Definition

When people reference disappearing content, they are speaking about the type of social media content that can only be viewed for a limited time. The user can post them at any point of the day, but there is a set timer that will delete them permanently.

Where Content Disappears

• The Facebook Stories Feature

• The Instagram Stories Feature

• Snapchat

Benefits

Increases Brand Awareness

A lot of the disappearing content features allow you to include hashtags and location stickers that can help other users discover your content and, as a result, your brand.

Increases Website Traffic

These features can also increase website traffic by sometimes allowing you to include a link directly to your website. For example, Instagram's story feature allows you to use a link sticker, which gives audiences the opportunity to transition directly to a web page from a story.

Cheats the Algorithm

You won't have to fight your way to the top of your audience's pages because disappearing content is always displayed at the top of users' home pages. Depending on the platform, your Story will always be easily located.

Builds Community

It's highly recommended that your Stories are personal - which is why it's so easy for your audience to connect with you through these features. Both the personalized experience and the fact that everyone is watching your content within the same time frame provides the viewers with the feeling that they are a part of something.

Best Practices

Help Your Audience Find Your Story

Of course, your followers will see your disappearing content at the top of the page - but there is a whole world out there of people who could be interested in what you have to offer - so help them find you.

If you can use hashtags: use them. If you can use location stickers: use them. If there is any feature that reaches beyond your following: use that.

Personalize Your Content

We know: you want to present your business as perfectly as you can. You want perfect ads, perfect templates, perfect captions, and perfect Call-to-Actions. And you can provide all of that - but save it for your permanent content.

Trying to create perfect Stories will take too much time because... they won't last. And your audience won't watch because you're showing them the same type of content you always have.

Disappearing content is where you can show the real, real you. Give behind-the-scenes, show a window into your everyday life, talk briefly about something you're excited for! This is what people want to see when they watch your Story: a glimpse of the person behind the business.

Interact With Your Audience

The great thing about these Story features is that they usually allow you to use interactive tools to increase engagement with your audience. For Instagram, they allow you to create quizzes, polls, ask boxes, and more. These are great ways to let your community feel heard, seen, and valued - so try them out!

Need More Guidance?

You're always welcome to schedule an appointment with Owner Jamie Cocco! You can get some insight into social media, best practices, website development, and more!

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