If the mechanics behind the technology does nothing for you, maybe these figures will. For Instagram, that figure is 32 minutes. Furthermore, those users spend 25 to 30 minutes a day on the app. The fact that the content self-destructs after a set period means that users are far more likely to check the app regularly.Īccording to Business Insider, users will open the app on average 18 times a day. If you’re unfamiliar with the term, FOMO stands for Fear Of Missing Out. It is also worth remembering that the platforms are fun – both Snapchat and Instagram have built-in filters, voice modifiers and pop culture tie-ins which make using them enjoyable.Īnother reason is FOMO. This means that people are expecting to be met with very real content. They are human, authentic and off-the-cuff. The platforms are friendly to vertical video, meaning that setups for their use can be informal and inexpensive. There are a number of other reasons that this content is popular and they are worth remembering when your brand decides to use the platforms. Nobody is visiting a network that nobody posts on. After all, a social network is only as useful to users as the information it holds. From the get-go they are being nudged to create content, to join a community and add to the network’s worth and value to users. When the user presses the Snapchat logo on their phone, they are not met with a feed of information or updates from friends – they are met with a camera. Take, for example, Snapchat’s default open. Part of the attraction is that ephemeral content taps into one of the key attractions of all social media – content creation.Īs much as users can passively enjoy others’ content – they can actively create their own. It has been called the “ hottest topic and trend in social media marketing right now” and eMarketer projects that nearly 20% of Americans will use Snapchat this year. Stories can vary from narrative tales, product demonstrations or just a series of unlinked observations, jokes or videos. The content can be sent to individual users, groups or posted on publicly available “stories”. On Snapchat and Instagram, users can send photos that can be viewed once or twice but then disappear. What is it?Įphemeral content is, quite simply, any visual content - video or photo - that is only available for a certain period of time. In this article, we discuss the value of ephemeral content and provide some practical advice on how to use it in your content strategy. ![]() Brought into the mainstream by Snapchat, the term has become important to some brands, but many have been slow or unwilling to take it up.īut using Snapchat and Instagram Stories can be a valuable source of lead generation and conversion. ![]() One of the latest buzz phrases is ephemeral content. The evolving nature of social media brings about a constant stream of buzzwords and trends.
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