Ephemerality in Social Media: Unpacking the Personal and Social Characteristics of Time Limit Users on WeChat Moments

Social media platforms increasingly give users the option of ephemerality through settings that delete or hide posted content after a set period of time. Many individuals apply these settings to manage their posting history and, in turn, reduce concerns about self-presentation. Despite the growing popularity of this feature, few studies have empirically explored it. This study examines the Time Limit setting on WeChat Moments as an example and investigates how users using the Time Limit setting differ from nonusers in terms of personal characteristics (demographics, personality traits, psychological factors, and previous behavioral patterns) and social characteristics (audience size and audience diversity). Compared with nonusers, users using Time Limit setting scored significantly higher on posting frequency and privacy setting use and scored significantly lower on audience size. We also examine how personal and social characteristics vary between user groups with different degrees of ephemerality (i.e., low, medium, or high). Our findings show that users using the Time Limit setting who scored higher on measures of life changes, self-monitoring, posting frequency, and audience size and lower on perceived stress were more likely to opt for the low (i.e., 6months) rather than the medium (i.e., 1month) or high (i.e., 3days) degree of ephemerality. Our work contributes to the understanding of ephemerality settings on social media platforms and provides insights that help practitioners design more effective platforms.