This is how you process ephemeral content in the marketing strategy
ephemeral content, content with a short lifespan, creates a higher fear of missing out (FOMO). This offers both opportunities and threats; in this way you use this new content for your marketing. First of all a short refresher: ephemeral content is short-lived content, such as the photos and videos on Snapchat that disappear after you have viewed the content
ephemeral content, content with a short lifespan, creates a higher fear of missing out (FOMO). This offers both opportunities and threats; in this way you use this new content for your marketing.
First of all a short refresher: ephemeral content is short-lived content, such as the photos and videos on Snapchat that disappear after you have viewed the content. Also the Instagram Stories that disappear after 24 hours we call ephemeral content. Users love it because they realize that what they see is not worth saving. On the other hand, users have the idea that they have seen something special. After all, they have seen something that later disappears.
Ephemeral content forces marketers to come up with strategies for this new phenomenon. It is important to respond to ephemeral content, so that you move along with the time (and channels), which is crucial for a young (er) target group anyway.
With social media such as Snapchat, Instagram and Facebook, new and creative ways are created for marketers to communicate with their followers. Because ephemeral content is temporary, it is a novelty. This temporary content creates a fear of missing out (FOMO), which gives users a higher degree of involvement.
Marketers use platforms like Instagram, Snapchat and Facebook to distribute this content with a short lifetime. There is a wide variety of ephemeral content types, such as Snapchat stories, short-term offers, live stream videos and much more.
Although it seems like a waste of time and money to invest in developing content that is only available for a short time, this is a good way to boost the engagement of your users with your content, while the followers come back for more.
Flow of involvement
When you publish promotions, codes or free items that are only valid for one day, you create a certain urgency about that content. You tell followers that this is the only chance that the threshold for making use of the offer is lower. If you regularly communicate such offers online, you may also create a continuous flow of involvement.
When the content stays online for one day, there is a new opportunity for interaction the next day. Ephemeral content offers many opportunities for marketers. The goal is to create content that is ultimately relevant to followers at that time.
To make ephemeral content work, the brand must assume that the target group is familiar with both the brand and the medium on which the content is consumed. Understanding why users choose a medium is an important condition for conveying a message that brings true value. This results in real involvement.
Determine whether images or videos are more suitable for your brand. Where images are more logical for products, videos will probably do better for services. This does not mean, however, that an organization is limited to one of the two. Do especially what feels good!
When can you use ephemeral content for your company?
The two applications of ephemeral content that I am about to discuss now require some prior knowledge of marketing models such as See, Think, Do, Care or AIDA. We use the REAN® model (Reach, Engage, Activate, Nurture).
As mentioned earlier, ephemeral content provides the FOMO effect, which means that users are inclined to take the content at a specific time (or regularly). This is a challenge for marketers to provide their target audience with the best possible content. Unlike other marketing communications, ephemeral content can not be recycled.
Brands can be interactive, like with Q & A's, but they can also show how-to's and behind the scenes, which you rarely see with other social media channels. The possibilities are endless for marketers, which is why ephemeral content fits well with the engagement phase. Important: post regularly for optimal involvement.
Users are constantly bombarded by ads from brands trying to sell products and services. Users who decide to follow a brand on Snapchat, Facebook or Instagram show a certain confidence in the brand, which is perfect for use in the nurture phase. An authentic and recognizable message from a brand encourages followers to keep following the brand for a longer period and to show more commitment than a passive user.