![]() ![]() If you don't get traction within a couple of minutes, it's probably not going to fly. For stories or social posts, for example, it's very quick to see whether they catch on or not. The format sets natural boundaries to content ephemerality but we can optimize the lifetime of content across different formats. Put days on end of effort into evergreen content. The work we put into our content should be proportional to its lifetime. It needs a high product effort and has comparably low engagement in the moment (it's just stretched over longer time). You take your phone and shoot.Įvergreen content is different. Stories have such high engagement because as a user, you either engage in the moment or you don't. Let ephemerality drive your content strategyįirst, we need to understand the impact of ephemerality on engagement and production effort: The higher the ephemerality, the higher the engagement, and the lower the product effort. Or, sometimes a curator surfaces an old piece of content, which is quite valuable because if old content is still relevant today it means it contains a deeper truism. There are exceptions, of course, and we call them "evergreen content". SEO content decays after a while and is outranked by fresher content. Thought leadership content dies out after its initial spike. Social deeds quickly push content further down to make room for new content. Not everybody can publish a book.īut the reality is that all content formats are ephemeral. The high bar of getting a book published (in the classic way) means that the content in books has relatively high value compared to formats with lower bars. Today, the internet pushes it to seconds and, as a result, the ephemerality of news has gone up significantly.īooks are another type of content format but their ephemerality is usually very low. When the radio came out and then the TV, the news cycle went from a day to hours. Before the radio, the news cycle was about a day because that's how long it took to print "new news" or for other publishers to catch on to the news one of their competitors broke. Once they came out, they were no longer interesting to write about. News are and always have been very ephemeral. Technology changed the content lifecycle Newspaper boyīut stories are not the first ephemeral content format. I love the definition of ephemerality from Wikipedia: " Ephemerality is the concept of things being transitory, existing only briefly." Transitory. They disappear within 24h and that's why their Engagement is so high! If you miss it, it’s gone. The value of stories lies in their limited lifetime (Ephemerality). The idea of a video or picture with a short, limited lifetime has proven so successful that Facebook copied the format one to one from Snapchat. Stories are the most innovative content format since the video came out.
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