Ephemeral Content

A new trend in the social media scene is Ephemeral Content.

Never heard of it? Ephemeral content is one of the top social media trends to look out for in 2018. So, it will be useful to brush up on. Especially if you want to optimise your social media strategy. It’s also one of the funny ones because its own weakness is also its strength!

Ephemeral Content means lasting for a short time and it all started with Snapchat stories, followed by Instagram and Facebook stories. In other words, ephemeral content is a video/picture that only lasts for 24 hours and then disappears forever!! (Unless you save it of course)

Huh? I can only use this content once, after all the effort I put into creating it? Strange, I know, but here’s why it’s the next big thing for businesses to utilise.

  1.  Personalisation
    • Ephemeral Content helps humanize your brand. It does this by showing the ‘behind the scenes’ and the trials and tribulations of your company. By doing this, you are adding a personal touch to your brand as it allows you to share your brand story in an authentic and exciting way. This, in turn, allows your followers to connect better and, as a result, strengthens their commitment to your brand. In a polished, Instagram pretty world, seeing this raw content can really set a brand apart and it can also help with lead nurturing.
    • A great example of personalisation is Cisco’s ‘A Day in The life’ campaign. Cisco wanted to showcase their amazing culture and they chose to do this through Snapchat. They received some amazing feedback and also managed to grow their following by 600% as well as have a 70%-80% rate of story completion (watching the entire Snapchat story from start to finish)
  2. Its Engaging
    • Ephemeral content demands attention. Users are more inclined to engage with it as they understand the content is only there for a short period of time. Ephemeral content can provide high engagement rates because of this need to always stay up-to-date. And if you can make it fun, it’s double the bonus. The likes of Snapchat, Facebook and Instagram provide location specific filters and/or tags. This gives a brand an inexpensive opportunity to promote a certain event and/or location in a fun and engaging way.
    • As well as this, brands can use ephemeral content to create a buzz, or promote, a product by asking it’s followers to engage with the content. A great example of this is when the movie Mission Impossible: Rogue Nation was promoted through Snapchat. Followers were asked to engage with the content by submitting pictures or videos of them doing particular tasks. As a result, the campaign got 65 million impressions.
  3. FOMO
    • Today’s generation is obsessed with The Fear Of Missing Out and it’s only heightened by the constant posting across social media. FOMO is a novel aspect of ephemeral content as it strikes a fear among followers that they constantly have to stay tuned so they don’t miss out on something big or important. This does pose a problem for marketers as they have to constantly create engaging content. But the beauty of ephemeral content is that it does not need to be polished and picture perfect with an Amaro filter and some adjustments to brightness and shadows. The more real and raw your ephemeral content is, the more your followers are likely to be converted as loyal leads.

Some things to remember about Ephemeral Content

  • Its important to know your audience. If still pictures get you more engagement then you should utilise this. But also remember to trial and error. In the ever changing world of digital marketing you should consistently try out new trends because what caught your audience’s attention year ago, might not do so now.
  • Ephemeral content is meant to be authentic and raw and so don’t get too complicated with it. It’s a great way to connect with your followers in a more humanised way so don’t over-perfect it.
  • If your followers are avid Snapchatters its important to integrate Snapcodes between your social media channels. QR codes need to be visible and promotedIf you want your followers to quickly access you on Snapchat. In a study done by Snaplytics, 25% of new Snapchat followers came from Snapcodes.
  • Ensure to adopt a storytelling approach. The beauty of ephemeral content is that you can tell your brand story in an inexpensive and impactful way.

What can you do with Ephemeral Content

  • Behind-the-scenes
  • How to’s
  • Calls-to-action
  • Q&As
  • Contests/Promotions/Giveaways
  • Promo new products or services
  • Broadcast from events
  • Sponsored impulse buys
  • Takeovers
  • Recipes