We entered the ephemeral experience era, the limited-time content spreading, the disappearing messaging world. Numerous platforms are getting into it, the most famous being Snapchat, a social mobile photo messaging app where users post photos and videos to selected people. Users set a time limit for how long recipients (the range is from 1 to 10 seconds), after which time they are hidden from the recipient’s device and deleted from Snapchat’s servers. Created about 3 years ago, Snapchat already boasts 50 million users sharing 400 million photos each and every day.
What would be the idea for the brands that would be part of this new social trend. Nobody did find yet the perfect long-term solutions, only 1% of the brands worldwide are claiming to be interested by such integration or partnership and 85% of marketers are not planning to use those platforms in a near future (source: http://www.socialmediaexaminer.com). Impossible to boost results as it is impossible to optimise in the different browsers (SEO), difficulty to admit that your content will disappear as quick as it appeared and the idea to have your message inserted in a stream of unexpected and uncontrolled content. Not all the brands are ready for it…perhaps none of them.
But then, let’s have a thought. Or many thoughts. Brands might have some things that they want to say but not to stay – Air France and mileage offers. Some might have something to share that they want to be exclusive to those who have the eyes wide-open – Red Bull. Some brands are maybe interested in testing some ideas that would be disruptive but not definite – Apple. They would like to say something that sounds exclusive, for happy few – Warner Music or Sony Pictures. Brands that are evaluating the time effect as part of their strategy – Nike with their platform ‘Find your Fast’
And we can find many other examples. Few great campaigns over here http://www.fastcocreate.com/3033793/how-12-brands-used-snapchat. So it seems the ephemeral marketing will not disappear so quickly.