#CommunityBuilding, #TikTok, #NostalgiaCore
Introduction
At Waratah Agency, we embarked on a unique ethnographic journey to delve into the Aussie Nostalgia niche on social media platforms, specifically TikTok and Instagram. Our aim was to understand and leverage the powerful emotional connection people have with nostalgic content, creating an engaging and vibrant community.
The Power of Nostalgia
Nostalgia holds a special place in people’s hearts, acting as a comforting link to simpler times. Recognising its universal appeal, we created ‘ABC3Archives,’ an online persona dedicated to sharing curated clips of old ABC3 shows, advertisements, and identifiers. Our goal was to offer a comprehensive collection of ABC3 nostalgia, serving as a one-stop destination for those looking to reminisce.
Methodology
We combined observational studies with extensive research to provide a well-rounded analysis of the niche. Our approach ensured that we remained fair and neutral, focusing on the genuine experiences and preferences of our audience. This helped us create content that truly resonated with viewers.
Challenges and Opportunities
Curating nostalgic content presented unique challenges and opportunities:
- Identifying Existing Content:
- We scoured YouTube playlists created by like-minded individuals, full of old ABC3 shows. Audience requests for specific content further shaped our posting strategy, creating a symbiotic relationship between us and our followers.
- Content Format:
- We developed a minimalist template for sharing horizontal TV footage on vertical platforms like TikTok and Instagram Reels. This design ensured that the content remained the centrepiece, enhancing the viewer’s ability to remember and engage with the nostalgic material.
Building a Community
One of the most rewarding aspects of our project has been witnessing the incredible power of nostalgia in creating a cohesive and engaged community. Our ‘ABC3Archives’ TikTok account, now boasting around 15,000 followers, has become a hub for shared memories and emotional connections. People frequently comment about how the clips trigger specific childhood memories, creating a strong and interactive community.
Platform Comparisons
We conducted a detailed comparison of community engagement between TikTok and Instagram. TikTok proved to be more effective in cultivating a sense of community, while Instagram struggled with lower engagement levels. TikTok’s algorithm appeared more equitable, providing smaller accounts with better visibility and fostering a more vibrant community.
Conclusion
Our ethnographic study on Aussie Nostalgia has shown how powerful nostalgic content can be in building engaged communities on social media. The insights gained from this project not only contribute to our understanding of social media dynamics but also offer practical strategies for content creators and marketers aiming to tap into the emotional appeal of nostalgia.
At Waratah Agency, we are proud of the success and impact of the ‘ABC3Archives’ project. It stands as a testament to our commitment to creating meaningful and engaging content that resonates with audiences and builds strong, connected communities.