Described as the "comfort food" of advertising, nostalgia marketing is tapping into the global yearning for a time when things were just - well, easier.
Needless to say, 2020 has been a relentless hot mess. With consumer confidence shaky at best, brands and businesses are getting creative when it comes to connecting and engaging with both new and existing audiences - and guess what? Nostalgia marketing is one of them.
What Is Nostalgia Marketing?
To put it simply, nostalgia marketing weaponises your favourite things about bygone eras - you know, the things that make you feel warm, fuzzy and comfortable. For Millennials, it’s often the best parts of the 90’s and can include anything and everything from certain occasions, foods, sensory outputs, celebrities and social situations.
Popular Netflix series “Stranger Things” is a homage to the 1980’s and repurposed an entire decade for audiences, whether they were reliving their youth or perhaps experiencing this period for the first time. Either way - nostalgia marketing is everywhere, you just might not realise it.
As an advertising strategy, the aim of the game is to make consumers simply feel good. Big brands like Nintendo and Microsoft have successfully nailed the “throwback” marketing pitch, and even Tourism Australia recycled the star power and sentimentality of “Crocodile Dundee” in their recent promotional campaign. While your brand or business may not have access to the same marketing budget as the above, there’s still plenty of reasons (and ways) to jump on the bandwagon.
What Are The Benefits Of Nostalgia Marketing?
The great thing about nostalgia marketing is that businesses of any size can embrace it, particularly if you have had a loyal fan or customer base for a number of years. It can be as simple as sharing a #FlashbackFriday post to your social media channels, but are the benefits worth it?
Make A Connection - If you are able to stop people in their scrolling tracks and pull on their heartstrings, then half the battle is one. Suddenly, you’re memorable, and have their attention - so don’t waste it.
Reward Loyalty - Whether you’ve been in business for a year or a decade, ideally you should have some returning customers by now. Sharing content that is nostalgic also acts as acknowledgement to your fan base, as they’ve stuck with you over time for a reason.
Promote Authenticity - Did you know that only 34% of consumers actually trust the brands that they use? Promoting the story of your brand humanises your marketing efforts, and reminds audiences that you’re more than just a website or Instagram account.
Showcase Your Experience - If you have something to feel nostalgic about, then there’s a high chance that you’ve been doing it long enough to warrant the sentiment. With time comes experience, and this is something that can’t be faked - and customers know that.
Need Help With Producing Nostalgic Content?
Nostalgia marketing involves content creation, strategy and harnessing the power of social media. However, producing your own quality, consistent and on brand content takes time, effort, experience and resources - and you’re not alone if you can’t quite commit to that. Avoiding content marketing all together may actually be doing your brand a disservice, but thankfully - investing in a solid content marketing strategy has never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as social media posts, blog articles, videos and even animated Instagram stories.
We believe that this model means we can produce high quality content in faster than normal delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up - and so do we - meaning that your digital content is always consistent.If you aren’t quite sure where to start on your content marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.