When it comes to creating content during this pandemic, new doesn’t always necessarily mean better! Sure it’s wise to experiment with new content solutions to keep your audience excited for what the future holds but reminiscing the past through the use of nostalgia marketing is also a common technique used by brands to drive strong emotional responses in modern campaigns. So which one’s the key to success? It’s a mix of both.
Here are 4 reasons why your content mix should have
elements of the past and present.
1. Nostalgia is a hub for positive sentiments:
According to GlobalWebIndex, eight in 10 people occasionally experience feelings of nostalgia and with everyone going through hardships in this pandemic, your audience will be even more appreciative of the concept of reliving or even reimagining the joys of how times used to be before things dramatically changed.
2. Experimenting allows you to catch up on changing consumer demands:
Consumer demands are constantly changing as people navigate their way around living through Covid-19. And during this time of uncertainty, the brands that are most likely to succeed are the ones that are willing to step out of their comfort zone to be agile creators.
3. Nostalgia humanises your brand:
Because nostalgia is such an emotional tool, in order to implement it successfully in your content strategy, you have to humanise your brand and relate to your audience through shared human experiences. This gives your brand a real and authentic presence.
4. Experimenting allows you to tackle new challenges with new solutions:
Crises that concern your brand give you the opportunity to review and revise your current game plan. And with automation tools easily available for marketers today, experimental strategies are no longer a gamble because you can make calculated predictions for unexplored solutions.
Article written by Kyra Coleen, Head of Digital at CVP Group