Social Media Trends - Disappearing Content

With the constant evolving of social media, as a brand, it is critical to stay up to date with the changes in the digital world trends, to ensure marketing is done right and you are reaching your target audience.

One of the key trends this year has been disappearing content. Social media users’ preference has been shifting towards fast information that is ‘here today and gone tomorrow’. So how can brands build their social media strategy around something that is so short lived?

Firstly, let’s take a look at some statistics. Snapchat was one of the first platforms that introduced disappearing content. Instagram stories have quickly caught up and take over, now with over 300m daily users, while Snapchat only has 191m, followed by Facebook with 150m. 

Snapchat users are of generation Y and Z - mid 1990s to mid 2000s.This is a great way for brands to get in the mindset of a younger audience and to start engaging, as they will soon enter an age with disposable income, becoming a potential future customer. Tools such as filters and Bitmoji’s are fun and interactive features that Snapchat users like to use, they were also shown to be more likely to make an impulsive purchase. For example, a brand could use Snapchat for something like a flash sale or limited offer. 

Instagram stories is now the leading platform as user time spend grew on average by 10 minutes. With its engaging features that enable adding GIFs, hashtags, tagging, and interactive polls & sliders, Instagram stories have become increasingly successful for brands. Adding to the increased time spent, 1 in 5 organic Instagram stories generate at least one direct message from a consumer! 

At the moment Instagram seems to have it all. A few effective ways to use Instagram Stories:

  • Tease viewers about an Instagram post

  • Create shoppable posts that will encourage users to make a purchase

  • Share information by publicly answering frequently asked DMs 

  • Livestreams, to notify followers and connect to the rest of the world in real-time, allowing to view reactions and comments.


The most important reasons to include Instagram stories is the use of hashtags and location stickers that can make a business more discoverable, and also its prime positioning at the top of a user’s feed. 

So, when planning your social media strategy - make sure to include stories or reach out to us and we can help you create an effective social media strategy using the latest developments!