The culture of fandom began with popular media – building communities around shared interests has been around for decades – but in the 21st century, fandom has expanded to include businesses and brands. A valuable asset to a burgeoning business is to lay the groundwork for engaging Superfans (those who go out of their way to follow your work, and connect to it on a deep level). Superfans are truly the most effective word-of-mouth marketing your business can have. When your work really resonates with somebody, the emotional resonance of that can keep them connected to your business long term. So it’s important to listen, connect with, and correspond with your audience to find out what resonates with them and how you can fill that niche for them.
- It is getting harder to reach an audience through social media channels and email lists.
- If you own a business, your superfans will know your products more deeply than your employees do.
- If a fan isn’t spending a lot of money, they can still be a valuable asset via their support and evangelism.
“We can rely on our superfans because they can rely on us and we need them more than ever.”