Emily Stonham
11th January 2019 - 9 mins read
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phemeral is defined by Cambridge dictionary as ‘lasting for a very short amount of time’.

There’s a few key types of ephemeral content that your business should consider experimenting with. The most popular form - and arguably the one that popularised temporary content - is Snapchat stories. You can also find stories on Instagram, YouTube and Facebook. There’s also a story function on WhatsApp, known as statuses.

Snapchat messages (snaps) also fall under this category, as do Instagram live videos. Snaps can only be viewed for a set amount of time, and Instagram live videos disappear from stories after 24 hours.

So, why should your business bother with making this style of content? After all, evergreen content is incredibly useful for marketing purposes so why stray away from that? In this blog, I’ve collected 7 key reasons why you should consider adding ephemeral content into your strategy.

 

Realism and authenticity

One of the main benefits of using ephemeral content is that it offers your customers a much more personal, authentic look at your brand. Using stories on Instagram, for example, makes it much easier to show viewers what your team gets up to throughout the day or to share a quick picture of the office dog having a nap.

I’ve written before about the importance of showing the human aspect of your business. Modern customers love seeing behind the scenes of their favourite brand, and they especially love having a relatable character/influencer to show them this. A good example of this is ASOS introducing their Insiders (a team of influencers working for the brand).

You could try using the story function on Instagram to show off a company event, or maybe demonstrate a new product that’s just arrived. It’s the perfect area to be slightly less formal than your main page, and your customers will thank you for it. Instagram stories have a number of handy functions for market research, too- it’s worth looking into polls, questions and sliders if you’re doing this.

 

Urgency

Another great reason to use temporary content is that it creates a real sense of urgency. Customers will often experience FOMO (fear of missing out) if there’s a timed offer shown on a story or live video, especially if it’s a brand they’re particularly fond of. This also applies to limited time offers shown on websites, like flash sales.

Fashion and beauty brands are particularly good with this. A brand that uses flash sales and promotions effectively is Disturbia, an alternative fashion company which creates unique, limited print run clothing. As a fan of this brand, I can confirm that it always seems to have a flash sale at the right time, which is not great news for my bank account.

Disturbia has found a great balance between having just enough flash offers to attract customers to come back to the website frequently, but not too many as to make them look fake. Over the last week, I've seen about 3 limited time offers on the website- enough to make a fan of the brand want to buy, but not too many to put them off.

Disturbia also has a good email marketing campaign, with quick sales and promos to encourage their readers to 'act fast' or 'not to miss out'. One of the key points that I believe has lead to them being successful here is the choices of urgent words used in their copy.

There’s a lot of fashion brands at the moment who have been caught out for having fake flash sales e.g. they’ll post ‘24 hours only!’ and replace the same offer 24 hours later with ‘48 hours only!’. It’s a popular tactic, especially with newer 'fast fashion' brands.

There’s even been a recent upset in the beauty community with a company called Kenza Cosmetics, who offered free brushes (spoiler- they weren’t free) for a limited amount of time. The limited amount of time seemed to go on for a very unlimited amount of time, and was immediately jumped on by Twitter and YouTube commenters. The scam ran a lot deeper than this, with famous YouTubers promoting products that mysteriously didn't turn up for months. Unfortunately, this type of scenario happens a lot online nowadays.

 

 

The main takeaway from this for brands looking to use temporary offers and flash sales is to find the right balance of offers and make sure they’re genuine. If your Facebook story says there’s 24 hours to use a discount code, make sure it’s actually 24 hours. You might get away with extending it a few times but customers will eventually pick up on the fact that your sales and offers go on for an inaccurate time. Eventually, this’ll lead to a distrust in your brand and a lack of engagement with offers. After all, if your 3 day offers normally go on for at least a week, why should they bother running to get their credit card?

 

Variation

A different reason to start using ephemeral content is that it can really liven up your social media strategy. If your brand has been consistently posting customer testimonials on Instagram at 3pm for the last 4 months, why not switch it up completely and do a livestream on your page unboxing your latest product? It can feel odd stepping outside of your usual comfort zone for content, but there’s only one way to find out whether it works or not.

