2014 Is Back: 3 Content Ideas For Brands To Tap Into The 2014 Revival
The return of trend cycles is a phenomenon that both baffles and amazes me. Some call it the nostalgia pendulum, where fashion and socials trends seem to resurrect in a new way every couple decades.
The cyclical nature of trends allows the past to inspire the present. It allows a new generation to experience past trends with a modern twist.
Like clockwork, the 2014 LA aesthetic is back. Everybody say thank you to Addison Rae for catapulting society ten years back; she posted in fur coat, tights, shorts shorts OVER the tights, and the people were obsessed with it.
With the resurrection of 2014 fashion (*in a Carrie Bradshaw voice*) I can't help but wonder... have we brought back 2014 social media?
What is the 2014 Aesthetic?
The 2014 aesthetic is so simple, yet so nostalgic. Some key elements that define the year are; an iPhone 4, King Kylie and her pastel pink hair, pastel colors in general, faux fur, oversized scarves, flannels, mustaches*, The Hunger Games, John Green books, Lorde and G-eazy on repeat, EOS chapstick, leopard print, corded headphones, doc martens, American Apparel, and Vine (rip <3).
*Can we have a moment of silence for those who got a mustache tattoo in 2014…
Social Media Trends in 2014
The 2014 aesthetic extended beyond fashion into not only the editing style of photos on social media, but also the way we approached social media.
Such an iconic era of Instagram if you were able to experience it. Users often opted for vintage filters or in-house filters on Instagram, saturation, vignette, white borders (both for aesthetic and purpose), and hashtag trends such as #MCM and #WCW.
We used to use white boarders around an image when Instagram’s only ratio option was 1:1, but we wanted our followers to see the whole picture. 😭
2014 Social Media in 2024
Google Trends shows that the search, "2014 Aesthetic" has peaked multiple times in the last 90 days, the latest breakout surge being Feb 23rd!
This data demonstrates that Gen Zers and Gen Alpha’s are increasingly interested in reminiscing about and reviving mid-2010s internet culture. They may be curious about what the internet world was like pre short-form video, micro-influencer, FaceTune, AI domination.
A big difference between how social media has progressed into present day mirroring 2014 is the rise of community and organic posts. If you’re the type to pay attention to the visual aesthetics that creators lean toward on social platform, then you have probably noticed that Instagram users have steadily shifted from overly aesthetic-focused to a more humanistic approach.
Over the years, Instagram aesthetics have changed. Looking back at the perfect puzzle grid of 2018 makes me cringe but as Kendall Jenner says, “this was the vibe at the time”!
The similarities between 2014 and 2024 creators are STRONG; the balance between selfies, scenery, and friends draws you in and makes you feel connected to the creator. This allows greater connections between themselves and their followers which in turn fosters higher engagement rates!
In turn, looking at the posts from a creator in 2018, it feels forced. Clearly this individual put mass amounts of effort into the curation of it the grid, and objectivity it’s great! However, what value is this providing me as a viewer? How am I supposed to differentiate a post that I want to refer back to if the feed is blended into one? And how am I supposed to know what to click into if none of the posts give me a preview?
Tapping Into Nostalgia Social Media Content
Nostalgia marketing is a powerful trend that brands are leveraging in their social media strategy. As this article explains, nostalgia marketing "involves using references to the past to evoke a positive emotional response from customers."
As this article discusses, nostalgia marketing is effective because it reminds consumers of simpler, happier times. It provides comfort and familiarity amidst constant change. Brands that successfully tap into nostalgia see higher brand loyalty, engagement, and sales. ↴
3 Content Ideas (+ 1 Bonus Idea) for Brands to Tap Into the 2014 Revival
Brands can tap into the rising 2014 aesthetic trend on social media in a few key ways:
Create a static post or Instagram Reel with a vintage, faded filter reminiscent of 2014 Instagram (TikTok has great 2014 filters). Add borders or a Polaroid-style white frame for extra nostalgia. Show products in a 2014-esque setting.
Example: Let’s imagine a small lip care brand. One iconic product from 2014 was an EOS lip balm. You want to pull viewers in with the nostalgia of EOS chapstick and then circle those emotions back to present day. I’d suggest making a Reel with creative copy overlaid, and b-roll of EOS and their product. Something like, “Remember those pastel EOS chapsticks from middle school? This is her older sister.”
Curate a playlist on Spotify or Apple Music featuring popular artists and songs from 2014 for followers to enjoy.
Example: A local record shop could pull popular albums the era, think Lorde, G-Eazy, Lana Del Ray! Post a creative shot of the albums, throw an in-app Instagram filter, and add a vignette edge for the cherry on top. Curate a 2014 reminiscent playlist on Spotify and Apple Music. Post your photo with a call-to-action in the comments to listen to the playlist and come into the shop for “10% off” all albums released in 2014!
P.S. include G-Eazy’s song ‘Lady Killer’ because it’s popping OFF on TikTok surrounding the rise in 2014 nostalgia content
Launch a social media giveaway to prompt users enter by engaging with the post or encouraging users to post something 2014-reminiscent and tag the brand to enter.
Example: Let’s use a quirky notebook/journal company, Papier. During 2014, Gen Z and Millennials were probably experiencing teenage angst and venting in a journal once every six months. Looking back a decade later, it’s likely entertaining to read what was relevant and important to you in 2014 vs. 2024. Papier should prompt users to make a short video (TikTok/Reel) reading an excerpt from the journal for the chance to win a giveaway of 5+ journals, stationary cards, desk accessories, and more. This brings in the 2014 nostalgia of reflecting on who you were in that era and the consistent relevance of journaling even a decade later.
Bonus Idea for A Large Brand: Partner with an influencer who was popular on social media in 2014 for sponsored #Throwback posts on their accounts. Work with them to recreate their iconic 2014 content in a modern way.
Example: I NEEEEED a brand to partner with Bethany Mota, immediately. Bethany was a YouTuber known for her routine videos, like an “After School Routine”. A huge trend on TikTok and Instagram Reels is creators showing their “5pm to 9pm after their 9am to 5pm”. A skincare brand should sponsor a 2014-inspired video incorporating their products into her nightly routine.
In case we haven’t met, how rude of me to yap for this long without introducing myself.
👋🏼 Hi! My name is Kate, and I’m a social media marketer specializing in social strategy and content creation for founders who want to level up on TikTok and Instagram.
Be sure to save this blog post and if you’re feeling extra inspired, check out my Instagram where I share my tips to help business owners like you level up their socials! (Orrrr if you’re more of a hands-off kind of person, I offer full service social media management packages, see HERE for more info)
Xo your wannabe Carrie Bradshaw,
Kate
