Ephemeral content is fleeting, whether merely for a limited time or designated to be seen for a few seconds before it disappears. This material creates a sense of anticipation and inclusion in the customer since content these days can be captured instantly and usually lasts for a long time. Engaging with content that may disappear soon creates an in-group of consumers who feel a sense of connection with the brand. Therefore, using ephemeral content is a sure way to get customers to engage with your brand.
One method of creating a high level of engagement is to combine chatbots with an ephemeral marketing angle. Chatbots exhibit advanced learning capabilities and can offer customer assistance in a case unique to them based on the customer’s browsing and searching patterns. After engaging with the customer, the chatbot could then present an offer to the customer exclusive to that engagement. If the customer leaves that interaction, the proposal will not reappear. In this way, you can make use of chatbots and ephemeral content at once.
You could also engage with customers through influencers making use of ephemeral content. For example, offer an exclusive stream with an important influencer. A live stream provides a sense of personal engagement, especially for a younger audience, and the more personally the customer engages with the content, the more likely they are to buy products associated with that content. This strategy works well when the influencer mentions the limited time offer and when the offer is exclusive to the live stream.
Another good way to personalize ephemeral content is to think about who your audience is. The demographic you want to market to influences the content they will respond to the most. Therefore, it’s important to consider the age, gender, education, etc. of your demographic. For example, millennials are known to not respond well to traditional advertisements and marketing. It may be better to use ephemeral marketing tactics, such as videos that offer exclusive offers, for the millennial demographic.
Ephemeral content has many benefits, and you can implement it in a variety of contexts, so be sure to use it in 2018 to expand your market. If used correctly, ephemeral content can be the marketing tool that creates value for your business or service going forward.