Consider this, we’re all engaged with our smartphones. Wether we are checking our Instagram, Facebook, Snapchat, Kik (insert your favorite social app here) to see what our friends are up to the need to communicate and connect is engrained in our DNA. We are completely and utterly hooked on the ephemeral moment.
1. Connecting Instantly
Why do we feel that compelling urge to connect instantly? There is a good read on Techcrunch on the debate of Ephemeral vs. Perpetual Messaging. One of the points that stood out was this, “This desire for these apps comes from the unnatural state of current online social communication. In real life, all communication happens within a context and people only have a limited identity in that context.” So what does this mean? In the setting of all these social apps the goal is to create an extension of your personality to continually exist wether you are present or not. Your digital persona is alive and present in the digital context of the app.
2. Oversharing of the moment.
Another topic that is currently centered around this category of apps is the element of oversharing. Teens have a much higher propensity to overshare without realizing that in the future, an employer will find out what they did in high school. These apps leave a digital footprint that while claims of the traces of your kick ass summer party are gone this may not always be the case. That fleeting moment that disappears gives a false sense of privacy and security on the users end. Compound that by friends who screen-grab and post to other social sites and you’ve got a good chance that your ephemeral moment isn’t going to be only seen by those closest to you.
3. You can be who you want to be Online…
Take a look at the chart below on this post about how messaging app Kik is claiming higher engagment than Snapchat at 200 million registered users. The numbers are skewed towards a younger demographic of high school aged students. But really look at that the key metric here which is the amount of time spent within the app at 39 minutes (on Kik). On average between the 3 major messaging apps presented you have users spending on average 27 minutes sharing pictures, videos, gifs, links and silly doodles.
This is more than enough time to curate an outward facing person that will show people what you want them to know about you. This creates a narrative that not only engages but creates that value to you as a brand. The minute we don’t want to use it or grow out of that demographic you can easily delete your traces and start fresh on another social network of your choosing.
In essence you are creating an illusion that you can always get out of whenever the moment strikes.
Tags: Chat, Chat Apps, Cloud based streaming, disappears, ephemeral messaging, Facebook Messenger, kik, messenger apps, mms, Photo Sharing, Picscast, Private Photos, secret, snap, Snapchat, talk, whatsapp, yik yak
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