Transient era

Snapchat started the idea of ​​"fleet" content. This content lasts for a set period of time (usually 24 hours) before disappearing into ether. Snapchat users alone create 1 million snaps a day. Other social media platforms have noted the popularity of Snaps and supported it with analogs such as Instagram Stories and Facebook's My Day.

In 2021, digital marketers will be creative to take advantage of the attention of consumers who are devoured by short-lived content. The structural drawback of short-lived content is that it is difficult to automate because it cannot be reused. However, there is so much attention to fleeting content that it cannot be ignored.