Blogging site Medium has launched its own version of social media ‘stories’. We take a look at how cultural organisations in Scotland might want to use it.

Medium has launched its own, more grown up, version of ‘stories’.

The social publishing network, started by one of Twitter’s cofounders, has a strong focus on written content. As a result, it tends to attract an older audience than Snapchat’s teenage to late 20s user base. It is quite often used by people and organisations seeking to position themselves as experts within their field.

Medium’s social media stories-style feature is named ‘Series’. It could hold a great deal of potential for organisations looking to engage with a more mature audience or looking to demonstrate expertise.

WHAT IS SERIES?

Medium’s Series differ from the other social media stories in one crucial way: they don’t vanish after 24 hours. In fact what Medium is trying to do is the opposite of the Snapchat design. Instead of a short-lived instant reaction, Medium is aiming to create a lasting story where people can document topics of interest over time. Users can then subscribe to the series and get updates whenever new material is posted.

Unlike Snapchat or Facebook Stories, users won’t be able to add emojis or decorate faces with animal masks. The focus is on writing great stories, but you can still upload pictures and snippets of video adding words and captions if you wish.

POTENTIAL

While Medium doesn’t have as big a UK audience as say Facebook or Instagram, its new Series function (and the site as a whole) is still well worth exploring. Given the site’s popularity in the US in particular, it may even offer a new means to connect with a North American audience base.

For cultural organisations there’s the potential to capitalise on interest in a specific exhibition or topic over time. You can document events or upcoming shows as you go. In many ways, Medium’s Series is a more traditional way of telling stories, linking instalments together again in a sea of digital information.

Even the feedback has a traditional feel, with a simple clap at the end to show your appreciation.

If you’re exploring the use of Stories to reach new audiences, read our other pieces in this series about getting started on Facebook, Snapchat and Instagram.

 

Main image credit: Soul Train by Gauthier Delecroix (CC BY 2.0).