Fan engagement is revolutionising the entertainment world. Whether you're a music artist, a sports team, retailer or global brands, smart players in any vertical can drive unprecedented value from a two-way relationships with superfans.

This huge opportunity for brands is spotlighted in the YouTube Culture and Trends Report for 2024. The report surveyed a mix of adults and Gen Z - the consumers of the future - and highlights key insights about online fandoms.

The big takeaway? In this community-driven era, creators and fans collaborate - and it pays off.

The superfan opportunity

YouTube's report describes fandom as a "deeply fulfilling and mood-elevating experience, helping people shape their identities and cultivate stronger connections to their community". Online communities are increasingly influential, shaping culture and trends through deep engagement and shared passion.

The report emphasises the power of niche communities as fandoms contribute to personal identity and social belonging. Fans demand authenticity, but the good news is that they also engender a sense of authenticity with the content they create and share among themselves. Smart brands engage with and even prompt that conversation among fans to foster stronger emotional connections. This is more than just a warn feeling for fans: emotional connections drive tangible results in marketing and monetisation.

Embracing, supporting and engaging with fan creativity strengthens their connection to your brand and increases the overall cultural impact of your offerings. And Discord is the perfect place to do it.

While social media is fine for broadcasting to a mass audience, a genuine emotional connection springs from a two-way conversation. Real-time messaging platform Discord has that kind of reciprocal communication at its core. It also benefits from features and tools that meet your brand goals and make you money while keeping your fans happy and safe.

Here's how you can use Discord to tap into the huge opportunity of fan culture.

Find your fans

Fans engage on different levels. Some are casual fans, while others are superfans who engage consistently and passionately. One-size-fits-all content doesn't cut it any more, when a platform like Discord allows you to give every fan a different level of engagement to optimise the relationship. In the hierarchy of fandom, you even have professional fans who monetise their passion through their own content on YouTube and social media, who can be nurtured as brand ambassadors to drive deeply authentic word-of-mouth marketing.

Engage with fan culture

Fan culture is now a huge driver of popular culture. As fans elevate the content, media and brands they love, you can actively play a role in that process by developing marketing strategies that resonate with fan communities, you enhance brand perception and drive customer loyalty.

Tap into fan content

Superfans don't just passively consume their favourite content - they’re in active conversation with brands, creators and artist. Fans create videos, memes and other content to showcase their passion. This user-generated content (UGC) is incredibly valuable to a brand, because it shows off the brand with an authenticity which other fans trust, and also builds a bigger, buzzier cultural moment around each new song, game or brand move.

Understand your fans

That's why it's so useful to monitor and engage with the content your fans create. You not only gain insight into your audience and their preferences, but also develop a more connected and loyal community. Levellr's community-generated content dashboard makes it easy to follow this fan-made content, see what's resonating with fans, and incorporate it into your communication.

Loosen control over your content

Some stakeholders find it tough to loosen their thinking around the brand. But it's worth encouraging fans to remix and reimagine your creations. This user-driven content can significantly boost your cultural relevance and foster a stronger connection with your audience.

Highlight shared passions and niche interests

When you understand your community, you begin to see their other passions. Tailored content and targeted campaigns can showcase interests that resonate with your fans, even if not directly related to your product. Something might seem pretty niche, but it could be tomorrow's mainstream trend. Being in conversation with your fans helps you keep your finger on the pulse.

Leveller's community management experts are your guides to the latest developments, helping you tap into your community in a way that hits your brand goals. In an age when fans are everything, Levellr helps clients like Fall Out Boy and Starbucks engage fans and loyal customers, turning happy and healthy Discord communities into tangible marketing and monetisation results.