RESEARCH STUDY: Ephemeral content on Instagram

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
13 min read

Ephemeral content isn’t just a buzzworthy trend but additionally an actionable marketing tool that really helps to achieve your potential audience in an authentic way. In this post, I discuss 7 proven explanations why ephemeral content is essential for the business and how exactly to take action.

As a short-lived content, ephemeral content gains many users for a concern with really missing out (FOMO). Thus, using ephemeral content as part of your online marketing strategy is really a way to optimize Instagram marketing. In addition, it really helps to deliver your brand message and build brand awareness faster.

Any proof needed? Let’s check out statistics:

Even though ephemeral content has many fans, it may look to be useless to go on it up since it disappears after a day.

However, you can find seven proven reasons to utilize ephemeral content for the business:

1. Stay Authentic

According to the Stackla report, 86% of individuals find authenticity a significant element when deciding what brands they like and support. In the era of brand advocates and sponsored posts, modern customers crave authenticity as part of your. Thus, brands should act with integrity, and using ephemeral content is really a perfect solution to foster authenticity without clogging up with regular content.

Take Followers Behind the Scenes

If you would like to humanize your organization and gain customers’ trust, take your followers behind the scenes. Giving users a sneak peek into your entire day can make them feel very special, also it helps your brand build credibility.

To encourage more ladies to get thinking about the STEM, NASA takes followers behind the scenes to introduce a few of the women who work in the business.

ephemeral content-Behind the Scenes_NASA

Capturing employees within their work place helps followers understand more concerning the company and its own values. However, it isn’t the only person solution to take your visitors behind the scenes – show your workplace, share the procedure of fabricating something new, or introduce the business enterprise owner.

Go Live

Live video gets increasingly more popular among brand audiences, and 80% of individuals would rather watch brand stream than read a blog. When brands go live, they portray transparency as nobody knows after that happen next. Audiences have worries of really missing out (FOMO), so live streaming keeps them engaged. Therefore, it is a perfect solution to integrate offline and internet marketing and bring authenticity to your brand.

Let’s take Beyond Yoga, for instance. Being an athleisure brand, they organize sports events to attract their market. And live streaming provides their followers with a first-look demonstration of the merchandise.  

ephemeral content-beyondyoga_go_live

The brand filmed the group boxing class where all participants were wearing their clothes. It allowed potential prospects to observe how the apparatus can fit your body. It was an ideal solution to engage the audience and take them from the static website image to hint at what they are able to expect after purchasing the clothes.

2. Increase Reach

Ephemeral content really helps to increase grab two reasons. First, Instagram stories come in another feed, so it is a method to beat the algorithm and increase reach. Second, when Instagram users go live, their followers get yourself a notification. Therefore, it can help to attract interested people even though they don’t utilize the app right now.

What is more, in case you have an influence on Instagram, your stories may also appear near the top of the explore page this means giving a chance to gain a wider reach.

Run Instagram Story Ads

Paid advertising may be the easiest way to attain your market fast. Once you run Instagram Story ads, it is possible to tell more about your brand to Instagrammers who may be thinking about your product despite the fact that they aren’t your followers. Now, brands may use carousel ad format to include multiple forms of media, and for that reason showcase your product in details.

Many brands give Instagram Story ads a go, and Pela Case tries to get new potential prospects with this kind of advertisement. They showcase their product and put in a link to the web site to supply interested Instagrammers with more info if needed.

ephemeral content-ads_pelacase

Learning from Pela Case, marketers should remember that posting sponsored stories really helps to you shouldn’t be get buried in the feed, and for that reason reach more users.

If you need to reach more folks without annoying them together with your sponsored posts, lay a bet on Instagram Story ads since it arises spontaneously while they’re watching other story posts.

Running Instagram Story ads is really a perfect solution to reach your market and target these folks on Instagram feed.

