![]() The hyper-awareness of their status and future may be due to their above-average income, with this group being 40% more likely to be in the top 10% income bracket. This matches the boldness and innovation of the content they love. They’re also a group that care about their status.ħ in 10 say they like to stand out in a crowd, and over three quarters say that having the latest tech is important to them. 8 in 10 are aspirational individuals (Index 2.29), and they’re a very forward-thinking, motivated and career-focused group. While neither gender dominates this group, this audience is predominantly younger internet users: over two thirds fall in the 16-34 age range.īut despite their youth, “ephemeral content consumers” isn’t just shorthand for a generation.Ĭompared to the average Gen Zer, this audience is more than twice as likely to be considered cosmopolitan and technophilic. They’re aspirational, connected technophiles.Įphemeral content consumers are made up of both males and females, with a 52% to 48% split respectively. So who are this audience and what makes them tick? 1. It can paint an authentic, behind-the-scenes, more ‘human’ picture of a brand and their vision, while also creating a FOMO effect that drives up engagement through the illusion of exclusivity. Fast forward a few years, and a plethora of platforms have copied this format of fleeting content, including Instagram, Facebook and – gone but never forgotten – Vine.Įphemeral content has become central to many brands’ marketing strategies. Some internet users are frustrated by it, but we also a see large subset of consumers who are closely attuned to this type of content, eagerly seeking out the new and fresh.Īlthough there are platforms, like Twitter, that were built around the idea of short bursts of user and brand content, it was Snapchat that first managed to make a feature out of ephemerality.īuilt to capture momentary conversations in real life, Snapchat fast became the go-to platform for teenagers everywhere. doi:10.Ephemeral content characterizes the social media landscape.ĭerived from the Greek word ephḗmeros, it means “lasting one day” and refers to the fast-moving, short-lived nature of content and media we see today.Īs a concept, it ties in with shorter attention spans, faster news cycles, and how social algorithms push viral content to the surface and then bury it in the depths of our feeds. Can seeking happiness make people unhappy? Paradoxical effects of valuing happiness. Mauss IB, Tamir M, Anderson CL, Savino NS. Procedia - Social and Behavioral Sciences. The effect of perceived social support on subjective well-being. Whillans AV, Dunn EW, Smeets P, Bekkers R, Norton MI. Psychological well-being revisited: advances in the science and practice of eudaimonia. Positive psychology and gratitude interventions: a randomized clinical trial. A systematic review of the relationship between physical activity and happiness. ![]() Pursuing happiness: The architecture of sustainable change. Mood and cytokine response to influenza virus in older adults. L ink between healthy lifestyle and psychological well-being in Lithuanian adults aged 45-72: a cross-sectional study. Sapranaviciute-Zabazlajeva L, Luksiene D, Virviciute D, Bobak M, Tamosiunas A. Positive affect and biological function in everyday life. Emotional experience improves with age: evidence based on over 10 years of experience sampling. The keys to happiness: Associations between personal values regarding core life domains and happiness in South Korea. Washington (DC): National Academies Press (US). Subjective Well-Being: Measuring Happiness, Suffering, and Other Dimensions of Experience. Panel on Measuring Subjective Well-Being in a Policy-Relevant Framework Committee on National Statistics Division on Behavioral and Social Sciences and Education National Research Council Stone AA, Mackie C, editors. The neuroscience of happiness and pleasure. Ideal levels of prosocial involvement in relation to momentary affect and eudaimonia: Exploring the golden mean.
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