Harnessing the rise of short-lived content

Looks at the swing towards short-lived content and advises marketers on how to best create it for maximum effectiveness.

Need to know

  • The rise in popularity of Instagram’s Stories feature, and consumers’ fear of missing out, has led to a swing towards short-lived content,
  • Marketers are finding success with off-the-cuff, just-caught-on-camera, behind-the-scenes content snapshots.
  • There are four key intention motivators for short-lived content:
    1. “I-want-to-know” moments, characterised by the need for information rather than the intent to make a purchase
    2. “I-want-to-go” moments, when looking for specific businesses or products
    3. “I-want-to-do” moments, where users need help completing tasks or solving new challenges
    4. “I-want-to-buy” moments, when consumers...

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