Nostalgia Works

One misconception about content marketing is that material should always be fresh, informational or newsworthy. Sharing old content or "reposting" is generally frowned upon in a world where new information pops up and spreads like wildfire.

Disney's Facebook fan page is a great example of how this isn't always true. Rather than share promotional news or info, the brand capitalizes on its rich history by posting screenshots of classic Disney movies. A screenshot can generate up to a hundred thousand Likes and thousands of shares and comments.

Cinderella, 1950

Dumbo, 1941

The Princess and the Frog, 2009

Nostalgia works because in today's digitized and fast-paced world, consumers seek the comfort and familiarity of "the good ol' days" when things were simpler and more reliable. Social media marketing doesn't necessarily have to be hip, trendy or new--tapping into an existing fan base's loyalty can be just as (if not more) powerful.

Other brands that use nostalgia in content marketing:

Coca-Cola shares fun trivia about its history

Oreo utilizes Facebook Timeline's Milestones function

Volkswagen takes fans on a drive through memory lane

Til then,
Mae

Related links:
How Disney violates a content marketing rule. To great effect.
How nostalgia in marketing helps brands sell
Nostalgia surge in Marketing