The Spectrum of Fan Engagement
Fan engagement exists on a spectrum, rather than fitting into discrete categories. While some individuals may exhibit intense levels of engagement, others may have more casual or intermittent interactions with their favorite entertainment brands.
- Casual Enthusiasts: These fans enjoy consuming content related to their favorite brands but may not actively participate in fan communities or engage with the company beyond passive consumption.
- Dedicated Followers: This group exhibits a higher level of engagement, actively participating in fan discussions, collecting merchandise, or attending events.
- Superfans: Superfans demonstrate an intense level of passion and dedication, often going to great lengths to support their favorite intellectual properties. They may create fan content, attend conventions, or even cosplay as their favorite characters.
While labels can provide a shorthand for understanding audience segments, they can also be misleading. For example, a casual enthusiast who occasionally watches a TV show might not identify as a “superfan,” even though they may exhibit strong levels of engagement for that particular entertainment brand.
Moreover, labels can perpetuate stereotypes and limit our understanding of the diverse ways in which consumers interact with media. For instance, the label “gamer” may exclude individuals who enjoy gaming but do not identify with the stereotypical image of a male teenager.
Selling to the Superfan
Engaging with superfans can be a lucrative endeavor for media and entertainment brands. For example, in Luminate Data’s study focused on the music industry, “Why are Super Fans so Valuable?,” the company looked at the rise of the superfan, and how it can increase profitability through upselling and monetizing content, for example.
Luminate’s research methodology defines a “superfan” as a music listener aged 13+ who engages with an artist and their content in multiple ways, from streaming to social media to purchasing physical music or merch items to attending live shows. Luminate pointed to three main characteristics of superfans:
- Social Signaling: Superfans are 54% more likely to be the first among their friends to discover new music and artists. They are early adopters who are likely to share the new artists they discover with friends and family.
- Expressions of Identity: Superfans are 59% more likely to say they would like to connect with artists on a more personal level. These fans seek to align and form bonds with their favorite artists as a way of expressing themselves.
- The Community: Superfans are 43% more likely to say they like to participate in the community or fandom that specific artists provide, meaning superfans love being superfans and engaging with other superfans around their favorite artists.
Winning, and Keeping, Fans
In “Winning the Future of Fandom,” All Things Insights’ Seth Adler connected with Christina Speck, former VP Corp. Strategy, Blue Cross & Blue Shield of Rhode Island, at the FEI conference. Speck also participated in a panel at the TMRE @ Home virtual event, and has published a new book, Healthcare Fandom: How to Boost Engagement by Creating Fans. She spoke with Adler about insights impact, engaging the superfan element, the metaverse and all points in between.
Looking forward to The Media Insights & Engagement Conference? It will be held February 3-5, 2025, at The Scott Resort & Spa, Scottsdale, AZ. The session, “Beyond Labels: What it Means to be a Fan,” will be presented by Tamar Rimmon, Vice President, Research and Analytics at Fandom, and Anthony Iaffaldano, Vice President of B2B Marketing & Insights at Fandom. Consumers, even highly engaged ones, often resist identity-driven labels like “gamer,” “superfan,” or “Swiftie,” expecting these labels to apply to people with even higher levels of engagement. Through a mix of quant and qual, we explored the ways consumers interact with the entertainment and gaming IPs they love, and what the implications are for the ways we talk to and about them.
Register for the Media Insights & Engagement Conference
Fan Engagement Implications for Marketing
Understanding the spectrum of fan engagement has significant implications for marketing and communication strategies. By moving beyond labels and focusing on the underlying motivations and behaviors of consumers, businesses can develop more targeted and effective messaging. We asked Gemini what this might include:
- Personalized Experiences: Tailor content and marketing efforts to the specific needs and interests of different levels of fans.
- Community Building: Foster a sense of community and belonging among fans, regardless of their level of engagement.
- Avoid Stereotypes: Avoid perpetuating harmful stereotypes associated with fan labels. Instead, focus on diversity, inclusion and the diverse ways in which fans interact with media.
- Measure Engagement Beyond Likes and Comments: Track a variety of metrics, such as time spent consuming content, social media shares, and offline behaviors, to get a more complete picture of fan engagement.
Moving Beyond Fan Labels
Creating a community is one key to engaging and keeping fans, including superfans. As Social Toaster notes, in its blog, “6 Ways to Turn Your Customers Into Evangelizing Superfans and 4 Ways to Identify Budding Superfans,” “Superfans are your brand’s top-tier customer base. They are a true fan of your brand. Sure, they love what you do, but it’s more than that. They love HOW you do it. More importantly, they are invested in your success. They want you to stay around, and as such, they’ll do their part to help share awareness of your brand with their social networks.”
By moving beyond labels and understanding the diverse ways in which consumers engage with entertainment and gaming brands, businesses can develop more effective marketing strategies and build stronger relationships with their audience. By recognizing that fan engagement exists on a spectrum, rather than fitting into discrete categories, we can better understand the motivations and behaviors of consumers and tailor our messaging accordingly.
Video courtesy of The New Yorker
