Copywriting Trends: Nostalgia? That’s Hot.
Wanna know a cute copywriting trend that's going round? Nostalgia Marketing. I know you've seen it; think brands jumping on early 2000s, 90s aesthetics, grainy photo filters looking like they've been pulled straight from a 1997 Dolly mag.
GUESS WHAT, I fucking love it. I am all over this be-arch.
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Nostalgia is all about emotion and pulling on the unseen heartstrings of your clients and customers - who doesn't remember their first Tamagotchi? Cause I sure do, it was a My Baby and I loved it so much I slept with it under my pillow.
Your messages connect with your audience on a baseline level that tells them, "I know what you know, I was there too." Yea, it's cute, but it's also building trust and invoking some hardcore marketing psychology. It's comforting (our brains love familiarity).
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how to do it
NOSTALGIA COPYWRITING TREND
Wanna jump on it? (Quick before it's not cool anymore lol).
✿ Pick a decade (or 2, I don't care, I'm not gonna judge)
✿ Figure out shared memories
✿ Filter it through your brand's vibe
✿ Use it to push your message and Points of Difference
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WHO’S IT FOR?
Can we all jump on trends? Isn't that like, against brand rules? Naaaa fuck that, it works for heaps on brands. Cause your actual Brand Strategy doesn't change, your vibe doesn't change, but your “packaging” does. You become part of the in joke, instead of standing on the outside all awkwardly selling your wares. It's FUN ok? Don't listen to the haters.
It's great for skincare, cosmetics, FMCG, creative/content brands - basically if your brand has any kind of Creator or Rebel vibe to it, it's likely going to work (and for these guys it can form an ongoing brand voice really easily).
will it be weird?
Nope. Think of your brand like someone walking into a party. Your core personality doesn't change…you are who you are. You'll laugh about stuff, talk about stuff, and like the stuff you like, no matter what party you're at.
But if someone's talking about the latest band you like, you'll jump into the convo. If someone reminisces over their Tamagotchi dying cause their Mum took it away from them at the dinner table, you'll cry with them.
You're not selling your soul, you're infiltrating the cult. I mean what?
