What You Need to Know About Ephemeral Content

Ephemeral content, characterized by its short-lived nature, has emerged as a powerful tool in the marketer’s arsenal. Platforms like Instagram Stories, Snapchat, and Facebook Stories have revolutionized how brands connect with their audience which can be both beneficial and extremely time consuming when you’re the person managing the content. To help us understand better, we’re offering key statistics that shed light on the impact and significance of ephemeral content to help you navigate.

Explosive Growth of Ephemeral Content Platforms

The staggering numbers below highlight the widespread adoption and popularity of platforms that prioritize short-lived content.

• Snapchat, the pioneer of ephemeral content, boasts over 265 million daily active users, sending more than 5 billion snaps daily.
• Instagram Stories, introduced in 2016, quickly surpassed 500 million daily active users within two years of its launch.

Boosts User Engagement

Marketers should leverage the trend of ephemeral content to capture the fleeting attention spans of their audience and create compelling, time-sensitive content. Still wonder if this type of content makes a difference? Check this out:

• Ephemeral content generates a sense of urgency, driving higher user engagement. According to a study by HubSpot, Instagram Stories have an engagement rate of 6-10%, outperforming regular posts.
• Snapchat reports that its users spend an average of 30 minutes per day on the platform, demonstrating the captivating nature of ephemeral content.

Helps with Authenticity and Transparency

Marketers should capitalize on short form content by crafting behind-the-scenes glimpses, day-in-the-life stories, and candid moments that resonate with consumers. Here’s why:

• 91% of consumers prefer authentic content from brands, according to a survey by Stackla.
• Ephemeral content, being raw and unfiltered, allows brands to showcase their human side, fostering authenticity and building trust with their audience.

Improves Storytelling Potential

By weaving a compelling narrative, marketers can create a deeper connection with their audience, making their brand more memorable and relatable.  Following are stats to support this recommendation:

• Stories are remembered 22 times more than facts alone, according to cognitive psychologist Jerome Bruner.
• Ephemeral content provides a narrative format that appeals to emotions, making it an ideal medium for effective storytelling.

Boosts Conversion Rates

Give me one marketer who wouldn’t like to see their conversion rates improve in 2024 (or ever)?  Ephemeral content isn’t just about engagement; it has the potential to drive conversions and sales, making it a valuable asset for marketers. Case in point:

• 62% of users say they have become more interested in a product or brand after seeing it in Stories, as per a survey by Facebook.
• Instagram reports that one-third of the most-viewed Stories come from businesses.

Let’s face it, content is getting shorter and shorter by the day and marketers must embrace its tiny but dynamic nature. We’re hopeful the statistics highlighted above underscore the significance of leveraging short-lived content for engaging audiences, building authenticity, and driving conversions. Need help with creating short-form content?  We’re up for the challenge.