Obviously, it’s important to do your research. If you want to use stories, make sure to check where the majority of your audience is. If your clients love using YouTube, there’s not much point just doing a brilliant story over on Facebook. If you want to go live, check out the times that your audience is online most frequently. The Instagram analytics section for business accounts is fantastic for this, as it can show you the relevant times for each day.

Social media is constantly changing and evolving, especially in regards to algorithms and content trends. If your page isn’t changing and growing with the platform, it’s likely that your engagement and lead generation will just die off over time. 

 

Speed and range

A great benefit of using temporary content is that it’s pretty quick to make. Due to the personal, informal vibe that most ephemeral pieces have, the amount of time that goes into creating it is significantly lower than creating evergreen content. Creating a behind the scenes Snap series would take a lot less time, effort and resources than creating a YouTube series with the same aim, for example. Live streaming is also relatively quick to set up, and is great to use for product launches or important events.

As lazy as it might sound, stories are a fantastic way to widen the range of your content marketing without distracting too much from your main pieces of content. In 2018, Instagram reported approximately 400 million daily story viewers. Snapchat followed behind with 191 million. Is this an audience that your business can afford to miss out on interacting with?

Instagram is arguably the best platform to utilise stories on. On this platform, it’s a mix of your existing audience and prospects who view stories. You can use hashtags on Instagram stories to get your story added to a tag story, which is displayed whenever people search for that term. It’s a great way to keep your brand in people’s mind too, as stories on Instagram are displayed right at the top of a user’s screen with the most recent and relevant being displayed first.

 

 

 

Staying active pays off with Instagram stories overall, and you’ll be able to monitor this in your analytics tab. Of course, other platforms have their benefits too and it’s worth exploring all of your key options. Determine where your audience is, and figure out which style of ephemeral content will catch their eye most effectively.

 

Reactivity

A final benefit of using ephemeral content is that it allows you to be much more reactive online. When an important event happens, it allows you to quickly jump on your page and post a genuine, casual response instead of spending a day crafting an intricate, corporate one.

Using stories or livestreams to document how your team feels about something that’s happening live is a brilliant way to connect with your audience further. This is especially true for events, as it relates what you’re posting to your audience’s perspective as a consumer.

Obviously, this style of quick, informal post isn’t appropriate for every scenario (probably best not to post a snapchat vlog series in response to a media crisis) but it can be a great way to increase the relevance of your content.

 

Overall 

Ephemeral content is definitely worth looking into if you want to liven up your content strategy and add some variation to what you’re providing for your customers. It allows you to position your company as relevant, authentic and modern, while still encouraging customers to buy from and interact with you.

Here are a few pieces of content that you could try out;

 

  • An Instagram livestream at an industry event.
  • A behind the scenes Snapchat series, showing an average day in your office.
  • Whatsapp status updates, hinting at your next product launch or collection.
  • A series of Facebook stories answering common questions from your audience.
  • A ‘takeover’ day on your Instagram story, where a member of staff controls the page for a day. Great for Q&As, office tours and promoting your latest services.
  • Snapchat stories of anything fun your office is getting up to, like a charity event or coffee morning. Informal content like this is a great way to add a personal feel to your content and help your audience relate to what you’re saying more.

 

Not sure where to start with creating temporary content for your social platforms? Thirty Seven offer comprehensive social media services, ranging from post writing and design, to account management. Feel free to get in touch with us today at hello@thirtyseven.agency to find out more about how we could help you with this.

 

Marketing

Why it’s time to take a hammer to your marketing funnel

James White 14th February 2020 — 6 mins read
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ounds great, doesn’t it?

But the reality is, it is simplistic, outdated, rigid and even wrong and that’s why I think it is time to take a hammer to the funnel.

The big problem with the funnel is it doesn’t reflect the modern consumer’s experience or the way they interact with brands. And it is also prescriptive about where different content formats sit in the process, whereas it should be the content within each format that is the decisive factor – not the delivery method.

Just because someone is at the start of a process to buy a product doesn’t mean they need the same form of marketing content to take them further along that journey.

Everyone is different. When I have gone out to buy software, like Communigator, I have tended to go on YouTube and looked at ‘how to’ videos. I wanted to find out more about how you import data and how you create dashboards.

Most marketeers would argue that is the back end of the funnel, where you are really deciding what you are going to buy, but I used it right at the top.

