HOW TRANSMEDIA CAN HELP YOUR BRAND NARRATIVE

“Gone are the days where one size fits all!” notes GLUE Content company founder Felicity Whelan. Marketers like nothing more than new buzzwords, and the latest phrase to go big is ‘transmedia’. Need a bit of help to understand what transmedia is? You’re not the only one.

Transmedia is storytelling across multiple platforms. Yep, that’s it. Okay, there’s a little more to it than that. It means more than just taking a video you made for Facebook and uploading it to Instagram. The videos you use for each platform need to be tailored to that platform. This is seen as giving a new perspective on the story, like looking at painting from a new angle. Transmedia has been used in Hollywood for years. Sex and the City had six beautiful seasons of TV before hitting the big screen in a dazzling feature film. Sex and the City 2 who? Never happened. 

Now brands are using transmedia to get their message on every screen their consumer uses. If you’re wondering if employing transmedia is relevant to your brand, here’s a doozy to remember – all brands are stories. By tailoring your brand message to each platform, you are optimizing that campaign’s potential. 

How does this look for a brand you ask? Take the luxury car brand Acura. They created 6 second teaser videos of new products and uploaded them to Snapchat – but only to the first 100 people who added the brand on Snapchat. This both drove users to their new Snapchat account, and kept in line with their brand identity of exclusivity. 

https://www.youtube.com/watch?v=pLXQ6ZzhFmU (the 6 second clip)

How’s it done? 

Creating tailored content requires an in depth knowledge of not only each social media platform, but also storytelling. Crafting a social media post that can convey your brand’s message in a few seconds is a challenge, which is why more digital marketers are turning to production companies for guidance. GLUE Content are specialists in transmedia, with both the story know-how and technical chops. You know, vertical Instagram stories. Facebook videos with a 10 second hook. Want to spice up your Pinterest? Laugh away, we’ll be over here pumping out transmedia gold. 

GLUE Content is a Melbourne based video content production and animation agency, producing content for some of Australia’s leading companies, brands, agencies and sporting organisations.