marketing

Ephemeral Content Marketing:
How It Helps Brands Grow!

What is Ephemeral Content?

Ephemeral content is what every millennial is busy doing nowadays, sometimes all day long. It refers to photos and videos which last for a short duration – usually 24 hours. This form of content was first introduced by Snapchat in 2011, soon followed by Instagram and Facebook. From just exchanging visuals which disappear as soon as viewed to brands advertising within those stories, ephemeral content has come a long way.

 

What Makes Ephemeral Content Marketing so appealing?

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What Makes Ephemeral Content Marketing so appealing?

Today, anything and everything is marketed through ephemeral content. Facebook, Instagram and Snapchat – every single platform allows users to share photos, videos, ads and other updates.

The overwhelming prosperity of temporary stories and snaps has moved the power of content creation from brands to consumers. It lets users create authentic content which was missing in the earlier decades. And consumers today love authenticity more than anything, to the extent of it being a deciding factor with respect to liking or supporting a brand.

 

FOMO – Fear Of Missing Out!

People today live in constant FOMO, not wanting to miss out on anything that’s happening in and around, especially on Instagram, Facebook and Snapchat. The curiosity to know it all and know it right away is what brands need to take complete advantage of.

Benefits of Ephemeral Content Marketing and how you can use it to make your marketing strategies more impactful.

Targets Your Mobile Users

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Targets Your Mobile Users

One of the most significant benefits of Ephemeral Content Marketing is that it caters to mobile users. How is that a benefit, you might ask? Today, more than 80% of adults are smartphone users out which majority being 20-40 years old.

When a user encounters your brands within an Instagram story, all they would have to do is swipe up (An ad feature in Instagram stories) to access your store and complete the purchase from their mobile device itself without having to transfer devices. One simple and effective story is all you need to reach your target.

More Reach

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More Reach

Stories have become an integral part of our lives today. From food to fashion, from travel to health – no brands have left this stone unturned in their content marketing strategies. Instagram has reached a massive 500 million active daily stories users as per January 2019 (Source) whereas Snapchat has recorded 188 million daily active users as per October, 2018 (Source). Facebook stories are now gaining momentum.

When you target the right audience through Ephemeral Content Marketing, your brand has tremendous scope to gain maximum reach possible.

More Engagement

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More Engagement

Visual content is 40x more likely to be shared on social media compared to any other form of content.

Snapchat offers a feature through which users can choose geo-filters of the location where they’re at the moment. Users within a location can put in its filter over their snaps and ultimately promote a location or event.

Brand Humanization

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Brand Humanization

A brand can only succeed when its audience can relate to its philosophy, personality and emotions. Ephemeral content platforms have achieved such great acceptance and success for its raw and unpolished content.

Brands can make use of Ephemeral Content to humanize their brand by showcasing their workforce, men and women working to make the brand what it is, the culture etc. You need not glorify it with filters, edits and design. The more unedited the story, the more authentic it looks!

Behind the Scenes

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Behind the Scenes

One way of humanizing your brand and increasing brand loyalty is by showing ‘behind-the-scenes’ of your brand’s/company’s processes. Share a sneak-peek of your new collection or show the master minds of your organization working hard to provide you the best of experiences and products.

Users love to see what’s happening behind the curtains and their curiosity to know more will keep them glued to your brand and its happenings.

 

eSoft’s Ephemeral Content Marketing Services

Being a passionate and experienced content marketing company, our content marketing services ensure you get the best of the Ephemeral Content World with the best content creators – designers, thinkers and writers.