A modern challenge: Multimedia storytelling

Technology has made it easy for content creators from all industries to speak to their audiences. But with too many media available to us on a daily basis, how can creators capture their audiences’ attentions regardless of the device they use?

Hence the concept of “multimedia storytelling” which is, just as the name suggests, the ability to sustain a narrative (or stories) through multiple media.

We asked Sara Pacia, a writer and editor, for some tips on how to ensure that your story, message, or branding remains cohesive as you promote and share it on multiple mediums.

Have a good story to tell.

Before you even think about what medium best fits the message you want to convey, you must have a story. It does not have to be complicated, nor does it have to be lengthy.  Just because social media has opened up a world of possibilities on what we can share with our audiences, it doesn’t eliminate the need for good storytelling.

Regardless of the media you use to share your message, people are still more likely to stick around and consume what you’re giving them if it is both unique and relevant.

Do not copy-paste or repeat content onto different media.

So you have your story, but how and where do you tell it? The answer varies depending on your story and your audience, but one thing’s for sure: Copy-pasting the exact same materials on different mediums is lazy and won’t do your story any justice. Audiences, once they see your story on TV repeat on social media, are more likely to click away because they’ve already seen the same thing elsewhere. Plus, the content that works on social media may not work the same way on other media.

Instead, keep your story fresh by using the different medium’s strengths to your advantage—tell different aspects or details of a particular story that will engage and delight your target audience.

Think of how your content is consumed.

This tip comes from newspaper and magazine designer Mario Garcia, the man behind the redesign of the Inquirer’s media quintet. He taught us that audiences consume content via two tempos: “leaning forward” and “leaning back.” Some mediums are more conducive to one vs. the other. For example, fast-paced online newsfeed urges audiences to lean forward and keep scrolling, while physical reading materials allow readers to lean back, relax, and enjoy the material.

What you post on social media should be short and concise —a preview of a much longer story.   Then, your story in its entirety can be made available and consumed at a later time, through another medium. For example, teasers posted on social media can point your audience to your new website, where they can get more details—and you can get the page views and advertising revenue.

Pacia will conduct the “Multimedia Storytelling: Telling a Cohesive Story for Different Media Platforms” workshop on June 29, 2018. It will teach participants how to maximize the different media platforms available, and which ones best to use to tell the stories of your brands or business.

Aside from the business owners, the workshop will be beneficial to individuals in a marketing, communication, journalistic or content management functions of a business.

The Inquirer Academy is at 4168 Don Chino Roces Ave. corner Ponte St., Makati City. For more information about the workshops or if you would like to add your input on the article, you may email [email protected], call (632) 834-1557 or 771-2715 and look for Jerald Miguel or Judy Bondoc, or visit the website at www.inquireracademy.com.

The author is the Executive Director of Inquirer Academy.