Short-lived content is exactly how it sounds like – it is a content which is created in real time but it only stays for short period. It was introduced by Snapchat then was followed by Instagram, Facebook & now WhatsApp which is specifically targeting a certain group of people (the millennial). The Generation Z famous for their 18 second attention span gather their information this way & then they are over with it. If suppose you are reading about some gadgets, generation Z has already read about it, analysed it & also made the decision about it. This is how quickly the short-lived content work.
As marketers, always the focus has been on evergreen content i.e. promoting the same product repeatedly but short-lived seems to be the exact opposite -the content which disappears within 24 hours has been preferred by the generation Z. Short-lived content is one of the best things that we learnt from 2016, Using a short-lived photo or video content, you can watch colourful snaps come and go. Snapchat has been the best example.
Snapchat now considers its businessman & advertising partners to make ads which are suitable for vertical screens. They have stated that the clicks have increased by nine-fold.
After this successful marketing strategy, we saw Instagram jumping on the same bandwagon with its Instagram stories followed by Facebook’s stories & WhatsApp’s status. The best part of the short-lived content is less planning & no detailed strategy. There is also less need for thinking about its impact because, in the end, it will go away within 24 hours.
Another thing that drew the intention of marketers in 2016 was interactive marketing, it is a one-on-one marketing strategy that reacts and changes based upon the response of customers. As it can be changed, it is more impactful than direct marketing. It is sometimes known as trigger or event based marketing as it completely relies on the actions started by customers.
For example, “Do you want fries with that?” is usually asked when you order a burger. It’s a form of interactive marketing because the buying of burger triggers to buy the other item as well.
Interactive marketing has brought a shift from one-sided customer interaction to the two sided conversation because now customers demand a rich experience due to easy availability of internet & improved technology. Customers expect the companies to know their tastes as an individual instead of a demographic. For example, every time a customer logs into a website he/she wants to see the products according to their tastes & preferences. One of the biggest innovators of interactive marketing is Amazon. It collects & analyses the customer behaviour & the next time the customer logins to his/her account it offers the products in “suggested reading” based on previous searches.
This type of environment leads to longer stay of customers within the site called site stickiness. Interacting marketing can be done with the help of various means such as lookbooks, surveys, quiz, interactive white papers, and interactive infographics. It’s about how to involve the customers considering their preferences & needs. It also increases the lifetime value of customer towards the brand.
So, the short-lived content combined with the interactive marketing is the spur of the moment. The aim is to draw the customers towards their brand in the present moment with limited content & time period because that is the way the current generation works. So, definitely, these trends are here to stay & doesn’t seem to be going away anytime soon.
-Bhavanashree Nandamuri (Marketing & Finance)