Transmedia storytelling may also be referred to as cross-platform content. This strategy takes one message or narrative and shares it across multiple media platforms. This can include email, podcast, blog copy, Youtube content, and social media channels.
The content created on each platform is crafted to suite the preference of the platform’s media form and audience. Yet, the messaging stays consistent.
Your audience spends time on multiple platforms. By sharing your message across platforms, you have the opportunity to leverage each platform’s preferred content method. For example, you can leverage vertical videos to combine audio and video to share your message. Likewise, you can use visual imagery and hashtags to spread your message on Instagram.
And here are some stats to think about:
- According to a study by McKinsey, companies that use a comprehensive and integrated approach to marketing, including transmedia storytelling, can achieve 20-30% revenue growth and 30-50% higher ROI than their peers who use a less integrated approach.
- A survey by Deloitte found that 88% of consumers use more than one device when consuming media, and 40% of them do so to access complementary or additional content related to what they are watching or reading.
- And, it’s said that a study by Forrester Research found that immersive and interactive content, such as transmedia experiences, can lead to higher levels of engagement, increased brand awareness, and improved customer loyalty. They found that consumers who engage with immersive content are 1.4x more likely to recommend the brand to others and 1.7x more likely to spend more on the brand’s products or services, though I can’t seem to find a direct link to this survey material.
Using a prompt that describes the need for evacuation due to a zombie invasion, creative posts were crafted to share messaging across Twitter, Instagram, and TikTok.
Note that each piece of content is built around the same primary message. Yet, each asset is delivered in a way that will best reach the intended audience of each platform.
Now, it’s your turn!
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