As the consumer journey continues to shift from desktop to mobile, app makers and digital marketers are in a constant race to remain relevant and increase engagement with users. One of the largest emerging trends with mobile users is their increasing attraction to disappearing content.
The most recognizable pioneer of this type of content is the social media giant Snapchat, which gained popularity with users by getting them to fall in love with sending selfies, texts, and posting stories that disappear as fast as they are sent.
According to a Wall Street Journal report, Snapchat has an estimated 100 million daily active users that view almost 10 BILLION videos each day. Snapchat is also responsible for reaching 41 percent of all 18 to 34 years old in the U.S. on a daily basis.
The success that Snapchat has achieved in creating a love for disappearing content is starting to be replicated by other social media giants. Recently, Facebook’s Instagram released a new feature of its app, Instagram Stories, that allows users to post videos and pictures to their feed for 24 hours (sound familiar?). The result has been tremendous, with many users already turning to Instagram to post the same kind of stories and moments they would on Snapchat. It seems that even within a different social media outlet, disappearing content has become one of the top choices for users to share their daily moments. It has also become an area of interest for media companies who want to spread their content to mobile users. Many media giants such as CNN, The Food Network, Comedy Central, and People have launched content on Snapchat Discover and Instagram Stories.
For digital marketers, disappearing content on apps such as Instagram and Snapchat provides a unique way to target and engage our mobile audience. Retail giant J Crew has already had success in launching a disappearing content campaign on Instagram Stories. Just two weeks ago, the brand launched a preview of its September collection in a daily story on Instagram that featured an exclusive sale of its upcoming sunglasses line. It then used Curalate’s Like2Buy product to attract customers from Instagram to its beautiful mobile-friendly site to purchase the glasses. The sunglasses sold out on the first day.
This type of disappearing content campaign could prove to be wildly successful with other industries as well. Luxury and boutique hotels could launch disappearing content campaigns on Instagram and Snapchat featuring beautiful tours of their property, rooms, and amenities concluding with an exclusive daily deal for future bookings. Contrary to other types of digital ad campaigns, these would have the unique advantage of showing to users who follow a brand’s account and therefore already have a predetermined interest. This alone could be beneficial from a data analytic standpoint, as companies could study what types of content attracts pre-interested users the most. This will allow businesses to constantly tailor their content and outfit the release of their campaign according to when and where consumers are most likely to respond.
Snapchat is also rumored to be releasing a platform which delivers scannable ads that unlock sponsored content within the app. These ads would be similar to QR codes and could be implemented into a company’s daily Snapchat feed, providing users with discounts or promotional material. In turn, Snapchat and its partners would gain access to valuable data in regards to its users’ interests.
The real strength of disappearing content campaigns going forward will be the potential for companies to create consistent engagement with users. If brands can figure out the sweet spot of when to release and which product to launch in their campaigns, they could effectively create a sense of “hype” from users who feel they must constantly view the company’s content for fear of missing out on a daily promotion or sale. As marketers, we are cognizant that whenever we elicit consistent engagement with consumers, it’s a positive — whether that be driving conversions or increasing brand awareness. These campaigns also have the added benefit of being small in size and low in cost, making deployment fairly easy.
Imagine a brand like Marvel using disappearing content campaigns to promote one of its upcoming movies. In normal campaigns, it may choose to release a static promotional poster or mass release a standard trailer of the movie. On mediums like Snapchat and Instagram, Marvel could utilize disappearing content to release exclusive snippets such as on-set shots of actors, never-before released clips of the movie, or promotional items such as free tickets and merchandise. Since this exclusive content would only be available for a limited amount of time, users may be more likely to view the content daily to ensure they don’t miss anything. This could aid in increasing interest and excitement for the movie as well as loyalty to the Marvel brand.
As it stands right now, disappearing content in the digital marketing world has potential to continually evolve and be utilized. Due to the small size, low cost, quick deployment, and potential reach of these campaigns, companies that utilize this strategy properly could see tremendous results. Learn more about what Wpromote has to offer for paid and earned social today!