Ephe-what? Ok, let's start off with a vocab lesson. Ephemeral content refers to rich media that is only accessible temporarily, generally for 24 hours. Instagram Stories, Facebook Stories, Snapchat, Twitter Fleets and LinkedIn stories all are formats of ephemeral content. This kind of content lets marketers tap into their market's inner FOMO (fear of missing out). The fact that the content isn't going to be there tomorrow entices people to engage with the content ASAP.