The world of digital content marketing is in constant evolution. Strategies and trends can change in the blink of an eye, and it is for that very simple reason that businesses need to make sure their content marketing strategies stay on top of the latest opportunities.
Of course, above all else, it is important to remember that good content is good content – plain and simple. So long as your branded content resonates with your target audience, you can count your successes. But, it can be all too easy to get caught up in a “winning” routine even as the industry around you is changing.
From a branding perspective, the creation and distribution of compelling content through social media is incredibly important. The trick to staying ahead of the waves that come and go is remembering to play into and utilize the more modern approaches. In other words, your audience wants to see your more human side. Essentially, they are looking for and responding more to ephemeral content.
What is Ephemeral Content?
For those new to the concept of ephemeral content, it is content which lasts only a short time before disappearing. These are pieces of information that are shared but perish within a few moments or within 24 hours. Things like live streaming videos and Snapchat stories are just a few examples of this short-lived content. Ephemeral content is novel and fleeting, which is the very appeal for many users (especially those of the younger generation).
In the past, marketers have focused their efforts on producing evergreen content that can be recycled and reused to drive audience engagement for months on end. However, that’s all changing, especially in the world of social media. Apps like Snapchat have really pioneered the idea of ephemeral content, as it has proven that consumers most desire this kind of real-life, in-the-moment, human message simply because they know it won’t be around forever. This kind of material is seen as somewhat exclusive, and no one wants to miss out on the exclusivity of a one-time-only shared moment.
Ephemeral content is the marketing trend of 2018 that every small business needs to jump in on. Snapchat Stories without contest drive massive numbers for engagement because, again, they are fleeting, to-the-point and showcase very real, very human elements of a given message. Instagram and Facebook have even jumped on board this trend and launched stories features of their own. For business owners, this means even more opportunity to engage with users of all types on every social media platform. These social stories allow brands to ramp up their storytelling efforts, speak directly to their audiences and still engage in real time. And even better still for small business, the dissemination of these content messages requires little to no financial commitment making them an obvious tool of choice for engagement.
One of the great things about marketing in this day and age is that we have so many tools to help propel our messages. Social media presents so many exciting opportunities for using cutting-edge content to build meaningful relationships with audiences. So, don’t miss out! Tell your story by generating a consistent stream of ephemeral content, and keep consumers coming back for more.
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