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EMAC 2021 Annual Conference

Ephemeral Social Media Content - Remember after Seeing instead of Burn after Reading

Published: May 25, 2021


Valerio Stallone, ZHAW School of Management and Law; Sandro Koller, ZHAW School of Management and Law


Ephemeral social media content, a type of Social media content that takes on a central function in social media, refers to content that automatically disappears from social media platforms (like Instagram) after a certain amount of time. Currently, this format is used by more than 500 million users every day. Using Instagram Stories Ads, advertisements can be placed in the same format. The aim of this study is to find out which content and elements of Instagram Stories ads appeal to certain target groups of a large Swiss sporting goods manufacturer along the notorious marketing funnel used by the sporting goods manufacturer. Various Instagram stories ads of a large sporting goods manufacturer were tested by means of an online experiment with regard to their suitability for the different phases of the marketing funnel: Three recommendations for action for the design and area of application of so-called "ephemeral social media content" were derived.