Category
Lifestyle
Assisted Choices
Trend cluster
Category
Momentary
Marketing
Brands capitalize on the ephemeral nature of emerging social media.
4.4
Trend score
Trend
What is the Momentary Marketing trend?
Momentary Marketing: Brands aware of the ephemeral direction that social media is moving towards have redirected marketing efforts to follow suit. By using transient social platforms like Snapchat, or devising temporary marketing schemes, brands are appealing to a desire amongst people to consume smaller forms of content in a way that is both easy and efficient.
Trend themes
Themes within the Momentary Marketing trend
Three behaviours holding the trend together01
Ephemeral Marketing
Brands adopt the trend of ephemeral marketing by using transient social platforms or temporary marketing schemes to appeal to consumers' desire to consume smaller forms of content in a way that is both easy and efficient.
02
Secretive Ad Campaigns
Brands create interactive and exclusive ad campaigns that use Snapchat to target a younger and tech-savvy audience, making consumers feel like VIPs by unveiling clues for the themes, dates, and locations of events on Snapchat.
03
Viral Content Distribution
Media entities and brands collaborate and use Snapchat Discover to introduce editorial content to a new and younger audience, which allows distribution of their content and increases brand following on the social platform.
Industry implications
What the Momentary Marketing trend means for industry
Where the trend changes the playbookFor
Social Media
Ephemeral marketing and viral content distribution are trends that influence the social media industry, providing opportunities for businesses to use transient platforms and exclusive ad campaigns to target younger and tech-savvy consumer segments.
For
Marketing
The trend of ephemeral marketing and exclusive ad campaigns provides an innovative solution for companies to promote their products and services by creating urgency and exclusivity around them, ultimately attracting a larger audience from social media platforms.
For
Media
Viral content distribution provides a strategic solution for media entities and publishers to distribute editorial content, diversify their audience, and increase their brand following on social media and online platforms.
Trend signals
Trend signals for Momentary Marketing
Trend score 4.4 out of 10, from popularity 81%, activity 44%, freshness 8%.
Popularity81%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Momentary Marketing trend
7 featured examples from Aug 7, 2014 to Nov 13, 2015CategoryMarketing
Activist App Campaigns
Amnesty International's Report Without Fear Campaign Utilizes Snapchat
The Report Without Fear campaign points to potential advancements in social media platforms to enhance user safety and support activism.
CategoryMarketing
Temporary 12-Hour Stores
iZettle's Temporary Store Hosts Small Businesses for Just 12 Hours
Temporary retail spaces can help retailers test new markets and reach new audiences, and can also drive excitement and interest in the industry.
CategoryMarketing
Secretive Gaming Campaigns
This Call of Duty Video Game Advertising Stunt Covertly Uses Snapchat
Disruptive innovation opportunity: Rethink advertising strategies to appeal to gamers and capitalize on their love for exploration and mystery.
CategoryBusiness
Viral News Services
Snapchat and Vice Team Up in a New Business Experiment
The collaboration between Snapchat and Vice presents innovative opportunities for the social media industry, particularly in the realm of branded content distribution.
CategoryMarketing
Ephemeral Race Campaigns
Huawei's Snapchat Marketing Campaign is Staged Like a Race in Paris
Mobile technology companies can explore innovative ways to market their products on social media platforms like Snapchat.
CategoryMarketing
Secretive Party Campaigns
Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party
Alcohol brands can create exclusive, immersive experiences for their customers through interactive social media campaigns.
CategoryMarketing
Melting Icy Coupons
McDonald's Limited Time Coupon Will Disappear in the Sun If Not Used Quickly
Opportunity for fast food chains to implement innovative coupon strategies to drive sales and boost customer engagement.
