EPHEMERAL CONTENT: A SOCIAL CRAZE THAT'S IMPERATIVE FOR SOCIAL SUCCESS
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With the rapid growth in mobile technology comes a form of marketing that although was once viewed as invaluable now proves to be the frontrunner in marketing buzzwords. Say hello to ephemeral content. Basically, ephemeral content is short lived photos and videos. In this fast-paced, convenience-centered society, this tactic has revolutionized the way businesses integrate with social networks.
We gained some head knowledge from media buffs at Olapic, a visual content solution company, to learn how this short-lived yet real-time, temporary form of communication can be filtered down into 3 components that proves its ability to drive business. INTIMACY: Building relationships with your audience is key. The way your brand is perceived by the outside world is of utmost importance because it dictates the success and vitality of the business. The values and heart behind your company will be revealed the most authentically when you listen to and align with the needs of your customers. One way to connect with your customers is to make them feel like an insider. Exclusivity is attractive, and you can bet your audience will flock to anything that makes them feel like they are “in the know”. The good news is ephemeral content can get this job done! It opens the door for businesses to provide consumers with a limited time opportunity to get a behind the scenes look at their company. Whether its a sneak peak of a new product line or information about an upcoming promotional offer, ephemeral content grants consumers the ability to connect with businesses on a deeper level and experience the authenticity of the brand. One way to connect with your customers in a unique way is through video marketing. In a world constantly bombarded by information and advertisement, it’s important to cling to valuable tools, like video, to break through the noise and deliver your message effectively and quickly. In their article, Olapic talks about the rapid growth of video marketing and its increasing popularity, saying, “certainly, video has proliferated and will continue to dominate across traditional and digital channels in both the short and long-term future. However, we believe that this year will also mark an important evolutionary moment for branded video, driven by the demand for personalization and the emergence of new digital formats.” Here at Black Oak we recognize the growing need and universal popularization of video content and marketing. |
That’s why we specialize in it! High-quality, visual imagery draws your audience in and keeps them engaged. Our videos evoke emotion and allow you to express your story in a creative, relatable and shareable way.
URGENCY: Content that is short lived is attractive for brands because it emits a sense of urgency within the consumers and motivates them to take immediate action. Because a company’s ephemeral content will eventually disappear, users are forced to confront the fact that if they don’t stay connected, they are going to fall behind or have FOMO (fear of missing out). The more closely connected users stay to a businesses’ temporary content, the more they feel apart of the “live action.” Just as watching a band perform live is more stimulating than listening to their album at home, so is receiving information in its primal state rather than hearing about it later from a secondary source. CONVERSIONS: Ephemeral content not only provides potential for engagement but also possibility for revenue. Social platforms that incorporate forms of ephemeral content now have the opportunity to influence and even activate their users’ purchase behavior. Instagram stories are a great example. Instagram allows brands to incorporate links within their stories that can take users directly to their company website to view new products, offers or promotions. This feature flashes convenience! It gives viewers a one step instruction manual: Swipe Up! “Mobile e-commerce will reach an est. $284 billion by 2020,” the article by Olapic relays. “We predict that smart brands will take the opportunity to capture purchases and conversions on mobile even more in 2018 - leveraging new types of content from Instagram, Pinterest and Facebook to encourage frictionless commerce and drive content engagement into conversions.” As the concept of ephemeral content becomes a quintessential component of social media marketing, businesses will be forced to incorporate it into their strategy or risk losing the interest and attention of their audience. Ephemeral content is not only valuable, it’s imperative. |
