People Pay More Attention to Disappearing Content - Carney
The Daily Carnage

People Pay More Attention to Disappearing Content

If you’re not taking your Instagram Stories strategy seriously, you might want to reconsider. Recent research has found that users pay closer attention to content that can be seen only for a limited time.

In a series of 12 experiments, users:

  • Recalled 9% more of the ingredients in a video recipe.
  • Watched a Facebook video ad for 25% longer on average in Story format.
  • Focused their eyes 5.76% more on key areas of a graphic when told they could only view it once.

Why? Similarly to how consumers are more willing to pay more for limited-edition products, the scarcity of disappearing content encourages us to consider it more closely.

Apply this insight by posting promotions, contests, and announcements to disappearing channels, like Instagram Stories.

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