As digital marketers, we’re always on the lookout for what’s next in the ever-evolving world of digital marketing.
And let us tell you, there’s a trend that’s not just emerging, but truly dominating the landscape in 2025: ephemeral content or short-form content. Short-lived, 24-hour posts you see popping up on Instagram Stories and Snapchat.
In this guide, we’ll explore why temporary posts work so well, how leading brands are using it, and practical strategies you can implement immediately into your own digital marketing strategy.
Let’s dive in.
What is Ephemeral Content?
Ephemeral content refers to temporary digital media, primarily images, videos, and live streams, that are only accessible for a brief period, typically 24 hours.
This format has three defining characteristics:
- Time-Sensitive Nature: Content automatically disappears after a set duration, creating inherent urgency
- Casual Aesthetic: Typically features raw, unpolished visuals that feel more authentic
- Mobile-First Design: Optimised for vertical viewing and quick consumption on smartphones
Unlike traditional social media posts that remain permanently on profiles, ephemeral content thrives on its temporary existence.
This impermanence actually enhances its effectiveness by lowering the psychological barriers to posting for both brands and users.
Why This Trend Works So Well?
You might be wondering, what’s the magic behind content that simply disappears? Well, it all comes down to psychological triggers and clever features that make ephemeral content incredibly compelling.
Here’s why it’s dominating digital marketing strategies in 2025:
1. Urgency and Scarcity Drive Action
The temporary nature of Stories and Snapchat posts triggers FOMO (fear of missing out), compelling users to engage immediately. This is essentially FOMO marketing at its best. Unlike static posts, which linger indefinitely, ephemeral content creates a sense of urgency.
Luckin Coffee Limited-Time Offers
(Source: Luckin Coffee SG Instagram)
For example, Luckin Coffee’s limited-time offers on Instagram Story demonstrate how audiences feel compelled to act before the content disappears.
2. Interactive Features Boost Engagement
Platforms like Instagram and Snapchat offer built-in tools: polls, Q&A stickers, sliders, and countdowns, that turn passive viewers into active participants.
A study by HubSpot found that Stories with interactive elements see 2-3x higher engagement rates than standard posts.
Chagee Singapore, for instance, utilised its Instagram story to announce branch openings with Instagram’s built-in slider, transforming passive viewers into active participants:
Chagee’s New Store Opening Announcement
(Source: Chagee SG Instagram)
3. Authenticity Builds Trust
Today’s consumers crave real, unfiltered moments. Ephemeral content’s casual, off-the-cuff style allows brands to showcase their personality without the polished perfection of traditional ads. Brands that utilise behind-the-scenes and takeover content have seen a 27% increase in online engagement.
For instance, behind-the-scenes clips or employee takeovers humanise brands, fostering deeper connections. Our very own @ASK Training TikTok clip serves as an example of an employee takeover humanising a brand:
Employee Takeover Clip
(Source: @ASK Training TikTok)
4. High ROI with Minimal Effort
According to HubSpot’s 2025 State of Marketing Report, short-form videos and ephemeral content deliver the highest ROI among digital formats.
Their low production cost and high social media engagement make them a cost-effective strategy for brands of all sizes.
5. Search Engines Are Embracing Short-Form Content
Google’s experimental “Short Videos” tab in mobile search results signals a fundamental shift in content discovery:
What’s Changing
- Dedicated section for sub-60-second videos from Instagram Reels/TikTok
- Content appears directly in SERPs (no app switching required)
- Currently testing in selected markets
(Source: TwoTreesPPC)
Example:
When you search “viral bubble tea in Singapore” on Google, the top results now show Instagram Reels and TikTok videos. You can also find more videos under the ‘Short Videos’ tab.
With these advantages in mind, let’s explore how short-term content is reshaping digital marketing.
The Rise of Short-Term Content in Digital Marketing
Beyond being just another trend, the surge in ephemeral content adoption makes perfect sense when you consider its unique ability to foster more immediate, authentic connections.
The temporary nature of Stories and similar formats creates a natural space for more spontaneous interactions.
