If you don’t take our word for it, then take it from the numbers. Specifically, these are: Increasing brand awareness and reach. It’s what any guide on creating an effective social media strategy will never forget to mention.Įphemeral content alone, when used right, can be a powerful social media marketing tool you can reap many rewards with. Simple: Your online audiences are spending more time viewing and posting Stories than scrolling through their Timelines now and it’s your job to meet them where they’re at. If you haven’t been actively making use of it in your social media promotions, then now is a good time to start. The point you should really be letting stew right now is: these reasons drive hordes of users into consuming and posting ephemeral content more than ever before. Apart from Feed curation, it is a presumably safer shield against “ cancel culture.” You can read about why brands should pay attention to cancel culture in this op-ed published in Forbes to guide you with it later on. In the latter part of the decade, however, the reasons layered on top of another. This is affirmed by one of Snapchat’s co-founders Evan Spiegel himself who once wrote in their first blog post back in 2012 that they were driven by the purpose of providing users “a space to be funny, honest or whatever else you might feel like at the moment.”Īll without worrying if it will bite you back in the bum during a job application background check. Such are insights that you should consider when strategizing for your Stories or other ephemeral content.įrom the user perspective, ephemeral content serves to address an intent that’s commonplace on the internet: avoiding the incidence of online audiences taking posts out of context and worse, use it against them. You’re right: it’s the FOMO or fear of missing out phenomenon, but it’s actually that, and more. Twitter NovemWhy is ephemeral content so popular? You know, despite the usual complaints that follow their launches. You will find that, reading about what ephemeral content is and its inherent insight that yes, people actually do want Stories everywhere. And, just recently, we have TikTok chiming in with its own version of Stories.Įvery internet native has already become accustomed to these short-form content formats so much that some have even asked, “do we even need another ‘Stories’?” or “do we really need ‘Stories’ in every platform?” Looking at that timeline of ephemeral content, Twitter’s and LinkedIn’s additions seem to come a bit late in the game. Later on, as Snapchat raked in ad revenue, Facebook followed suit, first with acquired platform Instagram, and then with My Day on Messenger shortly after. Here’s a screenshot of the Propelrr Instagram page where you can see a sample of what your Story Highlights look like.Īs you can see, it all really started with Snapchat way back in 2013. Videos posted on these platforms remain on your channel the same way as videos on TikTok stay on the user’s Feed, ergo, not ephemeral. This is so that, in turn, you can decide which ones to best fit into your channel mix.Ī note on TikTok and YouTube Shorts: We did not make a mention here of YouTube Shorts, which serves as Google’s bid to compete with TikTok – the rising short video editing and social platform – because it doesn’t technically fall under the category of ephemeral content. More than getting context on its popularity, you can take a look at this timeline to reacquaint yourself with your existing options for social media marketing. It will never again see the light of day unless you put it on your Instagram and/or Facebook Highlights or repost it.īut what’s the reason for the massive acceptance rate? How did this impermanent format successfully and ironically become a permanent fixture in today’s online world? An ephemeral content timeline But regardless of the material, it disappears like a candle flame to the wind after that window expires. They can be anything from videos to photos to just blocks of texts or typography. What is ephemeral content?Įphemeral content is exactly what it means: transient, non-permanent content that disappears after a 24-hour spotlight at the top of your social media Feeds. It can’t be dismissed as a mere trend now because it’s become a staple in social media management and marketing and learning how to wield it is a necessity, rather than an accessory skill. What the rising popularity essentially entails is that it isn’t sweeping the online world, anymore it has swept it. In 2020, both Twitter and LinkedIn launched their version of ephemeral content in the form of Fleets and Stories, respectively. This is especially true since, in the turn of the last decade, you may have witnessed a number of rollouts from various social media platforms of their custom iterations of the content format. The world of ephemeral content sees a flurry of updates that daze and confuse even the most vigilant social media marketers.
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