Ephemeral Content In Education Marketing – Why Should It Be Used?


As most people within the industry will know, digital marketing is an ever-evolving field. Moving with the curve of new technologies is a key part of the job.

Young people, who tend to pick up and popularise it before anyone else, pioneer most newly trending technology. This is great news for education marketers and institutions, as it opens the door for them to make a huge splash.

Take Instagram for example; the platform now boasts over 800 million users, and 59% of those are between the ages of 18-29. This surge of popularity has created a new channel to engage directly with that key demographic in creative and innovative ways. 

Video Content

At the moment, one platform that is enjoying a lot of attention is ephemeral video content. Ephemeral is an exceptionally poetic way of saying ‘something that doesn’t last very long’. First introduced and popularised by Snapchat Stories, Instagram and Facebook have since both developed their own version of the feature.

We’re sure you might be thinking that putting time and money into content that will eventually disappear doesn’t seem to make much sense, but it is proving very popular with teenagers.

The reason for this is that young people have a habit of, often whilst ever so slightly inebriated, deciding to post potentially embarrassing content on their Snapchat or Instagram stories. For them, the beauty of this is that their bad decision exists only for 24 hours before disappearing (hence, ephemeral).

So what evidence is there to suggest this is a viable avenue for marketing? A number of key statistics show that users are consuming this variety of quick, temporary content in ever-increasing numbers.

Facebook users, for example, now spend 3x as much time watching Live videos than pre-recorded content, and 45% of them use the platform to watch at least an hour of videos per day.

What this is telling us is that video content is the way to latch your claws onto a viewer and grab their attention. Don’t just take our word for it; in the past year, a further £476m investment was pumped into smartphone video content by advertisers.

Speak to Your Audience

How then can educational institutions utilise this kind of content? One of the big benefits is that it generates credibility and speaks to teenagers in a language they can understand. Recording video content through a smartphone camera matches other platform content they’re already consuming and seems more genuine.

For example, a university could record current students giving information regarding clearing processes or have a student live-stream an open day. This content will not only appeal to a vast amount of potential students on social media, but it offers those who couldn’t make a chance to visit the university in person the opportunity to see it through the eyes of a peer.

Ever Expanding Opportunities

In digital marketing, the aim of the game is to have your brand be seen by as many people as possible. In this context, video has no rival. Facebook alone gets 8 billion daily video views, with Snapchat adding a further 10 billion. Engaging with these platforms is going to enable you to reach and engage with more prospective students than ever before.

This isn’t just a passing trend, either. It is predicted that by 2020 video-based content will amount to 82% of all consumer traffic online.

Facebook is continuing to invest in new video features, such as Facebook Premieres, which aims to show movie trailers or music videos through Facebook Live. LinkedIn is also integrating video advertising into their website and app, showing that even amongst professionals the trend is continuing to grow.

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