Why Should You Prioritize Ephemeral Content?
Social media platforms like Snapchat and Instagram have encouraged the rise of ephemeral content—media that is rich, like images and videos, and that is only accessible for a brief period of time.
Ephemeral content plays on the feeling of FOMO (fear of missing out) that affects nearly everyone, especially in the digital age, when information is delivered constantly and almost instantaneously. Being away from one’s smartphone for an hour can lead to the uncomfortable knowledge that an enormous number of updates have already passed, leaving one feeling left out and left behind.
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FOMO is a powerful force for driving engagement with ephemeral content and any conversions it might entail because users know that it won’t last long and want to get in on things before it’s gone. Ephemeral content might take the form of stories on Snapchat, Instagram, and Facebook, which only last 24 hours. It also might just be something posted on a website or on social media that has a given expiry time, usually no longer than a few days after it was posted. Live videos are another popular format of ephemeral content, and live streaming can be done on Facebook, Instagram, and Twitter. On Snapchat, a fun and visual example of ephemeral content are on-demand geo-filters that are available in a certain location for a certain amount of time.
The typical advantage of greater engagement with ephemeral content allows for some content to work better than others. Some ideas of what works best are below:
- Showing off company culture behind the scenes
- Announcing products
- Demoing products
- Linking to tutorials
- Giving industry tips
- Offering flash sales and discounts
- Asking for feedback with polls or asking open-ended questions
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If you’re going to use ephemeral content, remember that it’s important to have a clear call-to-action that goes along with it. The usefulness of the ephemerality is that it makes people want to do something before the opportunity is gone. Capitalize on this and define your goals when posting to be sure it’s doing the most work for your bottom line. If you can add links to this content, whether they are directing customers to your e-commerce site or to your other social media accounts, you’ll be getting more out of this type of content.
Lastly, remember that ephemeral content can be informal, or casual, compared to the usual content posted on your feed. Posting things that are less brand centered and more human can help you connect with your audience on a deeper level.
Ephemeral content can help set your brand apart on social media because it typically stands apart from the rest of the feed and it engages audiences who don’t want to miss out on the fun. Set up a strategy for what kinds of stories you want to post and have them work for you with clear calls-to-action.
Need help with social media or creating other great content before you miss out? Kraus Marketing’s team of expert copywriters, designers, and digital specialists can help your brand rise above the rest. Contact us today to learn more about how we can help you.