Author: Franz Malten Buemann

It’s an exciting time to be a marketer, but it’s also more complicated than ever before. There are more customers, more channels, and more opportunities to succeed and fail. But these are the challenges that marketers like Nick Runyon, CMO of PFL.com, thrive on.
PFL is a leading provider of tactile marketing automation and helps brands deliver special customer experiences by combining digital marketing efforts with physical direct mail. In the tactile marketing automation equation, gifts and swag plus great digital ads equals excellent customer memories. 
Nick recently appeared on the Marketing Trends podcast to talk about multichannel marketing. With two decades of marketing experience, he joined PFL in late 2019 — just in time for the tumultuous year that has been 2020. Here’s how he’s helped the company keep innovating as the marketplace has shifted to digital.

MAKE VIRTUAL ENGAGEMENT AS TACTILE AS YOU CAN

As everyone’s shifted to working from home, many B2B marketers’ prospects have dispersed. If your buyers are no longer in the office, how do you reach them? And once you figure out how to reach them, how do you create experiences that are engaging, valuable, and lead to reliable revenue streams for your company?
Zoom is one of PFL’s clients, and though millions of people are using the free version of Zoom, the company also has an interest in retaining paid customers. To help Zoom achieve this, PFL created customized, interactive landing pages and links that their sales team could send out on a one-off basis. 
Now, Zoom’s sales team sends those links to customers they’re interested in retaining. On the interactive landing page, the customer can explore the value they’d get from upgrading to a paid Zoom account, and choose from a list of customized swag kits to receive for free from Zoom — including items like drink coolers, webcams, microphones, and headphones.
Once the kit is delivered to the customer, Zoom’s sales representatives are immediately notified through PFL’s software, and they can follow up with an email or a phone call. By melding the physical and virtual worlds through gifts and ads, you can create truly compelling and personal experiences for your buyers.

PLUG SALES INTO THE MARKETING EQUATION

In our new all-digital marketing landscape, sales and marketing alignment is more important than ever. At PFL, it’s been really important for sales to plug into everything marketing is doing. The more they know about PFL’s customers, the more relevant their engagement can be. For example, if a customer’s profile says they’re a proud graduate of the University of Alabama and a big college football fan, sales teams can send them Crimson Tide-themed gifts. 
When you can give your customers the gift of a physical object that’s relevant and personalized to their interests, it shows that your marketing and sales teams are thinking about them and value their business. In Nick’s view, that’s a good place to be, and it sets your teams apart from less thoughtful or distracting marketing. 
But the gift doesn’t close the deal. What really matters is providing relevant service and delivering value to the right person with the right product at the right time. No matter how great your swag is, the customer experience across digital and physical channels is key.
MAKE YOUR MARKETING REMARKABLE
In B2B marketing, you have to generate real conversations, not just awareness. After all, it’s no good if a bunch of people know about your product but never talk about it together. To generate the conversations you need, your marketing needs to be remarkable. 
That’s where the value of a physical gift comes in. As Nick says, if there’s something in the room from your brand, that’s a conversation-starter. People want to know where the object came from and the story behind it — and that story has the potential to be a great story about your brand. 
Ultimately, a gift is never just a gift. It’s a storytelling device — especially now that almost every other form of marketing engagement has to take place digitally. A relevant, personalized gift has the power to tell an exciting story and set your brand apart. And with marketing automation, it’s easier to send those gifts at scale.
To get more insights about the power of marketing automation and relevant swag for your B2B buyers, listen to Nick Runyon’s episode of the Marketing Trends podcast.

Buyers don’t think like marketers or salespeople. Anyone who works in these departments can admit that. More importantly, buyers don’t think like each other either.
Each consumer follows their own set of buying patterns, whether they recognize it or not. For instance, someone who walks to work every morning may grab a coffee from the Starbucks on the corner — to them, that’s part of their routine. To Starbucks, that’s an established buying pattern.
But if this person happened to move neighborhoods, they’d likely establish a new routine (and buying pattern).

