Harness the power of fandoms to drive growth

What are fandoms? Fandoms are communities of individual people connected through a shared passion for the same thing. They often engage with that passion, and each other, in many ways both digitally and in real life -- like watching 3rd party content, creating their own content, or attending events.

Why are fandoms important? Fandoms represent the vast majority of Americans, with three quarters of respondents in our recent research considering themselves part of a fandom. But fandoms also present an opportunity for organic brand activation by expanding brand reach and generating down-funnel conversion in potentially untapped customer segments.

Our research recently found that 50% of people report having purchased a product or service from a brand for the first time specifically because the brand partnered with their fandom. Think of things like trying a new restaurant chain because your favorite musician loves going there or trying a new clothing brand because it had a line dedicated to your newest TV obsession.

What should you know about fandoms? While fandoms are communities, fan bases are not monolithic. Fan communities are a vast interconnected network of interests, activities, identities, and values that brands can leverage to more authentically connect with people. But to leverage that authentic connection across the fandom, brands should understand the “why” behind their fans’ passions.

Leaders should also be aware that fandoms have a mind of their own and may respond negatively if they feel a brand has transgressed against what those fans feel makes their fandom feel special or important.