Expiring content can create urgency, which is hard to replicate with other types of content. This is just one of the reasons why social media platform Snapchat is quickly gaining popularity with marketers. For more information see: Social Media Marketing with Snapchat
How are brands and marketers using expiring content?
MTV is by far the most recognizable channel with young demographics (12-34), so it is no surprise that they jumped on this trend early. Since 2015, expiring content on Snapchat has played a big part in MTV’s Video Music Awards (VMAs). Using Snapchat, MTV has created a unique experience by giving fans exclusive access to the backstage footage. This results in millions of followers tuning in to watch celebrities and influencers interact behind the scenes, and because this content is only available for 24 hours or less, it creates exclusivity, urgency, and fear of missing out. Thecombination of exclusivity and fear of missing out keeps the audience far more engaged compared to traditional media (e.g. TV). TV footage is typically circulated for days or weeks after an event, so there is no urgency; you can always consume the content later.
Scarcity and urgency have always played an important role in marketing, and with social media platforms like Snapchat, the fear of missing out is even greater. You don’t want to be the last one to find out about a great deal or an experience, and even worse, miss out on it. This is why expiring content always increases the desire to participate.
In summary, if you are trying to create urgency, scarcity, or exclusivity, expiring social content may be your best option – irrespective if you are marketing a product or experience. Platforms such as Snapchat are easy to use, and relatively affordable compared to traditional platforms.