7 smart ways to use TBT to grow your brand on social media

Some hashtags seem like quirky relics of the internet’s past. But there is one hashtag that will never go out of style: #TBT.

Maybe it’s because this hashtag has nostalgia built into it, but the #TBT (or #ThrowbackThursday) hashtag somehow never gets old. It addresses people’s deep desire to share their favorite moments from the past.

In other words, #TBT isn’t going anywhere. Here’s how to use it in 2023.

What does TBT mean?

TBT stands for Return Thursday. Social media users use this hashtag in posts that “refer”to an older version of themselves. While this hashtag is most shared on Twitter and Instagram, you can find it all over the web.

TBT or Throwback Friday posts can be selfies, audio or video recordings, or even text describing a memory or past event. This is a convenient excuse to dig up memories from the past. (In fact, it might not even be a very good memory – the “Return Thursday”post can also play the role of “before”in a “before and after”post perfectly.)

When did TBT start?

The history of this social media trend actually goes way back. Vox says blogger Mark Halfhill was one of the first to use the phrase on his sneaker blog in 2006, and Time reports that a guy named Bobby first brought the #ThrowbackThursday hashtag to life on Instagram with this Hot Wheels photo in 2011.:

People love going back so much that they have developed a series of competing hashtags for different days of the week, including #MondayMemories, #TakeMeBackTuesday, #WaybackWednesday and #FlashbackFriday.

Of course, you don’t want to hold your followers hostage while you show them every page of your family photo album (metaphorically speaking), so it’s best to stick with just one of those return days. You will probably get the most support if you use the most popular ones.

Why should you use #TBT?

So we’ve established what it is, but why on earth should you post your own Throwback Thursday? Well, this often makes the perfect content for your brand. That’s why.

It’s fun.

If this really doesn’t fit with your social media strategy, sharing a random TBT post is an easy way to have some fun. Whether you’re laughing at your early branding mistakes or posting photos of your very first office in your parents’ garage, looking back at the past is a great way to keep it light and playful.

This increases engagement.

People love anything that looks like a behind-the-scenes look or access to insider information, which is why #TBT posts often generate a lot of engagement. You can even embed a call to action right into the return. Post the first draft of your business plan and ask people to share their early ideas in the comments, or invite readers to tag you in a prom photo.

This expands your options.

If you get strong interaction, the algorithm will share your post more widely (yes, this is true for almost every social platform). And if you expand your reach, you are introducing your brand to potential new subscribers. If you have funny, interesting or unique TBT content, you will quickly increase your brand awareness and gain new followers.

This happens every week.

We understand that it’s hard to come up with fresh angles or new ways to present your content. And while TBT shouldn’t be the only thing you post, it’s a great way to offer regular, interesting content. After all, Thursday happens once a week.

7 ideas to inspire your next TBT post

Now that you know all the ins and outs of Throwback Thursday, it’s time to start putting it into practice. Here are some great examples to inspire you to achieve greatness in TBT.

1. Place, place, place

TBT is all about nostalgia, and few things touch the heartstrings like memories of places from our past. Posting a video from your own story can be a great way to get likes on TBT.

MLB got nostalgic by opening the comments section, asking their fans to comment on which old stadium they enjoyed the most:

However, you don’t need the legacy of America’s favorite pastime to get in the spirit.

Brands of all sizes can get in on the fun by showcasing the evolution of their office over the years. This company has been in the same office since the 1970s, which makes for some great before and after photos:

2. Retro

In fact, if you have any old school photos or videos related to you, your life, or your brand, it’s always good to dig them out for TBT. Not only do they create interesting captions, but they usually look aesthetically pleasing, so they break up the monotony of someone’s timeline.

