If you’re not taking your Instagram Stories strategy seriously, you might want to reconsider. Recent research has found that users pay closer attention to content that can be seen only for a limited time.

In a series of 12 experiments, users:

• Recalled 9% more of the ingredients in a video recipe.
• Watched a Facebook video ad for 25% longer on average in Story format.
• Focused their eyes 5.76% more on key areas of a graphic when told they could only view it once.

Why? Similarly to how consumers are more willing to pay more for limited-edition products, the scarcity of disappearing content encourages us to consider it more closely.

Apply this insight by posting promotions, contests, and announcements to disappearing channels, like Instagram Stories.

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Heineken is celebrating 150 years of people absolutely butchering the spelling and pronunciation of the classic Dutch beer… or “the green bottle,” if you will.