2021 SOCIAL MEDIA TRENDS: NOSTALGIC MARKETING
Last year has shown to rock the social media landscape. 2021 has brought unexpected changes that your business can use to its advantage. Over the next few weeks, we are going to dive into social media trends that your business should consider implementing. Some of the trends we will share with you may be foreign, while others you may have seen but with a new twist. Follow along with us as we make recommendations for your business digital strategy that will make your brand relevant this year.
We’ve already covered remixing and memetic marketing. This week, we are targeting your business’ audience emotions by using nostalgic marketing. In times of uncertainty or when things are not as they used to be, consumers look to connect with happier times. Distraction from current situations is what your audience seeks, so provide them with positive emotions relating to a time they remember as good and stable. As Hubspot puts it, “The appeal of nostalgia marketing is clear. It connects strong positive emotions to your brand, and gives it a sentimental boost.”
Analysis of the Nostalgic Trend
Studies show that as soon as the lockdown occurred in 2020, mentions of keywords to nostalgia or remembering the good-old-days increased significantly. According to Hubspot, mentions “shot up from a baseline of around 13M mentions to 24.4M (+88%).” Nostalgia marketing was used more during the 1920’s depression, the late 2000’s Great Recession, and your business should take a page from that marketing strategy. Hubspot suggests, “Connecting with positive memories from the past helps people disconnect from their current struggles. Connect that positive memory to your brand and that sense of positivity will build an emotional relationship with your consumer. You made them feel good, therefore they associate your brand as a good brand.”
Who Is Your Audience
You have to know who your audience is to determine how you will use nostalgic marketing. Referencing a GameBoy won’t have the same effect on a Baby Boomer as it will a Millennial. For nostalgia marketing to work, you have to discover your target audience. Once you know who your audience is, or where the range is, create a fun campaign that ranges between the 10-year bracket and keep it connected to your brand.
Research is Key
If you don’t fall into your main target audience generation, don’t be afraid to do some deep data digging! You want to know what was trending back in the “good-old-days” and what will connect with your audience. Think outside the box and don’t just stick to what was trending in your industry but also what was trending culturally. It’s easy to stick with items of the past, but consider foods, experiences, or even songs that can connect to your business and stir up nostalgia.
Make Old School Look Brand New
If your business has been around for years, or if your business is one that pushes new products consistently, consider reintroducing favorite products. It will be nostalgic to faithful customers as they see products they saw years ago, especially if it was sold out by the time they wanted to purchase it. This recommendation will also target your newer or younger audience since it will be introduced as a new product for them.
Future of Nostalgia Marketing
This year, you can expect marketing strategies to dip into nostalgic elements. Content and media will be presented more in old school ways. Hubspot even adds, “We may also see brands segment their audience further. Nostalgia marketing will only work for one generation at a time—we could see content themes being adapted to suit the targeted audience.”
Nostalgia is a powerful marketing tactic because it has something special to offer all customer groups. As Libby Margo from AutoPilot puts it, “Through nostalgia marketing, brands are able to invoke positive emotions from their audience, put their products in the spotlight, and generate more revenue and visibility.” If fitting to your business, implementing nostalgic marketing into your business social media strategy is a wise move for 2021.