Should B2B Marketers Embrace Ephemeral Content?
By Joshua Nite
One great thing about being a young Gen X’er: There was no social media during my junior high and high school years.
Young millennials weren’t so lucky. They chronicled their adolescence in excruciating detail on Myspace, Facebook, YouTube and Twitter, every half-formed thought and laundry-detergent-eating stunt preserved forever.
So it’s no surprise that the youngest social media users leapt on Snapchat when it launched. Snapchat Stories provided the feeling of togetherness that social media’s good at, without the potential to embarrass your future self.
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. Instagram’s creatively-named offering, Instagram Stories, boasts 500 million daily users. That’s more daily users for a single feature on Instagram than there are for the entirety of Twitter.
But 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.
For B2B content marketers, ephemeral content seems like the opposite of everything we try to do. DISPOSABLE content? No SEO value, no repurposing potential… what’s the point?
Should B2B marketers go ephemeral? It depends. Here’s what you need to know.
Ephemeral Content for B2B Marketers
Before we get into specifics, you should first consider ephemeral content the same way you would any content. I’d recommend asking the following four questions.
Four Questions B2B Marketers Should Ask about Ephemeral Content
These questions aren’t unique to ephemeral content, of course. They’re questions worth asking for any new marketing channel or tactic. They are:
- Is my audience on this channel?
- Is my audience consuming content on this channel?
- Can we produce high-quality content for this channel?
- Does this channel offer a logical next step for our audience?
For 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. They’re used to the format and will likely be open to ephemeral content on LinkedIn and Twitter as it rolls out.
Can your brand produce high-quality ephemeral content? That’s one of the chief selling points of Stories — they’re easy and cheap to produce. There are robust tools for creating them built into the platforms that host them. And audiences expect a more informal, less-produced content experience.
As far as next steps go, Instagram Stories are actually more marketer-friendly than Instagram posts. Users can swipe up in a story to go directly to another piece of content, a lead gen form, or any other hyperlink. There’s no “Please visit the link in our bio” for Stories — it’s an …read more
Source:: Top Rank Blog