Ephemeral Stories are a type of visual content (photos and videos) accessible for 24 hours before disappearing. It’s an interesting and fun way to connect with friends and family. Ephemeral Stories are a new trend that each one can adopt to share best moment of his live. Brands can take advantage to engage their public by using ephemeral content. So, what are the best tips business can implement in their digital marketing strategies to share information?
Major Social Media Networks is using now Ephemeral Stories for helping brands to reach their audiences. Stories are becoming a new format for sharing information and are surpassing feed in many social media platforms. Chris Co, Facebook’s own chief product officer, strongly argued that Stories are set to surpass feeds as the way people share information with their peers. Deep Patel, VIP Contribor from Entrepreneur, pointed out that the stories format is likely to become the primary social sharing feature, overtaking the News Feed layout.
Millions users are spending fun time in ephemeral stories. A study conducted by Josh Constine, an Editor-At-Large for TechCrunch, outlined Stories daily user counts and total monthly user counts across different social media networks, ranked by size :
- WhatsApp Status: 450 million daily out of 1.5 billion monthly as of May 2018
- Instagram Stories: 300 million daily out of 800 million monthly as of November 2017
- Snapchat (whole app): 191 million daily as of May 2018, launched
- Facebook Stories: 150 million daily out of 2.2 billion monthly as of May 2018
- Messenger Day/Stories: 70 million daily out of 1.3 billion monthly as of September 2017
These figures show how ephemeral content is playing a key role in the way customers are sharing information on social media.
Snapchat had been the first mover to launch ephemeral content with Snapchat Stories in the ephemeral and disappearing message space in 2013. Other social media networks had followed the move by creating their own ephemeral stories.
Many brands have adopted the use of Stories in their digital marketing strategies. For Instance, The Guardian, a British daily newspaper, has created his Instagram Stories series such as “Fake or For Real” for a higher Return On Investment (ROI). With their ephemeral content, they observed that less polished ephemeral stories had reached younger audience for an efficient ROI.
In the same way, The NBC Olympics, has used Instagram Stories to post a “socialception” Story to spread awareness about their upcoming Facebook Live video broadcast. So, Stories can help to promote another social channel and keep closer your audience.
Stories can offer businesses several opportunities to capture the direct attention of audiences and potential customers. Here are some tips to improve your ephemeral stories strategy :
Use behind the scene
By using behind the scene strategy, your business will show how is working in order to show his authenticity. It’s a way to be very closer to people and attract sympathy.
For example, NASA uses Stories to share behind-the-scenes footage & to go deep, offering background, additional information or research and more visuals. In the same way, UCLA Athletics uses Instagram Stories to go behind the scenes at his practices and games to help fans to feel closer to them by spotlighting his team members.
Use special promotion
An other way to make your followers closer to your brans is to offer promotion to attract and keep closer your community.
Such as Pacific Northwest Wonderland, used Ephemeral Stories to get followers to click through their bio link with a limited-time promotion.
Use participative strategy
When Nike launched an international competition to design his new Air Max shoes on Instagram Stories, the brand invited his loyal followers into the production process. This approach encourages Nike’s fans to express their own expression, their desires and their self expression in Nike creativity process.
Use “How to do” method
This method is a way to share offer some tips and share some advices with your communities.
Glossier uses Stories to demonstrate how to use his product, offer tips on how to wear each item, and feature real users wearing their products.
Coworking company WeWork has built his Stories by giving his community a voice and promote the experiences of his members across the globe. WeWork is focused on community engagement in every sense of the word. These Stories show how local reality really goes in each community.
Ephemeral content can be a real method to engage with your audience. Brands have to understand his community in order to reach their audience and to convince them by their contents.