# Momentary Marketing Brands capitalize on the ephemeral nature of emerging social media. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jun 3, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/temporary-marketing ## Key Figures - Trend score: 4.4/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Aug 7, 2014 to Nov 13, 2015 - Published: Jun 3, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Momentary Marketing trend ### 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. ### 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. ### 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. ## What the Momentary Marketing trend means for industry ### For 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 for Momentary Marketing Trend score 4.4 out of 10, from popularity 81%, activity 44%, freshness 8%. - Popularity: 81% - Activity: 44% - Freshness: 8% ## Examples of the Momentary Marketing trend 7 featured examples from Aug 7, 2014 to Nov 13, 2015. - [Activist App Campaigns](https://www.trendhunter.com/trends/report-without-fear): Amnesty International's Report Without Fear Campaign Utilizes Snapchat (Category: Marketing) Implication: The Report Without Fear campaign points to potential advancements in social media platforms to enhance user safety and support activism. - [Temporary 12-Hour Stores](https://www.trendhunter.com/trends/temporary-store): iZettle's Temporary Store Hosts Small Businesses for Just 12 Hours (Category: Marketing) Implication: Temporary retail spaces can help retailers test new markets and reach new audiences, and can also drive excitement and interest in the industry. - [Secretive Gaming Campaigns](https://www.trendhunter.com/trends/video-game-advertising): This Call of Duty Video Game Advertising Stunt Covertly Uses Snapchat (Category: Marketing) Implication: Disruptive innovation opportunity: Rethink advertising strategies to appeal to gamers and capitalize on their love for exploration and mystery. - [Viral News Services](https://www.trendhunter.com/trends/snapchat-and-vice): Snapchat and Vice Team Up in a New Business Experiment (Category: Business) Implication: The collaboration between Snapchat and Vice presents innovative opportunities for the social media industry, particularly in the realm of branded content distribution. - [Ephemeral Race Campaigns](https://www.trendhunter.com/trends/snapchat-marketing): Huawei's Snapchat Marketing Campaign is Staged Like a Race in Paris (Category: Marketing) Implication: Mobile technology companies can explore innovative ways to market their products on social media platforms like Snapchat. - [Secretive Party Campaigns](https://www.trendhunter.com/trends/undercover-games): Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party (Category: Marketing) Implication: Alcohol brands can create exclusive, immersive experiences for their customers through interactive social media campaigns. - [Melting Icy Coupons](https://www.trendhunter.com/trends/limited-time-coupon): McDonald's Limited Time Coupon Will Disappear in the Sun If Not Used Quickly (Category: Marketing) Implication: Opportunity for fast food chains to implement innovative coupon strategies to drive sales and boost customer engagement. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)