by
Tim Babiak
In late 2021, I shared a photo on social media that unexpectedly blew up, getting far more interaction than I anticipated. After being cooped up during the pandemic, I was eager to return to photography, so I reached out to a model I had worked with, Mari Boggio, and another photographer friend, Kelli Oseen. Kelli lived in a casita on a few acres about an hour from my place. Her property had a good variety of interesting outdoor spots we could use to avoid being indoors and risk sharing germs. One of the concepts we decided on was to try to recreate the iconic Farrah Fawcett poster immortalized by American photographer, Bruce McBroom, in 1976.
For those who are old enough to remember, this poster was “the” poster of the day. In fact, it sold six million copies in the first year and went on to sell twelve million copies, making it the best-selling poster of all time. I found a red, one-piece swimsuit as well as a similar Mexican serape on Amazon to support the image. Mari visited a hair and makeup artist, Kate Valentine Garcia, to get the styling vibe in place prior to the session. Mari was great on-camera, and we quickly got what we were looking for.
When I posted the final image to social media, I was shocked at the response. The image was fine – it was good but nothing spectacular – but the likes and comments came pouring in with the most common comment was something like, “I had that poster on my wall back in the day!” These comments were curious because, with 12 million posters sold, the image had become ubiquitous. In fact, in the 1977 movie, “Saturday Night Fever,” the character Tony Manero (played by John Travolta) had this poster hanging in his room next to a photo of Al Pacino. Given the ubiquity of this poster, I wondered why so many people reacted to it with such emotion.
I reflected on these reactions and realized I had similar reactions to other vintage types of photos I had posted including a retro pinup, the old Hollywood style of George Hurrell, and iconic stars like Marilyn Monroe. In all cases, my images were good, but they never quite matched the high standards of the original photos I was trying to replicate.
Then, it hit me – the reaction was not so much about the quality of the image but the nostalgia it evoked. That got me to thinking: Could nostalgia be the key to unlocking emotions that drive people to connect with photography in a more meaningful way?
Nostalgia is defined as a sentimental longing or affection for the past; often for a time or experience that evokes happiness or comfort. For photographers, nostalgia is a tool to connect deeply with people’s emotions, drawing them into the images we create. While the phrase “today’s photos are tomorrow’s memories” is common, it often feels cliché and lacks emotional depth. People get that a photo is a memory but, with the advent of cell phone cameras, photos are everywhere so everyone has oodles of memories. Could nostalgia be the key to connecting with clients on a deeper emotional level?
Certainly, I had some success producing images that were vintage recreations and I wondered if others had seen the same success. I did a little research and realized I was not the only person thinking about nostalgia. It turns out that nostalgia marketing has been a favorite strategy of companies for a
long time.
Nostalgia marketing is a strategy in which brands tap into people’s fond memories to evoke emotions and encourage purchases. For instance, Coca-Cola’s holiday ads with CGI polar bears transport viewers to a nostalgic winter scene, reminding them of the past. Similarly, Volkswagen’s retro minivan ad uses vintage styling to evoke a sense of simpler times – making you not just want to buy the car, but to live the carefree lifestyle it represents.
For photographers, nostalgia marketing can be a powerful tool. Just as brands evoke the past to stir emotions, we can use vintage styles or throwback themes to connect with clients on a deeper, more emotional level.
First, consider expanding into vintage and retro styles of photography.
• Film Photography: Augment digital photography with film sessions to add a timeless, vintage feel.
• Old Hollywood Glamour: Channel icons like Marilyn Monroe and Grace Kelly in your headshot or portrait work.
• Retro Pinup: Tap into nostalgia with fun and playful pinup sessions.
• Floral Photography: create botanical images based on the illustrative style of prior centuries.
• Landscape Photography: choose simple, classic compositions along with editing that mimics prior eras.
Nostalgic styles are great, but they likely won’t motivate clients on their own. These nostalgic styles need to be tied to existing client relationships. For example, a boudoir photographer could extend their offering to include vintage pinup. By offering vintage pinup as part of your boudoir portfolio, clients who already have had a positive experience with you may be drawn to book a follow-up session, taking advantage of a new and exciting style. Headshot photographers could offer old Hollywood styles. Clearly, not everyone in the market for a business headshot will be interested in a retro-styled session, but I have had it happen several times.
The use of nostalgia does not end with our product offerings. It can be used for products that are not necessarily nostalgic. For example, youth sports photographers could use vintage photos or retro-inspired designs in their marketing materials to tap into the emotions of parents who grew up playing the same sports. A family photographer could produce a short promotional video in a Super-8 film style reminiscent of vintage home videos. This taps into parents’ memories of the past while giving their own families a similar timeless keepsake.
The memories don’t always need to be about prior photography. Nostalgia marketing can tie back into anything people may have held near and dear. Today’s 35 to 55-year-olds grew up in the ‘80s and ‘90s. Pop culture cues from those eras can bring back fond memories. Think about the Spice Girls, Britney Spears, pagers, and iPods. Then, connect those iconic, nostalgic themes to your offering. These indirect yet fond memories help people feel you understand them and where they came from in an emotional manner.
To understand which touchpoints to use, start with social listening. Find out what your target audience loves from the past. Sometimes, this discovery starts with understanding the time period they remember most fondly then exploring what they remember most fondly from that time. You might discover an affection for a genre of films (does anyone remember the vampire phase from the ‘90s?), fashion, hairstyles, or speech styles that people remember fondly. Keep track of these findings to use at the right time. Special times such as holidays, special events and anniversaries are the perfect time to use these themes in marketing, branding, and product offerings. As you reveal your nostalgia, do it with storytelling. As photographers, we have access to all types of media and our ability to tap into the emotions evoked by nostalgic themes is best packaged in a sentimental story. Remember that one time at band camp?
Just like any strategy, using nostalgia effectively is not without its challenges. When using nostalgia, it’s essential to stay true to your brand and your own personal connection to the era you’re referencing. If you did not grow up in the ‘90s, trying to connect with that generation may feel forced and inauthentic. Also, avoid overdoing it. While nostalgia can be a powerful tool, using it excessively can turn a nostalgic experience into a gimmick. It’s about striking the right balance between emotional connection and novelty. Finally, stay culturally aware. As norms evolve, certain nostalgic themes may feel outdated or even offensive. Be mindful to avoid stereotypes that could be perceived as insensitive.
Also, be careful to avoid the temptation to infringe on another’s intellectual property. A social media campaign might be really cool using an iconic song from that time period – but do not use it without proper licensing. Remember, we are creative people and there is always a way we can achieve our goals without infringing on another’s copyrighted material.
There is no doubt that nostalgia can be an important ingredient for the professional photographer, yet you may struggle to get started – and that’s okay. Hold the idea of using nostalgia on the back burner, remembering that brands who offer much less emotional products and services are using it. As photographers, we have the unique ability to capture and create emotional connections through our images. By embracing nostalgia, whether through vintage styles or nostalgic marketing, you can forge deeper bonds with clients, keep them coming back for more, and build a business that resonates emotionally. By reaching into the past and embracing the power of nostalgia, you can create powerful emotional connections that can be a key to success in the future.
Tim Babiak is a full-time photographer in Austin, Texas. He is a PPA Master Photographer, Photographic Craftsman, and Certified Professional Photographer. Tim currently serves on the Boards of Directors of the Texas PPA and the Austin PPA.He is a two-time recipient of the Photographer of the Year award from the Austin Professional Photographers Association as well as a two-time Bronze Medalist in PPA’s International Print Competition.
