Anatomy of hype: How brands can connect with fandoms

Fandom is changing. It’s moving away from the fringes of mainstream culture and into the spotlight. According to recent findings on fan culture from Amazon Ads, 70% of people say their fandom and fan community are part of their everyday life. The findings come from “Anatomy of Hype” (AoH) research from Amazon Ads and Twitch. The study involved expert interviews, fan focus groups, and a quantitative survey of 12,000 respondents from 12 countries including Australia. One of the key trends the research identified is the rise of the Fluid Fan.

With a desire to authentically express themselves, these fans are not going all-in on one thing but claiming multiple fan identities across their range of interests and passions – with today’s fans now following on average 7.6 distinct fandoms.

Brands have long been a part of fan culture by building positive fan experiences and creating strong brand affinity in the process. According to the research, fans do want brands to participate. Over half of fans (55%) say they are more likely to consider a brand that sponsors content related to their fandom. However, in a time when fandom is changing, the rules of engagement are also evolving. The law of involvement is now authenticity.