Ephemeral content has emerged as an important tactic in the marketers’ handbook. And that is being consumed by us on a daily basis. It’s also known as short‑lived content with a long‑lasting impact. Yet, we are unaware of it. This kind of content is quite popular on social media platforms and was first introduced by Snapchat in 2011. Let’s understand this concept in a better way.
What is Ephemeral Content?
In layman’s terms, rich media that lives for a short span is known as ephemeral content. It can either be images, videos or text. It centres on trending news, happenings and events on social media. And many organisations are adopting this strategy to create regular customer engagement as well as enhance the brand’s equilibrium in the competitive market
Ephemeral content became widely popular initially with the term ‘snaps’ ‑ texts, videos, or images that lasted just for a click. It was well-known for snap stories as well that existed for 24 hours. The media works as an advertisement that aids in engaging audiences with a blend of traditional and modern features together. Even memes and GIFs come under the same bracket. One of the really popular trends of this concept was Rasode Mein Kaun Tha.
Ephemeral Content and Social media
Social media platforms are the core host for such content. This massive and fast way of communication allows users to maintain personal profiles, publicly articulate connections, and consume, produce, and interact on the platforms. Cassie Phillips, Author at Social Media Explorer, once mentioned, “Snapchat brings something new to the world of social media marketing, allowing brands to reach out and engage potential customers in unique ways. It brings a new perspective that better engages younger consumers.”
Currently, this format is being offered by several social media platforms such as Facebook, Instagram, and even WhatsApp. These platforms allow posting of stories and now even creation of reels is a part of this content.
What’s driving the popularity of ephemeral content?
Fear of Missing Out or FOMO is one of the crucial aspects of marketing technique today. Oxford Dictionary defines FOMO as “anxiety that arouses after seeing a social post on something exciting or interesting happening elsewhere”. Ephemeral content works along these lines.
Moreover, the way people consume content today has changed. At the same time, content creators these days are making posts using few words that are quite informative. This is why content formats like stories have become popular as they are short and engaging and can let users spend time scrolling through their feed constantly.
Brands with an average of more than 100k followers are posting stories on Instagram almost every two days as compared to four days for brands having at least 10k followers. This helps prove that this type of content is gaining popularity every year and based on statistical data and the rising number of active social media users throughout the world, leveraging ephemeral content will be quite advantageous
In addition, video content is proving to be one of the most engaging types of content on social media.
Brands are leveraging user‑generated content and over the years, there has been an increase in this trend.
In a nutshell, experiential or ephemeral marketing is the need of the hour that is creating unique personalised experiences for users. Therefore, the trend reflects that this is way forward for many brands in terms of their marketing promotion.