Why 2026 is NOT the year of ‘going analog’

@coldestjoel

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SoundTikTok sound · original sound - coldestjoel

Why it worked

The video effectively deconstructs a popular social media trend ('going analog') by revealing its performative nature and how brands exploit it. It uses relatable examples and a critical yet engaging tone, resonating with viewers who are aware of or participating in these trends, and offering a fresh perspective on consumerism and social media marketing.

Summary

This video argues that the 'going analog' trend, particularly among Gen Z, is more about performative aesthetics and social currency than genuine analog living. It highlights how brands leverage this trend by using vintage photography while keeping users online, ultimately benefiting themselves through increased consumption and trend-following.

Structure

1Introduction to the 'going analog' trend and its myth status
2Examples of analog aesthetics in content (vinyls, wired headphones)
3Critique of the trend as performative and brand-driven
4Brands using analog imagery while promoting online engagement
5The irony of discussing analog trends online for social currency
6The 'Dubai Chocolate' example of a niche trend going viral
7Brands profiting from micro-trends
8

Original caption

Why the ‘2026 going analog’ trend is more style than substance… and how brands are getting involved. #marketing #brandstrategy #socialmediastrategy #branding

More from @coldestjoel

Product placement

The video discusses the trend of 'going analog' and shows various analog items like cameras, vinyl records, CDs, and wired headphones. It also mentions brands like Open AI and the 'Dubai Chocolate' trend. The primary focus is on the marketing and social media aspect of these trends, rather than promoting a specific product.

On-screen text

Why 2026 is NOT the year of ‘going analog’ Gen Z's 'going analogue' trend is a myth going analogue in 2026 going analogue in 2026 going analogue in 2026 going analogue in 2026 Why 'messy' is so marketable ChatGPT ChatGPT ChatGPT going analog going analog you're only hearing people talk about it online you're only hearing people talk about it online because it's social currency. If it wasn't filmed, it didn't happen. When a trend requires an audience for it to exist, it's just another content format. Because micro trends always go this way. EXAMPLE Dubai Chocolate went VIRAL in 2023 despite being a niche product @rolex.cartier.chocolatier WOW, JUST WOW!! Can't explain how prod these are! When a chocolate, a dessert and a pink... more Dubai chocolate: how it started, and how retailers and brands have fanned the flames Social media has become less social Change in share of people reporting each reason for using social media (%) To follow celebrities To meet new people To keep up with friends To voice my opinion Source: GWI FINANCIAL TIMES it's very easy to say 'social media is dead', 'everyone's touching grass'. Analog Irony chronically offline going analog for a t 2026 is the year we go analog Taboo on the... Someone said we're going... PAGE 1: Against Us Oh did someone sa... Eight more ways to tap into your pre-br... My new flip phone 'Going Analog' has... We love getting offli... Going analog in 202... what would my life be Look at the content. The truth is, in the end, the brands always win. You buy more stuff, they socially listen for the next micro trend, and repeat. So who's really in control there?

Transcript

Gen Z's 'going analogue' trend is a myth and we need to break it down. Recently, content has shifted, with nostalgic tech dominating feeds. DVDs, vinyls, influencers wearing wired headphones as fashion accessories, rebellion against the new. But it's still performative, and part of a starter pack aesthetic, like the 2016 nostalgia trend, which I've spoken about and advised brands on. We're seeing a huge shift in content. Like the Clean Girl vs. Messy Girl aesthetic. Notice how brands like Open AI are using analogue vintage photography whilst actively keeping you online. The biggest irony of 'going analogue' is you're only hearing people talk about it online because it's social currency. If it wasn't filmed, it didn't happen. When a trend requires an audience for it to exist, it's just another content format. Because micro trends always go this way. EXAMPLE: Dubai Chocolate went VIRAL in 2023 despite being a niche product. Then, companies branded anything pistachio flavoured into 'Dubai Chocolate'. Then the masses follow without the original intent. Social media has become less social. It's very easy to say 'social media is dead', 'everyone's touching grass'. Look at the content. The truth is, in the end, the brands always win. You buy more stuff, they socially listen for the next micro trend, and repeat. So who's really in control there?