Stories vs. Posts: The Effectiveness of Ephemeral and Permanent Branded Content
(A2024-119871)

AUTHORS

Alexander Mafael, Stockholm School of Economics; Ammara Mahmood, Wilfrid Laurier University; Stefan Bernritter, King's Business School; Oguz Acar, King's Business School

ABSTRACT

In the evolving landscape of social media advertising, the efficacy of advertising content is contingent upon its integration into the user experience and the audience's responsiveness. This study delves into the growing prevalence of ephemeral content, exemplified by "social media stories," which disappear within 24 hours. Ephemeral content, characterized by authenticity and spontaneity, resonates with users in the moment, offering brands unique opportunities for engagement. However, the transient nature of ephemeral content raises concerns regarding user control over content consumption. In contrast, permanent content affords users control over their consumption and the ability to revisit content. This study employs a multimethod paradigm, incorporating observational data from an influencer marketing agency and a controlled experiment to study consumers’ response to ephemeral (vs. permanent) ad content and sheds light on perceived control as the underlying mechanism.