Buying patterns are important to recognize, analyze, and measure because they help businesses better understand and potentially expand their target audience. Buying patterns also fall in step with the customer journey, although they connect more with the psychology and motivations behind each stage.
In this post, we are going to discuss buying patterns and how to predict those of your customers.
What are buying patterns?
Buying patterns refer to the why and how behind consumer purchase decisions. They are habits and routines that consumers establish through the products and services they buy.
Buying patterns are defined by the frequency, timing, quantity, etc. of said purchases.
These patterns are determined by factors such as:

Where someone lives
Where they work
How much money they make
What they enjoy and prefer
What their friends and family recommend
What their goals and motivations are
The price of the product or service they’re interested in (and any active sales or discounts)
Any product displays
The necessity of the product or service
Festivals, holidays, rituals, or celebrations

For example, let’s say the customer mentioned in the introduction is named Robert. Robert’s coffee-buying pattern is one coffee every weekday morning, and this pattern is primarily influenced by where he lives and what he likes to drink.
Therefore, when Robert moves neighborhoods, he’ll likely choose a new morning routine (and establish a new buying pattern) that allows him to still snag that morning coffee.
So, in this case, why should Starbucks care?
Well, by understanding Robert’s buying pattern, Starbucks could better understand the buyer persona he represents, predict in-store traffic, and analyze how they could better market their products to similar customers.
Predicting Customer Buying Patterns
Many, many things influence a customer’s buying behavior and patterns. In the case above, Robert’s neighborhood and coffee cravings influenced his daily Starbucks routine, but that’s just one example of his buying patterns. Robert also has established buying patterns for his groceries, gym usage, clothing purchases, and more.
These types of purchases fall into four consumer behavior categories:

Routine purchases (e.g. weekly grocery shopping)
Limited decision-making purchases (e.g. a new salon recommended by a friend)
Extensive decision-making purchases (e.g. a new car)
Impulse purchases (e.g. a pack of gum at the register)

Buying patterns are present in all of these types of consumer behavior, but they’re most prevalent and predictable through routine purchases. (We’ll dive more into these types and examples in the following section.)
Marketers at companies in all these industries work to uncover and understand the buying patterns of their customers. Most buying patterns are established through the typical buyer journey: awareness, consideration, and decision.
When a pattern is established, however, the buyer then no longer has to become aware of their problem and consider a solution — they simply repeat the decision stage over and over, thus creating the pattern.
So, how can marketers and salespeople uncover the current buying patterns of their customers? The most straightforward way is to ask. Once you set a baseline of customer behavior and expectations, you can then start to predict their patterns — and those of similar shoppers.
Here are some questions to ask in a customer survey or focus group:

Why did you first purchase

?
Who in your household decided to purchase ? Does this person make all the buying decisions?
Where do you go when looking for ?
How long does it take to decide to buy ?
Do you buy other ? Why?
What’s your budget for ?
How far would you travel to buy ?

These questions help you understand the why and how behind your customer purchase decisions, thus uncovering their buying pattern as it relates to your product or service.
The most important takeaway about buying patterns is that they’re ever-changing. Not only do they differ between your customers and buyer personas, but they may also change as an individual’s life changes — as we saw above with Robert.
Customer Buying Pattern Examples
In the previous section, I outlined the four main types of consumer behavior. Below, I’ll unpack an example of a customer buying pattern for each of the types of consumer behaviors.
1. Routine Purchases
I mentioned above that routine purchases typically yield buying patterns. This is true because these patterns are the most prevalent and predictable.
For example, let’s say Betty goes grocery shopping every Monday morning after taking her kids to school. She buys many of the same items every week since her kids are young and prefer to repeat their favorite meals for dinner. Sometimes, she’ll splurge on an extra dessert or fancy coffee, but for the most part, she sticks to the same list.
On one Monday, her kids’ school is closed for maintenance. She has to take them to the grocery, vastly changing her grocery routine as her kids pull a variety of snacks and treats off the shelves. She decides to buy a few to placate her kids and treat them to a special day off.
This is also an example of how a buying pattern can be altered based on who accompanies the decision-maker.
2. Limited Decision-Making Purchases
Limited decision-making purchases are typically rendered through a trusted recommendation by a friend or family member. Because of the recommendation, the decision-maker doesn’t consider it to be a tough decision or feel the need to do much research. This type of purchase can actually be the catalyst for an altered buying pattern.
For example, let’s say Georgia has gone to the same hair salon for five years. She’s never disliked her services there, but when her friend mentions an amazing new salon that has opened down the street, Georgia is curious to try it.
When she goes, she is so impressed with the service that she decides to make it her new routine salon, thus altering her buying pattern due to outside influence or recommendation.
3. Extensive Decision-Making Purchases
Extensive decision-making purchases are usually those that are for expensive, seldomly-made purchases. These may include a new car, computer, or even a home. Because of their ticket size, there’s little room to establish a buying pattern between purchases.
However, some consumers are loyal to certain brands or stores. For example, let’s say Austin decides it’s time for a new car. He and his family have always owned Fords, so when it comes time to shop for cars, he doesn’t think twice about looking for a new Ford.
While he’s uncertain of what model he’ll buy (sedan versus SUV), he knows for sure that he’ll purchase a Ford vehicle, thus creating a buying pattern between his few-and-far-between car purchases.
4. Impulse Purchases
Impulse purchases are exactly how they sound — impulsive purchases made with little planning, research, or forethought. For this reason, buying patterns are hard to establish with these kinds of purchases.
However, one consistent factor in impulse buying is convenience; consumers often make impulsive purchases when they need something quickly or see something they (think they) need. The convenience factor of impulse purchases allows for buying patterns around location and proximity.
For example, let’s say Gio likes to add a little something extra to his takeout purchases when he orders on his food delivery app. He often changes where he gets food from, but he typically throws in an add-on (e.g. fries, a drink, or a cookie) when prompted before check-out.
In this case, there’s no buying pattern established in what Gio orders or where he orders from, but the app tracks his add-on purchases to analyze how often he makes impulse buys on the app. Then, they know to continue prompting those add-ons or perhaps increase the number of products listed.
Tools for Analyzing Customer Buying Patterns
Customer buying pattern analysis is all about analyzing customer behaviors, and there are plenty of tools that can help.
1. Google Analytics

