It’s this fear of missing out that drives people to tap on your Stories in the first place. They direct the focus to the present moment, knowing well that the best way to grab attention is to be constant and to leverage the good old FOMO (fear of missing out) on social. They are easily digestible, complying with audiences with generally short attention spans. These short-lived, fairly causal snippets don’t aim to be monumental, to form a greater whole, or to outperform each other. It not only adapts to it, but it hacks into the way people use social media. Even though you might often be annoyed at Facebook’s insistence to refresh irrelevant old memories, the point is that our sentiments towards content on social media are as fleeting as our attention to it.Īnd what does ephemeral content do about this phenomenon? In that sense, everything on social media is temporary. We then direct our attention towards something equally amusing and ultimately forgettable. We allow our attention to be pulled and tugged, we scroll, swipe, we laugh and smirk – and soon enough, we forget it all. It’s easy to see how temporary content reflects the way we consume information on social media. Source: Snapchat Catering to the moment and social media FOMO Snapchat’s success and Instagram’s Story feature boasts 400 million daily active users are just a part of the proof that ephemeral works with audiences – and there’s more than one reason for this. But it’s no coincidence that online retailers and businesses of all sizes have taken to Stories both to sell their products and extend their brand building efforts. Sure, crafting something that will only disappear is naturally counterintuitive to marketing. Why are audiences drawn to temporary content? In this post, we’ll talk about why audiences love ephemeral content, why it’s especially important for online retailers, and how you can use Stories to maximize their brand building potential. Chances are, you’ve probably engaged with this format in one way or another on one of the three platforms.īut if you haven’t yet considered them a vital brand building tool or included them as a legitimate part of your social media marketing strategy, you’re in the right place. Yes, it’s the Stories feature on Snapchat, Instagram, and Facebook. We refer to ephemeral content in regards to the social media landscape, where it’s used to describe posts which are accessible for only 24 hours – after which they self-destruct. To help demystify the concept entirely, here’s a bit of etymology first: Ephemeral means temporary, derived from the Greek word ephemeros, which roughly translates to “lasting only one day” or “short-lived” (the more you know!). If you haven’t yet run into the term “ephemeral content” and aren’t sure what it means, don’t let the seemingly fancy marketing buzzword confuse you.
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