12/26/2023 0 Comments Ephemeral storiesAlso, it doesn’t take much effort to process and digest a short video. The ability to convey a message within a minute or two is exactly what makes ephemeral content so attractive and shareable. Although the results of this study have been disputed, we can’t deny that the shorter the video is, the more likely it is to be watched. And that’s practically all the time you have to capture your customers’ attention. has shown that the average attention span dropped from 12 to 8 seconds. Within Your ReachĪ study by Microsoft Corp. That’s why it’s a good idea to consult digital marketing companies specializing in video production and have experts help you create quality videos for your Snapchat or Instagram story. Live Q&A sessions are also a great tactic to encourage interaction between a brand and its target audience.Īlthough it’s true that ephemeral content doesn’t require expensive equipment and editing, its natural and unpretentious feel can’t be achieved without a carefully constructed strategy. Both the agency itself and their astronauts share interesting stories and unstaged footage from space, thus engaging their followers. NASA also relies on ephemeral content to give their followers a peek behind the curtain. Fans had a chance to see her cooking, having a therapy session, getting a massage, and doing all the stuff regular people do. Katy Perry promoted her album Witness by live-streaming her life over the course of 72 hours. It dispels the idea that big brands are faceless and profit-driven machinery. Large corporations can greatly benefit from creating Instagram stories featuring their employees having fun and doing regular, everyday things. There’s no better way to win your audience over and promote your brand in a favorable light than by showing some behind-the-scenes photos and videos of your employees. Being authentic, genuine, and spontaneous is at the core of effective marketing, and that’s exactly what you can achieve with this temporary content. Ads and commercials which show shiny, happy people with perfect make-up and pearly smiles are unrealistic and lead to a certain degree of friction.Įphemeral content and its raw, unpolished photos showing real people in real situations can give your brand a face and humanize it. Polished, unrelatable marketing and messaging are to blame for this. We’re Only Humanīrands can be extremely distant and aloof, which makes it difficult for their customers to connect with them. Needless to say, this enigmatic promotion caused a real media frenzy and created momentum for the upcoming release. There was no explanation as to what it was all about, and it left the audience in anticipation. A 30-second snippet of her song “Hello” was aired during the commercial break of The X Factor UK. A perfect example of this strategy is Adele’s teaser for the release of her album “25” back in 2015. Living in the moment is an extremely popular concept, and this is exactly what ephemeral content is all about.įinally, this here-today-gone-tomorrow tactic gives a sense of exclusivity to your messaging, and it generates a lot of buzz. By creating a sense of urgency, you’ll get your followers to participate and take action more quickly.įOMO is additionally amplified by the concept of YOLO – you only live once, and this acronym perfectly reflects today’s fast-paced way of life. When you post a photo or video which will be gone forever after 24 hours, your target audience will be eager to see it because FOMO (Fear of missing out) is real and is a powerful driving force which will boost your engagement rates. Facebook and Instagram soon followed Shapchat’s lead and started leveraging ephemeral content through their stories. But in time, brands learned that what was initially seen as a drawback, actually held great marketing potential. This feature was mainly appealing to younger audiences. But back in 2011 when it was launched, there were many skeptics who weren’t convinced that disappearing messages could become a serious marketing tool. With 186 million global Daily Active Users (DAU), Snapchat is one of the most popular social messaging apps. So, what’s the secret of ephemeral content and how can you use it to boost your brand awareness and recognition? 1. This fact turns your long blog post into a snoozefest, while your carefully crafted sentences melt into long-drawn-out yadda-yadda-yadda paragraphs.īut Snapchat, as well as Instagram and Facebook stories condense your brand message and make it more digestible and appealing to your target audience. Yes, content still rules big time, but people are practically flooded with tons of different data – 34GB a day, to be more precise. The value of these temporary social media posts and stories rests on the same psychological mechanism which lies behind the effectiveness of limited-time offers. Or if we’re talking about ephemeral content in 24 hours or less. This message will self-destruct in five seconds!
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