I posted about ephemeral content once before, during my end-of-year predictions, when I said that ephemeral content was going to explode in 2018. With that said, I want to talk about why you should start investing in ephemeral content.
What is ephemeral content?
Ephemeral content is content that disappears after a set amount of time (usually 24 hours). Snapchat’s disappearing content model is built on the concept of ephemeral content. With Snapchat being such a huge success, other networks started leveraging ephemeral content, including Instagram (with Instagram Stories) and Facebook (with Messenger Day).
Why use ephemeral content?
At first glance, it can seem like a waste to invest in content that will only be posted for 24 hours. But there are actually some very good reasons why you should.
People like it
If you have no other reason, consider this one – audiences love ephemeral content! That’s why Snapchat got so huge, to the point that other networks are trying to imitate it. And overall, social media marketing is about finding and doing what audiences like.
People viewing ephemeral content are already operating on FOMO – Fear Of Missing Out. Add a limited-time offer into your story, and people are that much more likely to buy.
Ephemeral content has great engagement rates. Especially if you’re targeting Millennials or Gen Z, ephemeral content is going to be a tool you want to use.
Stay tuned for more!
I’m going to be spending a lot more time talking about ephemeral content coming up, so if you want to learn how to use this great social media tool, stick with me for the month of March! There’s a lot more to come.