"Marketing to fans of any category is an exercise in immersion; validate fans through their identity, and they're more likely to stick with a brand."
Mike Gallinari, Senior Travel & Leisure Analyst
Nearly everyone is a fan of something, and 48% of consumers are self-styled superfans. Being a fan or superfan often carries a lot of responsibilities, such as maintaining knowledge of the fandom, constantly participating in the fandom and upholding the values that develop within the fan community. These demands also carry over to brands that want to attract members of a fandom, especially being able to communicate on fans’ terms.
The good news for brands is that fans and superfans are actually welcoming of brands that want to engage with them, as they can provide ways for fans to engage with the fandom in new and innovative ways and make the fan community more vibrant. While online spaces are where fans generally gather, they yearn for more physical spaces to interact in, and often look to brands to provide those opportunities. At the same time, they have demands on the consumer level, so brands need to strike the balance between validating and enhancing their fandom and meeting their needs as shoppers. Striking this balance is the baseline; the brands that win will do so in unique ways that deepen fans’ connection with the fandom and community.
This report measures fandom through consumers self-identifying their fandom levels in particular fan categories, with the options as follows:
Mentions of “superfans” in this Report indicate consumers that have labeled themselves as a “super fan” in a category. “Greater than average fan” in the data indicates a consumer has identified themselves as either a “super fan” or “big fan” of a category.
The consumer survey options for fandom categories and provided examples are as follows:
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