We all understand that brands are consistently trying to push a message, but these days, more than ever, it’s not what the message is; it’s how it’s being relayed that matters most. Where in the past, a brand could throw money at a celebrity endorsement or fill magazines, TV screens, billboards and more with a host of promotional content, audiences today are a little more sceptical. They see through the sales pitch. Even when brands become more innovative, consumers are a little reluctant to engage.
Digital brain rot is real, and with so much content coming from every angle (much of it providing minimal stimulation), consumers are not finding value in brand interactions. That’s why the “fan-first” approach is being utilised more and more.
What does “fan-first” mean for brand advertising?
When brands advertise via traditional channels, you can think of it like a “throw something at it and see what sticks” type of approach. Lots of money is invested in a campaign, and hope rests on the advertising resonating with existing customers and inspiring new ones. This can be an expensive gamble.
Targeting existing fans with a “fan-first” brand experience means connecting with the most passionate, vocal sector of the customer base, who, in turn, act as brand advocates by promoting your brand through their social channels and word of mouth.
For brands, “fan-first” designs experiences that reward the passion, loyalty and advocacy the core base of customers shows. This could be through exclusive merch drops, VIP events, interactive experiences and early access to premium content.
Put yourself in the shoes of a customer who has been invited to an exclusive product launch. It could be a video game, sneakers, fragrance, the list is endless. Whether they liked the end product or not, the exclusivity of being invited to that event is likely to be shared. This, by the nature of how we interact, will pique some curiosity from those not invited to at least investigate the brand a little more.
Why do “fan-first” brand experiences work?
Brands that follow a “fan-first” approach can see the trust in them grow. Rather than having a paid celebrity state why one product is THE product of the year, actual consumers are doing this by experiencing it first-hand and often before many others have. Fans become ambassadors, and if the fandom states something is good, it normally is. No filters, no bias (ok, perhaps a little) and no scripted words of praise, consumers not part of this exclusive group, but perhaps on the fringes of it, find the words of the “superfan” as a glowing endorsement of the brand and product.
It becomes about much more than that though. With vast amounts spent on advertising campaigns, brands can spend less yet get more through utilising “fan first” experiences. Such experiences curated by a brand experience agency are designed to be shared, and by sharing on social media, the extended reach is free but priceless.
You can view fandoms as powerful micro communities. The Taylor Swift fanbase is a great example of this. She can post on social media, and instantly, fans are breaking down whether there is any hidden meaning and what could be coming next. That’s a powerful and influential level of brand power. Communities like these exist across multiple platforms. Sport, gaming, fashion and more all have huge fanbases that show unwavering loyalty to a brand. That’s why brands should target real fans, and not just influencers. There needs to be a degree of exclusivity without elitism, and with real fans, you tap into the authentic, exclusive experience.
Fan-first vs traditional advertising
In a simple table, we can see some key differences between fan-first advertising and the more traditional routes brands take.
| Traditional Campaigns | Fan-First Experiences |
| One-way messaging | Interactive and co-created |
| Mass reach | Targeted loyalty |
| Brand-led | Fan-centred |
| Short-term | Long-term emotional equity |
Why should brands invest in a fan-first approach?
Spending time focusing on fans and creating events centred around them and your product can be a key pathway to success.
Fans don’t just consume what they see, hear or feel. They amplify it. Whether sharing online, telling friends or wearing the latest collection, the reach of the brand can transcend unexpected levels, and this will drive much higher engagement rates than projected.
As mentioned earlier, this extended reach also stands to deliver a greater ROI. Where mass market campaigns can cost huge sums and deliver little, a targeted fan-first activation can easily outperform broader campaigns. With only the core fan base targeted, the campaign is only resonating with those interested in the brand. They then share it on your behalf, for free, showing off the level of exclusivity they enjoyed, and others missed out on.
Furthermore, communities are loyal. We only have to look at the Apple and Android customer bases to see examples of this. This loyalty breeds customer retention, which then sees a lower churn and a boost in lifetime value.
How can brands build a fan-first experience?
Brands mustn’t assume that a fan-first approach is the same for all of their marketing efforts. There can be distinct differences depending on what part of the fandom is being targeted.
Understand the fandom.
Not every customer is a superfan or even a fan. Some are just casual consumers who found a price point or product suitable for an immediate need. Look at your top 10%, see what motivates them, drives them towards purchase and makes them like your brand above others. Focus your activation on these people, not the masses.
Keep exclusivity, access and community in mind.
The experience should ensure that loyal fans feel part of something special and something that they, and only a few others, have access to. Money can’t buy exclusives, VIP products, or unique interactions that create a community within a community and make those not present want to be present, for example. Through doing so, you create a desire for non-attendees to be included next time, and smartly, through targeting the few, you are really reaching the many!
Make it shareable.
Your biggest asset is your fans, and you want this experience to be memorable for them. Think about how this experience can be shared. Are there aspects that make themselves “insta-worthy”? Are there touchpoints that deserve a TikTok? Maybe a live stream is how some want to showcase their experience.
The fan first approach is a way to tap into existing markets yet find new ones. It isn’t something many brands can achieve on their own, and in some cases, hiring an agency with experience will help create activations that linger long in the memory and help enhance the relationship between brand and consumer.
