January 15, 2020
Now you see it, now you don’t. What is it about fleeting content that creates a panicked sense of urgency in people? You’ve seen it before. Platforms like Snapchat (and now Facebook and Instagram) all have features that show a quick video, then toss it to oblivion. Never to be seen again.
It’s actually a brilliant form of marketing. Who doesn’t pay closer attention to media they know they will never see again?
Total F.O.M.O. Fear Of Missing Out!
It’s a complete trick of the psyche and one that top social brands have caught onto. It’s called ephemeral content.
Ephemeral content is something that is available only for a short duration and disappears quickly. Snapchat and Instagram Stories are a prime example of how this operates. It’s a perfect form of marketing for short attention spans.
That’s why this type of content has become so popular. It’s short, engaging, and you don’t have to scroll through loads of media to get there. Ephemeral content usually plays immediately when clicked on, and then, never again.
There are many reasons why people enjoy disappearing content. It feels more authentic and genuine. Almost like you are “capturing” someone when they least expect it. Additionally, this type of content is highly engaging but won’t clog your feed. It’s there to deliver a quick message and be gone.
Ephemeral content is ideal for mobile sales and marketing. People who watch video content on their phones are usually not doing so for long periods. The alignment with mobility gives marketers more opportunities to reach target audiences.
Not only does it build brand loyalty (people are eyeing for your next vid), but it helps a brand interact with prospects in an engaging way.
Still not convinced? Here’s some recent data to help you out:
When it comes to utilizing ephemeral content, the sky is the limit. You can change the format, messaging, or content. It just depends on your branding and goal.
Here are a few smart ways to use ephemeral content:
Hashtag #BTS!
People love seeing what’s behind the curtain. Like the Wizard of Oz, when you show viewers what’s “behind the scenes,” it becomes more authentic. Audiences appreciate honesty.
Behind-the-Scenes posts are insanely popular on social media platforms. Even more so when you incorporate them with Stories. In fact, Stories have even helped increase the amount of time people spend on Instagram from 15 to more than 32 minutes a day.
This type of media gives you new opportunities to interact with the audience. Ephemeral content has become so popular that platforms are developing better ways to engage, interact, and create a deeper connection with users in real-time. This means more chances to nurture a live audience as well.
Use the short-lived content to understand needs better. This can help with product development and increasing customer satisfaction. Encourage people to ask questions about your ephemeral video in the comment section, then use the data to make better business decisions.
Here are a few Instagram Stories features you can use to better understand customers:
Humans perceive visual content better than text. According to a survey by Renderforest on video marketing, the consumption of video content is changing. Social video generates 1200% more shares than text and images, 64% of users are more likely to buy a product online after watching a video, and video ads make up 35% of total online spending.
That being said, most people access social platforms through a mobile device. They also hold smartphones upright 94% of the time when scrolling newsfeeds. Naturally, this implies vertical videos are on the rise. They are more convenient to watch and allow the flow of other apps on a mobile device. Therefore, it facilitates the consumption of a short-lived video when presented vertically.
The trends for ephemeral content are only limited to your creativity. Although a fun form of media, ephemeral videos should never be the backbone of your social efforts. They function as a complement to your robust social media strategy; more like icing on the cake. And who doesn’t love frosting?
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