![]() ![]() Exciting adventures may not be something you associate with GE, but their use of ephemeral content shows how far you can push the creative envelope to keep your audience engaged. ![]() In this example, they showed employees collecting data from an active lava lake. While they’re neither a fashion or travel brand, GE has done a great job of utilizing ephemeral content by taking their audience to product shoots, or showing behind-the-scenes content of what goes behind their products. It’s a perfect example of how understanding your audience can guide you into what kind of ephemeral content to craft, and how that can play into your marketing strategy. They regularly come up with content like “10 Best-Dressed Men of the Week,” or “5 Items to Add to Your Wardrobe This Summer,” designed to drive content to their website and promote sponsored products. The men’s fashion and pop culture portal displays a great understanding of what their audience likes with their use of Stories. ![]() Not only were the content created by their audience, they got more exposure and engagement than they could’ve imagined. The top user-generated content were then showcased on the franchise’s social channels to encourage more participation.Īs noted by Story Awards, the campaign resulted in 65 million total impressions. Essentially, fans were challenged via Snapchat to “Go Rogue” – giving them 24 hours to complete each mission. ![]() Brands That Are Killing It With Ephemeral Contentįor Mission Impossible : Rogue Nation, Paramount Pictures created a campaign that featured self-destructing missions using Snapchat’s platform to highlight features of the Mission Impossible franchise. You can show product demos with your design team using your products for daily chores go Live showing people at your event having a blast or do what NASA does and show your employees telling a story about why it is you do what you do. It can be a teaser of a new product, an event, or a brief look at the people that work for you-whatever it is, there’s a way to humanize your brand with your ephemeral content. This way, users searching for a particular location or hashtag can see your posts even if they’re not following you. Keep in mind that when you become too repetitive, users will quickly lose interest in your Story bubble.īe it a hashtag, an event/store’s location, or an influencer, tagging these in your ephemeral content increases your reach. Most users decide to skip a story within a second, so if you want that span to last, you can post a series of stories that lead to one story, CTA, or messaging. One strategy to ensure engagement is to tell a coherent story. Whatever it is, you only have a few seconds to engage with your audience, so make the most out of it. Maybe it’s an offer they can’t refuse, content they can’t see anywhere else, or an enticing CTA. In line with that, Facebook video ads are viewed for an average of less than three seconds so you really need to make sure that you’re able to make enough of an impact in the first few seconds to catch and hold users’ attention. Ephemeral Content Strategy TipsĪccording to, a lot can happen in the internet economy – with an average of $3.9 million spent online worldwide in a span of 60 seconds. Of course, there’s also the fact that Facebook and Instagram Stories are on top of the feeds, taking away the tedious task of scrolling down to consume content. That way, they don’t have to worry about potentially embarrassing (and low production value) digital footprint. As noted by Mention, whether it’s a flash sale or a live look at an event, the fleeting nature of ephemeral content is a good motivator for people to actively seek it-or risk being left out of the fun.įrom the end user’s perspective, because posts disappear out of public view the following day, people feel more comfortable posting ephemeral content. And the way Stories (or Snaps) provide users with raw, behind-the-scenes, or live content make it exponentially more authentic than highly-curated posts.įear of Missing Out also comes into play, particularly for influencers and brands. There are many elements that have led to people gravitating towards ephemeral content, but one thing that always comes up is the yearning for authenticity.Īccording to a Stackla report, 86 percent of people consider authenticity a crucial element when deciding which brands they like and support. This is due to the fact that it presents a wide array of benefits for marketers across a wide umbrella of brands: Why Is It So Popular?Įphemeral content is touted as one of the top social media trends to watch out for this 2019. Facebook Stories, on the other hand, has 150 million DAU. And since adopting the feature in late 2016 (with parent company Facebook following suit a few months later), Instagram Stories now has 250 million DAU, according to Brafton. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |