A couple of months ago, I devoured every video clip, article, and special related to the 50th anniversary of Saturday Night Live – or as some call it:
“The show that hasn’t been funny in years.”
SNL has been a core element of my media diet since I was a teenager. They say every fan has their “cast” – usually the players who were on the show when the viewer was in high school. So I suppose mine was the original, but I can name many casts over the years that I’ve loved – including the latest one.
One challenge of making a product or service that spans years is that people, perspectives, and markets change. What detractors don’t understand is that SNL has managed to stay relevant for decades. It doesn’t always succeed, but the show does an admirable job of tapping into the zeitgeist, embracing comedic and musical talent just as they’re on the rise. For a brand so tied to the culture – depends on it, even – evolution is a constant requirement.
Yet, to any business that’s been around for more than a minute, doesn’t this sound familiar?
Content strategists are especially attuned to the challenge of remaining relevant. As I revisited old sketches and laughed through new ones, I realized we have a lot in common with the show. The only difference, perhaps, is that we are working in markets where change is happening at a much faster rate – months, not decades.
So as SNL ends its milestone season, it’s worth asking: What can content strategists learn from the show about staying relevant in the face of change?
Follow Your Audience’s Lead
From the start, the show had a reputation for being irreverent. But in each successive decade, as fans age out of their rebellious years, that promise appears to fall short. SNL seems less edgy to older generations, while co-opting the humor of each younger generation.
This is the tricky balance SNL has played over the decades: forging ahead to keep pace with the comedic tastes of new generations, while allowing older generations a bit of nostalgia.
They have to constantly evolve for new viewers. For decades, producers turned to comedy schools and the standup scene to find new talent – something they still do. But more recently, they’ve turned to social media. For instance, they’ve discovered new players like Jane Wickline, a Gen Z favorite, on TikTok.
This same principle applies to your brand. In today’s dynamic market, what resonated with your audience a year ago might not today. Businesses have to evolve their products as their buyers change.
Create Content Cameos in All the Right Places
As the product evolves for new audiences and a changing marketplace, where you share your stories must also evolve along with it. Aligning your content with the latest trends, language, and attitudes is the first step. The second is to connect with each new generation of stakeholders in the formats and places they prefer.
SNL is no stranger to these types of shifts. Who were its competitors in 1975? After 11:30 pm, there were only a few late night talk shows. Even the news was signing off air at that hour.
Fast forward, and the media landscape today is incredibly fragmented. People consume content in clips and on their own terms. And yet… an average of more than 7 million viewers watch the show live each week, putting it ahead of all late night shows combined and proving its relevancy across multiple audiences.
The late night shows are still a factor, but SNL must now also compete with content creators on YouTube, TikTok, and Instagram.
They’ve proven they can connect with the comedy expectations of younger viewers. As Vulture points out, the Bridesmaid Speech from October 2024 has more than 100 million views on TikTok.
Stay True to Your Brand
Even as it evolved to meet the next cultural shift, SNL has maintained its core brand identity. The format is still the same, and viewers know what to expect: a host, a monologue, a musical guest, short skits, Weekend Update. They expect SNL to push the envelope and be a bit edgy.
If you want to be in step with the cultural zeitgeist, you pay attention to SNL. That’s the brand promise, and they stick to it.
Even as times change, the show continues to remain true to its brand values. Edgy, counter-cultural, provocative, timely, in the know. That commitment is what allows them to both entice new viewers and hang on to longtime fans.
Add “Content Strategy Update” to Your Calendar
So how do you apply these lessons to your own content strategy? Although monitoring trends, tracking customer preferences, and updating your point of view are ongoing activities, the fast pace of marketing often gets in the way.
That’s why we encourage clients to review and update their content strategy at least once a year. It doesn’t matter when you do it: January to kick off a new calendar year; summer when things slow a bit; or October, when planning for the next year starts. Pick your best time – but just make it happen.
Taking the time to revisit your content strategy regularly is essential for keeping it fresh and in sync with the natural evolution of the business environment, your audience, and your products and services.
