When it comes to content creation, we’re all chasing that golden moment. The scroll stopping, share worthy catalyst that makes a viewer think about something they’ve not thought about for a while. It’s called nostalgia, and based on our latest research at Pepper, it’s not just a warm, fuzzy feeling, it’s a high performance driver across influencer marketing, organic social, and even paid social strategies.

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We surveyed over 600 respondents globally across Gen X, Gen Z and Millennials, looking into how people engage with legacy entertainment brands online.

The Power of Emotional Connection

Nostalgia isn’t passive. It’s active, sticky, and super shareable. Over 70% of respondents said that they engage with content because it reminds them of a shared memory or inside joke. This emotional link doesn’t just make them smile, it makes them save, share and shop.

In fact, when asked what type of content performs best, nostalgic posts took the lead on social platforms, beating out traditional product ads or even influencer collabs on some channels. Across Instagram, TikTok, and YouTube, vintage visuals and collectible storytelling were the MVPs.

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Influencer Marketing Meets Childhood Feels

Influencer marketing isn't just about who has the biggest following anymore, it’s about who has the realest story. More than half of the audience told us they’re more likely to trust a creator who genuinely grew up with the brand. Authenticity > reach. Influencers who geek out over pastel plushies or still have their 90s lunchbox are gold!

But that doesn’t mean brands should sit back. A hybrid approach, combining brand created content with influencer led storytelling was the most trusted format. So whether it's a dreamy flat lay of collectible toys or a chaotic TikTok haul, both sides of the content coin matter.

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Content That Clicks (and Converts)

Let’s talk about outcomes. While impulse buying from influencer content is rare (only 14%), 64.8% save product based posts, 59.6% share them with friends or family and over 50% head straight to the brand’s website to search for the product. This means nostalgia isn’t fluff, it’s a full funnel force.

Platform native content that blends emotion with information with winning. Think short form videos that make you laugh out loud and carousel posts that pair memories with merch. Whether you're pushing a campaign via organic social or boosting it with paid media, nostalgic themes give you double the engagement and triple the heart emojis.

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