I find myself lost in my childhood, caught up in the preparation for an upcoming Trendstalks presentation on Nostalgia Marketing. This flood of past memories and brands has left me with an interesting question: What will nostalgia mean to this generation of social media ingrained children? Will their concept of nostalgia be different for mine?
Since Friendster (the precursor to Facebook) came into existence back in 2002, quickly followed by Facebook and Twitter, there are a significant portion of first year college students who have spent the majority of their lives active on social media.
The concept of being able to backtrack your digital footprint and view their entire social media history opens up a new avenue of nostalgia marketing: micro-nostalgia. Facebook and Twitter have already tapped into this new form of micro-nostalgia by launching birthday campaigns where users could watch and share a short video showing their Facebook memories; or their their tweet. Making your personal nostalgia associated with their brand, a vice-versa to how normal brand nostalgia operates.
Imagine having the ability to relive high school memories by backtracking your online behaviour, like a Billy path in The Family Circus, visiting past conversations with friends, laughing (or groaning) at the inside jokes you shared when you were younger. You could view your life when things were simple. At the press of a button you could instantly watch an Instagram or Vine video that you and your friends recorded while having the greatest snowball fight of your lives; or see who is the current mayor of the tree fort you built in the woods near your old house and turned into a Foursquare location. Will the novelty of traditional nostalgia fade with our growing ability to access historical content at a moments notice, will micro-nostalgia of our own online pasts become the future standard of marketing? Would you share your happiest childhood moment with the world in support of a favourite brand?