Google Analytics provides a deep-dive view of your customers’ behaviors on your website. From traffic numbers to user demographics, Google Analytics can show you how your customers are interacting with your website. It can also help you establish baseline behaviors from which you can track patterns (or new behaviors that indicate breaks in patterns).
2. Facebook Audience Insights

If your audience is active on your Facebook Page, you can learn a lot about their behaviors and patterns through Facebook Audience Insights. These patterns may not always result in a purchase, but understanding how your audience behaves on social media can teach you how to optimize your social and other promotional content to better entice them to buy.
For example, if you see your followers engage the most on posts that ask a question, perhaps you start posting inquiries that relate to your product or service (versus blatantly promotional posts that don’t otherwise interest your audience).
3. HubSpot CRM

Here at HubSpot, we’re strong advocates of customer relationship management (CRM) tools. So much so that we offer a free one. Not only do CRMs help align your sales, marketing, and customer service teams, but they provide natural, seamless places to store and track customer behaviors — including buying patterns.
If you link your CRM to your register and/or ecommerce platform and track your customer’s purchases, it will quickly show you patterns in purchase frequency, timing, and more. All you have to do is stay diligent in your data collection.
4. HubSpot Service Hub

HubSpot Service Hub includes valuable Customer Feedback Software that can help you run surveys and collect insights about your customer buying patterns. The tool offers many pre-written and templatized survey options so you can dive right into gathering information around your customer behaviors and preferences.
For example, if you surveyed 25 known customers through HubSpot Service Hub, their answers and preferences would then be recorded in your HubSpot CRM, making it easier for you to track behaviors and establish buying patterns.
Buying patterns can tell you a lot about who’s buying from you and why. Use this information to better understand your customers, and fashion your marketing to match their expectations and meet them where they are.
To dig deeper, read our blog post on marketing psychology next.

HubSpot was founded during a time when people were under constant attack from aggressive outbound marketing tactics.
I’m sure nobody misses the unwanted ads, spam emails, and cold calls that used to interrupt their day back in the mid-00s.
Ad retargeting wasn’t a thing, so we all had to settle for repeatedly seeing the same ads for products we had absolutely no interest in.
Marketing has changed a lot since then. Thankfully.
Nowadays, companies have the ability to develop engaging advertising campaigns that complement their inbound strategies and speak directly to their audiences’ needs. The concept of journey-based advertising has been widely adopted and marketers can now create customized content for individuals at every stage of the buyer’s journey.
Targeting has become more sophisticated, meaning that ads are now less interruptive and more informative — so sophisticated, in fact, that that we now take for granted the quality of the ads we get served in our Instagram feeds and YouTube videos.
Dare we say it — in some cases, the ad suggestions are actually really useful: “Oh, hey ad for that new running watch that I didn’t know I needed but now am obsessed with.” There is still a lot of bad advertising and mediocre marketing out there, but it’s important to recognize just how far we’ve come.
But, as advertising capabilities have evolved, so too has the digital landscape. And that has created a host of new challenges for marketers.

