March 9, 2018
Disposable content means less permanent content shared on platforms like Facebook, Instagram, Snapchat and Whatsapp. It encourages users to share without thinking too much. Recently we have seen a rising trend of such content in the form of temporary “Stories” that disappear with time.
What’s the hook that pulls brands to create and view disposable content in 2018? Besides focusing on the FOMO part, disposable content entertains, triggers social shares, and drives short-term awareness for an individual/brand. Consumers feel empowered by the fleeting nature of such content. There is hardly any timeline, no place to access archived posts, and very little room for personal information. Allowing people to express themselves in ways that they might not otherwise be comfortable. It also gives the recipient an opportunity to see a version of the sharer that they wouldn’t usually be privy to.
For some time now we have seen marketing experts talk about the importance of brands being authentic on the social media. However the plausibility of that is increasingly defunct on most platforms.
Brands often get away with the approach of displaying just what is expected of them rather than the often bitter picture of how things truly are. Not with disposable content though. It encourages vulnerability and authenticity. Which might explain the reluctance of brands to adapt to this ecosystem. Its a proven fact that consumers prefer to connect to vulnerability and authenticity. This trend towards the disposable can rather be called a trend towards the human aspect and reality focused on authenticity.
Lets face the music. In the realm of content strategy disposable content may not add any evergreen, long lasting value to a brand and its impact soon fades but users have a hard time resisting it. Thats reason enough to strategically invest in it.
Ephemeral mediums like Instagram, Snapchat and Periscope create urgency among young viewing audience. This allows brands to achieve high-touch engagement with their audience — something tweets, posts or blogs rarely do. But it is important to keep in mind that there is very little room for errors while dealing in disposable content. Live uploads gone wrong can make a brand seem incompetent and low on value. Also the content needs to be genuinely interesting enough to be cared about and shared across platforms.
Lets go through some of the factors which will enable brands to decide how they want to use the medium of disposable content to their advantage.
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