It Was the Summer of ’84

September 16, 2024
By Olivia DuCharme

In a curious corner of TikTok, millennials and zillenials are reminiscing about the good ol’ days they never knew: the ‘80s. We’d expect these videos to filter through the rose-colored glasses of nostalgia, evoking either the stereotypical “simpler times” of the early MTV days or the Hollywood aesthetics of Stranger Things. Instead, these TikToks depict emotionally charged, soap opera-like scenarios, from corporate power struggles to cold cases — all set to the sound of synth and soulful saxophone.

Though the plots of these “soaps” are wide-ranging, their form stays the same. Like the tortured lead of a drama, the creator stares wistfully off-camera, contemplating a fictional memory that’s displayed in large blocks of on-screen text. Some of these “soaps” are succinct, like one TikTok from a “detective” remembering the case that got away.

@90skid4lyfe I still think about that case #saxaphone #80s #jazz #memories ♬ original sound – Jonny Diggens

Other videos have, well, a lot going on, like this TikTok from a woman “remembering” her fateful Christmas of ‘82.

@itsjustwes Replying to @Wes Jean ♬ original sound – Jonny Diggens

It seems that young adults have created a digital literary device. To them, the ‘80s are a symbolic setting where they can explore the messiness of life. By tapping into the decade’s vibrant, over-the-top aesthetics, young adults have carved out a digital space where exaggerated emotions and dramatic plots run wild, evoking a sense of nostalgia for a fictionalized past. Yet, at the same time, these videos often break the fourth wall by admitting their fictional nature, à la: “I was actually born in x year, and I do y profession for a living.” By blending fiction and reality, these creators add a layer of authenticity and humor to their stories to resonate with a generation that values honesty.

At first glance, these TikToks might seem pretty niche — and, quite frankly, a little “out there.” But there’s something deeper going on here — a reflection of how young adults are engaging with the past and the present. Millennials, who have a penchant for nostalgic content (59% like it when they see brands use old logos or advertisements, and 61% enjoy revivals of past media) are embracing ‘80s aesthetics not because they’re yearning for a bygone era, but to play with — and disrupt — their peers’ tendency to romanticize the past.

As young adults grapple with a turbulent present, it can be tempting to grab those rose-colored glasses and tune out. And, the ‘80s, with its glossy exterior and larger-than-life personas, are often the lens of choice. But instead of falling into that pattern, these creators are using the same imagery to reveal the thorns beneath the roses, even if they are on the personal level of corporate betrayals and familial turmoil.

The result is content that not only attracts attention and resonates with viewers, but also inspires them to join in. Take this TikTok from a “corporate powerhouse” recounting how she was passed over for a VP position in favor of the CEO’s son back in ‘87.

@alexandrealechelleHonestly, this sounds the the beginning of a really good enemies to lovers romance novel…that I just might write 🤔♬ original sound – Jonny Diggens

Even though this creator doesn’t include a direct call-to-action (i.e., “What should happen next? Let me know down below 👇”), people understand that they can — and feel inspired to — add to the story in the comments. One commenter adds background context to the creator’s story: “And the CEO’s son kept taking all of your ideas as his own.” Others drive the plot forward: “Little did you know I was the DA who would indicte [sic] him for fraud 6 mos later.”

Audiences are so eager to participate in others’ soaps that the creator who recounted her infamous Christmas of ‘82 turned that TikTok into a sixteen-part series filled with family intrigue, secret identities, and murder (yes, murder!) — each video becoming an episode in a story she and her audience wrote together.

So, what’s the secret ingredient of this trend that makes audiences so eager to engage? It’s a mix of familiarity and fantasy. The soap opera plots are recognizable — we all know the archetypes and the drama — which makes them easy to play along with. But there’s more at work here: these TikToks tap into a desire to rewrite the story of nostalgia. At a time when division and disagreement aren’t hard to come by, the idea of a perfect past feels disingenuous, even reductive. To young adults, inventing storylines that explore the darker sides of idealized times paints a more honest image of the past — and that makes the present far easier to digest.

Through the animated woes and implicit humor of stock characters and soapy tropes, young adults can work out uncertainties about the past and present in a world that feels both distant and familiar, where the boundaries of fiction and reality are blurred, and the possibilities for storytelling are endless. In doing so, they can debunk the idea that any past era was “simpler” or “better” — or, at the very least, demonstrate that every era has its flaws.

For brands looking to tap into moments like this one, the lesson isn’t to mimic aesthetics or insert yourself into very niche conversations. Instead, it’s about understanding the deeper need trends like these fulfill: the craving for a space where emotions can be explored playfully, where the past is a sandbox for the present, and where participation feels like a natural extension of the experience. Brands that recognize and respect these desires will find a deeper, more authentic connection with their audiences. After all, as we’ve explored before, human imperfections are always preferable to artificial perfection.