Like it or not, social media in general caters to our short attention spans and FOMO, or “Fear of Missing Out”.
Just like no one wants to stay home on Friday night and miss out on the possibility of an epic evening, no one wants to miss an intriguing Instagram Story, spine-tingling Snap, or fascinating Facebook Story. So, ephemeral content keeps users constantly checking in. It’s also why people are more likely to click on Stories when they would scroll right past another ad or post. With other types of content, people tend to think they’ll “get back to it later” (spoiler alert: they never do), but Stories and Snaps have an immediacy that keeps viewers clicking.
Beyond just keeping those engagements rolling in, ephemeral content is a useful tool in brand building and brand recognition campaigns. Generally speaking, Stories have a more casual look and feel that boosts a brand’s authenticity with its audience, whether they are new or established fans.
Carefully crafted ad campaigns can feel stiff and tend to be repeated multiple times in users’ feeds. A Story that is designed to complement that campaign, however, can be funny, wacky, or emotional. Whatever the emotion that it is intended to evoke, it feels more genuine and personal when it only appears once.