Short-Lived, Long-Lasting Impact: A Study On Ephemeral Contents’ Role in Consumer Behaviour and Brand Building

The rapid advancement of technology and the digital space is proliferating short-lived content, fueling the rise of ephemeral content. This type of content typically disappears within 24 hours, creating a sense of fear of missing out (FOMO), driving immediate interaction, and enhancing audience engagement. In today’s fast-paced world, where instant gratification is highly valued, ephemeral content has carved out a unique space in digital marketing. This study explores how brands leverage ephemeral content marketing as a catalyst for growth, fostering urgency among consumers and influencing their purchasing behaviour. Using a mixed-method approach, it examines how this strategy shapes consumer decision-making and patterns of impulsive purchasing. Furthermore, this study explored key insights into audience behaviour, highlighting how real-time engagement is a crucial factor in sustaining user interest. As ephemeral content continues to rise, it presents a powerful opportunity for brands to interact with customers via polls, live Comments and Q&A, and stories to create deeper consumer connections and maximize marketing impact.