Disappearing Content Is Marketing Magic
He does acknowledge, however, that some organizations might be concerned about using Snapchat in particular because “the platform does not provide the best metrics,” but he says that it is nevertheless “a great way for media companies to push their content to a younger audience that might not otherwise engage with more traditional media outlets.”
Instagram’s platform is more robust, offering more metrics around impressions, views, and replies, providing notifications when users click on a geolocation or Instagram handle, and allowing polls to be easily posted to Instagram Stories, experts contend.
It also has a bigger base. “With more than 800 million users on Instagram, companies really cannot avoid using Instagram Stories if they want to reach customers, especially because Instagram Stories now also includes going live to connect with your audience in real time,” Selepak says.
A MARKETING MANDATE
Experts cite a number of other reasons that marketers should incorporate disappearing content into their strategies. “Not only does it combat redundancy and build brand loyalty, but it also increases authenticity,” Gilmore says. “Authenticity is a major factor in marketing. Content that’s authentic and resonates with the customer persona is key. Hyper-produced, unrelatable content is ineffective and leads to a stagnant and negative customer experience. If your content is going away in a day, you’re not going to spend loads of money on being perfect, and that’s the content that Instagram and Snapchat users want to see. After all, being current and credible is more important than being polished and professional.”
Noting that disappearing content is “especially valuable in circumstances targeting the under-40 age group,” Kerby says that events are a great place to begin incorporating disappearing content into marketing strategies and suggests that marketers experiment with disappearing content at their next company event. Disappearing content can be used to provide a behind-the-scenes look at companies, and such glimpses “can be highlighted well on places like Instagram Stories, giving followers a thoughtful look at your brand. Storytelling with disappearing content is an inexpensive way to surprise and delight your customer base,” Kerby says.
“There is a huge opportunity for marketers to speak to their audiences with disappearing content,” he adds, noting that “on top of the audience, the affordability of creating and promoting disappearing content right now is beyond worth the investment.”
Yet many B2B organizations still shy away from this type of marketing, Talbot says. She advises them to “think of it as top-of-funnel activity that humanizes the brand.” Behind-the-scenes content from trade shows or large events or interviews with top company executives are great places to start, she adds.
Talbot also notes that disappearing content is an effective means of reaching people where they are already spending their time and makes it easy to work with influencers. “It’s the activity that people are doing on their own time, so you are reaching them where they are [already] consuming content,” she says. “Watching stories is such a passive activity, [often done] on the train or in line, so it’s bound to be consumed. Your brand story can be intertwined between your users’ friends. Also, it keeps your brand top of mind. It’s so benign, but has long-lasting reach.
“It’s [also] easier to work with influencers on takeovers [allowing the influencer to run your social media account for a period of time]. They’re able to create a narrative and story for you when they take over your account.”
“As more and more Internet users choose disappearing content as a way to communicate, the incentive for marketers to invest in ephemeral content will continue to increase,” Kerby argues. “It is a long-term trend that should be taken seriously, as people around the world become more concerned and aware of their Internet footprint. Not everything should be shared with everyone, and not everything should last forever. This is the role that disappearing content has filled on the web.”
So marketers shouldn’t let the newness of disappearing media dissuade them and should instead jump in, Selepak says. “While marketing and advertising are usually pretty quick to pick up new media, it doesn’t mean they use it effectively at first. This has been true going back to radio and TV. But with the billions of dollars behind these platforms, marketers cannot wait to see if social media programs like Snapchat and Instagram Stories are a fad, and instead need to start using them.”
Associate Editor Sam Del Rowe can be reached at sdelrowe@infotoday.com.