A multi-platform distribution strategy that sells a single character across various platforms
- Transforming a single image into multiple experiences.
- Why do people meet on various platforms?
- The identity remains fixed, but the usage scenario is changed.
- Creating a clear reading flow for character profiles using DecoBlocks.
- The more it expands, the more difficult it becomes to manage and exercise rights.
- A method for not going to all places from the beginning.
- Frequently Asked Questions.
- WordPress-related plugins
A small character is smiling on a mobile phone screen. Someone is sending the facial expression through a messaging app, while someone else is sharing it on a social network service. Still others want to buy items featuring that character.
The most important question at this time is: When releasing a single character on multiple platforms, what should be preserved and what should be changed? The answer is not simply to copy the image exactly.
Transforming a single image into multiple experiences.
Multi-channel distribution is not simply uploading the same character image to multiple locations. It is a strategy that involves adapting the image to suit the different uses and sales experiences of each platform.
Kakao Friends initially became known through KakaoTalk emoticons. Starting as characters that express users’ emotions, they have expanded their reach to include content, merchandise, and brand collaborations.
LINE FRIENDS also started in 2011 with mobile messenger stickers. Subsequently, in 2015, the company officially launched its character business, expanding into digital content, stores, and licensing.
It is not necessary to have everything from the beginning.
This is an example of first showing when people use a character, and then expanding those uses into other businesses.
Why do people meet on various platforms?
When a character is limited to a single platform, the potential reach and visibility are restricted. Therefore, creators must also consider messaging platforms, social media networks, personal websites, and merchandise channels.
LINE FRIENDS has officially expanded beyond stickers into digital content, stores, and licensing businesses. Its official page identifies 18 countries as global business hubs and reports cumulative gross merchandise value of 5.9 trillion won, along with a social media fandom of more than 70 million.
Sanrio also possesses over 400 characters. The fact that they operate separate business opportunities such as licensing, wholesale, and boutiques, depending on the region, demonstrates that the characters are not limited to a single product.
However, there is no need to simply replicate large-scale examples. The problems encountered in reality are often smaller and more specific.
If you upload images intended for use in messaging applications directly to social networking services, it may appear awkward. When trying to use them for products, you must also re-verify the file and usage rights.
The identity remains fixed, but the usage scenario is changed.
The correct approach is not to upload the same content to all platforms. Instead, it involves maintaining the core identity of the character while adapting the features and consumption patterns to suit each specific platform.
The fixed elements are the name, appearance, personality, manner of speaking, representative color, and rights standards. If these criteria are compromised, people may perceive the same character as different entities.
The thing to change is the usage scenario.
In messaging applications, it is important to quickly convey emotions such as joy, regret, or encouragement. In social networking services, there is a need for content that can be briefly viewed and shared.
- Messenger: A short expression used to convey emotions.
- Social networking services: Short-form content that encourages discovery and sharing.
- WordPress: The home base for accumulating stories and resources.
- Product Channel: Direct ownership and repeated use experience.
WordPress can serve as the central platform for this purpose. This is because it allows you to store images and media files within the site, and manage titles, descriptions, and alternative text for them.
You can gather character information, world-building details, episode summaries, stickers, and product information in one place. Once an image is organized, it can be reused in multiple posts and pages.
Creating a clear reading flow for character profiles using DecoBlocks.
If you have compiled character information in WordPress, the next task is to ensure that the information is not just presented as text, but also shows the characters in action. DecoBlocks is a WordPress plugin that adds speech bubbles, boxes, emphasis, table of contents, and decorative effects to WordPress posts, enhancing the presentation and reading flow of the text. If you have installed a sticker pack, you can use the “Insert Character Sticker” feature to add character stickers to your posts, allowing you to place characters within world-building descriptions or episode narratives.
Content that needs to be displayed separately, such as usage rules or license terms, can be grouped within a Section Box (Solid), which presents the related content in a single-color box. For lengthy introductory texts, the Auto Table of Contents feature can generate a table of contents based on H2 and H3 headings after the post is published, and important sentences can be highlighted in yellow. The fact that the same text formatting features are available in both the block editor and the classic editor is also a choice that aligns with existing WordPress workflows.
