Asking someone to name his or her favorite TV commercial could soon be as nostalgic as asking about a favorite CD store or preferred taxi company.
With the meteoric rise in popularity for viewing options on Netflix, Hulu and Amazon Prime – subscription-based services that don’t yet require ad revenue – it’s rare to find someone who watches TV in real time. We watch what we want, when we want. With some viewing options, though, like YouTube, we’re forced to let a commercial run its course. We’ve grown so impatient with ads that we’re miffed when we can’t “skip” it or when the ad pops up right in the middle of what we’re watching. How dare they?
So now that we don’t watch TV the way we used to – and with more and more people getting their entertainment online – the marketing industry has had to reinvent itself and adapt to this new way of getting people’s attention.
Enter ephemeral marketing. Just as its name implies, this method has a short lifespan. Think of SnapChat. You use it, followers see your message, then it’s gone. While it may seem confusing to some – if it’s going to disappear, what’s the point of using it? – it has several benefits.
It gets to the point: If you have only a few seconds to get your message across before it disappears, you won’t waste time on preambles and fluff that people don’t care about.
It helps target a demographic: If you want to market to a younger generation, you need be where they are and do things the way they like. As of late 2016, SnapChat had more than 100 million users who watch – drumroll, please – 10 billion videos a day! And the majority of users are 35 or younger, so if that age group is part of your desired demographic, this is one gravy train you don’t want to miss.
It’s mobile: Advertising through this venue ensures that your ad will be everywhere consumers are. And when you choose to create an ad via SnapChat, you get to choose your target audience based on their SnapChat habits and any additional factors that are essential for your company’s market.
It’s important to include in a strategic plan: Ephemeral marketing is just one spoke on your social media wheel, but when it’s rolled into the overall plan, it makes your entire strategy stronger.
Ideas on how to use ephemeral marketing:
– Offer an insider quick tip
– Use for live event marketing
– Use to introduce a new marketing campaign
– Quickly showcase the customer experience
– Create challenges or competitions to encourage creativity in your users
When creating a marketing campaign, you want an array of channels to disseminate your message. But ephemeral marketing is the hot trend right now, and failing to take advantage of it would be like leaving money on the table, or spending too much time watching MTV … wait, is that still a thing?