The Minnesota Special Olympics is celebrating its 50th anniversary this year, so every Thursday they look back. Roughly 19 years later, these 2004 photos look like a blast from the past:

MMA fighter John Maguire received these photos of his Teenage Mutant Ninja Turtles collection in 1990 and managed to recreate them for a satisfying TBT before and after in 2023:

At a higher level, the BBC Symphony Orchestra used the hashtag to boast of their double bassoon playing as early as 1942:

?Contrabassoon in 1942, with soloist Archie Camden. #ThrowbackThursday pic.twitter.com/w1K50kklQq

— BBC Symphony Orchestra & Chorus (@BBCSO) January 12, 2023

3. Awkward fun

Humor is one of the most contagious things you can have online, and Throwback Thursday is the perfect time to prove you can laugh. When all else fails, use the hashtag as an excuse to act stupid.

Influential health professional Dr. Shriram Nene proved himself to be a good athlete and fell for the joke when he shared this hilarious prom photo from his “uncomfortable teenage years”for TBT:

Nothing like our awkward teenage years, right? #ThrowbackThursday #TBT #ThursdayThoughts pic.twitter.com/YIgFQbIW34

— Dr. Sriram Nene (@DoctorNene) December 8, 2022

Alternative Radio DJ St. Pete Sam delivered a double whammy by including the hashtag #NationalBaconDay in her TBT post with this slow motion video of her munching on bacon:

in honor of being #nationalbaconday , here’s a super awkward #tbt video of me eating bacon with @budlight in #kegsandeggs in 2019 .

— 97X (@97xonair) December 30, 2021

Author Patricia Cornwell added some cheese from the 90s by posting a picture straight from 90210:

Here is a crappy photo taken in California when I was learning to scuba dive (mid nineties).?? #TBT pic.twitter.com/mVGpSc9E35

— Patricia Cornwell (@1pcornwell) December 8, 2022

4. Mark a milestone

Whether it’s an anniversary, a birthday, or any old event worth remembering, TBT is a great time to post something from the past. Use an old ephemera – think posters, ticket stubs, or other fun items – to highlight a unique milestone in your brand’s history.

The official Black Sabbath Twitter page regularly marks the time with TBT posts, posting ticket stubs for concerts that took place that day in the past:

January 12, 1999 Seattle, WA #tbt #ThrowbackThursday pic.twitter.com/sCOAkBZ7jO

— BlackSabbath (@BlackSabbath) January 12, 2023

The Broadway version of Beetlejuice celebrated its final New York show with a TBT post highlighting the ups and downs of its run:

Hi guys? I love you, guys. ? As our death show comes to an end, we dedicate this #TBT to some of our favorite #BeetlejuiceBway moments . pic.twitter.com/lEtr7TqBDi

— Beetlejuice on Broadway (@BeetlejuiceBway) January 5, 2023

The House of Blues went even further and paid tribute to the late rapper DMX by sharing a clip from his last show at their venue to celebrate his 52nd birthday:

In honor of DMX’s birthday on Sunday we got a BIG #tbt when he played his last show in Chicago at the House of Blues on May 4th 2019! ❤️ ?

RIP rap icon, hip hop legend and Ruff Ryder, @DMX ??‍? pic.twitter.com/VVhCogsyrY

— Chicago House of Blues (@HOBChicago) December 15, 2022

5. Share an old product

Throwback Thursday is also great for showing how far you’ve come as a brand by sharing your original products. Just make sure your post is clearly marked as from the past so you don’t confuse your audience!

London-based recumbent bike brand Brompton showed just how long they’ve been in the game by posting their 1977 The Fold:

#TBT in our awkward preteen years! Fold from 1977! #MyBrompton #MadeForCities pic.twitter.com/NRAU9DKqJ6

— Brompton Bicycle (@BromptonBicycle) June 29, 2021

Archie Comics went even more retro, using Throwback Thursday as an opportunity to showcase an old comic from the late 1950s:

Since it’s #ThrowbackThursday, let’s go back to the 1950s for some #KatyKeene fashion fun! pic.twitter.com/YCStUBaWSO

— Archie Comics (@ArchieComics) January 12, 2023

BMW uses its BMW Classic account to highlight its history of beautiful cars. Here is a post that makes good use of the #ThrowbackThursday hashtag:

6. …or share a new product

TBT can also drive sales directly, especially if you specialize in vintage, antique, or other vintage items. Here are some examples of how people are using the hashtag to sell.

