Seventy-five percent of Americans age 18 and older consider themselves part of a fandom. But are organizations tailoring their social marketing strategies to get the most out of this new, fan-driven digital landscape?
Fandom isn’t just a trend—it’s a force that shapes how people connect, share, and express themselves. Online fandoms—communities of fans that live on digital channels—can offer today’s brands an unprecedented opportunity to access passionate, highly engaged consumer communities. As vocal fans, their advocacy can spark transformative marketing impact among their digital networks.
The digital landscape has made it easier than ever to reach these audiences, with 1 in 3 social media users now identifying as a part of an online fandom, according to our 2025 State of Social research. But with this opportunity comes a challenge: How can brands truly connect with their most devoted fans? The answer is that the select few that have the most impactful social media strategies—we call these social-first brands—are engaging these fandoms to build lasting loyalty and drive growth.
FINDING YOUR VOICE
Fandoms can generate incredibly valuable insights into consumer behaviors for today’s brands, thanks to the sheer volume of content that is created and shared within these digital communities. Our research revealed that over half (52%) of fandom members say that they watch or seek out fan-created media, and 50% follow or interact with creators within their fandoms. Brands are harnessing the knowledge of these consumer habits to drive growth, with 43% of media and entertainment brands using social listening to understand fan engagement and spending habits.
When it comes to branded content development, striking the right balance between user-generated and brand-owned assets is critical. In our research, half of media and entertainment brands said that user-generated content campaigns are one of the most effective tactics for engaging online fan communities, while 53% said that creator partnerships are one of the most effective.
With consumers following more creators than brands on social media, sharing your spotlight—and your storytelling platform—can be a powerful way for brands to enter and earn the trust of fandoms.
FROM ENGAGEMENT TO INVOLVEMENT
When asked about how they want brands to engage them on social media, the results reveal that online fans prioritize personalized and authentic experiences:
Fans are looking for more than recognition—they want to be seen, heard, and included. Brands that bridge the gap between simple engagement and meaningful involvement can help to build deeper emotional connections with their fans and drive long-term consumer loyalty.
The opportunity is clear: 73% of today’s fandom members say that they’ve discovered a brand they like because of a fandom. By realigning engagement strategies to recognize and involve fans, brands can transform discovery into lasting advocacy.
LOOKING AHEAD
Many of today’s brands are recognizing the opportunity that fandom can bring for long-term success. Our research revealed that 65% of brands that are active on social media cite activating and monetizing their fan base as either a high or very high priority. While immediate results may be elusive, brands understand that fandom activation is essential for long-term loyalty and engagement—that’s why 42% plan to increase their fandom-related investments by 10% or more in 2025.
Wenny Katzenstein is a managing director in Tech, Media & Entertainment with 25+ years of industry experience. She focuses on helping organizations tap into the power of fans, driving growth through global strategies, innovation, and experiences. With expertise from executive roles at The Walt Disney Company, NBCUniversal, and Sony, Wenny helps companies build meaningful relationships and experiences that identify and convert burgeoning fans into avid ones.
Adam is a managing director within Deloitte Consulting, LLP, and has 20 years of digital media experience across many large media and travel brands. He has extensive experience in product development, brand marketing, digital strategy, and sales and operations. He has held leadership roles in international market expansion on web, app and OTT platforms. He also has Digital Ad Sales experience including programmatic and direct/premium sales.
Kenny joined Deloitte Digital in 2021 as a managing director and head of social, content and influencer. In this role he helps Deloitte Digital’s clients meet their business goals through best-in-class social media strategies and activations. Prior to his time at Deloitte Digital, Kenny was Executive Director of Social Media at Grey Group NA. In this role, he led agency-wide efforts to deliver social content and activations – acting as the creative agency’s liaison with all social platforms. His leadership and hybrid talent reflected the agency’s expanding set of skills, better connecting creativity, technology, and human insight for the betterment of brands.
Christina is an executive strategy director at Deloitte Digital, where she oversees social innovation and creator strategy. In this role, she helps Deloitte clients navigate the rapidly evolving social and creator landscape, developing go-to-market and governance strategies that drive business objective through innovative approaches. Prior to joining Deloitte Digital, Christina spent nearly a decade building Creator Strategy practices at leading platforms including TikTok and Snap. There, she partnered with brands across various sectors to pioneer platform-first activations, with a focus on short form content, creator and influencer collaborations, and augmented reality experiences. Her expertise bridges the worlds of creativity, technology and emerging media to help brands stand out in the social space.
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