Short and engaging. That’s what fleeting content is. Fleeting content is all about impermanence and temporary content. It started in the year 2011 when a social media application named Snapchat came into existence. Since then, the fleeting content has become immensely popular.
If you don’t know about fleeting content, then you are missing out on something fascinating. Facebook live, Instagram stories, Snapchat and Periscope are main elements of every brand’s marketing strategy. Still not sure what fleeting content is all about? We’ll explain it below.
What Is Fleeting Content?
Fleeting or ephemeral content is a piece of material available for a shorter period. This kind of content is visible to users in different formats, like photos, live streaming videos, demonstrations of the product, narratives, comic stories and observations. It has become one of the primary buzzwords in the world of content marketing.
Snapchat, Instagram and Facebook are the three popular platforms that are used for the purpose presently. If we talk about Snapchat, content there lasts for 24 hours and then it fades away. Users can share their content with groups and individuals, or even can post stories that are available publicly.
Why is fleeting content so famous these days?
Content creation is one of the main reasons that why fleeting content is so popular nowadays. The designing of three popular social media platforms are for the purpose. On the other hand, people also prefer to post fleeting content because they feel less pressure to make it perfect.
We all are aware of the fact that whenever we post content on a site like Facebook, we have to think twice. We think about how our friends, relatives and colleagues might react, which entirely changes the way we post.
For example, if we know that someone like a boss can stumble upon our post, then we become exceptionally selective with the content. It is not the case with fleeting content, as the time limit is for 24 hours, so it goes away naturally.
Fleeting platforms are video-friendly, so they can be set up for facilitating informal interaction. They are genuine and unplanned, and users can expect to get content that is real. The best part is that the platforms are fun to use.
Tips for adopting fleeting content
Here are some tips for adopting fleeting content:
- One of the primary steps for getting attention with fleeting content is understanding your audience.
- You must be able to clearly communicate your value through fleeting content.
- You must pay for exposure while creating fleeting content.
Fleeting Content Is Changing Content Marketing
Fleeting content is changing content marketing in different ways, including the following:
Fear of missing out (FOMO)
Because of its short-lived and novel nature, this kind of material instills the fear of missing out in visitors or users. It makes them interested in acting quickly and tuning in often.
The only requirement is that content marketers or businesses have to ensure that the content is engaging and is being posted on a regular basis. Fleeting content provides loyal and long-lasting followers.
Businesses and marketers need to post well-polished content regularly in order to convince consumers to buy their products and services. At times, it gets complex to authenticate the content, but in the case of fleeting content, standing out in the marketing world is easy.
Because it is unplanned and more casual than any other kind of content, it makes any brand look more authentic and legitimate.
Fleeting content is not only enjoyable and straightforward to share but also enhance the user engagement. Snapchat is offering the service that allows the user to create geo-filters which businesses can leverage for promoting the location and the event that is time-sensitive.
It is easy to promote the event through snaps if any user is available within the specific location at the provided time.
Fleeting content also influences content marketing by reaching mobile users. This sort of the content is created all the time on phones and is also shared on them. Connecting with the users is effortless.
The best part is that it doesn’t require any fancy camera or other equipment for creating videos and sharing.
The use of fleeting content marketing is still new, and surely you can make mistakes. But through experimentation, planning and appropriate execution, capitalizing on the massive audience and spending power of social platforms becomes easier.