Disappearing Content on The Rise

A recent article by Forbes describes the rise of disappearing content like snapchat, instagram videos, and facebook live videos and contrasts it with the use of social media scheduling tools like buffer. They postulate that although disappearing content is on the rise businesses are slow to utilize it for marketing purposes and that scheduled posts still hold the majority.

https://www.forbes.com/sites/ryanerskine/2018/07/16/disappearing-and-real-time-content-is-on-the-rise-so-why-are-scheduling-platforms-doing-so-well/#32e333341024

On the other hand, Mark Schaefer writes that in Q4 2015 the number of people using private messaging apps surpassed the number of people on public social medial platforms.

https://www.businessesgrow.com/2018/03/05/future-of-social-media-marketing/

If privacy is driving growth in the social scene, how will marketers take advantage in the future? It would seem that a natural combination of the two would be disappearing messages over private messaging apps but that may be too intrusive or inauthentic. Privacy and marketing don't seem to mix. Marketers will have to be clever to break the formula for success in this space.