Nothing ages like wine, which is why Ranchero Cellars cleverly uses the hashtag to promote this 2010 vintage wine, a product they still sell.

Scream! Factory, the company that re-releases classic TV shows on Blu-ray and DVD, similarly used the hashtag to promote their new box set, Little Rascals:

7. Call to action

Because they are so compelling, Thursday Throwback posts are a powerful way to establish authority in your industry, get a message across, or drive traffic to an article or product call to action.

Boeing is phasing out its 747 aircraft, but they’ve used it as a powerful launching pad for a whole storytelling that makes them an industry leader. This photograph of a Boeing over Mount Rainier, taken in 1974, points readers to an article about how the jet changed the airline industry:

#TBT An original 747 hovering high above Mount Rainier in Washington state in 1974.

Learn about the seven industry-changing 747 innovations: https://t.co/bKHKETd9Nq pic.twitter.com/WRV4LWxZ9h

— The Boeing Company (@Boeing) January 5, 2023

Shark Tank owner Diamond John doesn’t need to link anywhere. Instead, he uses his TBT to highlight a physical ad featuring a photo of a FUBU billboard from the past:

These days, many brands are obsessed with their digital presence. For good reason, but research also shows that people are very receptive to physical advertising after the coronavirus. This doesn’t mean you need a billboard, but remember to think beyond your phone! #TBT #FUBU pic.twitter.com/2D0ftmf9VT

— Diamond John (@TheSharkDaymond) August 11, 2022

Arnold Schwarzenegger builds on his status as a walking meme with these funny old photos of his former fitness pamphlets. But it’s part of a larger campaign because it points to a new fitness e-book available in his bio:

Thursday Return Best Practices

Ready to start creating your own TBT messages? Just remember these tips.

Post on Thursday

It goes without saying that you should use the Thursday hashtag, well, the actual day in its title. If your audience is across multiple time zones, try posting early in the morning so you don’t miss the party. It varies from app to app, but we recommend posting on Instagram between 9:00 AM and 12:00 PM.

Use hashtags

If you are going to participate in a hashtag, you must use a hashtag! While social media sites have indeed adapted to using contextual suggestions and captions in searches, you still want your post to appear in a clickable tag. Do not be shy! Use both #TBT and #ThrowbackThursday.

Share old content

Again, this may seem obvious, but it’s worth repeating. The whole point of Throwback Thursday is to bring it back to something from the past. Make sure your posts contain old content. And make sure the content is outdated – you don’t want users to think that a product you no longer have is back.

have a plan

Smart copywriting can make TBT an integral part of your marketing plan. Maybe you’re about to launch your latest fashion line – why not point that out by going back to your first launch? Benchmarks like these will help show how far you’ve come as a brand.

The fastest way to create your Thursday post

If you’re looking for a TBT shortcut, Hootsuite has got you covered.

Our Content Inspiration tab is a handy resource to help you create posts in record time. (We recommend bookmarking it if you’re looking for a post template for Throwback Thursday or something else entirely.)

Just follow these steps:

1. Go to the Content Inspiration tab. Make sure you are signed in to your Hootsuite account.

2. Click on the “Thursday Return”idea. This will give an overview of the concept.

3. (Optional) Click More about this idea. The drop down menu will offer many ideas to inspire you with TBT.

4. Click Use this idea. You will be able to complete your Throwback Thursday post without even leaving your Hootsuite control panel.

5. Update your images. You can add some photos or use our cool cassette graphics.

6. Customize the signature. Use the hints as a starting point to do it yourself. In addition to #ThrowbackThursday and #TBT, add a couple of hashtags related to your topic.

7. Publish your post. Hootsuite saves all your social media accounts once you connect them, so you can easily choose from a drop-down menu.