Live from New York… it’s the 50th anniversary of Saturday Night Live! For five decades, this iconic show has found a way to stay relevant, spark conversations, and maintain cultural impact. Whether you were a fan in the ‘80s, caught the viral hits of the 2000s, or are rediscovering its content now through YouTube, one thing is clear—SNL isn’t just a show: it’s a brand, and a highly successful one at that.
How many brands or businesses can celebrate 50 years and still generate buzz, nostalgia, and love from old fans while attracting new audiences? This weekend, SNL’s 50th-anniversary special became NBC’s most-watched prime-time entertainment telecast in five years, reaching 15 million viewers and dominating social media with star-studded appearances and nostalgic shout-outs.
For brands and businesses looking to stay top of mind, there’s a lot to learn from SNL’s ability to balance tradition with reinvention. Here are six lessons from one of TV’s greatest institutions that can help brands create longevity, relevance, and love.
1. Master the Art of Reinvention
SNL thrives on staying fresh, whether it’s rotating cast members, introducing different formats like digital shorts, musicals, or more cinematic pre-taped bits. Each week, the show evolves with topical humor and cultural relevance. For brands, this is a powerful reminder to stay agile and adapt to shifting trends while consistently aligning with your audience’s current conversations.
Key Takeaway:
- Keep your messaging current by tapping into seasonal themes, cultural trends, or relevant challenges.
- Test new formats, whether through digital campaigns, interactive content, or marketing across platforms like TikTok.
2. Stick to Core Traditions (and Make Them Iconic)
While change is vital, some things about SNL never waver. There’s always a monologue, a “Weekend Update” segment, and a new guest host and musical act. These pillars have become part of the tradition and consistency that fans love.
Key Takeaway:
Your brand’s traditions—your values, your tone, your customer promise—are pillars that can create recognition and loyalty. While innovation keeps you relevant, your brand identity is what roots you in people’s minds. Don’t be afraid to keep what’s working while introducing new layers.
- Identify your “non-negotiables.” What is your equivalent of SNL’s monologue or “Weekend Update”? Double down on those.
3. Hire, Develop, and Empower Great Talent
The success of SNL has always rested on its people—both in front of and behind the camera. SNL has been a launchpad for some of the biggest stars in entertainment, from Will Ferrell to Tina Fey to Eddie Murphy. Knowing how to find and nurture talent, then trusting that talent to shine, is undeniably part of their formula.
Key Takeaway:
Great brands are built by great teams. Focus on ways to identify and attract top talent, giving them opportunities to learn, and empowering them to share their voice. Build a culture where creativity and innovation thrive, and the rewards will follow.
4. Consistency Beats Perfection
Legendary executive producer Lorne Michaels said, “The show doesn’t go on because it’s ready; it goes on because it’s 11:30.” SNL pushes out a brand-new show every week, no matter the challenges. Some sketches land, others flop. But the consistency ensures their audience always has something to talk about.
Key Takeaway:
Don’t wait for perfect. Strive for quality but understand that consistency builds trust and relevance. Publish blogs, share social posts, send emails—keep the dialogue alive with your audience, even if you’re still refining as you go.
5. Play Both Sides of Culture
SNL walks the fine line between being mainstream and counter-cultural. It’s edgy enough to challenge norms (sometimes stirring controversy) but familiar enough to attract mass appeal. This balance is crucial for staying visible across diverse audiences.
Key Takeaway:
Think about how your brand can resonate with both loyal customers and potential new ones:
- Are you bold enough to align with causes or conversations that represent your core audience’s values?
- Is there a way to surprise your audience by offering something unconventional while keeping your brand voice intact?
6. Lead with Exceptional Creative
At the end of the day, SNL’s secret weapon has always been creativity. From hilarious sketches and parodies to unexpected experimentation, the ideas come first. Viral hits like “Lazy Sunday” and this season’s “Bridesmaid Speech” (shoutout to Domingo) are a testament to creative ingenuity.
Key Takeaway:
Originality will always stand out. Invest in creative storytelling, innovative design, and campaigns that surprise, inspire, or delight your audience. The more memorable your message, the more likely it is to resonate long-term.
Final Thoughts
SNL’s 50-year run is extraordinary, but the principles it embodies are surprisingly practical. Reinvent when necessary, stick with what works, empower great talent, keep showing up, and prioritize creativity. It’s a game plan that any brand can adapt to achieve not just relevance but longevity.
What step will you take today to stand the test of time and build a brand people talk about 50 years from now?