I’m bringing this up because ephemeral content is by default consumed in a chronological storytelling manner.
EPHEMERAL CONTENT TV
A number of Singapore’s most popular shows on free-to-air TV are also dramas, showing the genre’s enduring popularity. This episodic or thematic approach to content on a weekly basis reminds me of one thing that hasn’t gone out of style despite the pandemic: drama series! Based on the number of new shows that get released on streaming platforms every month, we can see that this storytelling medium continues to work despite having been around for decades. What else could we do with ephemeral content? stocks, CPF, bonds, cryptocurrencies) and doles out really good advice – not just from themselves but their community. The account runs weekly ask-me-anything sessions based on a specific personal finance theme (e.g. I would recommend following The Woke Salaryman, which is a financial literacy account, to observe how they are engaging with their audience through bite-sized personal finance advisories. That said, there are brands which have used platforms such as Instagram Stories creatively. These are great use cases of the latest features available, but if we strip them down, they are more or less the same mechanism under the hood. I often see brands using ephemeral content for its interactive elements, running polls, doing Q&As with their audience, running brand campaigns to increase recall, or running ads for products or services. The numbers above speak for themselves about the popularity of this feature and the benefits that it’s returning for the platforms, but the question on my mind is whether brands have truly leveraged ephemeral content to its maximum potential, or are we barely scratching the surface? It’s a proven fact that this works: Instagram has seen tremendous growth of its Stories feature, with almost 500 million daily active users, while Snapchat – another ephemeral content platform – has about 300 million daily active users. This limited-time approach works really well for social media platforms because it encourages users to check their social media accounts more than once a day to avoid missing out on content their friends or favourite influencers are posting. It gives audiences a small window– typically 24 hours –to engage.
It’s certainly the case for me, and this shows the stickiness of ephemeral content.Įphemeral content is defined as content that lasts for a set time period before it disappears from the public space. If your social media browsing behaviour is similar to the five hundred million users who use Instagram and Facebook Stories every day, there’s a good chance that you’ve spent more time flicking through Stories than scrolling through the feed.
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