"Fandom used to live in comic book stores, sports stadiums, and weekend conventions. Today, it's everywhere. In fact, 92% of Americans say they're fans of something. Fandom is woven into how people express themselves, connect with others, and even make purchasing decisions. A generational shift is fueling this momentum: This same data shows younger Americans under 34 are twice as likely to call themselves fans of brands or athletes as their older counterparts, and four to five times as likely to be fans of influencers or video games."
"For Gen Z and Millennials, fandom feels deeply personal. reports that about half of them feel closer to creators on TikTok or YouTube than to Hollywood stars. These parasocial bonds make fandom an always-on relationship, as every interaction has a sense of intimacy and immediateness. Brands that recognize the significance of this cultural force can build lasting relationships with audiences and turn those deep-seated sentiments into revenue opportunities."
"The team at Shondaland doesn't treat its superfans as opportunities for quick and easy wins; instead, they work to extend fans' connections with stories beyond the screen, sometimes through experiences and sometimes through special edition products. "A superfan will sniff out inauthentic collaborations and products that don't fit the story within their shows," said Sandie Bailey, Chief Innovation and Design Officer at Shondaland."
Ninety-two percent of Americans identify as fans of something, and fandom influences self-expression, social connection, and purchasing choices. Younger Americans under 34 are more likely to be fans of brands, athletes, influencers, and video games than older cohorts. Gen Z and Millennials often feel closer to creators on TikTok and YouTube than to traditional celebrities, creating parasocial bonds and an always-on sense of intimacy. Brands can leverage this cultural force to build lasting relationships and monetize deep-seated sentiment. Shondaland extends fan connections beyond the screen through experiences and special-edition products while avoiding inauthentic collaborations.
Read at Forbes
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