What It Takes to Complete the Transmedia Funnel

The modern publishing landscape is a vast and dynamic arena, and authors are no longer confined to the traditional printed page. Today’s storytellers are weaving intricate narratives that span multiple platforms, captivating audiences through a diverse array of mediums. This is the realm of transmedia storytelling, a powerful tool that can expand an author’s reach, deepen fan engagement, and even generate additional income.

Unlike adaptations of books into different formats like e-books and audiobooks, transmedia encompasses a range of creative endeavors, from immersive video games and companion web series that delve into character backstories to podcasts that offer additional insights, augmented reality experiences, and merchandise.

“Transmedia storytelling allows you to extend your intellectual property while maintaining control over your narrative,” says Fantasy and Sci-Fi author Jim Wilbourne. “By licensing your story world to other creators, such as filmmakers or game developers, you can attract new audiences who might then become interested in your books.”

The Transmedia Funnel: Going Wide and Going Deep

Transmedia can be broadly categorized into two approaches: going wide and going deep.

Going wide involves creating new storytelling experiences across various platforms, potentially attracting a broader audience. “This could be a video game based on your dystopian world, where the game introduces players to the universe,” Wilbourne says. “They might then decide to read the novel for a deeper experience.”

Going deep, on the other hand, focuses on deepening relationships with existing fans. This might involve creating supplementary content like character profiles, maps, timelines, short stories, or audio dramas that expand on minor characters or events. The American sitcom The Office sparked several successful examples of this method, creating email exchanges and video shorts not aired on TV that enriched the viewer’s experience and expanded on character relationships developed in the show.

The Challenge: Converting Audiences into Readers

Transmedia offers exciting opportunities, but it also presents a challenge: converting those who engage with your story through other mediums into readers of your books. It’s possible to attract fans who are passionate about your world but never pick up your novels, so connecting the dots that bring a passive audience into your book business can be more important—and require more work—than meets the eye.

Chrishaun Keller, an author who has navigated the transmedia landscape, emphasizes the importance of making each piece of content feel essential. “Your fans should feel like they’re getting a fuller experience by engaging with all parts of your story world,” she says.

So how can authors bridge the gap between transmedia fans and book readers?

• Integrated Storytelling: Ensure that each piece of transmedia content is woven into the fabric of the overall story, offering a deeper understanding of the world and characters. For instance, a video game might unlock additional chapters in a novel upon completion, or a podcast might offer clues that enhance the reading experience.
• Cross-Promotion: Utilize each platform to promote the others, subtly guiding fans toward your books. Include book excerpts in web series or comics, mention your novels in podcasts, and use social media to connect different pieces of content. A well-placed QR code in a comic book or a link in a podcast description can seamlessly lead fans to your books.
• Exclusive Content: Offer exclusive content or early access to fans who engage with multiple platforms, incentivizing them to explore your books. This could be in the form of bonus chapters, behind-the-scenes peeks, or even early access to new releases.
• Community Building: Foster a vibrant community around your story world, encouraging fans to connect with one another and share their enthusiasm for your work. Host online Q&As, live readings, or virtual book clubs to create a sense of belonging and deepen their connection to your stories. As people talk about your story world and the ways they’ve interacted with it, they’ll be able to provide a road map for new fans who are just starting to explore your content.
• Gamification: Incorporate gamification elements into your transmedia strategy. Create challenges, quizzes, or scavenger hunts that reward fans for engaging with different platforms, ultimately leading them to your books.

Monetizing Your Transmedia Efforts

Transmedia isn’t just about fan engagement; it can also be a lucrative endeavor. Complete your funnel, and these alternate storytelling mediums may help supplement your business’s income between books while also increasing readership and generating excitement for future releases. 

Consider the following methods for growing your business financially via transmedia content.

• Crowdfunding: Platforms like Kickstarter and Indiegogo can be powerful tools for funding transmedia projects and engaging your audience. Offer exclusive rewards like signed copies, character art, or a chance to be written into the next story.
• Licensing: Partnering with other creators and companies to develop transmedia content can be a significant source of revenue. Licensing your story world for adaptations into comics, games, or films can open up new markets and attract a wider audience.
• Merchandise: Develop merchandise related to your story world, such as T-shirts, mugs, or replica props. This not only generates income but also allows fans to express their love for your work.
• Premium Content: Offer premium content like extended cuts of web series, ad-free podcasts, or early access to new releases for a fee. Consider creating a subscription service that gives members exclusive access to a variety of transmedia content.

The Future of Transmedia

As technology continues to evolve, the possibilities for transmedia storytelling are limitless. Virtual reality, augmented reality, and interactive narratives are just a few of the emerging mediums that authors can explore to create even more immersive and engaging experiences for their fans. The rise of generative AI is poised to further revolutionize the landscape, offering authors unprecedented tools for expanding their reach and diversifying their content. 

The key is to embrace experimentation, stay attuned to your audience’s preferences, and always prioritize the core of your story. By doing so, you can not only expand your reach and deepen engagement but also forge a lasting connection with your readers, turning them into lifelong fans. The transmedia landscape is constantly evolving, and authors who are willing to embrace innovation and think outside the box could be well positioned for success in the years to come. Whether you’re a seasoned pro or just starting out, the possibilities are endless. So dive in, experiment, and let your imagination run wild. Your story is waiting to be told—across a multitude of platforms.

Chelle Honiker