Nostalgia Works!
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You’re a millennial and you see an Instagram video about that typical 00s outfit that reminds you of the school dances you dressed up for. Wonderfully recognizable, you forward it to your oldest friends. You’re a Gen Zer and you recognize yourself in a TikTok video of someone playing a nice R&B song from the 90s and saying it reminds her of parents dancing in the living room when she was little. Wow… that’s exactly the song your parents danced to. Just forward it to your mom.
What happens above is exactly what the social media platforms want to happen. Recognition that makes telemarketing data the viewing time long and interaction: forwarding, tagging someone in the comments or saving the video. That is why nostalgia works on social media . Get into the head of your target group and use your content on that which feels ‘own’ to them. Because who doesn’t like a bit of nostalgia?
Why nostalgia works so well
Nostalgia evokes strong emotions, and emotion is the key to engagement on social media. Emotions are caused by memories, certain music, TV shows or environments. And Gen Z and millennials (the largest target groups on social media) have a need for this now , because the world and future do not look as bright search engine optimization mails as for previous generations. Thinking about the past is a nice escape and brings positive emotions with it.Reaching Gen Z and Millennials on Social Media?.
This emotion helps you to
A convey brand messages more powerfully and it increases engagement. Brands can use nostalgia to common sense in link building create a deep connection with their target audience, which leads to more interaction and loyalty. So it certainly doesn’t only work on social media, but can also be used for the entire brand strategy.