Unlike carefully curated feed posts, this content thrives on its:
- Real-time relevance: Allowing brands to participate in cultural moments as they happen
- Reduced production pressure: Encouraging more frequent, authentic communication
- Built-in interactivity: Transforming passive viewers into active participants
Razer’s Real-Time Update during PAX East 2025
(Source: Razer Official Instagram)
For instance, Razer (an American Singaporean multinational tech company) effectively uses Instagram Stories to provide fans with real-time updates during gaming events or product launches, creating a compelling sense of shared experience.
For social media managers and digital marketers, this offers a fantastic opportunity to diversify your content calendar with less production-heavy options. Moreover, this type of content excels at showcasing brand personality in unpolished formats.
Recent data underscores why marketers are taking notice:
- 47% of brands plan to increase their spend on limited-time content (HubSpot, 2025)
- Instagram Stories deliver 150% ROI, outperforming static posts (Zoomsphere, 2025)
- Nearly half of consumers say this content makes brands feel more relatable, especially among younger generations (Adobe for Business, 2025)
The implications are clear: in an increasingly crowded digital space, ephemeral content offers a way to cut through the noise by being genuinely engaging rather than simply disruptive.
As audiences gravitate toward more authentic, in-the-moment engagement, certain platforms have emerged as clear frontrunners in the short-term content revolution.
Which Platforms Are Driving the Trend?
Not all social platforms are created equal when it comes to ephemeral content. While the concept originated with Snapchat, its expansion across other networks has unlocked new opportunities, each with its own strengths and audience behaviours.
Instagram: The Engagement Powerhouse
- Why it works: Seamlessly blends Stories with permanent feed content, extending reach. Its highly visual nature makes it ideal for showcasing products and experiences, a core part of any effective Instagram stories strategy.
- Best for: Brands targeting millennials and Gen Z with visually rich narratives.
- Key feature: Interactive stickers (polls, Q&A) that boost reply rates by up to 25%.
Example: Sephora frequently uses Instagram Stories for quick tutorials, product announcements, and interactive polls that drive traffic to their e-commerce site, leveraging features like swipe-up links and product stickers.
Sephora Updates via Instagram Stories
(Source: Oberlo)
Snapchat: The Original Disruptor
- Why it works: Still dominates with younger users (approximately 50% users aged 13 & above in Singapore), who value its authentic, unpolished feel, making it central to Snapchat marketing.
- Best for: Exclusive, playful content (behind-the-scenes, AR filters).
- Key feature: Geofilters for hyper-local promotions (e.g., event activations).
Example: Under Armour uses AR filters to promote collections via Snapchat, showcasing try-on effects.
Under Armour Filters
(Source: Snapchat)
TikTok: The Viral Short-Form Giant
- Why it works: Though not ephemeral by default, its algorithm favours timely trends.
- Best for: Brands leaning into humour, challenges, or trending audio.
- Key feature: “Duets” for collaborative storytelling.
Example: Duolingo consistently leverages trending sounds, humorous skits featuring their mascot Duo, and relatable content to create highly shareable videos that resonate with a Gen Z audience, significantly boosting brand awareness and engagement.
Duolingo TikTok Clips
(Source: Duolingo Official TikTok)
Facebook: The Broad Reach Player
- Why they work: Facebook Stories tap into older demographics, offering a way to extend ephemeral-like content’s reach to a massive and diverse audience.
- Best for: B2C brands looking for quick updates, behind-the-scenes glimpses, and engaging a wide user base through informal content.
- Key feature: Easily reply to stories via Messenger, enabling direct interaction for stronger customer relationships.
Example: Major news outlets like CNN often use Facebook Stories to share breaking news updates, short video explainers, and polls, making quick content accessible to a broad audience and encouraging immediate reactions to current events.
Why This Matters:
Your platform choice should align with where your audience spends time and what content they expect.
For example, a B2B software company might prioritise LinkedIn Stories for quick thought leadership clips, while a fashion brand could focus on Instagram Stories for flash sales.
Now that we’ve mapped the landscape, let’s dive into the tactical side, how to craft ephemeral content that doesn’t just disappear, but delivers.
How to Create High-Performing Short-Term Posts
For the digital marketing strategists, here are some best practices we recommend to truly capture your audience’s attention and maximise engagement:
Time Your Posts for Peak Viewing
We’ve found that between 11 AM and 3 PM generally works best. However, always check your platform’s analytics for your specific audience’s optimal engagement times.
