Storytelling marketing could be implemented in various media. Magazine, television, radio, brochures, websites, social media, films, video sharing platforms, blogs, vlogs – you name it. Each media comes with their unique characteristics, advantages, and disadvantages. In this multi-platform era, it would be hard to choose just one or two media for marketing. To reach larger audience, a brand should use as much media and platform as possible. This is one of the reasons why transmedia storytelling marketing is now on the rise.
Transmedia storytelling marketing is how we implement storytelling marketing in various media, offline and online, written and recorded. With this marketing technique, the story would be shared in multiple media platforms so it will reach more audience with different characteristics. With transmedia marketing, we should no longer worry if some of our targets marketing are YouTube geek, while some of them only watch TV, some of them love to listen radio, some of them only read newspaper, and some are social media fans. Whoever they are and what kind of media they are into, our storytelling marketing could reach them.
However, we should not misunderstood transmedia with adaptation. Transmedia storytelling marketing is not merely adapting the story from one media to different media such as from a book to film. Transmedia is more like taking a single story then breaking it into independent pieces, which are stand on its own that delivered via different platforms.
In transmedia, there would be one main story, which would be the main idea of all pieces of story for different platforms. Each story will be made different to suit different platforms. Each piece of story will stand on it own so you can understand this piece of story although you do not see, read, or watch other pieces of story.
However, each story makes unique contribution to the full story. If you keeping tabs on some different platforms, you will get richer stories. If you keep tabs on all platforms, you will get a full story. That is what makes transmedia marketing advantageous because it will trigger people to observe more platforms so they can understand the whole story. The more people see the story, the more it will stick on their heart.
The storytelling itself is quite similar in term but could be different in application on different platform. For example, storytelling in TV should be short but contain explosion while storytelling in written blog could be longer but should have more power in nuance. When creating story for different platform, we need to understand the characteristics of each platform, including the technology it used, the type of audience, and type of embellishment it required.
Storytelling is an art and transmedia storytelling is bigger art. If you want massive marketing for bigger result, you need to go with the trend. However, careful calculation is imperative before you decide to implement transmedia storytelling in your marketing strategy since the cost to create story in different platforms would be higher. In addition, make sure that there would be audience in the media where you will make the story so it would not be in vain.