Updated January 2019.
Can ephemeral marketing stick around as a communications tactic if it is, by definition, short-lived and only lasts 24 hours?
Ephemeral marketing is a trend that has become part of the new normal in online communication. Snap! (formerly Snapchat) has been using this “disappearing” content-sharing style and storytelling format since they launched in 2011. Telling stories as they happen in real-time is something many other social platforms have adopted, i.e., Instagram Stories and Facebook Live.
Why is ephemeral marketing successful? In December 2017, Devumi sited the concept as having strong, time-sensitive aspects that prompt actions.1 Therefore some benefits of this form of content marketing include attracting immediate attention, creating a sense of urgency, and connecting people to events like concerts and sports. Much like real life, once a story or interactions is shared, they disappear.
According to Adweek, there are several reasons why ephemeral marketing works:
- Content that is short-lived is thought to be more authentic than sponsored ads.
- The content is lost within hours, raising the potential of FOMO (fear of missing out). As a result, audiences take fast action and marketers gain from it.
- Users can access content easily with the help of Snap Codes or QR codes.
- Ephemeral content gives your potential customers’ attention, which is the most-prized commodity online today.
Are you ready to try ephemeral content marketing? Before you get started, here are three tips:
- Tell your story.
- Engage influencers.
- Keep it flowing.
Should you choose to go down the ephemeral marketing path, remember that like any other strategy, ephemeral marketing has its pros and cons. To succeed, you must deeply understand your marketing strategy and pre-determine how you’re going to support and fuel the momentum.
1 The above-mentioned Devumi post was originally posted at https://devumi.com/2017/12/ephemeral-marketing-brands-short-lived-content/ and has since been removed.