Ever really feel like Hollywood is caught on rewind? Sequels, reboots, remakes — it is all a bit … nicely, repetitive.
And it isn’t 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 High Gun? Sufficient stated.
I additionally seen that rewatch podcasts have been tremendous common recently and wished to know 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 forged 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. Essentially the most attention-grabbing components are behind-the-scenes tales that each fan enjoys.
As an example, do you bear in mind Pam and Angela from The Workplace? Jenna Fischer and Angela Kinsey launched a rewatch podcast, Workplace Women, 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 technique that depends on fond reminiscences of the previous to promote one thing. It makes use of references or parts from popular culture, style, and even historic durations to set off constructive emotions that now we have about these occasions.
The objective is to make you suppose, “Hey, I do not forget that from after I was a child/teenager. What nice occasions 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 isn’t truly that distinctive or high-quality.
Listed below are a couple of examples of the nostalgia resurgence:
- Y2K style is again. Common 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 stuffed with it.
- Traditional TV exhibits typically get rebooted or revived a long time later so followers can get pleasure from their favourite characters and tales once more. An excellent instance is Fuller Home, which continues the story of Full Home with the one and solely Tanner household.
- We had Tremendous Mario on outdated Nintendo consoles with easy graphics and loved the sport during which just a little man punched the packing containers together 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 superb 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 reminiscences and makes us need to relive these moments. Manufacturers perceive this and use the emotional connection to hyperlink their product with our reminiscences and “manipulate” us to purchase.
Julie Snow, content material advertising strategist at Massive Leap, agrees and says that nostalgia-themed adverts and designs are extra favorably rated and might 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 business 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 large demand for nostalgic content material, translating to revenue, akin to by fan conventions, as soon as stigmatized however now profitable.
Rewatch Podcasts That Take Me Again
In addition to Workplace Women, listed here are a few of my favourite for rewatch podcasts. I’ll additionally dive into what makes the so engaging so you possibly can unlock the ability of nostalgia.
Pretend Medical doctors, Actual Mates
This podcast by Zach Braff (J.D.) and Donald Faison (Turk) is a complete chuckle 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 have to warn you — prepare for some severe “Daaaang” moments.
What I like: Their real-life friendship makes the entire thing even funnier.
What manufacturers can be taught: Your hosts are arguably an important a part of your present. If you wish to faucet into the ability of nostalgia, you’ll want individuals who lived by 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 some of the common ’90s teen comedies.
What I like: Interviews with forged and crew, serving up some juicy gossip.
What manufacturers can be taught: Typically, you possibly can’t snag a celeb to host your podcast. Nonetheless, you may have the ability to get some on-screen icons to hitch you for an interview. Particular visitors may also help you overcome these limitations and make an awesome 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 outdated days. That’s the sensation it brings.
What I like: The matters are so attention-grabbing, so girly, and so completely coated that you just can’t cease listening.
What manufacturers can be taught: Take into consideration the references your viewers is aware of. Drama Queens appeals to listeners who not solely cherished 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 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 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 reminiscences, which typically deliver a tear to my eye and typically make me snort-laugh out loud.
What manufacturers can be taught: A rewatch podcast doesn’t must be targeted 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 recently, 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 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 reminiscences and introducing Tremendous Mario and Donkey Kong to new generations.
Nicely completed, Nintendo — retro gaming at its best!
Barbie
The 2023 Barbie film sparked nostalgia for 2010s pop feminism. Social media was flooded with campaigns urging ladies and ladies to share outdated photographs and tales.
The film itself was a mixture of nostalgia and empowerment, although it sparked some issues about making the most 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 style and cosmetics, and impacting the entire trade.
How To Get Nostalgia Bait Proper?
It’s simple 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 form) with out being tacky.
Here is what it’s best to(n’t) do.
1. Nudge, don’t shout.
If you could shout “nostalgia” in your marketing campaign, you’re doing one thing flawed.
Gently information prospects as an alternative of overwhelming them with loud and too apparent adverts. Use cool particulars and nods to the previous that make folks go, “Hey, I do not forget that!”
In accordance with John Pennypacker, vice chairman of selling and gross sales at Deep Cognition, you could subtly incorporate outdated references into content material for efficient nostalgia advertising.
He continues, “As a substitute of blatantly stating that your product is a ‘throwback to the 90s,’ use design parts, coloration schemes, and even particular references in a extra refined and understated method. This can enable your viewers to really feel nostalgic on their very own phrases slightly than being advised what to reminisce about.”
2. Be genuine.
Genuine nostalgia is not nearly cashing in on reminiscences. It should honor the followers, the creators, and the tales themselves.
Folks can simply see your makes an attempt to only revenue from a pattern, so watch out.
I lately watched an awesome 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.
Identical to with Marvel motion pictures — in the event you hold doing the identical factor again and again, folks get drained, says Nicky. It’s known as “superhero fatigue.”
This stat proves why it’s vital 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 obtained it proper…
The Starvation Video games franchise does an awesome job of blending outdated and new.
It brings again acquainted characters and locations from the unique books and flicks but in addition provides new twists and attention-grabbing 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 a very good story could be tremendous harmful. It may well result in rushed sequels or diversifications that disappoint everybody.
That occurred with Recreation of Thrones. It was superb (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.
As an example, 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 right this moment provide the classic pleasure of capturing a second and watching it develop in entrance of your eyes however with fashionable options — digital storage and immediate sharing.
Instagram additionally has an awesome retro-modern method.
Its classic digital camera filters add a grainy, old-timey really feel to your photographs, however you possibly can 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 sort of viewers, let’s say the 90s technology, and concentrating on them solely. It shouldn’t be like that.
That you must discover a steadiness on how one can attraction to completely different generations.
Lee Moskowitz, director of progress advertising at SmartPass agrees and emphasizes that the various 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 foremost decision-makers could possibly be any of Child Boomers, Era X, Millennials, and now Gen Z. If you’re going to use nostalgia bait, be sure to’ve completed a full demographic and psychographic evaluation of your viewers and TAM; in any other case, it might 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 displaying darker pores and skin tones nicely.
The advert makes use of outdated photographs 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 folks 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 sizzling as a result of they allow us to revisit glad reminiscences. And this isn’t only a advertising fad that may disappear in some unspecified time in the future. Will probably 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 very best 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 you will win.
