Night Light | Back to Reality

Author

Reed Duchscher
October 13, 2023

Why old shows are seeing new life on TikTok

I’ve noticed a trend recently where old TV shows are becoming popular again after being cut up and serialized on TikTok.

When we see nostalgic content, I don’t think we’re closing our app and going to watch the show right away, but there is a halo effect from seeing it over and over. New generations are seeing these shows for the first time, and they’re being introduced to old TV, online communities and fan accounts. For a lot of these younger generations, it’s something entirely new and even though these shows aired years ago, the content feels fresh.

If I’m Paramount, Netflix, or MTV, I’m rethinking my digital strategy entirely. I’d hire a team to create dummy TikTok accounts, post a whole bunch of serialized seasons, and engage with existing fan accounts directly. Amplifying new and existing accounts is a good use of the marketing budget knowing how big reach is on TikTok. I have seen Paramount do this with Mean Girls, but I think others should be doing the same.

Reality TV in particular is in a unique place because some of the shows or formats still exist today. American Idol is a perfect example. The next season is coming in 2024, leading up to the premiere I’d start dropping serialized seasons, get material to fan accounts, and lean in on TikTok trends. It’s hard to measure exactly how much social and earned media gets you, but to me someone under the age of 20 referencing a show that aired before they were born is a huge win for older networks.

Creator News 

Hasbulla announces BADA$$ ice cream
A treat fit for a king.

Logan Paul makes weight, misses weigh-in time
Prime example of bending the rules.

Can't Miss Clips

Jimmy appears on Tom Brady’s pod
Just two GOATs talking shop.

Kai Cenat reacts to Drake’s shoutout
Streamer takeover continues unabated.

Business & Entrepreneurship

Kick’s creator-first incentive program
Just make sure you don’t gamble away all your earnings.

Blackstone’s billion dollar bet falls short
Long-form content requires bigger bets, and therefore more downside risk.

Inside the economics on young influencers
Legal protection for the internet’s youngest creators needs to get better.

Jobs