Ephemeral Content: The 2018 Social Media Trend

A few years ago, many thought that social media was just a fad. For decades, marketers and advertisers held tightly onto the TV reign. However, in 2017, it became clear that social media marketing is here to stay. With the advent of social media marketing came Instagram stories, Snapchat, and more ephemeral content. While this type of content may have scared marketers in the beginning (content that lasts only 24 hours?), it has become apparent that it is here to stay.

Despite its short shelf life, ephemeral content offers authenticity to marketers vs. sponsored advertisements. According to an article in AdWeek, ephemeral content offers:

  • Authenticity: Viewers can see right through a sponsored ad. With an Instagram story or Snapchat, content is seen with greater authenticity.
  • FOMO: According to AdWeek, “the content is lost within hours, so it effectively raises the potential of FOMO (fear of missing out). As a result, audiences take fast action and marketers gain from it.”
  • Codes: Ephemeral content offers access to “Snap Codes or QR codes.”



Leaders in Ephemeral Content

There are various brands that have lead the way in ephemeral content including Complex Magazine, whose in-house studio produces constant videos for short-lived content platforms such as Instagram stories and Snapchat. Other leaders in this space include Refinery29, Daily Mail, Mashable, Esquire, and MTV.


As 2018 approaches, inventors and marketers should look towards producing ephemeral content on a regular basis. Distributing products through influencer pages is an authentic and trusted way to reach a targeted demographic.


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The New Native of Advertising is Social Media

Native advertisements have been around for decades, but now, they have a new stage to shine. Social media is taking a large piece of the advertising market with in-feed ads, online video, and paid content marketing all creating a new type of marketing pie. According to Rapid TV News, display advertising will increase from $84 billion to $126 billion dollars by 2019.

Social Media

While some of the $126 billion accounts for overall digital media, a large portion of this digital spend will be in social media. According to Rapid TV News, social media is predicted to grow at a rate of 20% a year and online video is growing at a rate of 21% a year.


Native Advertising

While TV commercials were out in the open, social media is a little more stealth. Native advertising and user generated content is king across social media platforms. While brands and users still need to disclose paid partnerships, products prefer the gentle touch across social media. For products looking to break into social media marketing, they should focus on storytelling instead of the yell and sell.



Great Ideas > Big Budgets

Television marketers have long relied on a large media spend to get their products in front of the masses. With the advent of social media and online video, brands no longer have to fork over massive amounts of money to be seen. Now, inventors and smaller players have a chance to perform in the mass market.

Social Media

Social media marketing is low cost compared to television advertising. While there are still social media advertisements, the cost of entry is extremely low if not free. For example, if an inventor wants to get their product in front of their target market, they can look to Instagram. If said inventor created a lipstick line that lasts for 8 hours, this inventor or company could target “micro-influencers” to post about the lipstick. These micro-influencers are individuals that have up to 100,000 followers with a highly targeted and engaged audience. If this inventor was to pay 10 micro-influencers, they might spend maximum $10,000. If this inventor were to try to get his or her product on television, they would be looking upwards of $100,000.


Online Video

YouTube and Facebook have been enormously successful online video platforms for digital advertising. While television normally relies on high production value 30 second to 2-minute advertisements, YouTubers tell a relatable story without massive production dollars. While there is no guaranteed formula for a hit, viral videos and online video are much more cost effective than a traditional television advertisement.




Why Your Product Needs Facebook Live

Live video rose to popularity in the 1980’s with the invention of QVC. 30 years later, there is a new live video player in town and it’s ready to promote products all across its platforms. Facebook Live has been around for a year and a half and it has shown its value to thousands of brands around the world.

Is Facebook Live the new QVC?

QVC has already adapted early to the Facebook Live platform, utilizing Facebook to sell their products digitally. 30 years ago, it was rare for an inventor to have the ability to sell his or her products on QVC. Now, everyone has the ability to stand on stage with Facebook Live. Inventors and companies from all over the world have the capability to digitally share their products on the web.


Preferred Algorithm

Facebook has a specific algorithm for what shows up in your newsfeed. Facebook is trying to overtake the digital video giant YouTube, therefore Facebook is prioritizing video and specifically live feed for newsfeeds. This means, if you broadcast on Facebook Live, you have a higher chance of someone seeing your content vs. a post with a photo.

Clear ROI

In addition to converting sales, Facebook Live has the ability to tell marketers exactly where their digital dollars are going. Facebook insights have the ability to tell you exactly how many views there were on your video, the demographics of those views, and which views converted to a click.

Contact Concepts Video today to produce your Facebook Live video.