The Ephemeral Content Wave and What It Means for Your Marketing Campaigns

Social media platforms are no longer the limited to personal use. Recognizing another cost effective and mass-reach promotional channel, businesses have long since joined the social media hype to reach more audiences and potential customers faster and in more personalized and casual settings. However, like all marketing media, social media platforms are evolving just as fast, with the latest string of innovations being ‘Ephemeral Content Posting’-popularized by Snapchat, with Instagram and Facebook following suit.

As opposed to ‘Permanent Content’ that stays on the ‘walls’ of an individual or business’ profile page to be viewed or copied limitlessly by other users until or unless removed by the original user themselves, ephemeral content describes the increasingly popular temporary posts-referred to as ‘stories’-that remain on the wall only for 24 hours before permanently disappearing from one’s timeline. In addition to the extra privacy provided to individual users, these short windows come equipped with a wide plethora of filters, features and other editing tools that further add to the entertainment factor. However, these very tools can, and are being used by businesses big and small to connect with their target audience in a lighter, friendlier, more personalized manner. Moreover, the temporary nature of these stories allows businesses to take advantage of knownpeak online use times, such as during the workday, and instantaneously post spontaneous yet targeted promotional content that is sure to be viewed by their target customer. The live-viewing element drastically increases customer exposure, all the while adding to the overall excitement afforded by an ephemeral post. Businesses can also emphasize and capitalize on the message that they want to send to their target audiences, and allow them to showcase the lighthearted side of their brand. In short, while permanent posts are irreplaceable tools, such as for job postings or new outlet notices, organizations must embrace the ephemeral posting trend to best capitalize on their social media marketing campaigns and gain momentum over their competitors.