Content media

Time for platform independent content: an idea adaptable to digital, events, activations

By Vaibhav Modi

Over the past two decades, new media has exploded and old media has managed to post double-digit growth. How, one wonders, was this possible? The answer lies in increased consumption. We consume communication as a commodity today. We’re getting our dopamine fixes on social media and cheering on his glory. And at the same time, Clubhouse saw an 80% drop in year-over-year (YoY) downloads in 2022.

We do not notice that the birth of the new media largely eclipses a parallel evolution of the media; the convergence or bringing together of several media platforms to form a linked ecosystem. What impact does this have on the type of content to create?

Content and platform relationship

The relationship between content and platform has changed from “specific” to “adaptable” given interconnectivity. Where a platform was at the center of the content creation journey, content is currently at the heart. This is where the term “platform independent” comes into play.

“Platform independent content” is a misnomer. This gives the impression that the content does not give meaning to the medium. On the contrary, “platform-inclusive” content is more suitable. This highlights the need for content to include the nuances of each medium. Imagine content as a highway connecting different media. The consumer gets an immersive experience while moving seamlessly across various platforms via the highway.

If today’s content is designed for a particular platform only, its reach may be limited. Creators need to build an idea or content considering multiple distribution channels to be able to see a higher chance of success. For example, a video show adapted into a podcast and vice versa or audio books shared as a series of articles. By doing so, a content creator is not only able to tap into new audience sets, but also maximize the chances of content performing well.

The pandemic outbreak

If we thought the past 15 years had seen rapid change, the pandemic has made us change our minds about what “fast” means. It has redefined consumer engagement. The consumer who performed 101 tasks in a day was now confined, consuming more content than ever and therefore saturated. How were we supposed to talk to this consumer? This is when companies pushed limited thoughts and concepts that were widely discussed before the pandemic but rarely put into action. More and more content creators have worked to merge mainstream entertainment with peripheral spaces like events and activation. Digital events have become popular and global fashion showcases and music concerts have entered living rooms. Even when restrictions were lifted, consumers changed forever. Today, it is no longer a choice between physical or digital, but rather a demand for hybrid content formats.

The content consumer takes center stage

We now have consumers questioning the potential for content expansion. Questions like “why can’t interaction with friends take the form of a story?” pop up frequently, pushing content creators to find answers. Trying to treat consumers as homogenous sets of audiences doesn’t help. The answer lies in creating varied styles of storytelling or “something for everyone.” This involves taking into account the demands of various audiences who are part of larger communities. In addition to platform nuances, unique audience needs will need to be considered to create platform-agnostic (inclusive) content.

As we try to navigate and understand Web 3.0 and the Metaverse, we need to ask ourselves some questions. Which mediums are still on the margins? What other mediums are emerging? How can they be connected? The answers will help content creators stay ahead of the game as we prepare for greater convergence on the horizon.

The authors are the founder and director at Victor Tango Entertainment

Also read: How Social Platforms Can Help You Grow Your Ecommerce Business

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