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Ever really feel like Hollywood is caught on rewind? Sequels, reboots, remakes — it is all a bit … nicely, repetitive.
And it is not as a result of Hollywood is unoriginal or out of concepts. It seems that we, because the viewers, crave the consolation of revisiting what we all know and love.
Barbie and Prime Gun? Sufficient stated.
I additionally observed that rewatch podcasts have been tremendous common these days and needed to grasp why. So, I dug into the entire “nostalgia bait” factor and talked to entrepreneurs to find what makes this pattern so sizzling.
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What’s a rewatch podcast?
The rewatch podcast is hosted by the solid members of a well-known movie, collection, or TV present that’s not operating. Hosts watch episodes or scenes collectively and chat about them.
Generally, administrators, writers, and different actors take part and make the episode much more thrilling. Probably the most fascinating components are behind-the-scenes tales that each fan enjoys.
As an illustration, do you bear in mind Pam and Angela from The Office? Jenna Fischer and Angela Kinsey launched a rewatch podcast, Workplace Women, again in October 2019. And by 2022, it was one of many top 10 most listened-to podcasts.
Each week, Angela and Jenna select one episode of The Workplace and spill all of the juicy secrets and techniques you by no means knew.
The podcast will get even higher with different Workplace actors like John Krasinski, Rainn Wilson, Ed Helms, and Brian Baumgartner. As an avid fan, I can’t get sufficient of the present.
So now that we all know what a rewatch podcast is, how does it tie into nostalgia? Nicely, first, we have to begin with a definition.
What’s nostalgia bait?
Nostalgia bait is a advertising and marketing technique that depends on fond recollections of the previous to promote one thing. It makes use of references or parts from popular culture, vogue, and even historic durations to set off constructive emotions that we now have about these instances.
The objective is to make you suppose, “Hey, I keep in mind that from once I was a child/teenager. What nice instances these have been!”
This good feeling could make you imagine the brand new product or media is nearly as good as the unique, even when it is not truly that distinctive or high-quality.
Listed below are a couple of examples of the nostalgia resurgence:
- Y2K vogue is again. In style kinds from the late Nineteen Nineties and early 2000s, like low-rise denims, butterfly clips, and chunky sneakers, are trending once more. Instagram and Pinterest are filled with it.
- Traditional TV reveals typically get rebooted or revived a long time later so followers can take pleasure in their favourite characters and tales once more. A very good instance is Fuller Home, which continues the story of Full Home with the one and solely Tanner household.
- We had Tremendous Mario on previous Nintendo consoles with easy graphics and loved the sport by which a bit man punched the packing containers along with his head. And nearly 30 years later, it is nonetheless right here! In a bit newer, more energizing look, 3D variations of Mario Bros convey wonderful video games, toys, and even a film. A person of fifty and a child of 5 each know who Mario is. How cool is that?
So, why is nostalgia bait so common?
“Nostalgia wraps us in a comforting blanket, and that’s why it really works,” says Digital Advertising Strategist Charles Lange.
And that is smart.
Nostalgia highlights constructive recollections and makes us need to relive these moments. Manufacturers perceive this and use the emotional connection to hyperlink their product with our recollections and “manipulate” us to purchase.
Julie Snow, content material advertising and marketing strategist at Big Leap, agrees and says that nostalgia-themed adverts and designs are extra favorably rated and might enhance a shopper’s willingness to pay extra.
She continues, “All people appears to need to return to a time interval that was a bit extra carefree than it might appear in the present day.”
Content material creator Tiffany Ferg factors out that even with blatant fan service or nostalgia bait, many followers eagerly eat it.
One of the best instance is the Imply Ladies Walmart industrial for Black Friday, which was an enormous growth.
Ferg questions what‘s fueling this nostalgia craze — audiences or the trade? She believes it’s each.
There is a large demand for nostalgic content material, translating to revenue, akin to via fan conventions, as soon as stigmatized however now profitable.
Rewatch Podcasts That Take Me Again
Moreover Workplace Women, listed here are a few of my favourite for rewatch podcasts. I’ll additionally dive into what makes the so attractive so you’ll be able to unlock the ability of nostalgia.
Faux Docs, Actual Buddies
This podcast by Zach Braff (J.D.) and Donald Faison (Turk) is a complete snicker riot. It’s a re-watch of the Scrubs present the place Braff and Faison present commentary and BTS insights into every episode.
They reminisce about filming, break down basic scenes, and interview visitor stars like Neil Flynn (the Janitor). Wanna watch it? Then I must warn you — prepare for some critical “Daaaang” moments.
