Understanding how to connect with fans in the 'third space'
Briefly

Understanding how to connect with fans in the 'third space'
"These are not polished platforms created for brands. They are Discord servers, watch parties, TikTok edits, meme accounts, fan podcasts, and creator channels. Messy, vibrant, and owned by fans, these spaces are where culture is continually created and reimagined every day. For marketers, this presents both a challenge and an opportunity. The challenge is simple: fans don't need brands here. Push too hard, and you risk being ignored or rejected."
"Last year's Fan Index 24/25 introduced the idea of 'hyperfocus', a call for brands to sharpen their audience strategies and show up with clarity rather than chasing mass reach. This year takes the next step. Even the sharpest focus won't cut through if you only play in official, brand-controlled spaces. Fans have moved the cultural action elsewhere, and it is here that loyalty and meaning are truly forged."
Fan culture now thrives in a 'third space' made up of fan-led environments outside traditional media plans. These spaces include Discord servers, watch parties, TikTok edits, meme accounts, fan podcasts, and creator channels. They are messy, vibrant, and owned by fans, where culture is continually created and reimagined daily. Fans do not need brands in these spaces, and heavy-handed brand efforts risk being ignored or rejected. Brands that earn a place in the third space gain intimacy and influence beyond traditional sponsorships. Sharpened audience strategies focused on clarity, rather than mass reach, are necessary to engage these communities. Conversations with more than 12,000 culturally connected fans revealed six consistent laws explaining how brands gain or lose cultural traction.
Read at The Drum
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