Today's world is digital and to succeed you must make your content not only adapt to new platforms, but also integrate an immersive narrative.
5 min read
The opinions expressed by employees are personal.
Those glorious days have passed when audiences were an inert and inactive mass waiting to receive content through television or radio .
Our present lives on phenomena as new as stacking and as curious as the average meshing . We already talked about the fear of missing out, however, what these events stop learning is that the audiences are on several platforms and expect something new, interesting and unique in that space.
What is transmedia?
Transmedia is breaking an idea into various communication elements and adapting them to specific platforms to reach audiences. Although the name can be intriguing and striking, the reality is that people have always communicated like this: we have a certain narrative with the family, another at work and one more with friends.
Now, with so many communication platforms, only the effect of these multiple personalities is enhanced.
In fact, I told them that millennials were looking for a new way of communicating and that this format, transmediality, was the answer. Any brand can use it and, in my opinion, should try it because the world has already changed and they are missing a golden opportunity to talk with their consumers.
What is not transmedia? Adapt the same message to different platforms, that is crossmedia. Yes, it has some good things like generating many impacts with the same idea and other disadvantages, such as losing the audience's interest in repetition. I made a cartoon that explains it:
Transmedia is also not what agencies sell you as a campaign or 360 strategy. That, 360, is basically the same as the previous point but using all available platforms, media or channels to communicate the same message.
Transmedia is to innovate, to think about the consumer and break with the traditional mass communication schemes to talk about communication for specific niches and audiences.
How to start transmedia?
One caveat: if you are interested in entering this transmedia narrative, you should know that it takes a lot of pre-planning and millimetric execution to get an interesting amplification. If you want to move on, here is a guide so you can start to see how it works.
Be clear in your idea or in your subject. All advertising or content campaigns have a basic concept. It is important that you be clear because each of the narratives that you can create will start from there. For example, if yours is financial consulting and you will do a campaign to get hired to understand the changes of the SAT and for some fiscal strategy you should start from that idea only: tax changes and your expertise.
Select the platforms you will use. Surely you have your personal LinkedIn, if you have a website (which I recommend it by reputation issue) add a blog, and check if you have a fanpage or Twitter account that allows you to communicate with your audience.
If you are undertaking, you are in a perfect moment to know how to define the tone, personality and channels that you will use: networks, blog, Apple Podcast or Spotify, columns like this, and so on. There are some fun cases in which it is worth developing a character that interacts with your brand, such as the antihero, which is a Twitter account to constantly challenge what you do. Gandhi invented Zaratrustra bookstores around 2009 to take a can and it was fun.
Think about the contents and set frequencies. This is VERY important, you have already defined your platforms and you know that you will be doing a podcast, you will have your blog and tweet about relevant topics a week. In each of them you will develop a specific narrative that complements your positioning or campaign.
It is necessary that the dates meet yes or yes because the audience gets used to hearing from you on that date and on that channel. Remember that each platform is independent but complementary to your themes and content.
Let's take the example of financial consulting:
- In your podcast (weekly) you will explain the most relevant tax changes and how they affect society.
- In the blog (biweekly) you will develop personal finance strategies for physical personnel in different regimes.
- On your website you will focus on offering your services as a consultant
- On Twitter (twice a week) you can create an ordinary citizen account panned by changes in the SAT and therefore publish every third day curated information from other sites (you will recommend it) and give your opinion about it.
- In your other networks (Facebook, Instagram, Tiktok, LinkedIn) you will announce all your content.
It is possible that at some point your narratives cross: on Twitter you can talk about a post on your blog (remember that in this example it is not you). Or in your podcast you return to a personal finance strategy, but I insist: each part touches a specific topic.
It can be difficult at first to understand and do this, but as my five-year-old daughter sings to me: “Focus, practice it again … you will see that with patience everything goes well for you.” And if it gets complicated, look for me and we'll talk.