Online fandoms present a valuable opportunity for advertisers due to their highly engaged and creative communities. These fans not only consume content but also contribute significantly to mainstream pop culture through original creations. The 2024 YouTube Culture and Trends report explores the current state of fandoms and their cultural impact, revealing key insights for brands.

Empower Fans to Create and Remix

YouTube is central to the growing influence of fandoms, especially among Gen Z. A survey showed that:

• 84% of people aged 14-44 and 86% of Gen Z identify as fans.
• 92% of fans use YouTube weekly to consume content related to their interests.

Brands can engage these fans by encouraging them to create and remix content. For example:

• McDonald’s launched the "WcDonald’s" campaign, inspiring anime fans to create additional content around the brand.
• Coca-Cola collaborated with K-pop groups and used AI to allow fans to personalize and remix a music video.

Be Present During Major Cultural Moments

Fan content creation is continuous and diverse, often surpassing the popularity of the original material. Key statistics include:

• 61% of 14-44-year-olds watched fan-made videos about specific content in the past year.
• 64% of people feel that watching major events is incomplete without fan reactions and commentary.
• 60% prefer creator content over the events themselves.
• 74% of Gen Z spend more time on content discussing major events than the events themselves.

Examples include:

• The Met Gala 2024 live stream had 14 million views, but related creator videos amassed over 550 million views.
• The "Deadpool & Wolverine" movie trailer sparked numerous reaction and analysis videos, dominating YouTube's Trending charts.

Partner with and Amplify Fandom Favorites

Authenticity is crucial when engaging with fandoms. Successful examples include:

• The Los Angeles Chargers created a viral schedule announcement video set in "The Sims" world, filled with inside jokes and references.
• NFL teams have previously used themes from anime, ASMR, and popular comedy shows for their announcements.

Brands can leverage YouTube creators' authentic connections with their communities through:

• Partnership Ads by Brand Connect: Turning creator content into ads.
• Creator Takeovers: Gaining exclusive ad space on top YouTube channels.

Brands that enable and support fan content can deepen engagement and foster a sense of community. The vast and varied YouTube fandoms offer numerous opportunities for brands to connect with new audiences, inviting fan participation and creating meaningful connections.