Marketers typically expect their content to be available for a long time after it is published. That is changing as short-lived content is gaining popularity. Read how to use this ephemeral marketing to bring more customers to your brand.
Ephemeral content relies heavily on the concept of FOMO (fear of missing out) to draw attention. The concept has a strong time-sensitive aspect which prompts action. The use of FOMO in ephemeral marketing is similar to Twitter marketing. While tweets do not disappear completely, they are quickly buried. This creates a need to respond quickly to see tweet content, much like ephemeral content.
Ephemeral marketing is also closely tied to mobile marketing. Most of the ephemeral content-based features offered by social media platforms, like Instagram Stories and YouTube’s Reels, are centered around their respective mobile apps. This gives marketers like Men’s Health the opportunity to reach out to more people within the lifespan of their short-lived content.
For ephemeral content to effectively capture audience interest within its short lifespan, you need to know when to use it. Often, you will be using ephemeral content to sustain the initial interest generated by your main content. Creating short-lived content that teases your main content perks up the curiosity of your audience, making them look forward to what you will offer next.
Building intimate relationships with your audience is another use for ephemeral content. By highlighting your content’s exclusivity, you tell your audience how important they are to you. The more personal tone used for this type of content furthers that message and more effectively connects you to your audience.
Choosing what kind of content to use for your ephemeral marketing campaign depends mainly on the products or services you provide.
Note that you are not limited to using just one kind of content for your campaign. You can mix different types to create a more engaging experience.
An important goal of any ephemeral marketing campaign is to get people to act immediately. To achieve that goal, you need to create a sense of urgency in your audience:
To more effectively implement these strategies, study your audience’s interests and preferences. Look for the kind of messages that would trigger them to respond faster. GoodnessMe Box does this to get their customers purchasing.
Here are some key ways to improve your ephemeral marketing:
Make your followers anticipate the release of your ephemeral content by developing a consistent publishing schedule. They will respond quickly to your content when they know when it will show up.
Doing cross-platform promotions for your ephemeral marketing content will help in increasing its visibility. If you create Instagram or Snapchat Stories, promote these accounts on your Twitter page. Rihanna does this frequently to bring her Twitter and Instagram pages together.
— Rihanna (@rihanna) September 29, 2013
Provide a link back to these pages and a sample of what people can expect when they visit the pages.
Boost the reach of your Instagram or Snapchat-related tweets by getting Twitter retweets from us. When people see your Instagram, Snapchat, and YouTube Reel links being retweeted a lot, they become more curious about what you have to offer. Once you get them there you can start engaging them with your ephemeral content.
As it is with regular content, partnering with other brands will help your reach through ephemeral content. Connect with relevant brands and get them to feature you on their Instagram Stories/Snapchat/YouTube Reels. Return the favor by featuring them in some of your own content.
Getting influencers to create ephemeral content for you is another good way of promoting your brand. Give these influencers a good reason to feature you in their content, like offering to sponsor contests and giveaways. The increased engagement these flash events will generate is going to appeal to them a lot.
Brands don’t need additional equipment or preparations to come up with and deliver ephemeral content. This makes ephemeral marketing ideal for continuous engagements with your audience. Red Bull uses this idea to come up with fun little games for its Instagram followers, like “Mountain Day,” that also highlights its image as a sports-driven brand.
The ability to quickly create and release content on the go ultimately adds a lot of authenticity to your brand. Sharing short behind-the-scenes photos and videos will help you create a more personal connection with your audience. This will further cement their loyalty.
The growth of ephemeral content opens up a whole new set of marketing opportunities for brands. Get the most out of this new form of content by:
Follow these steps and you will have a good headstart in taking advantage of one of the most anticipated digital marketing trends this coming 2018.