The younger generation is leading a shift towards authentic, fleeting content on social media, where sharing is conversational rather than curated.
Almost 32 percent of global Instagram audiences are aged between 18 and 24 and 30.6 percent are aged between 25 and 34, underscoring the influence of younger users.
Major brands are shifting marketing budgets to ephemeral content, which is 72% of all content formats, indicating its growing importance.
Ephemeral content leverages the urgency of its fleeting nature, prompting immediate action from consumers through flash sales and sneak peeks.
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