What is Ephemeral Content in Social Media?

Ephemeral content is any type of post, photo, or video that disappears after a short time, usually 24 hours. The best examples are Stories on platforms like Instagram, Facebook, TikTok and Snapchat. Once that time limit is up, the content is gone, unless you save or highlight it. The word "ephemeral" itself means lasting for a very short time.

Examples:

• A café might post a quick Story showing today’s special.
• A small business might share behind-the-scenes clips or team updates.
• A creator might do a Q&A that only lasts for the day.

Why People Use It

Ephemeral content is popular because people tend to share things that are more casual, spontaneous, and “in the moment,” rather than highly polished or planned. This makes the content feel more authentic, quick, and personal.

Also, because it disappears fast, people are more likely to watch right away and get FOMO. This creates urgency and encourages people to act quickly (like joining a sale or event before it ends).