What I like: Their real-life friendship makes the entire thing even funnier.
What manufacturers can study: Your hosts are arguably crucial a part of your present. If you wish to faucet into the ability of nostalgia, you’ll want individuals who lived via the period. Hosts with lived expertise will make the nostalgia really feel genuine.
Clueless Rewind
Clueless Rewind is a well-liked podcast by which hosts Alan Scott and Kerensa Cadenas take listeners again to the 1995 movie Clueless.
They analyze the style, the slang, and the life classes hidden beneath the Clueless exterior. This podcast completely bugs out with enjoyable and takes us again to one of the common ’90s teen comedies.
What I like: Interviews with solid and crew, serving up some juicy gossip.
What manufacturers can study: Generally, you’ll be able to’t snag a celeb to host your podcast. Nevertheless, you would possibly be capable of get some on-screen icons to hitch you for an interview. Particular company will help you overcome these limitations and make an amazing present.
Drama Queens
Bethany Pleasure Lenz, Hilarie Burton, and Sophia Bush, aka the Drama Queens themselves, are again collectively! They break down each single episode of One Tree Hill and share so many good secrets and techniques right here.
You’ll really feel such as you’re on espresso together with your besties and chat in regards to the good previous days. That’s the sensation it brings.
What I like: The subjects are so fascinating, so girly, and so completely coated that you just can’t cease listening.
What manufacturers can study: Take into consideration the references your viewers is aware of. Drama Queens appeals to listeners who not solely cherished the present however probably went to highschool when One Tree Hill aired. The hosts can then make references and jokes that folks of their viewers can relate to.
Welcome to Our Present
Welcome to Our Present is a hilarious podcast hosted by three real-life greatest buddies from the sitcom New Lady. In every episode, the trio rewatches an episode of New Lady and shares BTS tales and hilarious anecdotes.
They goof round, riff on iconic traces, play enjoyable video games, and easily make your day higher.
What I like: This is not only a straight replay. The hosts additionally share their private recollections, which typically convey a tear to my eye and typically make me snort-laugh out loud.
What manufacturers can study: A rewatch podcast doesn’t have to be targeted solely on an iconic tv present. You may add parts like video games or themed segments to maintain the present entertaining.
Different Examples of Profitable Nostalgia Bait.
Many manufacturers have been leaping into the nostalgia pool these days, however not each firm will get it proper. Listed below are a couple of campaigns that caught my consideration and gave me an genuine blast from the previous.
Converse: Chuck Taylor All-Stars — Restricted Version Pokemon Designs
I really like this genius collaboration of Converse with Pokemon that created restricted version Chuck Taylors that includes characters like Pikachu and Charizard. They even re-released a number of the older designs to have a good time the twenty fifth anniversary of Pokemon.
The consequence? The manufacturers mixed two issues extra of us cherished as a child and tapped into nostalgia bait.
Nintendo: NES Traditional Version
In 2016, Nintendo introduced the NES Traditional Version. This tiny console had 30 old-school NES video games and flew off cabinets.
It was nice for reliving childhood gaming recollections and introducing Tremendous Mario and Donkey Kong to new generations.
Nicely finished, Nintendo — retro gaming at its most interesting!
Barbie
The 2023 Barbie film sparked nostalgia for 2010s pop feminism. Social media was flooded with campaigns urging girls and ladies to share previous pictures and tales.
The film itself was a mixture of nostalgia and empowerment, although it sparked some considerations about benefiting from insecurities.
However regardless of the controversy, Barbie appears to have bounced again stronger than ever. Her affect isn‘t simply restricted to toys anymore. She’s in vogue and cosmetics, and impacting the entire trade.
How To Get Nostalgia Bait Proper?
It’s straightforward to get misplaced right here and make a nostalgia bait marketing campaign a complete fail, so I’ve the tricks to make your viewers really feel the nice and cozy fuzzies (the great variety) with out being tacky.
This is what you need to(n’t) do.
1. Nudge, don’t shout.
If you should shout “nostalgia” in your marketing campaign, you’re doing one thing improper.
Gently information clients as an alternative of overwhelming them with loud and too apparent adverts. Use cool particulars and nods to the previous that make individuals go, “Hey, I keep in mind that!”
In keeping with John Pennypacker, vp of promoting and gross sales at Deep Cognition, you should subtly incorporate previous references into content material for efficient nostalgia advertising and marketing.
