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Ephemeral Content

by roc June 2020
Digital Marketing, Social Media Marketing

Ephemeral Content: How to Use It for Your Marketing

Marketing is a field that is always evolving, and the latest marketing trend is one that you should quickly make use of. We’re talking about ephemeral content –content that is available only for a short period of time, then disappears.

If you are not familiar with this concept, you may think that content that disappears is counterproductive for your marketing efforts. But it’s 2020, people are changing, and one of the biggest fears consumers have is the fear of missing out, which ephemeral content utilizes. 

At Reversed Out, an agency in Covington, KY, we believe that ephemeral content should be a part of every brand’s digital marketing strategy. Not only does it help you connect better with your target audience, but it also makes it easier for you to define your brand and position yourself exactly where you want in the market.

How ephemeral content works on different social media platforms

Ephemeral content is available on most of the popular social media platforms we use today, including Instagram, Facebook, and Snapchat. Let’s learn more about how each of these platforms allows you to make use of disappearing content.

Instagram

Today, Instagram is one of the most widely used social media platforms, and among its most used feature is Stories. Different from your normal Instagram posts, which stay on your feed until and unless you delete them, Instagram Stories are available only for 24 hours, after which they automatically disappear. 

There is so much you can do with Stories. From creating your own filters, to putting up aesthetic, brand-related content to providing links to your site or landing page where all users have to do is swipe up. For instance, if you are a beauty brand, creating make-up filters to advertise the launch of new products is a great way to generate awareness and stir up interest. 

Apart from Stories, there is also a Live option, which allows you to broadcast live videos to your followers.

Facebook

Facebook also has Stories, which is pretty much similar to what Instagram Stories can do and how they work. You can use filters, share videos, images, and text. The swipe-up for link feature is also available in the Facebook Page owner has a verified Instagram account, and they cross-post their Instagram story with a swipe-up link to their Facebook story.

Facebook Live is also great for directly connecting with your audience and forming trusting relationships with them. 

Usually, Facebook is now more popular among older generations and if this is your target audience, you may find Facebook Stories to be highly effective. For younger generations, though, Instagram and Snapchat are likely to work better.

Snapchat

Snapchat is undoubtedly the platform that made ephemeral content popular. It allows you to send pictures and videos to friends that disappear within a few seconds. Apart from this, you can also put up Stories that disappear within 24 hours. 

Snapchat is generally popular among younger people, usually teens and millennials. It is rarely used by older people.

Reversed Out, a Covington KY ad agency has worked with all kinds of brands, successfully putting out high-performing ephemeral content across various channels.

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