The lasting value of ephemeral content: How brands use Instagram and Snapchat for brand building

Anne Field

Details how brands can Instagram and Snapchat for brand building and provides advice on how to best approach marketing on these platforms based on success from brands that have done it.

When the marketing team at watchmaker Daniel Wellington started getting serious about Snapchat in 2016, there was trepidation. "The app seemed like a marketer's nightmare," says Christopher Löfgren, the brand's director of social content. While the social media platform is a hit with younger users, the app's story function, which allows users to share short videos and still images, all of which disappear in 24 hours, is for marketers a constant source of pressure. Not only must they build content with a remarkably brief shelf life, it often works best when done using the app's photo filters to give content...

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