Cutting Through the Noise
There’s more choice online now than ever before, and what was previously helpful has, in many cases, become noise. Where we were once served two ads a day for a new jacket, we’re now served 22. Where there was once three restaurants in the local area offering takeaway menus, there’s now 30.
In 2020, this trend has accelerated due to COVID-19, as more and more businesses have moved online and added to the ever-increasing competition for attention. This increased volume of noise is causing consumers to tune out, and customer acquisition costs to go up. And marketers are struggling to make an impact.

To overcome these new challenges, marketers need a new approach — one that allows them to adapt the way they advertise to how consumers like to buy.

Today, the buyer’s journey is rarely linear. Consumers now interact with brands on laptops and smartphones and via social media, websites, and third-party influencers on the path to a purchase. And they still expect a consistent brand experience throughout.
Nowadays, the only way advertisers can break through the noise online and deliver a seamless experience across multiple touchpoints is with extreme relevance: both in terms of content and location.
Relevant messaging is the key to grabbing consumers’ attention, engaging them, and guiding them to the next stage of the buyer’s journey. The first step towards delivering this is meeting the audience where they are. With over four billion people worldwide now working from home, consumers’ purchasing behavior and content consumption habits are changing rapidly.
In the U.S., staying home has led to a 60% increase in the amount of content consumed — Americans are now watching roughly 12 hours of media content a day, according to Nielsen data. Knowing where an audience is paying attention is as important as knowing what messaging is likely to resonate.
Once a marketer understands where their target audience is spending their time, the next challenge is to create ad content that addresses their needs in an engaging way and is tailored to whichever stage of the buyer’s journey they are at.
For example, if a prospect is at the attract stage, an ad that helps them become more familiar with a brand name and core value proposition would probably perform much better than a niche ad that highlights a specific new feature. That type of ad would likely work better with audiences that are much closer to a purchase decision and comparing the feature sets of different products.
However, most companies today are struggling to deliver the type of relevant, engaging ad content that resonates with consumers. And, in most cases, the cause can be traced back to a disconnection between their marketing, website, and sales efforts.
When these elements aren’t working in unison, it becomes extremely difficult for marketers to get a clear view of where prospects are spending their time and which stage the buyer’s journey they are at. This makes it virtually impossible for them to deliver relevant messaging and leaves them with little choice but to resort to those dated outbound tactics I mentioned earlier.
In 2021, the secret to delivering better advertising lies in marketers’ ability to unlock the data at their disposal and leverage it to deliver hyper-relevant messaging and a unified buying experience.
At HubSpot, we call it ‘CRM-powered advertising.’
A Data-Driven Approach to Advertising
CRM-powered advertising enables marketers to create more relevant, engaging ads for prospects in three key ways:

By providing them with up-to-date customer data, which allows them to understand their audiences’ preferences and purchase intent.
By giving them reliable reporting based on holistic customer data, which provides insights into what’s working and what’s not.
By enabling them to automate their ads based on live CRM data, which allows them to continually deliver relevant ads as prospects move to different stages of the buyer’s journey.

Let’s take a look at an example.
Say you’re a demand generation specialist working at a B2B company. Competition is rising in your industry and you’ve seen a decline in the number of qualified leads coming from your ads each month. You know that a more targeted and personalized approach is needed. And you turn to CRM-powered advertising.
As a first step, you create a different campaign for each stage of the buyer’s journey. For the attract stage, for example, you use data in your CRM to create a lookalike audience based on your happiest customers. This will be your target audience. You know that your company’s security features are a key differentiator in the market so you create ads that highlight that aspect of your value proposition.
Because the target audience you’ve created is reflective of your best customers, you get a high percentage of click-throughs. This leads prospects towards the next stage of the buyer’s journey, where they get the opportunity to download an ebook to learn more about your company’s products and services. Your software gives you the ability to create custom fields on the download form, which helps you to gain more granular preference data, and ultimately, get to know your prospects better.
You have set up your campaign to automatically route these new leads to your sales team, and because you’re working out of a shared CRM, you see a number of prospects move into the “demo” stage of their journey.
Again, using your CRM data, you sync these lifecycle stages to the display network you’re using, which automatically begins to serve a new set of ads to prospects based on the next stage of their journey. This allows you to deliver hyper-relevant messaging that addresses the pain points that are specific to prospects who are on the verge of making a purchase decision, such as social proof from happy customers.
As deals close, you then use attribution reporting to see exactly which new customers engaged with your ads and report to your leadership team on the number of deals your CRM-powered strategy influenced.
How to Get Started With CRM-Powered Advertising
HubSpot’s Marketing Hub is built to enable marketers to launch CRM-powered advertising campaigns and deliver a seamless experience for prospects — from the first time they see an ad to the moment they become a customer and beyond.
It offers ads tools that allow marketers to build deeply segmented audiences, serve different ads for different stages of the buyer’s journey, and precisely measure the performance of every campaign — all informed by rich CRM data.
Advertising has come a long way since the days of interruptive, irrelevant, and irritating content that once dominated our screens. A new era is unfolding — one in which consumers expect relevant messaging across every touchpoint and in which companies must find new ways to cut through the ever-increasing volume of noise online.
A CRM-powered advertising strategy, driven by a CRM platform built with this purpose in mind, empowers marketers to not only gain deeper insights into their customers’ needs, but to turn those insights into engaging content with the potential to delight prospects at every stage of the buyer’s journey.

