Ephemeral Marketing: Digital Marketing Trend

We are living in the digital age, where technology is moving fast & it has become difficult to predict the behavior and interests of the consumer as it changes rapidly with everyday trends. Digital Marketing trends are evolving and marketers are trying their best to stay updated and leverage them to reach their objective. One such trending feature of apps such as Snapchat, Instagram and Facebook are the stories. Images & short videos are posted on Snapchat, Facebook & Instagram as stories. This trend has led to the birth of a new way of marketing called ‘Ephemeral Marketing’.

What exactly is Ephemeral Marketing?

The textbook definition of ephemeral means something which lasts for a very short time. Images & short videos are posted on Instagram, Facebook & Snapchat as stories that create a sense of ‘Fear Of Missing Out’ (FOMO) amongst its users. Ephemeral marketing is tapping on this fear of the user and using it to one’s advantage. The final objective of the marketer remains the same as in any other digital marketing trend; to connect with the user and create great engagement along with superior experience.

The goal of Ephemeral Content Marketing?

Evoke an Immediate Response:

The ultimate goal even in ephemeral marketing will be to garnish engagement from the users in the form of a like, comment or shares. The other objective behind this is to pull up the conversions, or get the lead by making them fill up a short form, or shoot up the website traffic by creating FOMO amongst users and holding them for that particular period of time to achieve short term objective.

Encourage User Engagement:

Ephemeral marketing brands allows users to engage on a more personal level as the brands are most likely to use, user-generated content. Giveaway contests are the best example of ephemeral marketing. Every ephemeral marketing content has a call to action to reach the goal as soon as possible and the following figures make it evident. This is the best way to create user loyalty as it enables you to interact with your audience daily being an unbroken narrative.

If we look at the figures, we would definitely have an inclination to use ephemeral marketing for better user interaction.

• Snapchat has 173 daily active users and 53% of them are under the age group of 34
• Instagram has 500 million active story users

Reasons Why You Should Opt for Ephemeral Content Marketing

Fear Of Missing Out (FOMO)

One of the biggest benefits of ephemeral content marketing is that it drives immediate response from the users and they have to make quick decisions of signing up, downloading, etc. As it stays just for 24 hours it creates FOMO amongst users and hence, they would watch the stories daily for exciting daily offers.

High User Interaction

Such content encourages users to interact with brands on a more personal level and hence experiences a higher engagement rate. Best engagement tactics include running polls, asking questions in the form of quizzes, live videos to interact with your audience in real-time, etc.

Builds Trust

On a personal level, we always take care of the caption, picture quality, and timing while posting any picture on any social media platform. But if we post a story, we do it in an informal way which would connect us to our friends. The same goes for the brand where it connects with people daily in an informal way and maintains consistency which builds trust and loyalty.

As research suggests, large brands are already taking advantage of ephemeral content marketing. According to one Buzzfeed case study, in the year 2016, 21% of total traffic came from Snapchat views. Going by the name, we don’t know for how long Ephemeral marketing is going to be in trend, so plan your marketing strategy soon and leverage the trend to your advantage or you might find yourself in a serious case of FOMO!

For more guidance on Ephemeral marketing? Get in touch with us now. You can write to us at [email protected] or say hi on Facebook / Twitter / or Instagram.

0

0