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 mentioned.
I additionally seen that rewatch podcasts have been tremendous standard currently and wished to grasp why. So, I dug into the entire “nostalgia bait” factor and talked to entrepreneurs to find what makes this pattern so scorching.
![Download Now: Free State of Marketing Report [Updated for 2024]](https://no-cache.hubspot.com/cta/default/53/db725f24-564c-483b-a28c-2d6ff9986516.png)
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.
Typically, 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.
For example, do you bear in mind Pam and Angela from The Workplace? Jenna Fischer and Angela Kinsey launched a rewatch podcast, Workplace Girls, again in October 2019. And by 2022, it was one of many high 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, trend, and even historic intervals to set off constructive emotions that now we have about these occasions.
The purpose is to make you assume, “Hey, I do not forget that from once I was a child/teenager. What nice occasions these had been!”
This good feeling could make you consider 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 trend is again. Well-liked types 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.
- Basic TV exhibits generally get rebooted or revived a long time later so followers can get pleasure from their favourite characters and tales once more. 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 during which a bit man punched the bins along with his head. And virtually 30 years later, it is nonetheless right here! In a bit newer, more energizing look, 3D variations of Mario Bros deliver 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 standard?
“Nostalgia wraps us in a comforting blanket, and that’s why it really works,” says Digital Advertising and marketing Strategist Charles Lange.
And that is sensible.
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 Massive Leap, agrees and says that nostalgia-themed advertisements and designs are extra favorably rated and may increase 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 right this moment.”
Content material creator Tiffany Ferg factors out that even with blatant fan service or nostalgia bait, many followers eagerly eat it.
The most effective instance is the Imply Women Walmart industrial for Black Friday, which was an enormous increase.
Ferg questions what‘s fueling this nostalgia craze — audiences or the trade? She believes it’s each.
There is a huge demand for nostalgic content material, translating to revenue, reminiscent of by way of fan conventions, as soon as stigmatized however now profitable.
Rewatch Podcasts That Take Me Again
Apart from Workplace Girls, listed below 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 Medical doctors, Actual Mates
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 severe “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 by way of the period. Hosts with lived expertise will make the nostalgia really feel genuine.
Clueless Rewind
Clueless Rewind is a well-liked podcast during 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 crucial standard ’90s teen comedies.
What I like: Interviews with solid and crew, serving up some juicy gossip.
What manufacturers can study: Typically, you’ll be able to’t snag a star to host your podcast. Nevertheless, you may be capable to get some on-screen icons to hitch you for an interview. Particular visitors will help you overcome these limitations and make an important 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 along with your besties and chat concerning 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 liked the present however seemingly 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 finest buddies from the sitcom New Woman. In every episode, the trio rewatches an episode of New Woman and shares BTS tales and hilarious anecdotes.
They goof round, riff on iconic strains, 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 generally deliver a tear to my eye and generally make me snort-laugh out loud.
What manufacturers can study: A rewatch podcast doesn’t must be centered solely on an iconic tv present. You’ll be able to 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 currently, 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 outcome? The manufacturers mixed two issues extra of us liked as a child and tapped into nostalgia bait.
Nintendo: NES Basic Version
In 2016, Nintendo offered the NES Basic 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 executed, Nintendo — retro gaming at its best!
Barbie
The 2023 Barbie film sparked nostalgia for 2010s pop feminism. Social media was flooded with campaigns urging girls and women to share previous photographs and tales.
The film itself was a mixture of nostalgia and empowerment, although it sparked some issues about taking advantage of 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 trend 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 nice type) with out being tacky.
This is what you must(n’t) do.
1. Nudge, don’t shout.
If you want to shout “nostalgia” in your marketing campaign, you’re doing one thing fallacious.
Gently information prospects as an alternative of overwhelming them with loud and too apparent advertisements. Use cool particulars and nods to the previous that make individuals go, “Hey, I do not forget that!”
In line with John Pennypacker, vp of selling and gross sales at Deep Cognition, you want to 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, shade 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 reasonably 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 lately watched an important NickyandCoco episode discussing whether or not nostalgia bait kills creativity and appears too salesy. They talked about how necessary it’s to make it really feel actual.
Identical to with Marvel films — in case you preserve doing the identical factor time and again, individuals get drained, says Nicky. It’s referred to as “superhero fatigue.”
This stat proves why it’s necessary to maintain your authentic content material recent by including authenticity, originality, and new angles. In any other case, the viewers curiosity could flop like this.
Right here’s a model that bought it proper…
The Starvation Video games franchise does an important job of blending previous and new.
It brings again acquainted characters and locations from the unique books and films but in addition provides new twists and fascinating parts on a regular basis. This fashion, it retains each longtime followers and newcomers .
Getting It Mistaken
Utilizing nostalgia to generate income as an alternative of telling a very good story may be tremendous harmful. It could actually result in rushed sequels or diversifications that disappoint everybody.
That occurred with Recreation 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 recent.
For example, Polaroid cameras, as soon as massively standard, misplaced out to digital images sooner or later. Now, they’re extra standard than ever.
How did this occur?
Polaroids right this moment supply the classic pleasure of capturing a second and watching it develop in entrance of your eyes however with trendy options — digital storage and immediate sharing.
Instagram additionally has an important retro-modern strategy.
Its classic digicam filters add a grainy, old-timey really feel to your photographs, however you’ll be able to nonetheless edit and share them digitally.
Classes from each: Make basic types cool once more.
4. Do not focus solely on one viewers.
The largest mistake entrepreneurs make is focusing an excessive amount of on one sort of viewers, let’s say the 90s technology, and focusing on them solely. It shouldn’t be like that.
You want to discover a steadiness on enchantment to completely 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 may isolate others.
“There are a number of generations within the workforce, and your major decision-makers might be any of Child Boomers, Era X, Millennials, and now Gen Z. If you’re going to use nostalgia bait, be sure you’ve executed a full demographic and psychographic evaluation of your viewers and TAM; in any other case, it may possibly do extra hurt than good,” Moskowitz says.
So, how can we goal completely 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 exhibiting darker pores and skin tones nicely.
The advert makes use of previous photographs and black-and-white film scenes that can assist you understand 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 may want.
The Way forward for Nostalgia: Why It is Right here to Keep
Rewatch podcasts and all this nostalgia stuff are scorching as a result of they allow us to revisit blissful recollections. And this isn’t only a advertising and marketing fad that may disappear sooner or later. 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 data.
- Previous favorites are again, however cooler, trendy, and easily higher.
And eventually, right here’s the most effective 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 good Cartoon Community present.”
Recreate that pleasure and feeling in your advertising and marketing, and you may win.