Following the success of Instagram Stories, Facebook Stories, Snapchat, and now LinkedIn Stories, Twitter’s finally launched its own story feature.
It’s called Twitter Fleets.
The launch of Twitter Fleets comes after a successful pilot which began nine months ago. In March, Twitter began testing the feature in Brazil and continued to add other countries to its pilot until unveiling the feature in the U.S.
But, how does Fleets work and how might your brand leverage it in your marketing strategy? We’ll walk you through everything we know so far below.
Fleets, or fleeting tweets, are similar to Instagram Stories. Like Instagram’s layout, Twitter users who have Fleets will see a bar with circular Story icons from each account above their Twitter feed.

From their homepage, a user can tap on a circular Fleet icon to see what an account posted in their Fleets area.

Unlike tweets, the text, video, or photo published shows up in a vertical format, similar to Instagram Stories. But, if you like the Tweet format, you can also share a one in a Fleet to draw more attention to it, like McDonalds does below:

 

How to Use Twitter Fleets
1. Tap the circle with your face in it in the Fleets bar. Like Instagram and LinkedIn Stories, the Fleets bar is above your feed and your Fleet icon will be on the right side, as seen the first screenshot shown above.  
2. Create your content.

Also similar to other story platforms, you’ll see a simple camera screen where you can take a picture, film a video, upload content from your camera roll, or create a Fleet with a basic background color and text comment.

3. Add text and descriptions.

Once you’ve designated your content, you can tap “Aa” to add text, the color icon to change the color of the text, or the ALT icon to add an alt-text description for those with screen readers.

4. Publish your Fleet.

When you’re done, you can simply tap “Fleet” in the upper right-hand corner to publish what you’ve created.

The Motivation Behind Twitter Fleets
Because Fleets disappear after 24 hours, just like Instagram Stories, Twitter says it’s aiming to see if its ephemeral content will promote deeper and more personal conversations on the platform.
To make Fleets even more “personal,” other users cannot retweet or share the link to them. Twitter users can also only reply to Fleets via direct message.
When Twitter started its Fleets pilot, the company surveyed some of the first beta testers. As expected, most who used Fleets said they felt more comfortable publishing more personal thoughts or opinions than they’d publish in standard tweets. This was because the users knew that this content would eventually disappear.
“We hope that those people who are not usually comfortable with Tweeting use Fleets to talk about the reflections that come to their head,” said Mo Al Adham, a Twitter product manager explained, in Twitter’s announcement.
Twitter Fleets also signifies yet another move social media platforms are making towards embracing ephemeral content.
While disappearing video, text, and Stories might’ve sounded like gimmicks back in the earlier days of social media, ephemeral content features are increasingly common in today’s online landscape.
Although Fleets might not be the center of brand strategies just yet, you can still begin identifying potential ephemeral content that could ultimately work on the platform. Below, I’ll highlight a few commonly used ephemeral tactics that could boost brand awareness on Twitter Fleets. 
How Brands Could Use Twitter Fleets
1. Publishing Limited-Time Offers
Want to sell out a lot of one product quickly? Or, offer a promotion to your most engaged Twitter followers? One great way to do both of these things could be using Fleets to promote temporary sales, offers, or coupon codes.
Since Fleets only last for 24 hours, users won’t be able to find the codes or promotions forever. That could mean that these audiences might feel a sense of urgency to make a purchase, use a given coupon code, or just visit your website to learn more about your product.

