Aimee Hudson
6th December 2017 - 6 mins read
A

nd with constant growth – 30 per cent of all time spent online is now allocated to social media interaction – the pace of that change is going to increase.

The good news is that the Thirty Seven crystal ball has been put to good effect and helped us identify the things you can expect to see much more of.

 

Ephemeral Content

This type of content is intriguing and one that can be quite hard to achieve successfully. It is where your followers see a short clip of content or an image for a matter of seconds before it disappears.

It is the format Snapchat was built upon.

However, more brands are exploring ephemeral content to provide a different side of the business for certain occasions.

For example, ephemeral content is great for giving an audience a sneak peek or a behind the scenes look of a product or event. Burberry used it to wide acclaim in 2015 to create an ad in real time.

Alternatively, it can be used for competitions and giveaways, interviews, holidays or a daily/weekly series.

The key to being successful with this form of content is to be human. It should be unpolished and light-hearted or, in other words, ‘flawed’.

 

Stories

Snapchat has, since pretty much the beginning, had a feature called ‘stories’ where users can publish snippets of what they’re doing out to everyone who follows them.

Within the last year or so Instagram and Facebook have copied this idea and interestingly, Instagram seems to have become the more popular platform for this feature with 100 million daily active viewers in 2016.

Many people and brands share snippets of their day and then add text, stickers, filters or emojis and publish it so anyone who follows their account can view it.

Since Facebook now owns Instagram it has also rolled out the feature to its own platform but with little success.

 

Live Video

There’s no doubt that live video is on the rise with more and more brands tapping into it and in 2018 it is expected to take centre stage. 

While there are many video streaming platforms – and LinkedIn is in the process of rolling out one to its users now - Facebook Live and Periscope appear to be the most popular.

Periscope, in 2016, stated that users watched 110 years of live video every day in the app and on New Year’s Eve Facebook Live reached a record-breaking number of users around the world.

Twitter and Instagram have also launched a live video platform within their apps, in Twitter’s case they now have a button to live stream via Periscope.

This feature is particularly useful to those who want to live stream an event, for example a product launch, to everyone who couldn’t be there. Q&A’s and a live video series are also opportunities to pick up on.

With new capabilities like 360-degree videos, there are new ways to engage an audience.

 

Artificial Intelligence

This is a fairly new feature for most social media brands but Snapchat has paved the way since the beginning with their variety of filters.

Powered by artificial intelligence the filters are known to be engaging and interactive. I mean have you seen how many selfies have dog ears over them now?

Due to its growing popularity, other platforms have adopted the feature in order to entice users.

Many companies are investing in artificial intelligence and creating new interesting ways to engage audiences.

It’s believed that artificial intelligence will drive social media in the coming year with some stating that it is essential for social media success. It is certainly something Apple has placed a lot of emphasis on while launching its new iPhone X.  For businesses, it’s a new way of opening doors to interact with customers, publish adverts and network.

 

Messaging Apps 

With more people spending more time online, social media companies are investing in instant messenger functionalities.

Facebook was the first to initiate this with the Facebook Messenger app. This allows people as well as brands to communicate globally for free.

Those aid customer service processes as they provide a faster and easier way for customers to get the assistance they need, compared to email or phone.

The hotel chain Hyatt utilises Facebook Messenger for 24-hour customer service so guests can make reservations or ask questions.

Many companies that don’t use social media messaging apps use similar technology which can be embedded into their websites.

 

Marketplace

E-commerce is becoming more prominent within social media platforms. With Facebook, Instagram and Twitter offering ways for users to buy products directly within their apps.

With one simple click, a user is taken to the company’s desired URL to either browse products or with the intention to buy.

The marketplace is powerful. In a recent survey, 56 per cent of consumers said they follow brands on social media to know when products are on sale and 31 per cent said they use social media to specifically look for new products to purchase.

Many people go on social media to interact with interesting content and are more likely to engage in posts that provide information to them rather than an advert e.g. gift ideas for your sister. Indirect advertising allows companies to reap more benefits.

Remarketing via adverts on social media is also known to increase sales for businesses and can be a very effective strategy when done well.

 

Mobile Advertising

If you haven’t started investing more into mobile advertising it’s about time you did. It’s wise to advertise across all social media platforms if possible and take advantage of the new features that come out.

In 2016, Facebook brought in $7 billion worth of social media ad revenues. Its algorithm ensures that a user’s friends and family’s content comes first so that the 75 per cent of brands that pay to promote adverts on Facebook will have to create appealing and engaging ads in order to capture the user’s attention first.

Twitter, on the other hand, has paid advertising features including videos, sponsored hashtag icons and stickers to provide users with a variety of ad options.

Interestingly, users said, in a recent survey, adverts on Instagram were more memorable compared to ads on Snapchat. However, Snapchat offers more appealing ad features like sponsored filters that are popular during film releases making them more likeable to users.

Overall, each platform runs a pay-to-play operation to make advertisers pay as much money as they can so they can get the results they want. For example, if you’re looking for conversions and have a budget of £50, Facebook will put this in front of only a select few people. But if your budget is £500 your ad will be placed in front of many more people who are likely to complete your desired conversion action.



Perhaps the biggest trend though, which seems set to continue, is that the four main channels continue to copy each other’s most popular features, as the ‘stories’ functionality shows. 

The social media platforms are becoming standardised with the only difference being which one your audience uses most.

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 social media content or a whitepaper.

Marketing

Blink and you'll miss it- the benefits of ephemeral content

Emily Stonham 11th January 2019 — 9 mins read
E

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.

 

Aimee Hudson
2nd October 2017 - 8 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.