How Fangirling Became Cool
Fan culture has always been at the forefront of pop culture but in recent years, the perception of fandoms has undergone a significant transformation. Superfans were once seen as extreme and very uncool but are now celebrated as a vibrant and essential part of mainstream culture. Consider that Taylor Swift’s entire career is built on the idea of Superfans — the Eras Tour wouldn’t have been a culturally defining moment that grossed over $2 billion without her passionate Swifties. This shift reflects broader changes in how society views fandom and the role it plays in shaping identities and communities.
Today, consumers are more likely to identify as a fan of something — and it’s not just about a hobby or meaningless pastime — fandoms shape a person’s self-expression and provide deeply fulfilling experiences rooted in comfort and community-building. Let’s look at the facts:
How we went from hiding or being ridiculed for our intense interests to proudly wearing them as a badge of honour relies on a few key moments:
Social Media Giving Endless Consumption
Fandom culture has always been a cornerstone of pop culture, but the rapid expansion of the internet and social media has amplified its visibility and influence. Platforms like YouTube, Reddit and TikTok have provided fans with new ways to connect, share and celebrate their passions. This digital age, and particularly short-form video, has democratised fandom, allowing fans to create content, engage with creators and build communities around shared interests even to the point where fan content attracts its own fanbase in the process of enriching the fandom.
HBO’s “Hard Knocks” used to be a highly viewed show because it was one of the only ways football fans could gain access to their favorite teams and players. Now, social media and podcasting have blown the doors wide open and fans can learn about every aspect of their fandom any time they want. Both players and teams have leaned into these arenas rather than sticking to the idea of exclusivity like in the past. As a result, new fans are being drawn into the sport based on their affinity for a certain player and their persona off the field, not just their performance on it. For advertisers, that means more opportunities for integration. Content isn’t just about the game itself but also in the prep — the week leading up to the Super Bowl saw over 900 million views for recipe-related videos in the U.S. (YouTube).
The Influence of Female-Driven Fandoms
Female-driven fandoms have been at the forefront of this cultural shift. Interests ranging from music to sports and literature have become driving forces in today’s zeitgeist. The collective influence of these fandoms is undeniable, with female-led shared interests and recommendations fueling category growth and brand adoption.
This feminine energy has attracted marketers and brands eager to tap into these vibrant communities and Superfans welcome genuine brand involvement — 74% of gen z fans say they like seeing brands engage with things they’re a fan of (Google/SmithGeiger, YouTube Trends Survey, US May 2024). However, brands need to commit long-term and do their homework to understand unique passion points of each fandom and avoid pandering, broad-stroked efforts.
Brands Embracing Fandom
Brands have taken notice of the cultural power of fandoms and are increasingly seeking to engage with these communities authentically. Successful brands understand the importance of joining the conversation rather than encroaching upon it. By aligning with the values and passions of fandoms, brands can earn trust and foster genuine connections with consumers.
One way some brands leverage fandom is when the fandom is built around the brand itself. Peace Tea is an example of a brand that’s embraced its passionate gen z community. Its fan base regularly shares love for a particular flavor or posts content showing how Peace Tea fits into their lives. As the social media agency for Peace Tea, we lean into the community, finding unexpected ways to put a spotlight on the community and their content. We’ve mocked up user-generated posts to resemble art hanging in a gallery and have built memes off of it, like in the below example, which remains one of the brand’s top-performing social posts.
A Desire for Inclusivity
Gatekeeping is out and wholesome, welcoming experiences are in. Gen z in particular wants to see social media return to its original purpose of fostering connection, with more positive moments that build people up. In the realm of fandoms, that means they are driving the growth of content and creators that allow for real and large-scale connections that are inviting and easily understood. Take the recent trend of celebrity lookalike contests — these are often fan-organised events simply for pure enjoyment (or $50 if you’re Miles Mitchell, Timothée Chalamet’s lookalike).
Fandoms have also become a conduit for inclusivity, allowing diverse voices to reimagine and reinterpret beloved universes. For example, Black TikTokkers have created HAMU (Hogwarts Agricultural and Magical University), a reimagining of the Harry Potter universe through the lens of historically Black colleges and universities. This inclusive approach allows fans who were previously marginalised to see themselves represented in the stories they love.
Being a superfan is no longer a niche or nerdy pastime; it is a mainstream cultural phenomenon that celebrates passion, creativity, and community. As fandoms continue to grow and evolve, they will undoubtedly shape the future of entertainment and consumer culture. Embracing this shift, brands and creators have the opportunity to engage with fans in meaningful ways, fostering connections that transcend traditional boundaries. Fangirling has indeed become cool, and its influence shows no signs of waning.
