Since modern users crave authenticity, ephemeral content helps to put a human face on your brand and it engages customers into conversation. ![]() As a result, this type of video content isn’t so polished and professional, so it feels more authentic than branded content. ![]() For most marketers, it’s enough to have a smartphone with a video camera to produce and publish ephemeral content. Here’s something we all can agree on: There’s no need to put much time or effort into creating video content that disappears in the following 24 hours. Why? People are just afraid of missing out on something important, so they hasten to take action faster. As a result, ephemeral content attracts more viewers than evergreen videos. Since stories grow faster than feeds, it’s clear that ephemeral content creates a fear of missing out (FOMO) effect that encourages users to watch your video content unless it disappears. Although most marketers believe that short-form content Opens a new window doesn’t allow them to reach their customers within the time limit, the numbers speak for themselves. The idea of posting ephemeral video content that disappears within 24 hours can turn many marketers off. For marketers, it gives an opportunity to engage potential customers, no matter what social media platform you use for business promotion. Any proof needed? WhatsApp Status, Instagram Stories, and Facebook Stories have 500 million users each. Luckily, ephemeral videos are limited to 15 seconds, so it’s easier for humans to consume short-form content. Modern users have an attention span of eight seconds which means it takes time and effort for marketers to create content that hooks target audiences and keeps them engaged. Living in the digital era, when information bombards users from all sides, it’s no wonder that the human attention span is constantly decreasing. Here are five compelling reasons why this video format keeps your audience hooked and engaged: 1. Want to know the best part? These days, there’s no better way to boost engagement than creating ephemeral video content. Learn More: 6 Video Elements You Should Always A/B Test ![]() Today, stories grow 15x faster than feeds and it’s hard to believe that the idea of using short-form video hasn’t always been popular. However, the popularity of vertical video is on the rise Opens a new window. With a short lifespan of 24 hours, it seemed that creating ephemeral videos was a waste of time. When Snapchat created ‘Stories’ format in October 2013, marketers didn’t believe in the power of disappearing content. In this article, Hugh Beaulac, Content Strategist, talks about how ephemeral video content can help you to boost engagement. Whether you like it or not, ephemeral video content is a trend that isn’t going anywhere.
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