Understanding Fandom: The Power of Brand Communities

caileyaubrey

4–6 minutes

TLDR: Brands that embrace fandom can build strong relationships, enhancing loyalty and consumer engagement through authentic community connections. Think sports teams, McDonald’s “Famous Meals,” and Taylor Swift.

As media and culture evolve, so does “fandom”

Let’s keep it real, fandom is really just a fancy word for engaged communities or a shared enthusiasm . The term ‘fan’ is actually a shortened (and more reasonable sounding) version of ‘fanatic,’ or someone with an extreme passion toward a subject. In the past, fandom was usually reserved for sports teams, entertainers, and really, really standout brands (ex: Coca-Cola, Nike), but these days, everyday brands can inspire fandom – and reap the benefits.

HOW FANDOMS THRIVED IN 2024: The 2024 Summer Olympics in Paris had an 82% increase in viewership over the 2020 Tokyo Olympics per NBCUniversal. Taylor Swift’s historic The Era’s Tour is the highest-earning tour ever, bringing in $2.2 billion globally. We saw how fandoms can grow when they unexpectedly unite: the Taylor Swift effect brought countless Swiftie’s into Chief’s Kingdom and the NFL fanbase with her presence at Chief’s games to cheer on boyfriend Travis Kelce. Ships gonna ship!

Fandom helps brands win

More than just something fun for consumers, fandom is an exercise in brand building. It’s not a trend to tackle or a quick fix to boost sales – fandom is built on community. Brands that aren’t embracing fan culture and creating touch points that connect beyond marketing are missing important opportunities to build community, find new audiences, and extend the brand. Fandom is an ongoing relationship with your most loyal customers that benefits the brand and the fan (or stan).

How can brands build brand fandom? An intentional approach to connecting with your audiences can drive stronger brand fandom metrics and create a fan journey, which can translate to purchase decisions and long-term loyalty. Read on to learn more about brand fandoms and see my list of ‘brand fan club’ ships.

Why does fandom work?

Humans are engrained to seek community and wherever a common interest is shared, a community can begin. We enjoy finding like-minded people and this greater sense of belonging helps us meet social and/or emotional needs.

So, we like finding people who like the same things we do. It’s science. That goes for everything from sports teams to snack foods in the age of consumerism. Fandom creates a shared experience from a something as small as a common interest. The internet, especially social media, has made (finding/celebrating) fandom more accessible and continues to adapt with technology to include the meta-verse and beyond.

Plus, brand fandoms can be mutually beneficial. Fans are consumers that are more engaged, loyal, and likely to recommend a beloved brand to others, driving additional awareness, referrals, and retention. Some call those KPI’s.

READ: YouTube Culture & Trends Report 2024

Embrace fan culture to discover brand fandom

Great brands have always been immersed in pop culture, the likes of Coca-Cola, Apple, Nike, Star Wars, Barbie, Disney, Twihards,… you get it.

Modern brands have to do more than just exist to gain notoriety. Recent studies show 75% of Gen Z will support or hold more loyalty toward companies that speak on environmental or social issues. Don’t get it twisted though: while Gen Z is very serious about issues in society, they can be very unserious when it comes to marketing. Remember brat summer? Yeah, marketing is not just a sales push anymore (was it ever?). The younger generations grew up in the digital age where information and brand data can be readily available – they want to be entertained. Engaged. Included. Informed. ASAP.

Creating and embracing fan culture should be an intentional part of your brand strategy, which means it’s less ‘build it and they will come’ and more about building on the communities your consumers are in to deepen your connections with different audiences. However your brand develops community should be authentic . Identify opportunities by creating two-way communication channels with your consumers. Creating a space for community engagement can increase customer retention by 67%.

What does fandom look like for brands?

Fandom isn’t always jerseys and posters (but we’re not gonna deny them either..).

Some popular brand fandoms have: dedicated online communities, new product lines, branded merch, events, campaigns, exclusive content..

Many brands that have fandoms tend to launch new products or product lines as a way to acknowledge (and reward) consumer input and create a new marketing promotion. Think albums and sequels and remixes but for products. Sometimes, super fans produce content of their own as part of the fandom – this is a great opportunity to interact with fan-content and acknowledge their unique input.

Popular PopCulture Fandoms: Movies, TV Shows, Celebrities, Reality TV, Women’s Sports

Music Fandoms: Swifties, Beyhive, KPOP, Beliebers, Hotties, Phisheads

Food Fandoms: Diet Coke, McDonald’s, Chick-fil-A, Dunkin’ Donuts, crumbl, Chili’s

‘Niche’ Fandoms: Steeler Nation, Bills Mafia, Dungeons & Dragons, Tesla, Apple, Thronies, LEGO

To keep it simple, consumers like being part of fandoms. Embrace it.

For Fun: Brand fandoms, population: ME

If there’s a fan club for any of the following brands, I am so in it.

OLIPOP: The Prebiotic Soda for Those with Good Taste and a Dietitian in the family. Olipop is GOATed in my house. Maybe I can speak an OLIPOP vending machine into existence. My existence. Loaded with Classic Grape, Crisp Apple, Peaches & Cream.

MAD MEN

WAFFLE HOUSE, CRACKER BARREL (in general, I’m a fan of all day breakfast)

ZENNI OPTICAL: Don’t ask how many pairs I have.

ALDI

BUC-EE’S

TOGETHXR x NIKE: Duh.