Expirable Content

 

Have you ever thought that content that only lasts a few hours would be a focus of social media marketers? 

I never did. I always thought that for content to be effective, it needed to be posted forever and be seen by as many users as possible to perform well. However, short-form content that expires quickly is an extremely useful tool for marketers. Throughout this class, we have learned that customers are more willing to buy from companies that they trust. Brands have found that Instagram stories are perfect for inclining customers to trust them more.

The short 24-hour life of an Instagram story can show in-the-moment, authentic content. Because Instagram stories are very short and only last a day, brands can post multiple posts showcasing behind-the-scenes content that is less edited and staged. Since these posts only last a short while, brands can post a large amount of content for users to engage with, with little effort and less risk.

Instagram stories allow users to see the more authentic side of a brand. They can see more relatable, unedited content. Stories are also great for interacting with customers from the brand side. They make it easy to repost multiple user-generated content at a time. This often makes users more inclined to post about a brand with the hope of getting reposted and seen by all the brand’s followers. Brands can also use stories to hold Q&A’s, polls, or ask their customers questions. Stories are perfect for engaging with a brand’s customers. The downside is that stories often only appear to a brand’s followers and do not typically reach a large new audience base. But stories strengthen a brand’s current following through quality engagement. Stories make customers feel like they are in on something and strengthen a brand’s community.

Stories are perfect for fostering brand trust. They can be a useful sales tool. Stories are ideal for posting a sale announcement or coupon, because they are quick and expire. To access these deals, customers will want to follow a brand’s page and engage with new posts. Stories are also useful for building excitement and anticipation. Examples include a countdown to a very large sale, a holiday calendar, or a product reveal. Stories can also utilize a call-to-action button that directs users to the brand store, main page, or website, just like a normal post.

Lastly, if a brand wishes to save a story forever, they can use the Highlights feature on Instagram, which allows brands to make compilations of their story content. This makes it easy for customers who are looking for content on a specific topic to find multiple posts on it. This also allows a company to post real and authentic content and save it, so they do not have to continuously post similar content, keeping their followers engaged and not bored.

Stories, despite their short lifetime, can be a vital tool to marketers. They highlight authenticity and relatability. They can also provide a company with opportunities to engage with its customers and gain consumer insight. Lastly, stories are a perfect tool for building anticipation and revealing sales. Instagram stories might not last forever, but they can leave an impact that can resonate with customers forever.