What Kinds of Ephemeral Content to Post

The last few blog posts have talked a lot about how to use ephemeral content (especially Snapchat and Instagram Stories) to your advantage. But we haven’t yet answered the eternal question – what should you post?

There’s no one-size-fits-all answer to that question, but here are some ideas:

1. Flash sales
2. Limited-time coupons
3. Behind the scenes of your creative process or business workings
4. Highlight an employee who did something great
5. Celebrate an employee’s birthday
6. Unusual visitors to the office (e.g. if someone brings their dog in)
7. Post-work drinks or carry-in lunches for the team
8. Where you are (whether that’s an industry event or a client’s office)
9. Promote your latest deal, sale, or blog post
10. A funny event or mistake that happened around the office (e.g. someone forgot to put the coffee pot under the coffee maker before they turned it on)
11. Give a shoutout to an employee or business partner
12. Promote other social networks your business is on
13. Have a member of your team use a face-distorting filter (bonus points if it’s someone high up like a marketing manager)
14. Do a live video with a Q&A
15. Partner with an influencer for a Snapchat or Instagram “takeover”

Above all, keep your eyes open for creative opportunities. There’s a lot of ephemeral content-worthy things all around you; the key is training yourself to recognize it. To start, take time every so often to slow down and think, “Is there anything going on right now that would be interesting to post?” A lot of the time, the answer will be no. But sometimes you’ll realize that something happening right in front of you is a great thing to post. Keep your eyes open for those moments, and you’ll never run out of ephemeral content to post.

How to Succeed with Instagram Stories

If Snapchat is the network that started the ephemeral content trend, Instagram is the one that perfected it – Instagram stories has more daily users than Snapchat! Companies that do it well make creating a great Instagram story look easy, but it’s harder than it looks. Here are a few tips to help you succeed with your own Instagram stories.

Keep it polished

Even though Instagram stories lift their functionality directly from Snapchat, the two platforms require different strategies. Where Snapchat is perfectly fine with more raw, candid content, Instagram requires a certain level of polish. Don’t be afraid to give people a look into the daily workings of your business, but keep it professional.

Avoid too many hashtags

While putting a block of hashtags at the end of a normal Instagram post isn’t bad, putting too many hashtags in your story just clutters it. At most, choose one hashtag.

Use hashtags and locations

Even though you shouldn’t cram your story full of hashtags, it’s still a good idea to use one and/or include a location! This will get your story more exposure, since it will show up in searches for that tag or location (and could possibly be put in a “featured in this location” story collection for the tagged location).

Share interesting content

This is somewhat obvious, but make sure the content you share in your story is interesting. Chances are nobody cares about the new conference table at the office, but they might find it interesting to know that the C-suite executives all have walking desks. A good litmus test: “If one of the brands I follow posted this, would I be interested?”

Get creative

Good Instagram stories require creativity! The goal is for it to be engaging to your audience, and that requires some creative thinking. The most interesting thing in the world can still be not engaging if it’s presented uncreatively. If you’re not a creative person, it might be worth talking to a creative person about it – if nothing else, look at other brands’ Instagram stories and see what techniques of theirs you can imitate.

Successful Social Media Marketing on Snapchat

Snapchat is the network that started it all when it comes to ephemeral content – their entire network is built on the idea of content that disappears after 24 hours (or, in the case of private messages, after one viewing). At first, it was purely a social network, with social media marketers not sure how to leverage content that disappears in their strategy.

But Snapchat’s been around for a few years now, and social media marketers have figured out how to work with it. Many brands are having huge success on Snapchat. Here are some things you can to do maximize your social media marketing success on Snapchat.

Post interesting content

This seems like a no-brainer, but I’m mentioning it anyway because a lot of people find it hard to post interesting content, especially if they’re new to social media marketing. Many times, people post things just to post something. A good rule of thumb is to ask yourself, “would I enjoy this if a brand I follow posted it?”

If you have a hard time with this, I’ll have a post up in a few weeks with ideas for content you can post on Snapchat.

Post regularly

I wrote an entire post on why you should post regularly on social media, and this holds true for Snapchat, as well. People will get used to seeing you and your content (and, if you follow the previous point, look forward to it).

Try a geofilter

Geofilters are filters (overlays that Snapchatters can put over their images) that are only available if the person is within a certain area. Sponsored geofilters can cost hundreds of thousands of dollars, but Snapchat recently released on-demand geofilters, which start at $5. It’s a great way to promote an event or something special going on in a certain area. Hootsuite has a great guide for setting one up that will tell you more.

Partner with influencers

Influencers (people who are already popular on Snapchat) will be able to help you grow your Snapchat audience. Many brands do “Snapchat takeovers” where they let an influencer take control of their Snapchat account for a certain amount of time. The influencer will promote this takeover to their audience, and their audience will follow the brand’s Snapchat to see what the influencer does. (Unfortunately, this method often requires you to have a big enough audience already to make it worth the influencer’s time.)

Keep the audience in mind

Snapchat’s user base is overwhelmingly young (some Millennials and a lot of Gen Z) and mostly female. Regular users open the app over 18 times and send more than 20 messages per day. If you’re going to be successful on Snapchat, you have to take into account who is on Snapchat and create content that is appealing for people under 30. It may even be worthwhile to consult with a member of Gen Z about your content when you’re still in the planning phase.

Why You Should Invest in Ephemeral Content Now

I posted about ephemeral content once before, during my end-of-year predictions, when I said that ephemeral content was going to explode in 2018. With that said, I want to talk about why you should start investing in ephemeral content.

What is ephemeral content?

Ephemeral content is content that disappears after a set amount of time (usually 24 hours). Snapchat’s disappearing content model is built on the concept of ephemeral content. With Snapchat being such a huge success, other networks started leveraging ephemeral content, including Instagram (with Instagram Stories) and Facebook (with Messenger Day).

Why use ephemeral content?

At first glance, it can seem like a waste to invest in content that will only be posted for 24 hours. But there are actually some very good reasons why you should.

People like it

If you have no other reason, consider this one – audiences love ephemeral content! That’s why Snapchat got so huge, to the point that other networks are trying to imitate it. And overall, social media marketing is about finding and doing what audiences like.

Sales opportunities

People viewing ephemeral content are already operating on FOMO – Fear Of Missing Out. Add a limited-time offer into your story, and people are that much more likely to buy.

Engagement rates

Ephemeral content has great engagement rates. Especially if you’re targeting Millennials or Gen Z, ephemeral content is going to be a tool you want to use.

Stay tuned for more!

I’m going to be spending a lot more time talking about ephemeral content coming up, so if you want to learn how to use this great social media tool, stick with me for the month of March! There’s a lot more to come.