There are robust tools for creating them built into the platforms that host them. They’re used to the format and will likely be open to ephemeral content on LinkedIn and Twitter as it rolls out.Ĭan your brand produce high-quality ephemeral content? That’s one of the chief selling points of Stories - they’re easy and cheap to produce. Does this channel offer a logical next step for our audience?įor most B2b marketers, the answers to all these questions is “yes.” If your audience includes millennials or young Gen Xers, they’re likely on Instagram Stories at least.Can we produce high-quality content for this channel?.Is my audience consuming content on this channel?.They’re questions worth asking for any new marketing channel or tactic. These questions aren’t unique to ephemeral content, of course. Four Questions B2B Marketers Should Ask about Ephemeral Content I’d recommend asking the following four questions. Ephemeral Content for B2B Marketersīefore we get into specifics, you should first consider ephemeral content the same way you would any content. Should B2B marketers go ephemeral? It depends. DISPOSABLE content? No SEO value, no repurposing potential… what’s the point? That’s more daily users for a single feature on Instagram than there are for the entirety of Twitter.īut don’t count Twitter out just yet - they’re testing their own ephemeral content, called, unfortunately, “Fleets.” Even the level-headed folks at LinkedIn* are testing LinkedIn Stories with a handful of users.įor B2B content marketers, ephemeral content seems like the opposite of everything we try to do. Instagram’s creatively-named offering, Instagram Stories, boasts 500 million daily users. Other platforms were quick to buy into the idea of ephemeral content - content that expires and is deleted after a set period of time, usually 24 hours. Snapchat Stories provided the feeling of togetherness that social media’s good at, without the potential to embarrass your future self. So it’s no surprise that the youngest social media users leapt on Snapchat when it launched. They chronicled their adolescence in excruciating detail on Myspace, Facebook, YouTube and Twitter, every half-formed thought and laundry-detergent-eating stunt preserved forever. One great thing about being a young Gen X’er: There was no social media during my junior high and high school years.
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