3. Boost Engagement

For a number of reasons, the amount of posts on Instagram is continued growing. Consequently, users miss many posts in the feed. To improve visibility, creating engaging content is crucial. And the more folks like and touch upon your photos, the higher. However, using ephemeral content is another solution to boost engagement.

To start out with, you should know what interests your audience to craft an engaging Instagram Story.

Create Polls

When Instagram rolled out a tale poll feature, it became popular among users. Developing a story poll can be an actionable solution to give your fans a say and conduct general market trends within an interesting way.

Sephora often creates polls to assemble the followers’ feedback. People feel valued once the brand is thinking about their preferences, so that they love to be a part of the polls.

ephemeral content-Sephora Instagram polls

This way, Sephora knows what shop items are their fans’ favourite ones. Moreover, adding a swipeable link is an excellent possibility to encourage purchase decisions. Also to gain trust, Sephora thanks fans for voting also it makes them desire to come for more.

It’s no wonder using polls keeps your audience engaged. If you have a question, ask it and present your audience an obvious reason to activate.

Add Nametags

Instagram users can tag other folks within their Stories, and it’s really a perfect solution to hook their focus on progress results. Each and every time you mention people, they get notifications within their message inboxes.

For example, Nordstrom shares quotes that align making use of their brand’s principles and credits the authors to remain genuine and increase engagement.

ephemeral content-nametags on instagram

The takeaway? Your name tag ought to be relevant to don’t be spammy. Once you mention and credit people, you obtain additional views and gain trust from other users who may choose to be featured on your own IG account, too.

4. HAVE MORE Followers

A solid Instagram following isn’t just about getting ultimately more likes and comments; it is also about unlocking the potential to turn more followers into customers. Thus, marketers are enthusiastic about the theory to attract more followers, and using ephemeral content really helps to reach other users without investing in ads.

Add Geo Locations

Posting Instagram Stories, you can include geotags to see your followers about where you are, engage local fans, and obtain an additional possiblity to be discovered by other folks interested in where you are.

When it involves sharing career tips, Sprout Social features the in-house expert who speaks at work, adding a geotag.

ephemeral content-geotags on instagram

When the followers tap on the geotag, they are able to see where Sprout Social HQ can be found on the map and discover other posts with exactly the same tag.

Instagrammers can browse Stories by location, so adding a geotag is another solution to appear on the Instagram Explore page.

Use Hashtags

Sharing hashtags is another solution to be explored by others who visit a specific hashtag on the Explore page. Users can truly add a hashtag in text or stickers. In the event that you wonder what hashtags you need to use in your Instagram story, take into account the results you wish to achieve.

There are 3 main ways to utilize hashtags:

  1. geographical – use hashtag as a geotag.
  2. strategic – look at a hashtag that’s popular among potential followers and highly relevant to your story.
  3. supportive – for those who have a campaign you need to promote and contains a brandname name, utilize it.

Here’s an incident study of the strategy doing his thing by NYX Cosmetics. The business runs a contest, Face Awards, plus they use stories to market it, utilizing the branded hashtag. It supports the theory and helps interested people discover more about it.

ephemeral content-hashtag_NYX

NYX company runs on the supportive hashtag to attract market in an authentic way. Browsing the Explore page, new fans can come across branded stories and be followers to be able not to skip the fresh news.

Although most users know the reason why for using hashtags in regular posts, it could be a creative way to reach more potential followers with the ephemeral content.

5. Boost Sales

Wouldn’t it be great in the event that you could sell on Instagram? As Instagram is rolling out more features, it’s getting better to encourage followers to create purchase decisions without leaving the app. In the event that you still wonder whether you should employ ephemeral content, consider a chance to boost sales.

Show Off Your Product

Ecommerce businesses face challenging – their customers can’t try before they buy, so that it results in hesitancy to get. To overcome this challenge, brands have to showcase their product from different angles.

