So you need to quickly integrate those new elements into your strategy as soon as they’re launched.Įveryone wants in on the trend, so when IG launched its question sticker, nearly all brands made it a point to utilize it in some way. Instagram is continually introducing new features to its Stories platform that make it easier for brands to engage their audiences. If you’re creative enough with the use of influencers in the ephemeral content space, it could do wonders in boosting your engagement. What matters is your audience has seen that your product works.Īlso, while users have become accustomed to tuning out ads, they will still pay attention to the influencers they are following. If, for example, an influencer posts a Story of them swimming while wearing your waterproof lipstick, it really doesn’t matter that it’s sponsored content. Though users are becoming more wary of sponsored influencer content, they can still push people towards purchasing decisions when done correctly. You can marry their sphere of influence with the more authentic feel of the ephemeral content. Influencer marketing isn’t going anywhere. Whether it’s by eliciting LMAOs, being an #inspo, or developing trust – aspire to craft stories that can leave lasting impressions before it disappears. So if you really want a truly transformative ephemeral content campaign, you need to make your audience experience strong emotions with your bite-sized, temporary content. Social Chain also makes an important point when it comes to storytelling: emotions are a central part of stories. If it gets too repetitive for users’ liking, they’ll tend to tune you out. Just make sure that you monitor the type of Stories you’re trying to tell.
Ephemeral stories series#
So if you want to make the most of that short span, it’s best to post a series of stories that lead to one CTA. Most users decide to skip a story within a second. Instead of just posting any random collection of ephemeral content, you would to come up with a coherent story and post it at the right time. To really get your audiences hooked to checking your Stories, you’d want to make sure that your content does exactly that-tell a story.
Ephemeral stories how to#
How to Create Engaging Ephemeral Content #1.
Stories have increased the amount of time people spend on Instagram.Engagement is 10 times higher on IG than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. Instagram boasts the highest brand engagement among all social platforms.Since its October 2016 launch, Instagram Stories’ daily active users have quadrupled from 100 million to 400 million.When word gets around that it’s where you announce special promos, it’ll encourage more users to keep tuning to your content. They’ve also chosen to follow your brand, making it that much easier for you to give them reasons to keep checking your content.Įphemeral content is a great space to announce flash sales or other special offers. The temporary nature of ephemeral content makes it a great format to tug on people’s FOMO, as users will feel more inclined to tune in on a regular basis so they won’t miss a particular content. FOMOįear of Missing Out (FOMO) has long been used as an effective marketing tool. If there’s a space where it’s appreciated when you put your feet up and let your hair down, this is it. There has been so much curated content since the domination of content marketing began that raw stories give people a break from all the content that’s trying to sell them something. There’s also a rawness to the format that people are increasingly leaning towards. Whether it’s a behind-the-scenes look at how a company operates, an event, or a product demo, ephemeral content is a great way to show a more authentic side of a brand. The temporary nature of Stories and Snaps have made it an ideal space for businesses to be more authentic in the relationship building content they produce. More than ever, people are leaning towards authenticity, particularly when it comes to brands. Of course, creating digital marketing collaterals of the ephemeral ilk goes beyond merely jumping on a trend. If you haven’t crafted an ephemeral content strategy yet, this article serves as a guide to how you can use the trending format to grow your brand, and ultimately, your business.
As more and more people gravitate to both creating and consuming this type of content, brands have also jumped on the bandwagon.
And a lot of the platform’s growth can be attributed to the rising popularity of ephemeral content. With its soaring active user count, Instagram has become the hottest social media property.
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