You make a video collage, you send it to your friends, and in a matter of hours, POOF, it’s gone. That’s Snapchat in a nutshell; or at least the original draw of Snapchat, the social network that flamed Millennials quicker than a 2 for 1 deal at Chipotle on campus. Disappearing messaging is the new “it girl” of social media, and if you look at how the culture of privacy has evolved in the 21st century, it’s easy to tell why. In a world where everything you do on the Internet is recorded, archived, and searchable, there’s a sense of freedom knowing what your sharing will self-destruct. The problem is, it never really does, but that’s not enough to stop people from diving head first into it.
In a world with no privacy, perceived anonymity is almost as good as real anonymity
Saving snaps aside, “disappearing” social media messages don’t really disappear. This is because anyone with access to a temporary message can screenshot, share, and grab them, if they know how. But that doesn’t seem to matter when it comes to newer temporary messaging platforms. Think of it like a party. You can see pictures from the party, hear crazy stories from the party, see videos of the party, but if you weren’t actually there, you feel like you missed it. That’s the same with this type of messaging on social media. Our brains are so active, that “moving on” so to speak, is part of the experience.
Seeing what was “cool” yesterday can quickly turn “passé” today
Social media, especially with the younger generation, is about sharing moments with people who you think will get you, and relating to them without letting outsiders in. When a message is seen, acknowledged, and shared, its buzz lasts for a few minutes. Then, it disappears. This message would lose its buzz regardless, but having it go away naturally saves you the time (and feeling) of being passé. You can’t get embarrassed by something that goes away immediately after you’ve done it. In a sense, it’s liberating, and gives users the freedom to communicate honestly, without feeling like something they say or do will haunt them in the future. As you know, it still can, but the experience tells us it won’t.
How companies can leverage this trend to promote their brand, and create a message that speaks to a younger audience.
The best way to speak TO your audience is to speak LIKE your audience, and using short, dynamic, disappearing messaging is a great way to do that. Being “in the moment” with your audience helps create a buzz. This type of messaging is an opportunity to tell your business’ story in a casual manner, to show the human side of what you do and to create a community around your brand., As a business, you want people to feel like they’re personally in your moment. You want them to feel like the content is just for them. Not selling, per se, but being a part of something that if you miss, you aren’t. That converts to trust, rapport, and feeling like you’re part of a “cool” group that’s privy to the information your business is broadcasting. That, ladies and gentlemen, is how you connect with clients by listening to them, without telling them how to do so.