Ephemeral content refers to social media posts that are only available for a short period, typically disappearing after 24 hours. This format has become a key feature across platforms like TikTok, Instagram Stories, Snapchat, and Facebook Stories.
Ephemeral (adj.) lasting for only a short time
What is ephemeral marketing?
Short-lived content has become a powerful tool for increasing engagement. Ephemeral content – posts that vanish within 24 hours – was first introduced by Snapchat in 2013. Since then, Snapchat has grown to over 400 million daily active users, and the format has become central to modern social media strategies. Today, Stories are a major feature on Instagram, Facebook, and TikTok, while WhatsApp has introduced disappearing messages to align with the trend.
So, the real question for marketers is: **Why does ephemeral content matter, and how can brands use it effectively?**
The power of storytelling and engagement
Ephemeral content plays a major role in social media marketing by increasing user engagement. Instagram Stories alone have significantly increased the time users spend on the app, with the **FOMO (fear of missing out) effect** driving frequent check-ins.
Stories also provide **high visibility**—they sit at the top of social apps, making them harder to miss. Unlike standard posts, ephemeral content encourages more **authentic, real-time interactions** between brands and consumers.
- **Interactive elements** like polls, Q&As, and countdown timers help brands spark engagement.
- **Live videos and user-generated content** create a stronger connection with audiences.
- **Shoppable Stories** allow brands to drive direct conversions through quick product features.
The key is **authenticity**—audiences are less interested in polished, overproduced content. Instead, short, candid, and behind-the-scenes videos often perform better.
How much ephemeral content should brands post?
Finding the right balance between **quantity and quality** is key. Brands need to be present regularly without overwhelming their audience.
Unlike Instagram feed posts, ephemeral content can be **more frequent**—but it’s important to **avoid repetition**. Stories should provide fresh, engaging content that gives followers a reason to return.
Video-based content, behind-the-scenes clips, and real-time updates tend to perform well in ephemeral formats. However, it’s essential to keep content **aligned with your brand’s tone and values**. We explain more about authenticity in our Do’s and Don’ts of Social Media guide.
Best practices for ephemeral content
- **Use interactive elements** - Polls, questions, and sliders boost engagement.
- **Feature user-generated content** - Reposting customer stories builds trust.
- **Create real-time updates** - Behind-the-scenes clips, event coverage, and limited-time offers work well.
- **Maintain brand consistency** - Keep tone and messaging aligned with your brand identity.
- **Test different formats** - Short videos, text overlays, and product demos all perform differently.
Brands that embrace **storytelling and authenticity** will see the best results. Ephemeral content should feel **real, engaging, and aligned with your brand.**
We hope this guide clarifies the role of ephemeral content in today’s marketing landscape. For more insights, keep reading our blog.