t first glance, it appears that Twitter users are sharing photos of their grandparents in their youth. I mean, it is crazy to imagine your grandparents may have actually had a life before you or your parents were born, *GASP*! But if you look closer, you’ll notice that these users are actually sharing photos of modern-day celebrities in a black and white or sepia filters. Now I'm cackling.
So why do we care?
This trend has been picking up steam in the past week but it did not come out of thin air. It reminds me of a meme trend that started in 2019, where users were sharing photos of celebrities and fictional characters joking that they would be telling their kids they were other cultural icons such as SpongeBob characters as BTS or Tyler the Creator as President Obama.
These two trends suggest that we idolize celebrities and cultural icons as we do our own grandparents and historical moments. At the current moment, these iconic movie and TV moments, as well as celebrities, are what fuel our conversation both online and offline. We want these moments to be remembered as drivers of our culture at the time when we were in our youth.
How can marketers capitalize on this trend?
While some meme trends pop up and fade out, trends that play on this feeling of nostalgia never seem to die. Just this past week, I’ve seen a resurgence of the “gonna tell my kids this was___” memes. Marketers can hop on this trend at any time to re-share their viral marketing campaign, iconic moment from their TV show, or a life-changing product.
Just be sure to slap on that black and white or sepia filter to achieve the full affect!
Some examples of this trend