There so many buzz words popping up on the business landscape. New media. Content marketing. Engagement. CPM. Infotainment. Advertainment. KPIs. Gamification. The list goes on. One buzzword that is gaining traction is “transmedia storytelling.”
Essentially, this is the process of telling a story or sharing an experience across multiple platforms.
Why is this important? Because understanding the various methods by which you can market yourself will separate those who stand the test of time from those who don’t.
Ignoring the various new media methods by which businesses today spread brand awareness or connect with their customers would be akin to continuing to shoot videos on VHS.
Media vs. Platform
A key concept to grasp when understanding transmedia storytelling is the distinction between the media and the platform. The media is the content itself. The platform is how that media is distributed and disseminated. On the New Mediacracy podcast, transmedia producer Bernie Su (co-creator of the Emmy-award winning series “The Lizzie Bennett Diaries“) made a very poignant distinction about the types of media there are—video, audio, words, photos & graphics, and social. Everything you create falls into one of these five categories. The platform from which you disseminate that media could vary: web, print, podcasts, theater, radio, etc. Some types of media are accessible from multiple platforms—e.g. you can watch a television show on your desktop, your smart phone, your tablet, etc. You can even watch it on your television set (go figure.) A book can be in digital form (e.g. Kindle, tablet), printed, or even in audio format.
Su’s “Lizzie Bennett Diaries” is a great example of transmedia storytelling. The YouTube show is a contemporary, series-based retelling of Jane Austin’s “Pride & Prejudice”. The main show exists on YouTube. The character, Lizzie, has her own Facebook and Twitter following (I’m not talking about the show. I’m talking about the character herself!) A book has even been released. The show was a huge success garnering over 260,000 subscribers and accumulating over 58 million views.
A comprehensive understanding of these media types and the various distribution platforms is essential because decisions you make about how you market yourself must take this knowledge into account. In fact, even the creative decisions you make will be affected by the types of media and platforms you plan to utilize. The cameras, lenses, and set design you create may change dramatically if the primary distribution platform is theatrical release vs. web video vs. mobile.
Putting it Into Practice
So how do you take advantage of this knowledge to benefit your own business? Ask yourself these questions:
- How many of the various media types are you currently utilizing? (Video, blogs, social media, etc.)
- How many of the distribution platforms are incorporated into your marketing?
- What kind of “out of the box” ideas can you apply to your business?
- Are you reading, listening to, or following the social and new media mavens who keep abreast of stuff like this?
Helping You Take Advantage of a Brave New World
It’s a brave new world out there and an exciting time to be in business. The are so many resources at your disposal to creatively and effectively promote your brand and engage with your clients and customers. We’d love to help you take advantage of these resources. Email or call us today to find out how we can help: (206) 569-8195.