Today, most people are looking for content that can be consumed quickly and easily. Because of this, businesses often create ephemeral content that can be viewed and shared within a short period of time.
What Is Ephemeral Content?
Ephemeral content is a term used to describe content that disappears after a certain period of time. It’s typically created for a specific purpose, just like any other form of content but will disappear or get archived after a specific amount of time.
Ephemeral content can take many forms: text, audio, video and even images! You may have heard the term “ephemeral” before when talking about Instagram Stories, Snapchat, TikTok Now, BeReal, and other platforms. Ephemeral marketing can also mean that regardless of the platforms or tools used, you will find a way to make content available for a specific time-frame.
The Benefits of Ephemeral Content
One of the main benefits of Ephemeral is to be able to create a sense of urgency; it’s a great type of content for short promotions and to drive engagement quickly.
Ephemeral content can also be used as a way of reinforcing key messages about your business or product without having to keep repeating those same points over and over again in other forms of communication, like blog posts or emails. For example, let’s say your audience is really active in your Instagram stories; that would be a great place to share this type of content.
How Can Your Audience Help You With Ephemeral Content?
You may not realize it, but your audience feeds you constant topics that you can turn into Ephemeral content. You receive questions from your audience members regularly, you see comments on your social media posts, and your customer success team receives comments and questions… all things that you can turn into ephemeral content.
How to Create Successful Ephemeral Content
Be visual & engaging. The more visually pleasing and engaging your content is, the more engagement you will receive. Be sure to use a hook or enticing headline when you create this type of content in order for your audience to find it engaging enough or informational enough to want to share it.
Leverage what you already have. Any content that you have on your website, or content received by your customer success team or social media team can be used to inspire and create this type of content.
Make a plan. Your content strategy should always include the different types of content variations that you will create and the posting cadence.
Ephemeral content is a great way to engage your audience and keep them coming back for more. It’s also a great way to get feedback from your followers, who can help you create even better content in the future!
