Buzzwords Demystified: Ephemeral Content

Buzzwords Demystified: Ephemeral Content

January 3, 2020 11:53 am

Trends in social media change almost daily. One that’ll be sticking around — at least for a while — is ephemeral content. This term refers to content that has a limited lifespan or accessibility. More simply put — it disappears. 

Snapchat was the instigator of this type of content, but we want to focus on the platforms that are best for brands: Facebook Live/Stories and Instagram Stories. These are simple to use and great for collaboration. 

Does Disappearing Content = Disappearing Dollars?

Not at all. With the informal nature of this type of content comes a greatly lowered price tag and heightened engagement. The uptick in Live and Story adoption is substantial, with Instagram Stories seeing the most action — over 500 million users view stories per day, boosting the average time in-app to 53 minutes.

Including ephemeral content in your social strategy will require a shake-up. It’s more timely and more involved, but that’s a great thing for your brand. Instead of spending days polishing an ad that won’t be seen (ad-blocking is up to almost 20% on mobile), you can quickly create engaging brand story on the fly. 

1 in 5 brand stories elicits a DM. Is your engagement for ads at 20%?

Avoiding Exhaustion

Whilst it’s true that ephemeral content is great value, continuous content ideation can be exhausting. In order to keep your social media fresh, collaborate

One of the biggest recent struggles is a battle for authenticity. With social feeds saturated with shiny ads and sponsored posts, consumers would rather see something flawed, but real. Not only will influencers have new takes and bring a real voice to your brand, but they can take you to a new level of authenticity. 

Both Facebook and Instagram have ensured they lend their live and story features to less formal/expensive creation styles. Vertical video with features like @ tags, geo-tags, polls, questions, and swipe-ups presents brands with new ways to give their audience a peek behind the curtain — humanizing with a level of transparency and spontaneity not achieved by other content. 

Utilizing FOMO

In addition to the need for authenticity, social media is notorious for creating the feeling of FOMO (fear of missing out). The feeling of not wanting to miss out on live interaction, or disappearing stories, is boosting interaction. With time-sensitive, ephemeral content, you can capitalize on the same sense of urgency and exclusivity for your brand.

Instagram average app opens grew to 18 per day with stories.

The ability to gain so much exposure to users without clogging up their feeds is unprecedented. You and your influencers can engage and inform in a more natural way — just like a real conversation, lessening the chance of overexposure.

Next Steps

Finding the right influencers for your brand is arguably the most difficult part. Once you’ve figured those out, you can build a content plan to engage and excite. 

Here are some starting points for discussion:

  • Live Q&A with brand leaders to establish expertise
  • Market research possibilities using polls and questions
  • Consumer interaction with tagged posts
  • Optimizing UGC by reposting user stories and feed posts
  • Push exclusivity with time-sensitive offers.
  • Use live tutorials to inform and educate on products
  • Connecting with Trending Family to help you plan your next ephemeral influencer campaign

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