With social media mediums like Snapchat in full effect, we are seeing new and creative ways for marketers to interact with and grab the attention of their followers. Ephemeral content is content that only lasts for a short amount of time before it disappears. Snapchat’s ephemeral content, for instance, is only available for 24 hours. Because ephemeral content is fleeting, it is a novelty. This type of content inspires a serious case of “FOMO” (fear of missing out). This fear encourages people to engage with much more urgency.
Marketers are using platforms like Instagram, Snapchat and Facebook to distribute this short-lived content. There is a wide variety of ephemeral content types. They include: Snapchat stories, limited time offers, live streamed videos and more. It may seem like a waste of time to invest in developing content that disappears and is only valid for such a small amount of time. However, if you want to boost engagement to new heights while keeping your followers coming back for more, you may want to consider it.
When you release promotions, codes, specials and free items that are only good for one day –you are creating a sense of urgency around that content. You are telling followers, “This is your only chance.” The “get it while you can” mentality is a strong one. You are also creating an opportunity for a steady flow of engagement. When your content lasts for a day, there is a whole new opportunity for interaction the very next day.
Ephemeral marketing produces a huge opportunity to marketers. This is especially true if your goal is to reach a young, progressive audience. Your goal is to create content that followers want to consume in that moment. With the proper promotion, the rest will follow.
