How the Medium Determines the Message: Why One Size Doesn't Fit All

The renowned media theorist Marshall McLuhan once said, “The medium is the message.” This profound statement underscores the idea that the way we deliver information is just as important as the information itself.

In my career, I've seen a ton of mistakes when it comes to messaging across different mediums. One of the biggest errors is slapping a detailed presentation on a website and expecting visitors to read through it like a blog post. Spoiler alert: They don’t. This approach rarely engages the audience and often leads to high bounce rates and low interaction. Another common failure is posting polished PR messages on social media without considering the conversational and interactive vibe of these platforms. This disconnect can alienate followers and miss the chance for meaningful engagement.

In today’s diverse digital landscape, getting this right is crucial. With so many channels at our fingertips, it’s essential for businesses to tailor their messages to fit the medium and effectively reach and engage their audience.

Diversity of Channels Has Not Translated to Diversity in Messaging

Despite the plethora of channels available, many marketers still use a one-size-fits-all messaging approach, missing out on real connections with their audiences. Creating varied content for different channels is more affordable than ever, yet it’s still underutilized. Tailoring messages doesn’t have to break the bank; it just requires thoughtful strategy and a bit of creativity.

A common example: A company using the same detailed, text-heavy message on both their website and their social media channels. While the website might handle the depth, social media audiences are often on the hunt for quick, engaging content. This mismatch leads to reduced engagement and missed opportunities.

The Way a Person Consumes Information Determines the Message Format

People consume information differently depending on the device and medium. For instance, content viewed on a phone is often consumed in short bursts, while desktop users might be more willing to dive into longer, more detailed content.

Each medium has its own set of quirks and perks. A phone’s small screen and potential for distractions make short-form content more effective, whereas a theater or TV setting is perfect for long-form, immersive experiences.

Think about watching a 3-hour movie on your phone—battery life, small screen, frequent distractions. It’s a no-go. In contrast, short-form videos are perfect for mobile consumption because they fit the user's environment and habits. On the other hand, longer content thrives on platforms like YouTube when viewed on larger screens in a more relaxed setting.

Keys to Understanding the Best Messaging Methods for Any Channel

Empathy is your secret weapon. Think about how your audience prefers to consume information. Are they looking for quick tips on social media, or do they want a deep dive on your blog?

Core content can be repurposed to fit different mediums effectively. A cohesive message that resonates across platforms requires adaptation, not copy-pasting.

Message Adaptation Matrix:

When crafting messages, it's essential to consider the emotional perception of the audience—whether they're "leaning forward" or "leaning back."

• Leaning Forward: This mode involves active engagement where the audience is seeking information, making decisions, or learning something new. Examples include reading detailed articles, engaging in webinars, or exploring comprehensive guides.
• Leaning Back: This mode is more about passive consumption, where the audience is browsing casually or being entertained. Examples include scrolling through social media, watching short videos, or viewing visual content on platforms like Instagram.

Understanding this concept helps tailor the message to fit the audience’s engagement level and the medium’s strengths.

Tailoring messages to fit the medium is essential for effective communication. One size doesn’t fit all in today’s diverse digital landscape.

Take a moment to evaluate your current messaging strategies and consider how you can better adapt your content to different channels. If you need a hand, give us a shout at Remark—we’re here to help you nail your communication strategies and make your message shine.