Another advantage is that with ephemeral content it is generally easier to reach a younger target group.
Especially among the young target group, the attention span is low. They will not quickly read an entire blog post or watch a video, unless they are really interested in that content at that moment. That is why short, quick content is very suitable to reach this target group and increase your brand awareness.
3. Give your company a human character
Ephemeral content can help you make your company appear less static and more human.
By giving a look 'behind-the-scenes' you come across as authentic. Fleeting content is generally less 'polished' and more creative. This way you show that you are not necessarily a very strict and boring company, but that there are real people behind it.
How do you use ephemeral content as a marketing tool?
Convinced yet? In this section I will give you some ideas to use ephemeral content yourself.
Account Takeovers
For example, you can have an employee take over your account for a day, who will take your followers through a typical workday or a tour of the office. This gives you a personal look behind the scenes.
Another option is a takeover by an influencer. Be sure that the influencer fits your company, otherwise it will not come across as authentic. The influencer can then, for example, highlight your company in a unique way through interviews with employees.
Ephemeral content doesn't always have to be 'new'. It's actually efficient to reuse content that you've already created.
Suppose you have written a blog post and you want to reach a younger target group with it. Then it can work very b2b email list well to process small snippets of that blog post in a visual way in Stories. You can even choose to add engagement functions, such as polls or 'Ask a question' stickers. You can also very conveniently add a link to the full post, so that people who are genuinely interested in the content can always continue reading. On Instagram and Snapchat, for example, you do this with a 'Swipe up to read more' link.
Using your users' input as content
By making smart use of the input of your followers, you can create engaging content in a very easy way. Think of an interactive Q&A session with your followers, or reposting stories, videos, images or user reviews about your product or service.
Contests and giveaways
Run a contest or give something away to your followers.
Live video
Many of the examples we discussed above can also be used in combination with live video. For example, a live Q&A session where users can ask their questions in real time, a live interview, or a live tour of the office.