![]() ![]() Marketers can promote location sensitive events and offer discounts of stores which are near to the users by utilizing the geo-filter feature in snapchat. Visual content and videos are far more engaging than text and images. Higher User Engagement: Ephemeral content brings more user engagement as compared to traditional content.Marketers play smart and focus on displaying contents which are more likely to entice users to perform call for action. Be it buying a product to avail discount, ordering a meal using a discount coupon or booking flight tickets during the time-limited sale, the decision is usually immediate. Immediate Response : Content being self-destructive demands users to take quick and impulsive decisions.Marketers just have to ensure that they create engaging content. ![]() As a study from Business Insider, users are likely to open the app 18 times a day. Especially among the younger audience, there is an urgency to stay updated on the brands they follow. As the content is accessible only for a limited period, users don’t want to miss out on an exciting offer and there is an eagerness among users to keep themselves updated on what the brands have to offer. FOMO (Fear of missing out): One of the primary reasons for the success of Ephemeral content marketing is FOMO (Fear of missing out) among the users.Benefits of using Ephemeral content marketing: With posting Ephemeral content, marketers no longer have to worry about removing content if it doesn’t bring positive feedback as it would by default self-destruct. Users can buy the product or register for an event by a mere flick on the image or video. Marketers can not only put up promotional content but content that has a clear call-to-action so that users can identify what the required to do. They can give their users a peep into what goes on behind the scene, making of an upcoming product, a glimpse of the workforce and working culture. This gives them an opportunity to become a part of the daily routine of the users which helps in building a long-term connection.īrands can focus on creating content which informs the users about something they aren’t aware of and is exclusive which they won’t get to know anywhere else. They want their audience to regularly visit the post which increases user engagement. This is exactly what works in favor of marketers. So, they check the apps regularly for keeping themselves updated. Content being short-lived creates a sense of urgency and users don’t want to miss the content. ![]() With almost 170 million active users on Snapchat, over 250 million on Instagram stories and Billion users on Facebook, this makes an enormous amount of traffic which marketers cannot afford to ignore. Potential of Ephemeral content marketing: This younger generation tends to relate a lot more with ephemeral content which is far more authentic as compared to traditional marketing content. ![]() Today Snapchat has over 170 million daily active users which comprise mostly younger generation aging between 16-30 years. Soon, they followed the footsteps of Snapchat and introduced this feature of posting this form of content. Similar to other platforms Facebook and Instagram also began to consider the potential of Ephemeral content in terms of increasing the traffic. Snapchat witnessed an unprecedented surge in the number of active users post-2012 which resulted in higher no. But what unfolded after 2012 once Snapchat worked on this idea of impermanent content took everyone by surprise. Marketing had always been about producing long-lasting content that could stay for longer and establish a long-term relationship with consumers. Back then, people were skeptical about this as marketers were reluctant to invest time and money to produce content that would disappear in a day. Snapchat was first to bring this idea of fleeting content to the world of social media in 2012. Images are preferred for informational content while videos are used for displaying product demos, new functionality of products. Snapchat, Instagram stories, Facebook stories are the platforms providing this feature of posting content which self-destructs in a day. They are accessible only for a limited period and disappear within the span of 24 hrs. It’s a rich media content usually videos and images that are short-lived and impermanent. Let’s dive deep into what exactly is this terminology and how brands utilize it for effective marketing. In fact, Ephemeral content made it to the Adweek’s list of social media trends which would cause the biggest impact in 2018. What’s the hottest topic trending in social media marketing? After Augmented Reality and virtual reality, Ephemeral content is the next big thing. ![]()
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