The top of the funnel for me is about peer review and word of mouth. I am more likely to talk to people and ask how they do things.  Yet this doesn’t get a look-in in marketing funnels.

The other top of the funnel – the awareness piece - for me is people picking up the phone and calling me or going to a conference and seeing a good speaker.

And, I’m sure I’m not alone – different types of content appeal to different people at different times.

You simply cannot afford to put everyone in the same pot and say that just because they are at a particular stage of the process, they need that type of content, delivered in a particular type of way.

Let’s take podcasts as an example. These are typically placed in the ‘awareness’ section at the top of the funnel. But why do they need to sit there? Surely, they could also play a role in other stages, such as research and comparison.

You could have a podcast talking about the different types of automated marketing software and that would sit in the comparison section. Or you could have a podcast talking about pricing or ROI which could sit in the ‘purchase’ section of the funnel.

As I say, it is the content within each format that decides where it should be used in the process, not the delivery method.

So, if you are not going to base your marketing on the funnel, what should you do?

Well, you still need a process in place that gives thought to where different parts of content should be. And you still need a method or process for identifying buying intent.

Ultimately it is all about having good quality content that engages, convinces and compels your audience, regardless of whether they come to it at the start of the buying process or when they are about to make a buying decision.

You need to offer them something that adds value; that showcases your expertise and highlights what makes your brand different.

That is why at Thirty Seven, and our sister company Media First, we put journalistic principles at the heart of every bit of content we produce.

And that means we aim to tell the TRUTH.

By that I mean our content is:

 

T topical, of the moment, and something people are talking about

R relevant to a specific audience

U unusual. Not what people already know or expect

T trouble. Show how you are solving a problem. Or, if your story is not strong enough, a journalist will look for their own trouble angle

H human interest. What is in it for people? What impact will it have on your customers and the journalist’s audience?

 

The aim is for the content to include at least four of the five elements of TRUTH to create something meaningful.

But the human aspect is crucial.

The most common phrase you will hear in a newsroom is ‘so what?’ Journalists will look at a potential news item and ask ‘so what does this mean for my audience?’

At the very least they will want to know who the people are behind the story. Take a look at any newspaper, news website or news programme and you will find all the stories have a human angle.

The reason is simple – people are fascinated by stories about people, not policies, procedures initiatives and protocols.

As well as telling the TRUTH you need to say AMEN (no, this blog hasn’t taken a strange turn towards religious preaching). This means you need to ensure the content you produce is suitable for the target ‘Audience’; that you are clear on the ‘Message’ you want to get across to that audience; that you have ‘Examples’ (ideally human ones) to support and explain that message; and that you have considered any potential ‘Negatives’ that could be raised.

Unless you are working for a company with a huge marketing budget, and lots of people producing the content, the ‘topical’ element of what makes quality content is tricky.

The key is to balance timely content with content that is evergreen (not time-sensitive) and that can also be sliced and diced in different ways. At Media First, we have recently taken a number of blogs and used them as the basis of downloadable eBooks aimed at specific sectors.

Similarly, there is no reason why videos can’t be turned in to podcasts or why parts of a Whitepaper can’t be turned into an Infographic. Not only does this ensure your carefully crafted content is working harder, but you are also providing more ways for consumers to access content in the ways they are most comfortable.

The other key journalistic principle you need to use in your content is proof reading. You should ensure that your content is seen by three sets of eyes before it leaves your office. This helps to ensure your content meets its aims and objective and that those typos and errors that can undermine content are eradicated.

I mentioned earlier the importance of still having a process behind your content once you have moved away from the funnel.

That process needs to be flexible and it also needs to be something you are prepared to interrupt. At Media First, we would normally see someone downloading our content as a sign of a hot lead.

But recently we decided to interrupt that and call people before they reached that stage.  We called 135 people – identified by the pages they had visited on the website. 90 people got dropped, two were not the right contact and one was international, but we generated 34 proposals and eight hot leads – that is a ridiculous conversion rate for new business development.

 

It’s time to take a hammer to the funnel – or at least throw it out. There is a better way, and quality content lies at its core.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is a podcast or email marketing.

Emily Stonham
19th December 2018 - 7 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.