![]() ![]() It will never again see the light of day unless you put it on your Instagram and/or Facebook Highlights or repost it.īut what’s the reason for the massive acceptance rate? How did this impermanent format successfully and ironically become a permanent fixture in today’s online world? An ephemeral content timeline But regardless of the material, it disappears like a candle flame to the wind after that window expires. They can be anything from videos to photos to just blocks of texts or typography. What is ephemeral content?Įphemeral content is exactly what it means: transient, non-permanent content that disappears after a 24-hour spotlight at the top of your social media Feeds. It can’t be dismissed as a mere trend now because it’s become a staple in social media management and marketing and learning how to wield it is a necessity, rather than an accessory skill. What the rising popularity essentially entails is that it isn’t sweeping the online world, anymore it has swept it. In 2020, both Twitter and LinkedIn launched their version of ephemeral content in the form of Fleets and Stories, respectively. ![]() This is especially true since, in the turn of the last decade, you may have witnessed a number of rollouts from various social media platforms of their custom iterations of the content format. But the brands that learn to let go of the control and trust that real, less-curated conversations are always better in the new world of brand content, will be the real winners in the new storytelling economy.ĭisappearing content is king, and if the Stories are told right, they will have an impact far beyond 24 hours.The world of ephemeral content sees a flurry of updates that daze and confuse even the most vigilant social media marketers. This is a scary place for brands to play because some of the authenticity means a loss of control. You can learn from the numbers and use them to improve your stories so that authenticity becomes your core driving force. That data will tell you what your audience engages with, the content they will watch all the way through, and what spurs action. Insights are a key factor that many brands often ignore, but lying dormant in the data is a story in and of itself. It may be more work to find these fire starters and build out your network, but the authenticity they create will outlast any mass influencer flooding their feed with sponsored content by a mile. Leverage smaller-scale influencers with big sway over smaller, more niche audiences that are relevant to your brand’s story. Embrace the rising trend of microinfluencers. Reimagine the story for the medium and produce for mobile.ģ. Stories should be vertical, attention should be grabbed instantly, and the audience needs to be addressed and involved from the beginning. Stop telling stories about what makes your uniform special, and start telling stories about the pride they evoke in the humans who wear them every day.Įphemeral channels like Snapchat and Instagram Stories have different storytelling implications than their horizontally aligned counterparts. Look for the innate humanness in any story, because it’s always there. Better yet, invite them to tell the stories with you. Remember that stories are, and always will be, about humans. So, how can brands get authentic and stay there?ġ. And brands still aren’t getting it right.Īs the CEO of a software company that's helped hundreds of the world's biggest brands tell stories on Snapchat and Instagram, I've witnessed the shift in market sentiment firsthand, and I have seen what happens when those brands use ephemeral storytelling channels in a truly authentic way. Ephemeral stories not only gave audiences the authenticity they craved - they made them start demanding it. The key difference: the evolution of channels have changed audience’s expectations.Īudiences now crave authenticity above anything else. In fact, a 2017 global study found that 86% of consumers say authenticity is key when deciding which brands to like and support. The scary part for brands? More than half (57%) of consumers think that less than half of brands create content that resonates as authentic.Īudiences have been saturated with polished celebrity content, unrelatable staged-but-unstaged imagery, and shiny product placement with #ad lurking in the caption for too long. The markers of authenticity, however, and the way stories need to be told, have shifted completely. The minute brands forget this is the minute they will lose their audience for good. They always have been, and always will be - whether they’re vertical, horizontal, disappear after 24 hours or live on a profile forever. Here’s why : Stories are still, at their core, all about humans. And ephemeral stories have completely changed what this means. ![]() ![]() They have their place and, yes, they help the machine work. This isn’t a story about technology evolution but the evolution of brand content and what it takes to survive in the new landscape. ![]()
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