Fandoms have expanded beyond their once-niche status in culture. Now fully a part of mainstream society, they increasingly shape the way individuals connect, identify and find fulfillment. Delving into the intricacies and evolution of fandoms, The Anatomy of Hype, a research report from Twitch Ads and Amazon Ads, sheds light on the diverse range of human needs these fan communities cater to.
“Many of us crave a sense of safety, belonging, and esteem. These are some of our social and emotional needs,” says Allison McDuffee, the head of insights and measurement for the Americas at Twitch Ads. “In addition to providing a source of enjoyment and entertainment, participating in fandoms helps meet many of these human needs.”
The report finds that people are drawn to fandoms precisely because they cater to such a wide array of human needs. Asked what motivates them to participate in fandoms, respondents said fan communities offer a sense of escapism (78%) and enjoyment (72%) – giving individuals a chance to relax, have fun and recharge. Fandoms also empower (46%), help forge identities (42%), foster a sense of belonging (40%) and provide a platform for seeking recognition (19%).
Of note for brands, McDuffee says each type of fandom fulfills our needs in a unique way. For example, she notes that “participating in music, video games, sci-fi and fantasy fandoms can help fulfill our most inward, emotional needs, whereas participating in sports, streetwear and sneaker fandoms can better fulfill external, social needs – like establishing one’s image or place in a community.”
With Twitch Ads’ research, brands can better understand why fans engage with a particular fandom, how it rewards them, and how their brand might be able to leverage that relationship. By understanding the motivations that underlie participants’ engagement with a particular type of fandom or fan community, brands can ensure their messaging and engagement strategies will resonate with their target audiences.
For example, the report found that sci-fi and fantasy fandoms revolve around escape, enjoyment, identity and empowerment. As motivating factors, the sci-fi and fantasy fans surveyed over-index on wanting to escape from the real world, reconnect with their childhood self, learn something new and be entertained. And their fandoms reward them by helping them discover new content to enjoy, join a fan community and create original content.
“Findings from our research can help marketers establish new ways for their brands to reach consumers where they’re most engaged, add value to fan communities authentically, and offer fans creative ways to engage more deeply with the experiences they love,” McDuffee says.
Consumers today have many different passions and dabble in many types of fandoms; surveyed fans claimed to like or love an average of 7.6 different fandoms, when presented with a long list of interests ranging from anime to technology and gadgets. This has given rise to what the report dubs “fluid fans,” a group that rejects the gatekeeping and exclusivity found in super fans, but who desire deeper engagement with their interests compared to casual fans.
While fluid fans’ may not engage with a particular fandoms as deeply as their superfan counterparts, they participate in a broader array of fandoms – and they take pride in this way of connecting. This approach leads 79% of fans to discover their fandoms through connections with others, such as family members, friends and social media influencers. And nearly 90% of fans openly share their passions and affiliations with others, further strengthening the bonds of fan communities.
“Our research demonstrates the importance of fandoms in all our lives, and it provides guidance and best practices for brands to engage with fans in these sacred spaces,” McDuffee says. “This is relevant to brands advertising on Twitch, across the Amazon Ads portfolio, and beyond.”
Twitch Ads partnered with Crowd DNA, a cultural insights and brand strategy consultancy, on the research. Check out The Anatomy of Hype in full here.
