You may have heard of it: ephemeral content. Nowadays it is hot and happening. For companies and organizations it is becoming increasingly important to include ephemeral content in the strategy. But what exactly does it mean and how can your company use it?
What is ephemeral content?
Ephemeral means fleeting and short. Ephemeral content is therefore content with a short lifespan. It is the basis of the well-known social platform Snapchat and it is extremely popular. In the second quarter of 2019, Snapchat had 203 million daily active users, in the same quarter in 2018 this was 188 million. The number of users of the app continues to grow. On average, an active user opens the app 25 times a day and 60% of users create new content daily. With such figures, it is not surprising that other popular platforms have caught on to the use of ephemeral content; Facebook, Instagram and WhatsApp now also have their own stories.
Why does it work?
That’s all well and good, but why would you invest in content that disappears after 24 hours? Simply put: because it works. Because the content disappears after one day, there is a certain pressure and exclusivity behind it. This pressure ensures that the app is constantly checked so that consumers know for sure that they don’t miss anything. In fact, ephemeral content is a psychological trick. You’ve probably heard of FOMO, Fear Of Missing Out. This means that people are naturally afraid of missing out. If others have something, you want it too. That’s how we are. Ephemeral content cleverly plays on this.
A consumer does not always have the time or updated 2024 mobile phone number data desire to read entire chunks of text. Ephemeral content offers the perfect solution for this. Because the content is short and powerful, the consumer is given small bites of content that convey the message well. Think of it as a snack during a busy day.
The benefits of Ephemeral content at a glance:
According to the April 2016 MediaScience Ad Attention and Engagement Study, Snapchat ads get twice as much user attention as video ads on other platforms. This is because all ads on Snapchat are vertical full-screen videos, 75% of which are played with sound.
Ephemeral content can Значението на сигурността на данните за застрахователните агенции generate more website traffic . For example, you can add your website link to your story. This way, the user only has to swipe up when they want to know more about your company.
With every expression you create a new opportunity america email list for bonding and contact with the consumer. They can respond directly to your story or livestream, allowing you to communicate directly with the consumer.
Because the content is a one-day fly, you don’t have to worry about coming across as pushy when you share content. Everything disappears in a short time and in addition, consumers have the choice whether they want to view a message or not.
