In a world of constant scrolling, some of the most effective marketing content is designed to disappear. Ephemeral content is short-lived, highly engaging, and creates a sense of urgency, making it perfect for capturing attention in real time. This format has become a go-to for brands looking to stay relevant and relatable in fast-paced digital spaces.
What is Ephemeral Content?
Ephemeral content refers to visual or text-based content that is only accessible for a short period, usually 24 hours or less, before it disappears automatically. It’s typically shared through platforms like Instagram Stories, Facebook Stories, Snapchat, and more recently, LinkedIn Stories (now retired) and YouTube Shorts (although Shorts are not ephemeral by default).
This type of content is designed to be temporary, informal, and timely, encouraging spontaneous interaction and real-time engagement.
What is an example of Ephemeral Content?
Some common examples of ephemeral content include:
- Instagram or Facebook Stories
- Snapchat Snaps or Stories
- Time-limited polls or Q&A sessions
- Flash sales or limited-time offers via Stories
- Behind-the-scenes content that disappears in 24 hours
- Event countdowns, user takeovers, or live updates
What is Ephemeral Content on Snapchat?
On Snapchat, ephemeral content is the foundation of the platform. When a user sends a Snap (photo or video), it disappears after it’s viewed unless saved by either party.
Snapchat Stories are visible for 24 hours and are one of the earliest mainstream forms of ephemeral content. Brands use Snapchat to create authentic, real-time moments, flash promotions, and influencer takeovers that feel personal and urgent.
Why use Ephemeral Content in Marketing?
- Creates urgency: FOMO (fear of missing out) drives fast action
- Feels authentic: Less polished content often feels more “real” and relatable
- Encourages engagement: Polls, Q&As, and DMs from Stories prompt interaction
- Boosts reach: Platforms often prioritize Stories in their algorithms
- Supports storytelling: Great for sharing a narrative in short, engaging pieces
Best Practices for Ephemeral Content
- Use strong visuals – Bright, eye-catching images or videos perform best
- Add interactive elements – Stickers, polls, links, and countdowns increase engagement
- Stay on-brand – Even casual content should reflect your voice and style
- Post consistently – Regular ephemeral content keeps your brand top-of-mind
- Use highlights wisely – On platforms like Instagram, you can save top-performing Stories (Highlights) to keep them visible longer
Where to use Ephemeral Content
| Platform | Feature | Lifespan |
|---|---|---|
| Stories | 24 hours | |
| Stories | 24 hours | |
| Snapchat | Snaps & Stories | 24 hours or less |
| Status | 24 hours | |
| LinkedIn (past) | Stories (retired) | — |
| TikTok | Live (recordings optional) | Variable |
TL;DR
Ephemeral content is short-lived content (like Stories and Snaps) that disappears after 24 hours. It’s casual, real-time, and great for engagement. Want examples? Instagram Stories and Snapchat Snaps are the most common.
Curious how marketers use ephemeral content to drive real-time interaction? Join our marketing community to discover fresh examples, strategy tips, and tools you can use today.