When it involves highlighting the merchandise, Gap uploads several stories in a row to showcase the outfit. In addition they tag products to permit visitors to follow the hyperlink and discover more info (and prices) if needed.

ephemeral content-showoff_GAP

If you’re lucky to interest your followers, it is critical to supply them with more info about your product as fast as you possbly can. Thus, adding an internet site link really helps to make the purchase process easier, and for that reason convert followers into customers.

Share Deals

Let’s be honest: people love offers and deals. It’s inside our nature to crave for special deals, so it is a perfect chance for brands to attract clients, make returning customers happier and boost sales.

A good exemplory case of boosting sales is Whole Foods. They post Instagram stories with deals, telling their customers more concerning the deadlines and prices.

ephemeral content-deals_wholefoods

What can we learn? Don’t make your visitors wait. Include all relevant information and a web link to create it easier to allow them to find out more if needed.

Promotions influence purchases and the more followers find out about the deals, the more clients you may get.

Inform About What’s New

If you launch services, that’s great. This means your organization tries to fulfill customers’ needs and expand the marketplace. However, before your audience is aware of the brand new products, considering sells is really a waste of time. You have to inform about what’s new, and Instagram stories announcements is a good way to take action.

Let’s have a look at Lululemon. If they launch services, they post stories to showcase what’s new: an excellent image, a brief description, and a web link to the web site.

ephemeral content-whats_new_LULULEMON

What is more, they create Stories Highlights to group new products and keep them in a single place. For new visitors, this means saving time on exploring the feed to get new collections.

Nothing grabs attention like launching something new. Thus, it is a perfect way to increase Ecommerce revenue on Instagram without overposting.

6. Earn Trust

What enables you to any not the same as the a large number of other Instagram brands longing for attention? Your brand trust. If you have proved your visitors that the business cares about their them, trust forms. It’s about your brand reputation. The more loyal customers you have, the more new consumers it is possible to attract.

Share Testimonials

Based on customer reviews, 70% of individuals make the purchase decisions. Thus, it is important to share a real-time connection with your buyers, utilizing their own words. Sharing testimonials is really a proven solution to grab the eye of audience.

A beauty brand Supergoop! gets many mentions popular magazines, and sharing screenshots in stories allows followers to learn reviews.

ephemeral content-testimonials_supergoop

It doesn’t take much effort to have a screenshot and upload it to the story. However, it can help followers recognize that your brand is chosen by trustful sources this means it really is worth trying.

NB: Instagram has rolled out an attribute that allows one to reshare a post to your story. If someone posts about you, tell your followers about any of it with several simple clicks. Moreover, you credit the writer because the original username is listed under the photo in the story.

Post UGC

Living in the digital era, a lot of people have a smartphone using them, so the amount of photos is continued growing. People take many photos, plus they are pleased to create user-generated content that will help your brand grow. Consider: 86% of Millennials believe that UGC is a great indicator of a brandname o product’s quality.

Building brand trust is among the reasons to encourage UGC on Instagram, so it is important to learn how to use ephemeral content to increase profits.

The popularity of Converse shoes is undeniable. The brand gets many mentions on IG, and the marketers utilize it to attract more customers. They share user-generated content on Stories showing off their products in an authentic way.

ephemeral content-User Generated Content_Converse

People desire to feel a feeling of belonging and become valued, so that they love whenever a big company tags them. Because of this, such customers will generate more posts and be brand advocates.

Feature Influencers

Influencer marketing is increasing. While people choose blocking ads, collaborating with influencers is a superb solution to create authentic stories and promote your brand. Opinion leaders have an influence on the community, so customers trust influencers’ product recommendations. Therefore, even micro-influencers might have the credibility that brands might not have.

Sunglassbee loves dealing with bloggers and influencers, so that they often collaborate with opinion leaders that are prepared to promote their product. Once an influencer posts an image, the brand shares it on the account and stories.

ephemeral content-Influencers_Sunglassbee

The company posts a lifestyle photo with a nametag to prove the influence of an individual. Furthermore, they put in a connect to allow customers for more information concerning the selected model. Consequently, it can result in sales boost.

