![]() Look for how you can take one story and tell it differently across each channel or break it up – either way, you want participation from that channel’s audience. Story, brand and participation are the foundation. Think of it as more of a story and less of a brand. To effectively create a transmedia story, you need to understand this. ~ Actress and YouTube Personality Liza Koshy, Wall Street Journal "I wish I could tweet the one-liners that I come up with for YouTube, but the bosses will call you out for recycling content," she says, referring to her fans, who keep track of everything she does online. Transmedia adapts the narrative to the platform, versus the platform to the narrative. With omni-channel, it’s one story told in the same voice and in the same way at every touch point. You don’t want to confuse transmedia with omni-channel marketing, either. The difference between multimedia and transmedia is that transmedia goes back and forth - it’s the story living and breathing universally across a variety of platforms, with its own unique voice on each. To start, it’s important to understand what transmedia isn’t. That’s where transmedia shines and it’s where you need to understand what transmedia is. Not the brand first, not the author, but the narrative first. How does it all come together? It centers on the story first. Influencer and brand advocacy marketing has reached a new level never seen before, with brands working harder than ever to get consumers to be advocates for them. In the 1990s, just four TV networks – CBS, NBC, ABC and FOX – controlled upwards of 85% eyeballs. ![]() In the past ten years, we saw the unprecedented market fragmentation between online and offline worlds, rising innovation and shifting legacy experiences. When the University of California, Irvine, invited me to teach for its digital marketing program, I was thrilled to find transmedia storytelling among the continuing education curriculum.īrands and marketers have been inundated with new platforms, tools, technologies and ideas. Transmedia storytelling (also known as transmedia narrative or multiplatform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels, or adaptations
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