Everyone loves a good throwback. ‘90s music, awkward teenage photos, or perhaps some retro ‘60s style—vintage is a great way to engage fans and followers on social media. Arguably, the most popular use is the ubiquitous theme day #ThrowbackThursday, or #TBT for short. Some leading marketers have been masters of using this popular trend. And it’s one that most any company—whether B2B or B2C—can use. In fact, according to a recent study cited on Entrepreneur.com, nostalgia makes people value money less and spend more.
So, what makes a good #TBT post?
Think old. Like, really old. The best throwbacks stir up feelings of nostalgia, so somewhere between five and 20 years is a great benchmark. You want a reference that people will remember but that’s far enough so that your audience will begin to reminiscence. Or post something that even surprises people how much things really have changed over time.
I think Fox’s hit show Empire recently missed the mark, especially since the show premiered in January. This throwback is too soon. So the #TBT reference to the first season’s plot just doesn’t work.
— Empire (@EmpireFOX) May 28, 2015
However, Bounce TV—a relatively new broadcast network with programming targeted to the black community—mastered the #TBT reference with a post that encouraged viewers to vote in a ‘90s sitcom battle. Viewers picked between their favorite characters, Jamie Foxx’s Wanda from In Living Color versus Martin Lawrence’s prolific caricature Sheneneh. And a little cherry on top: Martin Lawrence retweeted it.
— Bounce (@bouncetv) May 14, 2015
But what makes a good throwback for a company post?
Something that’s relatable to your audience and, of course, is organic to your business. It just has to be interesting, which in turn makes it shareable. Then people are excited to talk about not just your brand but their own memories.
Some vivid examples:
— Olympics (@Olympics) May 7, 2015
— Grand Hyatt New York (@GrandHyattNYC) March 5, 2015
— Ellen DeGeneres (@TheEllenShow) May 14, 2015
After you’ve mastered #TBT, try other nostalgic hashtags like #WayBackWednesday or #FlashbackFriday.