6 Reasons Why You Need to Integrate Ephemeral Content
Ephemeral content, deemed one of the hottest trends in social media marketing, has well surpassed the Snapchat spectrum to acquire soaring engagement rates across Facebook and Instagram. Today, it’s one of the strongest content strategies for engaging an audience on an intimate level (and fast).
Just as Forbes reports, ‘Content Is King, Distribution Is Queen‘. Ever opened a story or snap before it disappears within 24 hours? Simply put, that’s ephemeral content. It’s short-lived, visual-based content with an expiry date, which heavily plays on one’s classic Fear Of Missing Out (FOMO) and thus, creates a heightened sense of urgency.
In our previous blog, The Rise of Emotional Marketing, we discussed the importance of showing who your brand is through visual storytelling, whereby the emotional brain processes a sensory input up to five times faster than that of the cognitive brain. When it comes to ephemeral content, users are doing just that – processing rich media within a swift period of time; evoking an instant reaction.
According to Adweek, the high level of authenticity that ephemeral content maintains, proves far more effective than the seemingly contrived nature of most sponsored ads.
Here, we reveal 6 enthralling reasons why it pays to integrate ephemeral content as part of a rich content marketing strategy.
1. Greater User Engagement Rates
Typically, ephemeral content is shared in the form of Snapchat stories, Instagram Stories and Facebook Messenger Day, all of which, are only accessible within a strict time period of up to 24 hours.
Due to such urgency, users are prompted to make a quick response to your content. Regardless of it being a special offer or an exclusive insight into your brand, users are more likely to react before their time runs out; again, reiterating the classic FOMO effect.
According to HubSpot, each time a brand posts a story on Snapchat – it’s highly anticipated that a staggering 54.8% of new followers will watch every story. Now transcending Snapchat’s audience comes Instagram, with up to 400 million active users interacting with Stories on a daily basis.
2. An Authentic Call-to-Action
Image via @louisvuitton
When you post ephemeral content on a social media platform with users consistently swiping through, you’re naturally bound to capture one’s inherent attention – in fact, now that Instagram allows you to add links, the possibilities are only growing.
Whether you’re sharing behind-the-scenes footage, polls, a company announcement, your latest promo or even a tutorial, it’s this type of exclusive content which proves an authentic call-to-action – all without having to throw in a cheesy or “forced” sales pitch.
Each of these content forms provide an enticing and visually-striking opportunity to include a direct link to your site. Popular call-to-action buttons include ‘Book Now’, ‘Learn More’, ‘Listen Now’, ‘Watch More’, ‘Subscribe’ and many more.
3. Amplify Your Audience with Ephemeral Content
Image via @hm
Not only are you posting content across three of the most popular social media platforms: Snapchat, Instagram and Facebook, but you’re also provided the invaluable opportunity to inject personality into your brand and to connect with your customers on a personal level, while becoming apart of their day-to-day social activities.
Business Insider reports that the average Snapchat user will check the app at least 18 times per day, while Instagram users are spending up to 32 minutes each day. What does this mean for your brand? It’s a level playing field with substantial online engagement, enabling immense potential to produce noteworthy content to attract prospects in all-new and engaging ways, to reach out and to grow your audience.
When used correctly as part of a well-planned marketing strategy, ephemeral content proves a significant online advertising tool for generating leads and hence, conversions.
4. Establish Trust and Attain Brand Credibility
Image via @hm
As Brookings confirm, the millennial generation are in firm opposition of traditional media, possessing a separate mindset and different values. Here, a noteworthy 64% of millennials declare they’d rather make far less money doing something they love than making a lot of money doing something they don’t enjoy.
Seeing that Instagram users aged between 18 to 34-years-old are spending the most time online, along with the advent of emotional marketing, it’s clear that creating an emotional bond is imperative – and ephemeral content achieves just that.
While most marketers struggle to bridge the gap between a company and their customers, ephemeral content, which firmly caters to the needs of a mobile-first audience, is revered for its capability in reinforcing this relationship and consequently, also gaining brand credibility.
5. A Greater Influence Over Buyers
Image via Home Insider
More than selling a product or service, you’re selling how it fits into a lifestyle, while convincing readers why they actually need what you have to offer. One of the best ways to do this is through ephemeral content.
Ephemeral content provides creators with the grand opportunity to inject personality, to have a personal voice and to share an intimate perspective among audiences. Due to such, it’s this type of short-lived and “authentic” content, which holds a far greater buying influence over customers in comparison to that of sponsored posts.
As HubSpot reports, Snapcodes alone, account for nearly one quarter of all new Snapchat followers, while QR codes are ever-popular among publications and independent establishments alike. This provides a unique and interactive solution in better driving the consumer decision-making process.
6. There’s No Time Like the Present…
Whether you’re reading this blog to improve your existing content marketing strategy, start from scratch or just find out more, there’s no better time than now. Feel free to be expressive and entice yourself in the engaging and ever-changing process of creating hyped ephemeral content, all while catering to the fast and visual-based demands of a mobile-first era.
Now that you know the power of ephemeral content, discover The 6 Most Successful Social Media Platforms for Online Advertising and take your social media marketing strategy to the ultimate next level. In the meantime, check out our latest vlog as we interview uBaby on Working With First Page – we hope you enjoy it!