand why each category works for your major objectives.

Here are a few examples:

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You can also perform a similar mapping exercise of your target personas and/or persona characteristics to the various distribution categories and channels to help understand where your distribution efforts should be focused.

Here are some examples:

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What we’ve outlined above are just a few examples of how you can map short-and long-term goals as well as your target audience personas to the various distribution channels that exist in the market. Ultimately you’ll need to evaluate your own objectives and personas and create a prioritized plan and rollout strategy based on that evaluation.

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