Category
Lifestyle
Assisted Choices
Trend cluster
Category
Disappearing
Chat
Social media sites are introducing features to delete user content and messages.
1.5
Trend score
Trend
What is the Disappearing Chat trend?
Disappearing Chat: As social media continues to be a primary tool in daily communication, apps are fighting to be the top choice for consumers' online chats. To appeal to consumers, these platforms are introducing new features that automatically erase messages and posts after a specified time, enabling online activity to be temporary.
Insight
The consumer insight behind the Disappearing Chat trend
The permanence of what users post on social media has caused a lot of controversy among consumers, leaving many to discuss the importance of being mindful online. Social media sites are responding by offering less permanence and more privacy controls to allow users to experiment and be more impulsive with what they choose to share.
Trend themes
Themes within the Disappearing Chat trend
Three behaviours holding the trend together01
Disappearing Social Media Content
Social media platforms are introducing temporary messaging and post features to increase user privacy control and experimentation opportunities.
02
Social Media Chat Features
Social media platforms are updating their chat features to enhance user experience, including customization options and simultaneous viewing while video calling.
03
Temporary Social Media Posts
Social media sites like Twitter and Instagram are introducing temporary posting options, allowing users to experiment with more interaction without the pressure of permanent content.
Industry implications
What the Disappearing Chat trend means for industry
Where the trend changes the playbookFor
Social Media
Companies in the social media industry can explore temporary content and messaging features, customization options, and privacy controls to enhance user engagement and competition with other platforms.
For
Technology
Developers in the technology industry can create apps that prioritize fun and experimentation opportunities through temporary content features and engaging chat options.
For
Marketing
Marketers can leverage the trend of temporary social media content to boost the authenticity and FOMO-driven value of campaigns, maximizing engagement and reach through a sense of exclusivity for a limited time.
Workshop question
How can your brand cater to consumers' desire for privacy in your products or services?
Trend signals
Trend signals for Disappearing Chat
Trend score 1.5 out of 10, from popularity 25%, activity 11%, freshness 9%.
Popularity25%
Activity11%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Disappearing Chat trend
4 featured examples from Mar 20 to Nov 17, 2020CategorySocial Media
Disappearing Social Media Text
Instagram Confirmed It is Testing a New Text Messaging Feature
The disappearing text messaging feature allows marketers to create time-limited campaigns, driving urgency and engaging customers in a new way.
CategorySocial Media
Social Media Chat Updates
Instagram's DM Updates Feature Disappearing Messages
The messaging app industry can explore opportunities to integrate disappearing messages, customization features, and enhanced privacy controls to attract new users and retain exis…
CategorySocial Media
Disappearing Social Media Posts
Twitter Fleets Will Delete After 24 Hours
The trend towards temporary social media posts and privacy controls creates opportunities for social media companies to innovate and differentiate themselves from their competitor…
CategorySocial Media
Disappearing Chat Features
Facebook's Vanish Mode Makes DMs Temporary
The disappearing chat trend on platforms like Facebook Messenger presents opportunities for the social media industry to create new features and monetization methods.