The more it expands, the more difficult it becomes to manage and exercise rights.
Increasing the number of platforms does not only increase the opportunities for exposure. You must also manage the file name, image version, description, sales method, and usage rights together.
It is important to note that simply because a character is drawn directly does not mean it can be sold anywhere. For external collaborations, product creation, and combinations with other images, the scope of use must be clearly defined in writing.
Sanrio states that only authorized businesses can produce and sell products and services that use the character’s name or image. It explains that unauthorized commercial use can also be a problem even if the character’s image is redrawn or combined with other images.
When managing directly, the most common issue encountered is with WordPress’s media management. If external image addresses are used directly, the images on the site may disappear if the original files are moved or deleted.
When multiple people upload files, it can be difficult to find the most recent one. It is also necessary to separately verify whether the files can be used for product sales and whether alternative text has been added.
As the number of characters increases, the core issue is no longer drawing skill.
It is the operating framework.
While a direct solution may seem simple initially, it has limitations when it comes to manually adjusting files and permissions. A single missing description or incorrect permission can lead to extensive modification work across multiple platforms.
Therefore, authorized original files must be stored in the site’s media library, and their names and descriptions must be managed in a consistent manner. If necessary, a structure that separates content types, such as characters, episodes, stickers, and merchandise, can also be helpful.
A method for not going to all places from the beginning.
For those creating a character for the first time, it is more practical to first determine a primary use case. For example, one approach is to focus on a single emotion and situation, such as “a character designed to comfort people after work.”
Next, organize the character introduction, world-building details, usage rules, the main image, and licensing criteria in WordPress. This will serve as a reference for when I upload content to other platforms.
Subsequently, confirm user reactions by using a single emotion-expression sticker or a short social media content. By starting with use cases that have confirmed reactions and then expanding to other platforms and products, the workload will not suddenly increase.
If you already have a presence on Kakao, Naver, or social media platforms, avoid repeating the same image. Kakao is suitable for expressing emotions, social media platforms are ideal for sharing short content, WordPress is best for creating searchable stories and a resource library, and product channels are designed for facilitating purchase experiences. Each platform should fulfill a distinct role.
When the amount of information collected in WordPress becomes extensive, a reading order is necessary even for posts explaining the roles of each platform. DecoBlocks’ Auto Table of Contents creates a table of contents based on H2 and H3 headings after the post is published, and the Section Box (Solid) displays related content within a box.
In the section describing the character, you can insert a “Insert Character Sticker” to display both the text and the sticker together. This makes the post structure reveal WordPress’s role as a resource library, distinct from those of messaging apps, social media, and product channels.
If you plan to engage in external collaborations or merchandise sales, you must first document the scope of character usage and obtain permission for commercial use. Although it may seem cumbersome, this will save time later when you need to reconfirm the permitted scope.
Ultimately, multi-channel distribution is not about uploading a lot.
This is an operational strategy that maintains a consistent identity while only adjusting the details of the encounter scenes.
Frequently Asked Questions.
Q. Can I upload stickers intended for use in messaging apps directly to social networking services?
A. You can upload the stickers as they are, but it is not the best approach. Messaging apps focus on emotional expression, while social networking services focus on discovery and sharing. Therefore, even with the same character, it is more natural to change the scene and format.
Q. Even if one character has only one character, should it be released on multiple platforms?
A. It is not necessary to expand to all platforms from the beginning. It is easier to manage by selecting one representative use case, confirming the reaction on a single platform, and then expanding to areas where there is a reaction.
Q. Can this problem be easily solved using a tool? What kind of tool should be used?
A. The fundamental principle is to manage files and permissions in a centralized structure, rather than relying on one specific tool. Utilizing WordPress’s media library and content type distinctions can be helpful in organizing images and character assets.
Q. How are character data displayed and distinguished within a WordPress post?
A. DecoBlocks’ Section Box (Solid) displays related content, such as character introductions and usage rules, within a single-color box.
You can also insert character stickers from a sticker pack installed with “Insert Character Sticker” into your posts. For long posts, you can create a table of contents based on H2 and H3 headings using “Auto Table of Contents,” and you can highlight important sentences with the “Highlight (Yellow)” function.
