Ephemeral Content





Ephemeral Content is an impermanent content that helps in sustaining traffic in most of the social media platforms. It is a marketing strategy that  regarding content that elicits an immediate response from its users. 
Ephemeral content can take up two meanings - firstly, it refers to creating contents which disappears after a specific time period like that in Facebook, Instagram and Snapchat stories. Or it refers to the purpose of creating content that catches the attention of users for a short time period and then gradually fades away. 
The most obvious goal of this type of content is to strike an immediate response from the user or viewer either to make a quick purchase or sign-up decision, like or share content, subscribe or view contents, etc. It works on the Fear Of Missing Out (FOMO) by creating a sense of urgency. 
Businesses take up this strategy to impress and engage in the brand or in its products and services on a personal level. It also helps in reaching a wider range of audiences. Through well-crafted ephemeral content strategy, a brand can create greater volumes of content with less efforts. If an unbroken narrative is thoughtfully designed using rich media and right timing, then this strategy is said to be successful. 

This revolutionary strategy was first introduced by Snapchat which was later taken up by Instagram and Facebook. Instagram and Facebook Live comes under ephemeral content. 

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