3 Strategies that turn Superfans into Super Marketers [YouTube Culture & Trends Report]
According to the new YouTube Culture & Trends Report, 89% of Gen Z describe themselves as fans of someone or something. In comparison, 65% consider themselves “video content creators,” and 80% say they consume content about their favorites at least once a week.
These are sobering stats for anyone still debating the power of an engaged fanbase and the effort that should be dedicated to building and servicing fan relationships.
Superfans have become the latest industry obsession, but the report rightly points out that it needs to be about more than just monetization. Encouraged and handled correctly, superfans are worth their weight in t-shirts as content creators and marketers reaching other fans.
56% of Gen Z say they often spend more time consuming about a thing (song, show, etc.) than they do about the thing itself, and 73% of say they turn to YouTube for that content, an impressive number even for the platform that commissioned the study.
The Future Of Fandom
“As generative AI and new video tools continue to improve, we’ll continue to see fandom become a primary generator of our pop culture rather than a simple reaction to it, concludes the study, “And as more fandoms emerge and reach huge audiences, we’re reaching a point where brands (and bands) that don’t have a structured way to engage with fans will be left behind.”
3 Calls To Action
Based on the study findings, YouTube recommends these strategies:
- EMPOWER FAN CREATION: Enable fans’ creativity by offering templates and challenges
that inspire fans to express their passion through content. - LEAN INTO FAN COMMUNITIES: Pay attention to what your fans are up to or into, and embrace their interests to find new ways to engage them.
- SHOW UP WHERE CREATORS ARE: Leverage their communities and tap into longstanding YouTube trends.
Download a free pdf of the full YouTube Culture & Trends Report.
Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.
