Digital marketing can be a difficult feat in the fast-paced technological world, where we currently reside. Not only is there a need to stay attuned to the ever-changing algorithms and content trends. You’re also forever taking on the relentless challenge to be seen and chosen online by consumers.
According to the marketing firm, Yankelovich, Inc. the average modern person is now exposed to around 5,000 ads per day. Thus, it is more imperative than ever for your brand to stand out online, amongst the digital noise. Here’s how you can create ephemeral content.
What is Ephemeral Content?
It’s content which you can publish and make public to all online users — not just your following — that exists only for a limited time. It’s a concept that platforms such as Instagram, Facebook and Snapchat have adopted to heighten social usage. Users feel compelled to constantly remain active on platforms to view new stories, amend their own, and check for notifications.
Creating stories can be a pretty effective way of communicating with consumers, as the disposable nature of ephemeral content has been tailored entirely to meet the stereotypical distracted nature of our digital millennials.
The Benefits of Utilising Ephemeral Content
You can use online stories to give your brand a personality.
Online stories typically contain raw footage, and thus are generally a lot more authentic in substance and style. This gives your business an opportunity to share ‘behind the scenes’ content which consumers can follow and connect with.
Users understand that ephemeral content is only available for a limited amount of time.
This creates urgency and influences consumers to engage with your content, for Fear Of Missing Out. If users have liked what they’ve witnessed, then this encourages them to view and interact with your future posts.
Having an authentic story is what sets your brand apart from the rest and instills a robust, lasting impression on users. By using disposable content you eliminate your unsuccessful hard-sell approach, and connect with consumers through visions and values — it’s compelling, and it converts!
You can ask influencers to promote your product or to acknowledge your services via their story
Tip: if they’re reluctant to, then a freebie tends to go a long way. Popular influencers are more inclined to promote services or products via their story as it means their profile won’t be flooded with marketing material. Instead, it will disappear from their stories after a limited amount of time.
Having an influencer push your brand out is hugely effective, as they’ve a large following to reach out to, and it means you can share their post via your story, which looks great for your brand.
Reach and engage users
Ephemeral content not only elicits engagement from users — whereby you can influence consumers to physically interact with your brand through creative incentives. It also provides a platform for you to reach wider audiences via a more human-like approach.
Through each published disposable story you have an opportunity to create a moment and make an impression. To seize the attention of thousands, through messaging that is personal, original and memorable.
Do you want to find out how ephemeral content could boost your social strategy? Find out more, here.