Module 6 Mini-Assignment: Reflection on Ephemeral Narratives

Sterre Koelewijn

I analyzed an Instagram story posted by a company that sells fresh tea, gemstones, and tarot cards. The story lasts 7 seconds but is rewatchable and is part of the "post your unemployed pet" challenge. This temporary story lasts for 24 hours, making it an effective tool for engagement (Wakefield, 2024). The story features an image of a black cat in a sleeping position, with stickers that include the name of the challenge and the phrase “stress-free superstar.” There is also a box at the bottom showing other users who have joined the challenge. The lighthearted and relatable “unemployed pet” challenge likely enhanced engagement by creating a sense of connection and approachability. While it didn’t directly promote a product, its playful tone reinforced brand identity and encouraged interaction. Ephemerality allowed users to express themselves more freely in intimate settings (Wakefield, 2024) while also driving immediate engagement through a sense of urgency (Barnea et al., 2023; Kim & Kim, 2023). This effect was especially relevant in a challenge format, where spontaneity encouraged participation. Although temporary content can limit audience expansion (Wakefield, 2024), the challenge structure counteracted this by making it easy to share through private messages and reposts. By aligning with consumers’ hedonic and social goals, this interactive approach strengthened brand-consumer bonds and demonstrated how ephemerality can be leveraged for long-term loyalty (Wakefield, 2024).

 

This narrative made me realize the role ephemeral content can play in digital communication. It showed me how short-lived content can foster genuine connections and engage audiences in a way that feels immediate and personal. It was interesting to see that companies don’t always need to use ephemeral media for direct promotion. Instead, it can be a highly effective tool for brand building and reaching both new and existing audiences. The story demonstrated how companies can use lighthearted and fun content to create a more relaxed, authentic interaction with followers without the pressure of a traditional sales message. It’s clear now that ephemeral media isn’t just about short-term visibility; it can also create lasting connections, both for companies and also personal.