Key Questions About Social Media in 2019

Three ways healthcare marketers can leverage ephemeral content for social media platforms are:

1. Drive Campaign Buzz: Snapchat continues to dominate bite-sized content, but over 250 million Instagram users now use Instagram Stories every day. Instagram has launched new features to enhance story creation including everything from story filters, GIFs, emoji polls, and Spotify songs to raise awareness and drive social buzz for specific campaigns.

2. Create Bite-Sized Organic Patient-First Content: More and more marketers are doing away with creating highly produced, scripted content and shifting to capture and share personal real-time moments published on Snapchat, Instagram Stories, and Facebook Stories. Not only can brands create more content this way, but this bite-sized content drives more engagement and receptivity from audiences who want to connect with patients like them in a more personable way.

3. Harness the Power of Micro-Influencers: Micro-influencers invest in building authentic relationships with their followers. They act more like a friend versus sharing scripted content that’s mass shared by other influencers. The level of personal content that’s shared by micro-influencers, especially around health conditions, is something that healthcare marketers can leverage for building disease state awareness campaigns and broadening the reach of their core message to a largely relevant audience.