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Ephemeral Content Definition

Marketing Definitions

14 Nov 2019 • 1 min read • Austin shong

Ephemeral Content Definition

What is Ephemeral Content?

Ephemeral content definition: ephemeral content refers to marketing materials that are temporary and only accessible (or used) for a short period of time.

Ephemeral content can be categorized in two ways:

  1. Disappearing: the content is ephemeral and removed after a short period of time
  2. Attention: the user’s attention is ephemeral and once the content is viewed it is forgotten about

The most common use of ephemeral content in marketing is disappearing content; this can be seen in the rise of Snapchat and Instagram stories that automatically delete after 24 hours.

Ephemeral content aims to elicit emotions around scarcity and immediacy in the target audience, while also taking advantage of increased attention on disposable content formats.

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