With brands increasingly looking to social media to drive engagement, the question of ephemeral content is a topic that’s not going away.
Let’s clarify
What is Ephemeral Content?
The Oxford English Dictionary defines “ephemeral” as “lasting only a very short time.” Ephemeral content is media only available for a short time, usually 24 hours, before it disappears. It can include photographs, live videos, product demos, stories, and more. Snapchat started this trend with disappearing photos and videos, and now it’s common on Instagram and Facebook with stories.
The Time Crunch
Ephemeral content is popular because social media users have increasingly shorter attention spans. It captures attention quickly and feels exclusive, encouraging people to check in regularly so they don’t miss out.
Photo / ©Spruik | Limited Time Offers
How Brands Can Leverage Ephemeral Content
1. Behind-the-Scenes Sneak Peeks.
Show behind-the-scenes glimpses of your business to make your brand more relatable.
2. Fear of Missing Out (FOMO).
Run limited-time offers or promotions through Stories to create urgency and prompt immediate action.
3. Interactive Content.
Use polls, quizzes, and Q&A sessions to engage your audience and make them feel involved.
4. Story Highlights.
Save your best Stories in Highlights on your profile so users can see important or popular content even after 24 hours. Highlights can be cross-posted to and from Instagram to Facebook and vice-versa.
5. Product Teasers and Launches.
Build excitement for new products by teasing features or showing sneak peeks through ephemeral content.
6. User-Generated Content.
Encourage your audience to create and share content about your brand and repost their stories to build a community.
7. Event Coverage.
Use Stories for real-time coverage of events, conferences, or product launches to keep your audience engaged and informed.
Photo / ©Spruik | Behind The Scenes
Embracing The Media
Ephemeral content on social media isn’t just a trend. It’s an effective way for brands to connect with their audience. Using strategic approaches, brands can leverage temporary content to build meaningful connections, boost engagement, and stay relevant in the fast-changing social media world. Remember, while the content might be temporary, your brand is eternal.
