By Katie O’Toole & Mike McNeive
If you work in marketing or production, there is a high chance you have come across the term ‘fan first agency’. It is a popular turn of phrase these days, but, in our opinion, at face value, it teeters on the fence of ‘vague’ or ‘jargon’. Because when you peel back the layers of any agency dealing with fan communities, shouldn’t they always have fans first?
If brands are serious about forging a lasting connection with fans around the world, they need to look at fans more as brand assets. Opposed to the view that fans are only useful when it comes to sales and profits.
If you give a brand a fan, it may eat for one day, but if you enable a brand to connect with fans – it will never go hungry.
At least, that is our view at Attention Seekers. We are adamant about our mission to unite fan communities worldwide, with electrifying moments that win hearts.
Our history and experience are in working with brands and doing exactly that. We want to bring moments, whether that be; content, events, or activations in partnership with brands, that speak to the fan. We always want to make sure our work is authentic to fan communities. To achieve this, we must know a lot about fans and audiences. We understand how they behave and interact – informing us how to personalise experiences for them and understand how to leverage nuances.
By virtue of this, we can help brands forge meaningful relationships with consumers through fandoms, formats, and engagement, in both digital and physical spheres.
At this point, we should tell you how we define fans. As they [a fan] come in all sorts of shapes, sizes, and levels of commitment. The most effective way to visualise or classify fans is with a spectrum. The spectrum is fluid, and fans are mobile within it, as their levels of commitment often vary over time and topic. A substantial portion of fans are here today and gone tomorrow. Hopping from one fandom to another, often into completely different fandom domains or industries. A fan might be ‘gung-ho’ about one thing and just casually interested in another. As with the spectrum, no level of commitment or passion is fixed and fluctuates over time.
Within fandoms; the spectrum of commitment or passion is bookended by; ‘Fringe Fans’ acting as our uncommitted pole, and ‘Proactive Fans’ as our committed pole.
The Spectrum of Fandom: Which Do You Recognise?
‘Proactive fans’ are dedicated, long-standing supporters who actively follow and consume content across multiple platforms. Their involvement in the community is extensive, and they often contribute through creativity. Some of them have amassed a large following of their own and could be classed as ‘professional fans’ who earn a living through their content creation.
‘Fringe Fans’ tend to be more transient and casually interested. Their attraction to a particular individual, thing, or brand, may be influenced by peers or tradition. This makes them prime targets at the initial stage of the conversion funnel.
‘Fair-weather Fans’ are more committed than Fringe Fans, however, remain fairly passive in their consumption. Perhaps tuning in for landmark moments due to FOMO and a desire to belong.
‘Super Fans’ derive a sense of community from fellow Super Fans, they are either passionate or devoted. They are likely the expert on their fandom in their peer group, explaining rules and backstory to the uninitiated.
Building Brands: Trust, Advocacy, and the Vital Role of Every Fan
So, why are fans so important to us and brands? Trust and advocacy.
Fans power communities and brand followings. With Proactive and Super Fans acting as the tastemakers and trusted voices for those who fill out the rest of the spectrum.
There is a dual importance in staying true to the devoted fan, while also attempting to convert more fringe fans, by pushing them up the spectrum. If we are trying to reach consumers who are new to the channel, team, or artist, the opportunity for us is to reach those people (Fringe/Fair-weather Fans) through established Proactive/Super Fans.
A major portion of the power of fandom when it comes to our work, is attributed to the fans themselves. We are rooted in live, multi-stream/simultaneous distribution – and we want our message to resonate with fans. It is important for them to feel empowered to help grow the community/thing they love.
This concept is not new, fans have always brought in new fans. Passion translates into advocacy, which fosters discoverability. We are simply giving them the tools to do it on a global scale via opportunity and distribution.
At Attention Seekers, we embrace the power of distribution, where passionate fans have unprecedented access to their interests. Now is the time to harness their enthusiasm and let them fuel your brand.
To enhance your ability to captivate and engage a broader audience, whether within your industry or beyond, don’t hesitate to connect with our team at Attention Seekers.
