🤔 This Message Will Self-Destruct
WhatsApp now has one-time messages. These messages can only be viewed once and are then deleted—for both sender and receiver.
While I think messaging apps and features will play an increasingly large role in the space formerly dominated by traditional social media, I don't care too much about features and announcements like these. But what about one-time ads?
In traditional media these are nothing new, an ad run once in the Sunday paper is a one-time ad. But digital typically aims for a certain level of repetition to maximize the chances any one user sees the ad (and remembers the brand / message).
At the extreme you could set a frequency cap of 1, and maybe users who interact with it are your truly engaged audience. This could be interesting for a big flash sale you want to run as a quasi-secret. "Save 50% if you order today. But act fast, you'll only see this deal once!"
This makes me realize that I don't know if the big social platforms stop showing ads to users that click on them.* Or if that is an option. Guess I have a new rabbbit hole to go down.
*I assume lead gen ads will stop delivering to users that have completed the form. So you can use that format as a proxy for this idea.