Rockers, ravers, goths and grunge. Since the turn of the century, we’ve been in cycles of reference to what came before. Here, HypeFactory’s Daria Belova shows how nostalgia took over social media.
For firms working with influencers who understand the power of imagery, nostalgic themes are becoming more popular as a marketing strategy. But what’s the aesthetic appeal of the past? And why is it so powerful, especially in influencer marketing?
Understanding nostalgia
For marketers, nostalgia is a powerful ingredient because it’s an emotional shortcut to audience.
Nostalgia marketing evokes people’s nostalgic memories to link the past to the present. Whether through music or other symbols, nostalgia takes us back, often to times and memories we remember fondly.
Importantly, though, nostalgia can also target groups who don’t have their own memories of the eras or events in question. Although most of gen Z don’t remember the nineties, for example, research has found …