Adapting to the new media reality: the need for a multiplatform approach in branding strategies of local and regional media

Vol. 4 | No. 2 | December 2025
M.Sc. Aleksandar Manasiev
Journalist and media consultant

Abstract

Digitalisation has fundamentally transformed the ways in which media content is produced, distributed, and consumed, reshaping the traditional media landscape. In this environment, local and regional media face increasing pressures related to visibility, audience engagement, and long-term sustainability, particularly if they fail to adapt to new digital and platform-driven conditions. This paper analyses branding strat­egies adopted by local and regional media organisations in the digital era, with a specific focus on the effects of a multiplatform approach. The central hypothesis is that media outlets that systematically use multiple platforms and diverse content formats achieve greater brand visibility and higher levels of audience engagement compared to those relying on a single platform. The study is based on a quantitative analysis of survey data collected from local and regional media in North Macedonia and examines their pres­ence across websites, social media platforms, and mobile applications. Particular atten­tion is given to three key components of a multiplatform strategy: the use of multimedia content, interactive formats, and user-generated content (UGC). The findings indicate that media organisations implementing a multiplatform approach are associated with significantly higher visibility and more intensive audience engagement. Video content emerges as the most effective format, while interactive formats and UGC demonstrate strong potential for strengthening trust, credibility, and the relationship between media outlets and their audiences. In contrast, media organisations that do not adopt multiplat­form strategies tend to have limited reach and lower brand recognition. In conclusion, the study suggests that multiplatform branding strategies represent a crucial factor for the sustainability and competitiveness of local and regional media within the contempo­rary media ecosystem.

Keywords: media branding, multiplatform approach, local media, multimedia content, audience engagement

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