Add Interactive Tools
Make sure to incorporate polls, sliders, Q&A stickers, and countdowns to truly encourage participation. These features aren’t just fun; they drive user interaction and provide valuable audience insights.
Here’s an example by Pop Mart using Instagram’s “Add Yours” sticker to boost user-generated content:
Pop Mart’s Add Yours Interactive Filter
(Source: Pop Mart SG Instagram)
Embrace Authentic, Unfiltered Moments
Don’t be afraid to show behind-the-scenes glimpses or live content to build that crucial relatability. This could be a quick tour of your office, a peek at product development, or a casual Q&A session.
Utilise AR Filters Or Try-On Effects
Brands like Vogue have successfully used these to enhance engagement, letting users virtually try on products. Vogue’s collaboration with Prada on a Snapchat AR try-on filter is a prime example.
Vogue x Prada AR Try-On via Snapchat
(Source: Vogue)
For e-commerce brands, this offers an incredibly immersive and interactive way to showcase products.
Keep It Mobile-First
This is essential! Ensure your content features bold visuals, clear calls to action (CTAs), and minimal text for easy consumption on mobile devices.
Here’s an example of how fashion brands like Charles & Keith use Instagram Stories to launch new collections with striking visuals and clear CTAs, optimised for mobile:
Charles & Keith Singapore New Collection Launch
(Source: Charles & Keith Official Instagram)
Remember, most users will be viewing these on their phones, so optimise for quick, impactful viewing.
Of course, once your content is out there, measuring effectiveness and ROI becomes crucial for understanding its true impact. This involves tracking views, engagement rates, click-throughs, and ultimately, conversions.
What’s Next for This Engagement Tactic?
The evolution of ephemeral content is far from over, and we’re seeing some exciting emerging trends on the horizon that digital marketing strategists should keep a close eye on.
Shoppable Stories
Look out for more ephemeral content seamlessly integrated with e-commerce features, creating truly smooth purchase paths.
HubSpot, in fact, highlights this as a top emerging trend, indicating a move towards direct conversion within the ephemeral experience.
Shoppable AR Filter via Snapchat
(Source: Snapchat)
Snapchat’s shoppable AR filters, such as for Maybelline products, allow users to virtually try on and then purchase items with just a few taps.
Ephemeral Live Video Formats
Think flash sales and live Q&As – these short-lived, live video experiences are set to increase in popularity.
This offers an even greater sense of urgency and direct interaction, making them powerful for driving immediate sales or answering customer queries in real-time.
Enhanced Analytics Tools
We can expect platforms to roll out more specific analytics tools tailored for short-lived content formats such as ‘attention time’ and ‘tap heatmaps’, which will be invaluable for better measurement of effectiveness and ROI.
These insights will empower brand and content teams to refine their strategies and optimise their ephemeral campaigns for even greater success.
Wrapping Up
To sum it all up, ephemeral content is unequivocally outperforming expectations as a digital marketing strategy.
Let’s recap why:
- Urgency drives action (FOMO isn’t going anywhere).
- Interaction transforms passive viewers into participants.
- Authenticity builds trust in an era of scepticism.
- ROI speaks for itself.
The best part? The barrier to entry is refreshingly low. Unlike high-production campaigns, ephemeral content thrives on spontaneity. Your phone and 15 minutes are all you need to start.
Your Move:
- Experiment: Try a week of daily Stories mixing education (quick tips) and promotion (limited offers).
- Measure: Track completion rates and replies, not just views.
- Iterate: Double down on what resonates.
As platforms continue to prioritise these formats, one thing is clear: ephemeral content isn’t just changing marketing, it’s raising the bar for what audiences expect from brands online.
Final Thought: The content disappears, but the connections? Those last.
Ready to Take-On This Trend for Your Brand?
If you’re inspired by the insights on how short-form content is driving engagement, @ASK Training offers specialised Social Media Marketing courses designed to equip you with the skills to confidently navigate today’s digital marketing landscape.
Popular courses you’d want to explore:
- Social Media Marketing: Execute effective social media campaigns with essential knowledge and strategies.
- TikTok Marketing: Confidently plan, execute, and analyse TikTok campaigns to drive real results with your audience.
- Facebook & Instagram Marketing: Gain the latest marketing trends, organic strategies, and create effective ad campaigns with Facebook and Instagram.
Enrol today and start slaying your short-form content!
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