Today’s fast-paced digital environment has further transformed the way brands talk to and engage their audiences through social media. Among the various approaches deployed, ephemeral content through the channels that exist-Instagram stories and Snapchat, for example, is one of the most effective ways authentic and meaningful stories of brands are being crafted. Brands need to balance short-and long-form content strategies and find an overarching plan that maximizes engagement and can provide a value that lasts.