22 Feb '18, 2pm

Ephemeral Content: Everything Marketers Need to Know by @malleeblue

Ephemeral Content: Everything Marketers Need to Know by @malleeblue

Ephemeral content is rich media, primarily images and videos, that are only accessible for a brief period. As a marketing strategy, it is temporary content that takes advantage of the fear of missing out (FOMO) and is designed to elicit an immediate response from the user. Ephemeral content is nothing new. Temporary material – and the brief appearance and disappearance of content – is what sustains the traffic of most social media platforms. Online social platforms are ephemeral in one of two senses. Either the content itself appears briefly and then disappears, as is the case with Facebook and Instagram Stories or Snapchat – or, our attention to it is ephemeral. We watch content; laugh, cry, or complain – then move on, never to return. The Goal of Ephemeral Content There are two primary marketing goals when it comes to ephemeral content. Elicit an Immediate Response Perha...

Full article: https://www.searchenginejournal.com/ephemeral-content/238...

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