How to Use Disappearing Content To Grow Your Brand

POSTED: October 9, 2017 BY: CATEGORY:

Social media platforms like Snapchat have been growing in popularity over the last few years and they have evolved from being a purely social platform to become a serious marketing tool for brands.

It’s not just Snapchat either, many other social media platforms are starting to experiment with disappearing content as a marketing tool. As a rule disappearing content is when a piece of content is only displayed for a limited amount of time, often 24 hours. Once the time is up, the content will disappear forever.

Disappearing content appeals in a world where increasingly, everything is permanent. Many people feel that they are restricted in what they can post online for fear of future retribution from potential employers, but disappearing content alleviates this problem to a certain degree.

Why is disappearing content good for marketers?

Disappearing content is a great marketing tool as it uses two of the most effective marketing strategies of all time – limited time and scarcity. While your content may not be displayed for a long time, during the time it is available, it will get your readers’ full attention.

Many brands leverage the power of Snapchat by creating exclusive stories that will get attention and compel their followers to view the content quickly before it expires. If you can do this regularly you can boost engagement levels and build great relationships with your Snapchat followers. Everyone likes to feel like they are in the know and have access to exclusive information and Snapchat is the perfect way to create that feeling among your followers.

Another great function of disappearing content is that it gives you the opportunity to test out new content types and styles in a relatively risk free way. If your content doesn’t get a good reception it will be gone in 24 hours and nobody will remember.

How to use Snapchat effectively for marketing

Snapchat is an excellent way to engage with your social media followers on a more informal level than other social media platforms, but be aware that it does require a different approach. Trying to create Facebook style posts on Snapchat just won’t work.

Because of Snapchat’s lack of permanence it’s usually considered to be a more informal and fun social media platform than Facebook or Twitter. People who post on Snapchat generally edit less and present a less polished view of themselves or their organisations. If you want to appear credible it’s a good idea to follow this principle with your Snapchat marketing.

Another great way to use Snapchat is to promote time limited discount coupons and vouchers. This will drive people to your page as they scramble to get access to the special offer or discount before it expires.

Disappearing content is a key feature of many social media platforms and it’s something that more and more brands are going to need to get comfortable with if they’re going to market themselves effectively on social media.

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ABOUT THE AUTHOR

#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.