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2. Hosting Daily Giveaways
Along with posting about short-term sales and coupon codes, Fleets — and other Story platforms — could be great places to promote giveaways. With a Story-like platform, you can include more text, video, and photo about the products you’re giving away and explain the rules of your giveaway within multiple pages.
While you can announce a giveaway in standard tweets, all of this information might have to be published in multiple posts or a thread due to Twitter’s character count limitations. And, because Twitter’s feed is so fast-paced, you’ll likely need to post more than once to get a large number of contest entries in a limited time.
With a platform like Fleets, you’ll not only be able to post multiple pages of tweets in the same Fleet story, but your content will also appear in the Fleets area above a user’s feed. This might mean that there’s less risk in your contest announcement being buried by tweets from other accounts.
Additionally, because Fleets and Stories only last for 24 hours, viewers might feel a sense of urgency. Like with coupons or sales, audiences might want to enter your contest, view your entire Story, or go to your website before the Fleet disappears.
To give you some added inspiration, here’s an example of a contest that a brand once ran on Instagram Stories:

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3. Embracing Live Events on Social Media
Want to leverage live events or short-term news in your social media marketing strategy without it clogging up your Twitter profile? Consider covering the event with ephemeral content. That way, when the event is over, users focus back on your overall brand and business.
In this example below, the NBA’s Instagram Story featured coverage of the Toronto Raptors parade in Ontario, Canada. At this point in the Story, a Raptors team member took selfies with the rapper, Drake.

4. Interacting With Loyal Fans
While Twitter’s highly public platform already allows brands many opportunities to find and interact directly with fans, Fleets could also be a helpful tool for this.
On Instagram and Facebook Stories, you might regularly see content where brands ask users to DM them questions or content. Then, a brand might create a Story with user-generated quotes, images, or videos. This tactic makes users who participated feel like the brand cares about their thoughts. Meanwhile, an interactive Story like this allows other audiences to see that the brand appreciates its most engaged followers.

Aside from question-and-answer interactions, you could also go one step further by publishing Fleets with user-generated content from customers or fans. One brand that frequently does this on Instagram Stories and Facebook is Planet Fitness. In the story below, they highlight fitness journey photos sent to them by their actual customers:

Not only does this Story allow loyal Planet Fitness fans to contribute to the brand’s social media content, but it also allows prospects to see how real people have benefited from the gym’s services.
5. Offering Behind-the-Scenes Content
Most of us know that people love seeing behind-the-scenes content from celebrities, athletes, and influencers on Instagram Stories, Facebook Stories, and Snapchat. But, research shows that consumers also enjoy behind-the-scenes material from brands.
While tweets offer brands a platform to create quick well-worded posts or publish heavy-lift content, Fleets could allow brands to show audiences behind-the-scenes content or insights that make them look more authentic and relatable. This is something we’ve seen brands frequently do on their temporary Instagram Stories.
In the Story below, the New England-based Caffe Nero highlights a Barista of the Year competition that it holds with its staff every year. The Story highlights how Caffe Nero baristas are dedicated to serving customers and shows off an authentic piece of the restaurant’s company culture that many customers might not know about.

5. Informing Audiences About Complex Industry Topics
When you craft a tweet, you need to sum up your message in 280 characters or start a thread. But with Fleets or other social media Stories, you can add further information or insight with photos, videos, or multiple pages of text. This could allow brands to offer Twitter users a stronger variation of valuable, easy-to-create content that isn’t limited to tiny tweets, pricey marketing videos, or time-consuming live streams.
Here’s an example of how HubSpot discusses more complex industry topics via Instagram Stories. While you might not be able to add the same level of imagery to Fleets content, you could potentially leverage multiple pages of text in a similar way.

Navigating Ephemeral Content
Can content that disappears really leave an impression? Well, if Snapchat, Instagram, Facebook, LinkedIn, and Twitter have taught us anything — the answer to that question is, “Yes!”
While ephemeral platforms are a new and exciting opportunity, it does take creativity and brainstorming to create content that will grab your audience in a memorable way.
To get better acquainted with key ephemeral content tips and strategies, check out this introduction to the content type. Then, learn more about how major brands are leveraging current ephemeral platforms like Instagram Stories, Facebook Stories, and Snapchat.
Editor’s Note: This blog post was originally published to cover the Twitter Fleets pilot in May 2020, but was updated in November 2020 for comprehensiveness and freshness.