The Hidden Value of 'Disappearing' Content

Make an impact with disappearing content on Snapchat, Facebook, Instagram, and WhatsApp

  • 5 Feb 2018
  • Advice, Marketing
The Hidden Value of 'Disappearing' Content

Pioneered by Snapchat and replicated by Facebook, Instagram, and now even WhatsApp, disappearing content has a lifespan of around 24 hours. This is long enough to make an impact but not SO long that it, for want of a better phrase, simply overstays its welcome. After all, no one wants to be the last one at the party, being ushered out by the hosts long after everyone else has already left.

Evergreen vs Ephemeral

Disappearing content, in many ways, is essentially the opposite of the evergreen counterpart long promoted as every marketer's bread and butter. We're not saying that evergreen content is on its way out, but there is a newer kid on the block that requires some consideration too.

Ephemeral content is an entirely different beast and can prove to be something of a challenge if not approached correctly. As it necessitates the consistent creation of real-time, hyper-relevant content, trying to be too clever with production values will only box you into a corner that you won't have the time or energy to get yourself out of.

Let's Look at Some Stats

While conquering disappearing content isn't the walk in the park it may initially appear to be, its inherent value is impossible to deny.

Taking just one platform at a glance here, a quick dive into some of Snapchat's stats reveals that its core audience are between the ages of 13 and 34 and that more than 10 billion snaps are viewed every single day! These numbers demonstrate that both millennials and Gen Z are pretty invested in this type of content, which is probably unsurprising given their impressive collective ability to efficiently filter through the huge amounts of content sent their way every day.

Knowing Your Brand is the Key to Authenticity

Understanding what feels genuine to your brand is the only way to succeed. This isn't the place to alter your brand voice and confuse your audience. Every snap or instastory is an opportunity to secure a conversion from an impression and many businesses are already benefiting from the huge numbers of users these platforms are attracting.

Leverage Relevance

Leaning into headline hitting stories that both you and your audience care about is an ideal strategy to pursue within the disappearing content sphere. The only caveat here is that it's so easy for things to very quickly get a bit cringeworthy. Your audience WILL notice when you aren't being transparent so don't think you'll 'get away' with jumping on bandwagons that don't fully synchronise with your brand.

Unleash your Inner Storyteller

Direct advertising can totally work in short-lived form but if you aren't intending to advertise something specific, you're going to need to embrace your inner storyteller. There are countless stories to be found within every sector, (yes, even within those stereotypically regarded as a bit dull!) you've just got to tease them out and get creative.

By viewing this form of communication as a challenge that absolutely requires a solution, you will establish new ways of engaging and communicating with your audience. If you would like some personalised advice on how you can incorporate this channel into your digital strategy, let us know and we'll get back to you quicker than you can say Snapchat!