Fan Communities

Fan Communities. With the increasing impact of Bubble-Up Culture, fan communities will matter more in 2023. Fan communities are in-built audiences for new products, even those distant from a brand’s core competency. They enable monetisation based not on mass appeals and advertising, but on propulsion towards the mainstream by a movement. Another characteristic of a fan community is that it likely spans the online and offline worlds. Fans can be a vital source of understanding about the deepest points of connection between consumers and a brand. Creators are the lifeblood of this new digital ecosystem, and especially popular with members of Gen Z. For marketers and media owners, these influencers are a route to cultural relevance.