How can brands hit the sweet spot with fandoms?

New Delhi: YouTube Fanfest in India celebrated its 10th anniversary with a new report on how fandoms have evolved and their impact on trends and the entertainment industry. 

"Today, fans are not just passive consumers; they're active participants, shaping the conversation, forging communities, and blurring the lines between fan and creator," claims the report.

Key insights include:

1. Fandom Reach: 87% of Gen Z (14-24 years old) identify as fans, with 93% using YouTube weekly to engage with their fandom. 62% belong to fandoms not shared by anyone they know personally.

2. Levels of Engagement: Fans range from casual participants to creators who produce fan art, remixes, and more. 83% of Gen Z consider themselves creators, with 91% engaging in fan activities over the past year. 

3. Brand Opportunities: 80% of Gen Z fans appreciate brands that align with their interests. For example, McDonald’s engaged anime fans with a campaign inspired by how McDonald’s is depicted in anime as “WcDonalds.” They also created their own AMV (anime music video) featuring anime clips.

4. YouTube’s Role: 66% of Gen Z often spend more time watching content that analyses or discusses a subject than the original content itself (e.g., movie trailers, new music videos, major cultural events). For example, the "Deadpool & Wolverine" trailer was accompanied by multiple creator videos discussing it.

5. Cultural Influence: Many of Gen Z's cultural touchstones come from creators and their communities. 77% of Gen Z fans are part of a named fandom.

YouTube recommendations for brands:

1. Empower Fan Creation: Provide tools and challenges to inspire fan-generated content.

2. Engage with Fan Communities: Understand and align with fan interests to deepen engagement.

3. Collaborate with Creators: Partner with creators to tap into their established communities and trends. 

YouTube suggests brands leverage these tactics to connect with and harness the energy of fandoms.