Should brands invest in 'Blink & Miss' Ephemeral Content

Blink and you’ll miss it: Should brands invest in short lived social media content

April 6, 2019


Chances are you have already engaged and viewed “Blink & Miss” content from several Brands and influencers - it’s the Stories format on Snapchat, Instagram, and Facebook. Technically known as “Ephemeral Content”, it has a lifespan of 24 hours before disappearing from the platform, and as such, this kind of content might seem counterintuitive to social media marketing, or any kind of marketing at all – why would you invest your time and energy in creating something that’s going to disappear in a day? What if your audience doesn’t view it or engage in it?


Snapchat started this concept and made it famous, and then Instagram launched Stories which quickly became a super popular feature, boasting 400 million daily active users worldwide.


In this post, we’ll talk about why this format is so successful with audiences and 5 reasons how your brand should invest in ephemeral content:


1. Humanising the Brand


Whether it’s sharing behind the scenes of the team behind the brand, or the influencers using the product, or the mascots in a company event, or the office dog taking an afternoon nap, Stories give Brands an opportunity to give a face or relatable characters to the brand. You could try using the story function on Instagram to show off a company event, or maybe demonstrate a new product that’s just arrived. It’s the perfect area to be slightly less formal than your main page. A good example of this is ASOS introducing their Insiders (a team of influencers working for the brand), users can Follow their favourite Insider and shop their #OOTDs straight from Instagram.




Ephemeral Content is extremely relevant for promoting limited time offers, like Flash sales, Offers and Promotions. It instils a Fear of Missing Out (FOMO) in users and hence increases the chances of engagement and response from the audiences. Simply offering a tantalising reward — one swipe away — can lead viewers to take that (easy) extra step. For example, this Insta Story fro