When searching for the proper influencer, don’t concentrate on the next. Think if the chosen person and his/her views resonate together with your market. If your audience depends on the opinion leader, the collaboration may bring great results.

Take Care of one’s Customers

Great customer care isn’t just about creating and delivering high-quality products; it is also about looking after your customers even though you don’t sell your products. Once you put your visitors first and satisfy their potential needs, they trust you, and for that reason think about your brand with regards to making purchase decisions.

To look after your customers, you should know them well: their interests and desires. For instance, Benefit Cosmetics knows that their audience loves animated content, therefore the brand creates unique GIFs and encourages their followers to utilize them, utilizing the branded keyword.

ephemeral content-Smth_useful_benefits

Although creating branded GIFs doesn’t sell the merchandise, it helps to get customers’ trust. Once you care for your followers, you spend money on nurturing relationships using them. Over the long term, the payoff is huge.

7. Be a specialist in your Niche

Becoming a specialist in your niche requires enough time and effort. Whenever your brand gain authority and credibility, your visitors stand you right out of the crowd. It’s understandable that gaining recognition offers you benefits, so focusing on making your name synonymous together with your niche is crucial. Moreover, there are many simple techniques you can test.

Organize Q&A Sessions

No matter how good your product is, your visitors could have questions about any of it before purchasing. Customers will have concerns whether to get something or not and predicting their questions about your product is a terrific way to minimize the risks of the cart abandonment.

Business owners and marketers know the merchandise from the to Z. Thus, it generally does not take much effort to answer common questions potential prospects could have. Moreover, organizing Q&A sessions by using ephemeral content can be an engaging solution to demonstrate product expertise, and for that reason earn trust.

Once Starbucks has introduced the brand new beverage, Ultra Caramel Frappuccino, they created a tale Highlight focused on the launch.

ephemeral content- QandA_Starbucks

To increase customers’ interest, the business collects questions their fans post online and answer them. The effect? More fans have a solid appetite for the new-product launch.

If you obtain questions via DM, answer them directly and post the answers to your story to permit other fans to comprehend more about your product in the event they have exactly the same concerns.

Use Tutorials

Customers don’t value your product until it could solve their problems. Rather than listing the advantages of your product, sell the solutions, and posting how-to tutorials is an excellent solution to showcase the potential of the merchandise and teach everything you know best.

With the rise of video content, Sephora has started using online tutorials to talk about makeup guidelines whilst getting their products noticed.

ephemeral content- tutorials_sephora

As Instagram Stories has 15-seconds time period limit, it’s hard to upload a complete tutorial, so Sephora begins with a teaser and pushes fans to take an action by posting a complete video on the YouTube channel.

If it is possible to provide your followers with valuable and useful information, they’ll remember you. So when a specialist in your niche, you shouldn’t be greedy for sharing guidelines to get trust.

Share Hacks

Working in virtually any niche, you need to know its trends. To become a specialist, you have to monitor trends and become innovative. Knowing something valuable about your niche, share it together with your followers for to be able to gain their trust.

As a fashion brand, JCrew knows what’s trendy, so that they share Instagram Stories with style hacks to help their market find out about fashion.

ephemeral content-hacks_jcrew

The brand runs a highly effective employee-advocacy campaign, featuring their employees members. Workers know very well what the company means plus they have experience and knowledge to talk about, so sharing their hacks is a good solution to prove your brand can be an expert in the niche.

In a Word

Craving authenticity, it’s no wonder ephemeral content gets so popular among users. Incorporating ephemeral content into your online marketing strategy is really a proven solution to bring your organization to another level. Moreover, Instagram rolls out many features for Stories and Live that help Ecommerce businesses achieve their goals on the platform.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

Leave a Comment