While in-feed content is more for gaining reach, ephemeral content is for engaging with your followers. You can share behind-the-scenes or exclusive content and foster a deeper connection with your target audience. This makes your content and brand more relatable and personal because it’s casual and not heavily edited. ![]() In a study by Sprout Social, 64% of consumers say they want to feel connected to a brand.Įphemeral content allows you to show the human side of your brand on social media with ‘in the moment’ content. Social media users prefer “real-life” content from brands on social media. This limited release of content drives urgency which further drives engagement. Many brands often announce their latest product launches and promotional discounts via stories. You can do the same for your brand, leveraging time-sensitive activities to fuel interest and engagement. Let’s say that your favorite brand answers audience questions during the weekend and you wouldn’t want to miss the chance to ask your questions. Your followers know they only have a limited time to view the content which brings about a sense of urgency. Leverages FOMO to attract viewersįear of missing out (FOMO) is a feature unique to ephemeral content and is a major reason why it works for brands and creators. Consistently publishing ephemeral content can help increase brand awareness by creating a frequent, low-lift touchpoint with your audience to stay relevant in their minds. Or to quickly connect and share updates with your following. Short-form content in stories can be used to make a spontaneous purchasing decision or signup. We can safely assume that this is true for stories as well because they are quick to watch and have interactive elements. In general, short-form video content works well for brands and is the most engaging type of in-feed content according to Sprout’s Content Benchmarks Report. Is it because they’re easier to create or do they contribute to the marketing goals of the brand? It’s both! Short-form videos and images boost engagementĮphemeral content fits perfectly in a world where people love shorter forms of content. We see many brands using ephemeral content across channels. Read this blog to know more about what social media stories are and some of the best ways you can use its features. Unlike Instagram Stories, TikTok stories can only be created by capturing content in the moment. You can add links, hashtags, tag other accounts and add location tags. TikTok stories, also known as TikTok moments, are videos that stay on your feed for 24 hours. They can be a fun way to document your activities as a brand and share them with your audience. You can save your stories to Memories to extend their lifespan. ![]() Snapchat storiesĪ Snapchat story is a collection of ‘snaps’ that are captured within the past 24 hours. Facebook stories can be viewed by friends, followers or a custom audience chosen by the user. They are displayed at the top of the newsfeed and allow users to add filters, stickers and text to their posts. Facebook storiesįacebook stories are similar to Instagram Stories and stay on your feed for a day. According to a study, around 43% of social media users watch Stories more than other types of video content on Instagram. Stories can be a great way to drive leads and customers. ![]() You can save your stories into Story Highlights and keep it visible even after it disappears from you stories feed. It comes with many interactive elements like polls, question boxes, stickers and links. Instagram Stories are photos or videos that have a lifespan of 24 hours. Let’s briefly look at the different kinds of ephemeral content available on social media platforms: Instagram stories Types of ephemeral content on social media You can also generate an immediate response or action with the right kind of content. ![]() The subject often only has relevance for a short period of time, like a flash sale announcement or a daily update.Įphemeral content allows you to engage with your audience on a more human level through more authentic, less produced content. It’s the opposite of evergreen content-your audience won’t be able to view it later, except if it can be manually saved to your profile, like Instagram Stories Highlights. Also known as disappearing content, Instagram, Facebook and TikTok stories are all examples of ephemeral content. What is ephemeral content?Įphemeral content in social media refers to any kind of content that is visible for a short amount of time, typically for 24 hours. Let’s look at why ephemeral content works for brands, how you can use it to drive results and examples from real brands. If leveraged properly, ephemeral content can help you beat the algorithm and keep your brand top of mind. However, ephemeral content is often overlooked in favor of long-form and feed content to achieve these goals. Most brands expect to drive engagement and generate leads with social media strategies.
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