Ephemeral content is a type of content on social media that is visible only for a limited amount of time, generally 24 hours. Popularized by Snapchat, ‘stories’ are now a staple on most social media platforms, for example, Facebook, Instagram, WhatsApp, BeReal, etc. After a day, this content disappears, creating a sense of exclusivity, like limited in-store sales, and taking advantage of FOMO, the fear of missing out.
ephemeral content explained
Rise of Ephemeral Content
With the upgrades in camera quality on smartphones over the last decade, people now have the ability to take multiple pictures at any moment. This has led to people capturing so many memories that they get lost in the sea of photos on the device. Stories bring a balance of shareable photos that don’t need preserving. More important photos are saved on the device, and less important photos can be shared online immediately. The lack of permanence of the content shared also encourages people to share more, as it reduces the potential embarrassment of having that post be a part of your digital footprint. The ephemeral nature of the content means users tend to check stories more often so as not to feel left out or miss out on something.
Advantages of Disappearing Content to Marketers
Ephemeral content is a great way to reach a younger audience in this digital age. Traditional content creation doesn’t have the same impact on younger audiences that live a large part of their lives on the internet. Here’s why ephemeral content is a great way to target this consumer base:
Authenticity
In a study by Sprout Social, 64% of consumers said they wanted to feel connected to the brand. Since ephemeral content is to be made ‘at the moment,’ it helps create a sense of authenticity and brings out the human side of a brand. Posting unedited behind-the-scenes stories also allows users to feel more connected to the brand by getting a sneak peek at what the brand is doing. Before an event or a launch, people often post short videos of the preparation taken for the event.
Interactivity
Posting on your feed might be better to increase your reach, but ephemeral content can lead to more engagement. Through stories, you can ask questions, ask for questions from users, and also conduct surveys with polls. These are anonymous, making it easier for users to engage with the content and respond; all it takes is a click or typing a few words. Using branded filters, geo-filters, and other methods encourages user-generated content.
Diversification
Stories are seen as a distinct channel of communication in your feed. Since stories work better, the more authentic it is, it’s much cheaper to produce. You don’t need professional filmmakers to make a story. You can share more media without interfering with the user’s feed.
Brand Personality
Stories allow you to showcase your brand personality. They are seen as more personal and less formal. Sharing the everyday working of your business allows users to understand your brand better and feel more connected to it. The users often appreciate the transparency.
Boost Sales
Ephemeral content can be used to inform users about limited-time sales or links to buy products. Social media platforms have made stories shoppable ads, meaning users can buy the product in a few clicks by interacting with the content.
Analytics
Ephemeral content allows brands to see how many people viewed the story and how many interacted with it. Polls and surveys also give insight into consumers. Unlike other analytics, with stories, you get an immediate report without needing third-party software.
Using Ephemeral Content
Ensure the ephemeral content you post is similar to your content on that particular platform. It must also be consistent with your brand logo and colors and should work together with your brand strategy. Ephemeral content should not seem scripted, but it needs a plan.
Compared to other types of content, with ephemeral content, you don’t need it to be perfect. The users forgive small mistakes, and the slight imperfections make the content more transparent and personal. You need to remember to keep the content short, so you still need to have an outline of what information you want to talk about. Try not to have any edits or cuts in your video content, as it takes away from the authenticity. Try to take it in one take and show the natural and raw sides.
Most importantly, don’t be afraid to add personality to the content. Feel free to interact with the user comments if you’re doing a live stream. Ephemeral content can only reach its full potential if paired with other forms of content. Be relaxed and have fun using ephemeral content; if you enjoy it, the audience will too!
Some Ephemeral Content Examples to Inspire You
Coca-Cola – Belgium National Football Team
During the 2018 FIFA World Cup, Belgium played Brazil in the quarterfinals. Coca-Cola decided to run a small animated Snapchat geo-filter on the day of the game. Over 1.2 million people ended up using the filter as Belgium defeated Brazil.
Paramount Pictures – Go Rogue
Before the release of Mission Impossible Rogue Nation, Paramount Pictures created a campaign where they challenged fans through Snapchat to “Go Rogue.” Users were given 24 hours to complete the challenge. According to Snapchat, this campaign resulted in 65 million impressions, as they submitted it for a Shorty Award. This campaign introduced the Mission Impossible franchise to a new generation.
Netflix – Sharing Instagram Stories
To increase UGC and to promote their OTT content, Netflix allows the users of their mobile app to directly share movies or series through the user’s Instagram stories. The story also contains a link to watch the film or series on Netflix. It’s an excellent way for users to share their opinions and thoughts about Netflix’s content, but it also works great as a marketing tool.
Ephemeral content is a great way to interact with a modern audience. It is cheap and easy to produce, and it brings with it significant benefits. It allows the brand to be more open and transparent, enabling the consumer to feel more connected to the brand. Ephemeral content is one type of interactive content, and having interactive content in your marketing mix is crucial in the digital age. The internet has brought new ways of marketing, and interactive advertising is a great way to increase user engagement.
Also Read: Interactive Advertising: Redefining User Engagement in the Digital Era