He continues, “As a substitute of blatantly stating that your product is a ‘throwback to the 90s,’ use design parts, colour schemes, and even particular references in a extra refined and understated method. It will enable your viewers to really feel nostalgic on their very own phrases moderately than being advised what to reminisce about.”
2. Be genuine.
Genuine nostalgia is not nearly cashing in on recollections. It should honor the followers, the creators, and the tales themselves.
Individuals can simply see your makes an attempt to simply revenue from a pattern, so watch out.
I not too long ago watched an amazing NickyandCoco episode discussing whether or not nostalgia bait kills creativity and appears too salesy. They talked about how vital it’s to make it really feel actual.
Similar to with Marvel films — in the event you maintain doing the identical factor again and again, individuals get drained, says Nicky. It’s known as “superhero fatigue.”
This stat proves why it’s vital to maintain your unique content material contemporary by including authenticity, originality, and new angles. In any other case, the viewers curiosity could flop like this.
Right here’s a model that acquired it proper…
The Starvation Video games franchise does an amazing job of blending previous and new.
It brings again acquainted characters and locations from the unique books and flicks but in addition provides new twists and fascinating parts on a regular basis. This fashion, it retains each longtime followers and newcomers .
Getting It Incorrect
Utilizing nostalgia to become profitable as an alternative of telling story might be tremendous harmful. It could actually result in rushed sequels or diversifications that disappoint everybody.
That occurred with Sport of Thrones. It was wonderful (my favourite, truthfully), however then it ran out of books, and issues went downhill quick. The ending wasn’t what followers anticipated.
They rushed it, and it was apparent.
3. Add a contemporary twist.
Do not simply rehash the previous. Use the nostalgia as a springboard to introduce one thing contemporary.
As an illustration, Polaroid cameras, as soon as massively common, misplaced out to digital images in some unspecified time in the future. Now, they’re extra common than ever.
How did this occur?
Polaroids in the present day supply the classic pleasure of capturing a second and watching it develop in entrance of your eyes however with fashionable options — digital storage and on the spot sharing.
Instagram additionally has an amazing retro-modern method.
Its classic digicam filters add a grainy, old-timey really feel to your pictures, however you’ll be able to nonetheless edit and share them digitally.
Classes from each: Make basic kinds cool once more.
4. Do not focus solely on one viewers.
The most important mistake entrepreneurs make is focusing an excessive amount of on one kind of viewers, let’s say the 90s era, and focusing on them solely. It shouldn’t be like that.
It’s good to discover a steadiness on the right way to attraction to totally different generations.
Lee Moskowitz, director of development advertising and marketing at SmartPass agrees and emphasizes that the numerous nostalgia campaigns solely work for a portion of the viewers and might isolate others.
“There are a number of generations within the workforce, and your predominant decision-makers may very well be any of Child Boomers, Technology X, Millennials, and now Gen Z. If you’ll use nostalgia bait, be sure you’ve finished a full demographic and psychographic evaluation of your viewers and TAM; in any other case, it could do extra hurt than good,” Moskowitz says.
So, how can we goal totally different ages on the similar time?
Google’s Actual Tone marketing campaign from 2022 is an ideal instance. It offers with the issue of smartphone cameras not displaying darker pores and skin tones nicely.
The advert makes use of previous pictures and black-and-white film scenes that will help you notice how images has modified over time.
This particularly resonates with older generations and reminds child boomers of their previous snapshots from youth.
The marketing campaign additionally consists of selfies and younger individuals to draw Gen Z. This fashion, everybody sees “themselves” within the advert and understands why the Google Pixel 6 is one thing all of them would possibly want.
The Way forward for Nostalgia: Why It is Right here to Keep
Rewatch podcasts and all this nostalgia stuff are sizzling as a result of they allow us to revisit comfortable recollections. And this isn’t only a advertising and marketing fad that may disappear in some unspecified time in the future. It is going to be right here, and I really feel prefer it’ll be used greater than ever as a result of:
- It feels good, like consolation meals for our brains.
- Rewatch podcasts give us juicy behind-the-scenes information.
- Previous favorites are again, however cooler, fashionable, and easily higher.
And at last, right here’s the perfect tip to make your nostalgia bait marketing campaign work (thank me later):
Really feel it: “It’s Saturday morning. You’re on the sofa with colourful cereal, watching Pokémon. No worries. No grownup issues. Only a freedom and the best Cartoon Community present.”
Recreate that pleasure and feeling in your advertising and marketing, and you may win.
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