Transmedia Storytelling Summary

Transmedia storytelling is also known as Multiplatform (web, mobile, print) Storytelling and is the technique of telling stories across multiple platforms and formats using current digital technologies. The output of our communications is complex. The creativity and planning that goes into what we say creates emotions, expectations, ideas, and actions from our consumers that includes economic, technological and cultural that is the driving interest in this methodology.

The beauty of good advertising or a good story depends on how we harness these reactions and make them work in the direction we intended so that the story is told with consistency and accuracy.

Here’s I’ll summarise the key points that are important to making us better storytelling marketers:

The core idea

• State the problem and the solution
• Unveil the mystery
• Give them something to take away and repeat to others.
• Sometimes it’s just a single catch phrase
• Some vivid details that get recalled when told again
• Crucial elements of stories and storytelling include plot, characters and narrative

Develop A theme

• This ensures that people are listening before they get lost in the details.
• Create a core idea from a simple story
• It’s the hook that wins the attention of hyperactive consumers
• engage an audience by using various techniques to permeate their daily lives

Our Hero (Simple)

• A challenge is given, rejected then finally embraced – the world is safe, our Hero is changed
• He dreams, breaks the rules, challenges the norm, meets adversaries but prevails – our Hero is safe, the world is changed
• A problem is presented, a solution is determined, the road to resolution begins – the world is safe, our Hero is safe

Fluidity

• Tell a story with rhythm and breathable sections so people can follow along
• Consider that your audience only wants to bite off a little bit at a time
• Outline your content

Consider these storytelling tips the next time you’re planning communication content that needs to spread in social media. Remember that the end goal of your communication should be focused on the response and how it’s shared. Our messages are no longer contained within controlled advertising environments.

It’s not what you say. It’s how they say it.

Exercise worksheet

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