We crave content as short as our attention spans.
Historically-speaking, the sphere of marketing and advertising revolved around creating everlasting taglines and enduring slogans – content that can drive engagement rate for months on end. Heard that “a diamond is forever” before? Of course, you have. But this is changing thanks to the inexorable advent of social media.
Enter Snapchat – the application that launched in 2011 and was catapulted to millennial-favourite status in 2013. The mobile application, which has private messaging capabilities to allow friends to send each other videos or photos lasting up to 10 seconds and also a semi-public Personal Stories section, currently holds 178 million daily active users worldwide. And its pervasiveness left a ripple effect. Instagram and Facebook jumped on the bandwagon shortly after, with Instagram Stories and Facebook Stories. Even the lesser known Google+ has its own rendition; Google Posts that expire 7 days after posting.
So, what do all these newfangled functions mean? One thing: ephemeral content. Any photo, video, gif, Boomerang, stop motion that enters the web remains there for only 24 hours before disappearing forever (or so we think). Popular among younger users who revel in the safety of vanishing messages, ephemeral content has ensconced an expectation of social platform privacy as well as changed the game for marketers.
So, what does the ever-increasing number of active users on these platforms show? One thing: the surging dominance of ephemeral content. Any photo, video, gif, Boomerang, stop motion that enters the web remains there for only 24 hours before disappearing forever (or so we think). Popular among younger users who revel in the safety of vanishing messages, ephemeral content has ensconced an expectation of social platform privacy as well as changed the game for marketers.
An immersive experience
With the vertical ad format of Snaps and stories, viewers can have a full audio-visual experience where they focus on one thing, and one thing only. Brands are given to opportunity to dominate the entire screen space – a rare and valuable commodity in a world where pop-up ads are incessant and content interminable. You have their 100% attention, even if it’s just for a brief moment.
Intimate, impulsive and imperfect
The great thing about apps like Snapchat and Instagram Stories is that they take away the need to physically remove a piece of content. With all that done automatically (and soon enough too), brands have the creative freedom to experiment with different types of content and messaging. Coupled with the in-the-moment and carpe diem nature of stories, it opens the door to sharing imperfect content with your viewers, who perceive it as more personal and intimate.
“Snackable”
The very nature of stories is being “snackable”, and this is important as viewers’ attention spans are growing shorter by the year. Facebook reported that their users spend an average of 1.7 seconds on any piece a content they scroll past. The short-format of stories, with videos having a cut-off of 15 seconds and photos of 3 seconds, arouses the interests of viewers who crave content as short as their attention spans. Viewers can pause, forward, go back, and relive the whole moment all over again. What’s more, brands who can successfully leverage on the function will leave their fans wanting more.
Advantageous
Much like any other platform, application or function, knowing how to harness the power of ephemeral content could mean big news for your business. And the first order of business is providing your audience the correct tools to locate your product and purchase it. A gorgeously crafted series of Instagram stories featuring the hottest influencers won’t sell your product if you don’t guide them to it. Brands should provide a clear call-to-action so that their viewers will take action right after seeing their ad. Another tip to use stories is provide tips and advice in addition to showcasing your brand or product. Another piece of advice for marketers is to provide tips and tricks for their audience in addition to showcasing their brand or product.
While the function of Snapchat and Instagram Stories might not be perfect due to the lack of public feedback and time limitations, there is no denying that ephemeral content is a big thing. Today, 250 million Instagram accounts currently use the Stories function and as of May 2016, Snapchat generated 10 billion mobile video views per day. The age of ephemeral content is here, and with it, an entire league of supporters whom marketers can expand on with a spectrum of creative flexibility.
Reach out to us at hello@alto.sg for a free consultation. We’ll be glad to help you out![/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]