12/30/2023 0 Comments Ephemeral stories![]() ![]() So for companies that want to use ephemeral content to highlight the human side of your brand? Do just that! Capture moments of team building and genuine interaction between people and you’ll come across less corporate and more real. It uncovers the veil of unreal and fabricated perfection around the brand that usually causes people to distance themselves from it and affects their trust for the brand.Įven Snapchat founder Evan Spiegel makes a similar reference in Snapchat’s first ever company blog, saying that their app doesn’t “conform to unrealistic notions of beauty or perfection, but rather creates a space to be funny honest, or whatever you might feel like at the moment.” That’s why more and more of top social media marketing agencies have decided to use ephemeral content to do just that. This shows their audience that they are real, authentic people just like them. įor instance, a large, corporate brand can can create Instagram Stories to capture behind the scenes footage of your company and its employees having fun doing everyday things. This evokes a sense of spontaneity and gives your brand a more human-like face. This is because temporary content usually doesn’t need to be too polished or refined and thus has a genuine feel to it. Why?īecause they wanted to see real, unedited, and natural content instead of something meticulously curated.Įphemeral content can actually improve brand loyalty by showing authenticity and true, genuine human faces and minds behind the brands. With the sudden surge in active users on Instagram, it’s hard to believe that Snapchat once reigned supreme as the most engaging social network for millennials.Īt one point, they actually preferred Snapchat much more for its raw, unpolished content to Instagram’s perfectly filtered photos. This is what drives people to immediately watch it, react and consequently even make impulse purchase or signup decisions, especially if the visual content is accompanied by smart copywriting or a good call to action that creates a sense of urgency.įor brands who want to encourage the sense of urgency, using words like “today”, “right now”, or “for a limited time” in your Instagram and Snapchat Stories CTA can drive your users to take actions more quickly. Therefore, ephemeral content just goes a step further and actually tells users that it won’t be available at all after a short period of time. Most of it does remain online, but most of it also gets forgotten and buried under other content in just a couple of days. ![]() In a way, almost all content posted on social networks is ephemeral. So it’s no wonder that Snapchat gets 10 billion video views a day, which still puts them ahead of Facebook in this respect. In fact, 56% of social media users suffer from this fear to some extent. Social media have amplified this feeling by putting everything your friends, favorite brands, celebrities or news portals share, do or plan right in your face, thus creating a feeling of concern for not being a part of it or not knowing about it at all. The “fear of missing out” (FOMO) has become a commonly used phrase for a phenomenon that goes beyond social networks.įOMO refers to a sense of anxiety and mild panic that one feels when missing on a certain event or a piece of news. Most ephemeral content is visual, and visual content is shared 40 times more often on social media than other types of content.īut more importantly, ephemeral content is highly engaging because it creates a sense of urgency and plays on the concept of missing out. In this blog post, we’ll share four ways that temporary content can actually improve your brand’s awareness. However, it’s far from being ineffective. The content is created, consumed and forgotten in a blink of an eye. Basically, its biggest selling point is that the way this content works perfectly mirrors the contemporary way of living – it’s quick, transient and restless. After all, you’re spending time and resources to come up with engaging content that disappears after a day? What’s the point?Įphemeral content can actually offer some benefits that marketers can’t get anywhere else. On one hand, it might seem absurd to use this kind of a channel to promote your brand. This is known as ephemeral content and brands have been quite quick to recognize its marketing potential. What remained the same about the app is the impermanence of its content.Įverything that is posted vanishes after 24 hours, and this concept was quickly copied by its biggest social network rivals, Facebook and Instagram. It added numerous features such as photos, videos, chat and filters, and grew to reach an astonishing 190 million daily active users. Originally known as the app for sending disappearing messages, Snapchat has changed drastically since. It may seem like decades ago, but ephemeral content only debuted in 2011 – thanks to a little platform called Snapchat. ![]()
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