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

Podcasts: How can you tell you are getting a return on your investment and time?

James White 5th June 2020 — 4 mins read
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hat is more than double the number that was listening to them just two years ago.

We are, it seems, absorbing more and more content through our ears.

So, it is hardly surprising that increasing numbers of companies are becoming aware of the benefits and are looking to include podcasts in their communication strategies.

One of the questions we are often asked by companies looking to get involved in podcasting is how they can measure success in this area.

And that is an important question because you need to see a reward for your investment in time, effort and resources.

Let’s take a look at some of the key metrics you could use.

 

Downloads

This is the most obvious metric and will help to give you a good idea of the size of your audience.

But it is important to remember that a download does not necessarily equate to a listen – your content could remain unheard even if it is downloaded.

Additionally, a listener could download the same podcast on multiple devices.

Rather than looking at total downloads, opt for using unique downloads as this refines the numbers and removes multiple downloads from the same user.

Also, look at the number of downloads per episode. Fluctuations here will show you what content your listeners are most interested in and what they find less appealing.

 

Subscriptions

This measures the number of people that are subscribing to your podcast and who get notified when a new episode is available.

If people are opting to subscribe to your podcast, it tells you that they want to hear more from you and that they don’t want to miss an episode.

 

Social mentions

If people like the content of your podcasts, they are likely to talk about it on their social media channels.

And you will be able to use your social media listening tools to see who is discussing your podcast and what they are saying about it.

Likes, shares and retweets are all good measurements and the comments can give you a good understanding of what is resonating with your audience.

 

Backlinks

Backlinks are another good thing to monitor and show how many times another website has linked to your podcast.

In theory, the more backlinks you generate the better.

But you also need to look at the quality of those backlinks. For example, there could be a small chance a backlink may be trying to persuade people not to listen to your podcast.

 

Create a dedicated landing page

Creating a dedicated landing page for your podcast is a great idea.

It establishes a home for your podcast, it can offer incentives to encourage new listeners to sign-up and you can use it to thank your subscribers

And it can help you gauge the success of your content. You can measure the hits and engagement on the page and the number of people who go from it and subscribe to the podcast.

 

Special offers and promotions

These are a really easy way to measure the success of your podcast.

Special offers, discounts, incentives and promo codes can either be read out on air by your presenter or used in the text of your landing page.

And by promoting these deals with your podcast, you can pinpoint exactly what leads are coming from your listeners.

A good idea with these types of offers is to set a time limit for them as this may encourage your listeners to take action quickly.

 

Email marketing

Competition for listeners is pretty fierce and you need to work hard to attract and grow your audience.

Email marketing has an important role to play here and we would encourage you to use your mailing list to promote your podcast.

Not only will you increase awareness but there are useful measurements you can use as well, such as open and click rates and the numbers of unsubscribes, all of which will give you an indication of the appeal of your audio content.

 

Context

All of the figures I have mentioned will help you understand the success of your podcast.

But it is also important to have realistic goals.

For example, the more niche the subject you are talking about the harder it is likely to be to attract large numbers of listeners and, on the face of it, your unique downloads may not look that impressive.

However, a relatively small number of dedicated listeners in this instance could be a real business win and show more buying intent than a more general podcast with a bigger audience.

 

Get in touch with one of our account managers to find out how we can help you get your podcast started. You can also find out more about starting a business podcast in this recent blog.

 

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.

Adam Fisher
20th July 2018 - 5 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.