{"id":6641,"date":"2023-05-12T18:20:16","date_gmt":"2023-05-12T18:20:16","guid":{"rendered":"https:\/\/www.latamdigitalmarketing.com\/blog\/?p=6641"},"modified":"2023-05-12T18:20:18","modified_gmt":"2023-05-12T18:20:18","slug":"transmedia-storytelling-how-to-use-it-for-greater-brand-reach-and-engagement","status":"publish","type":"post","link":"https:\/\/www.latamdigitalmarketing.com\/blog\/en\/transmedia-storytelling-how-to-use-it-for-greater-brand-reach-and-engagement\/","title":{"rendered":"Transmedia Storytelling: How to use it for greater brand reach and engagement"},"content":{"rendered":"\n
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Are you looking for new creative communication alternatives that promote higher levels of audience participation, loyalty, engagement and enthusiasm?
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The answer could be Transmedia Storytelling, yes! Maybe the term sounds a bit strange to you but you have probably already been part of it because it is already positioned in the cultural, journalistic and communication industry and, undoubtedly, in digital marketing.
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What is transmedia storytelling and how does it help to gain more visibility?
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Well, without further context, transmedia storytelling or also known as transmedia storytelling is a concept introduced by American researcher Henry Jenkins, who described it as a way of telling stories across multiple media, platforms and formats.
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\u201c(…) each media must give its best so that the story can be incorporated into a film, expanded through television, novels and comics, and so that its plot can be explored and experienced through play. Each of these media franchises must possess sufficient autonomy to allow for autonomous consumption\u201d.<\/p>\n\n\n\n

(Jenkins, 2003)
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Jenkins, the communication and media scholar, highlights this type of narrative with two peculiarities:
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1. It can be told through a variety of media and platforms. For example, the narrative can start in a comic book, continue in a television series, extend to a feature film and expand to a video game by adding new interactive adventures.
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2. It refers to the consumer, whose role is not only to receive the story, but to expand the narrative world with new textual pieces. In short, transmedia narratives suggest an experience that encompasses various media and devices linked by a narrative thread (Scolari, 2013).
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Thus, by implementing transmedia narratives in marketing, you can innovate by mixing different media to disseminate your messages and thus, take advantage of all new technologies, having a peculiar and current style to tell stories.
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Let’s not lose sight of the active participation of users, as well as the expansion of the story from one medium to another.
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Why use transmedia storytelling?
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Transmedia storytelling offers an excellent way to strengthen your brand’s reach and create a sense of community among followers. It is an effective tool for driving engagement and loyalty.
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As part of the strategy, social media plays an important role as an excellent platform for storytelling and also encourages customers to create content in interaction with your brand and each other. This empowers them to make their own stories.
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For example, an Instagram campaign can be effective in creating a sense of brand loyalty and trust from new users. Engaging the community in the brand makes them increase trust.
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Importantly, the narrative created should be unique, creative and appropriate for the medium. Different platforms have their own individual characteristics that should be taken into account when crafting a story or message. Understanding how your content will work on each is vital.
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Because for a platform to keep users engaged, it must introduce new aspects of storytelling and provide updates that enhance the action or bring in new characters.
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6 formats for transmedia storytelling:
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