Ephemeral Content: How (and Why) you should create it

Ephemeral Content

Ephemeral content refers to visual content that is usually only visible for 24 hours.

According to Facebook CEO Mark Zuckerberg, ephemeral stories are among the fastest-growing areas of online communication – growing 15x faster than news feeds.

Even though your own usage, you’ve likely noticed an increase in the number of stories posted by friends on Facebook and Instagram.

But how can your business tap into this ever-growing trend? And what benefits does it actually present?

Why You Should Invest in Ephemeral Content

Ephemeral content is one of the best ways to tap into your followers’ fear of missing out. Because of the inherent time limit, social media users are more compelled to view these short-lived photos and videos before they disappear.

This renders them particularly useful for new product launches, time-sensitive promotions or campaigns. Similarly, because stories have a 15-second cap, they are ideal for connecting with a younger generation of buyers who have an affinity for immediate, snackable content.

In the crowded social media space, ephemeral content also provides an extra opportunity to set yourself apart from competitors.

For example, stories can give your followers an exclusive look into what makes your company, products, and services special. Whether it’s your high-quality ingredients or talented team members, ephemeral stories can showcase your unique selling points in an interesting and entertaining way. The key is to be authentic and to let your brand’s personality shine through.

This transparency can help foster trust, likeability and customer loyalty.

If that doesn’t have you convinced, take a look at the results of a recent Ipsos survey of story users between the ages of 13-54 in 12 countries worldwide:

  • 68% of people say they use stories on at least one Facebook app (Facebook, Instagram, Messenger or WhatsApp) at least once per week.
  • 62% of people said they became more interested in a brand or product after seeing it in a story.
  • 38% of people said that after seeing a product or service in a story they talked to someone about it, and,
  • 34% said they went to a store to look for it.

How to Create Successful Ephemeral Content

Now we know the value of ephemeral content, but how can we get it right?

Here are some useful tips to help you get started:

Encourage participation– Stimulate engagement by adding certain stickers which give viewers the opportunity to interact with your story. This includes the quiz, poll or emoji slider stickers, to name a few.

Include a call-to-action– Always emphasize the action you want viewers to take after seeing your story. This is a simple yet effective way to increase your chances of driving more conversions.

Make use of sound– Adding sound to your stories can help enhance your message and, according to a Facebook study, 80% of stories with music or a voiceover drive better lower-funnel results than those without sound.

Split stories into scenes –Because people consume stories at a fast pace, it’s better to split your story into a number of shorter scenes instead of a single loaded visual. This will help attract and keep your viewers’ attention.

Add geotags and hashtags –Where applicable, include your current location and relevant hashtags to help increase your story’s reach and engagement.


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