Fandom & UGC Content Is Evolving: YouTube Trends Report
We are all a fan of something: a beloved band, a favourite restaurant, an admired internet personality. The ways fans connect with their interests are constantly changing. But what does that mean for creators? Read along as we unpack the YouTube 2024 Culture & Trends Report, which hones in on this fascinating topic.
The Rise of User Generated Content, According to YouTube
According to the YouTube 2024 Culture & Trends Report,
“Fans aren’t just consuming their favorite content anymore — they’re actively in conversation with it – creating their own videos to showcase their devotion to the source material and to strengthen bonds with other fans.”
Fandom isn’t about strictly consuming and discussing content from their favourite creators. Fans want to be part of the conversation; this is how they connect with other fans and create a community and lifestyle around a particular channel.
This is the overarching lesson of the report, but what else can we learn from its ten pages?
Fandom as a Relationship
Fans are beginning to see their interactions with creators as a two-way relationship—and it’s actually where much of their entertainment comes from. They don’t just consume but create, forming deep connections with communities that express similar interests.
For example: A creator who films videos about refurbishing furniture has inspired a vibrant online community of fans who don’t just watch the videos but attempt to try the DYI route themselves. They even organize virtual meetups to discuss issues they face and get carpentry tips.
The creator regularly engages with this community and hosts Q&A sessions, sharing their tips and answering general questions. As a result, the fans’ experience is enriched, and they maintain interest in the content.
KR&I’s Human Needs Model
This unique model helps decipher consumer behaviour and its relationship to core needs for self-care, connection, and identity. The type of active participation we see in fandom satisfies these needs, and it’s easy to see why.
Generational Engagement & Fan Types
Here are some pretty interesting stats about fandom:
- 85% of people online aged 14-44 consider themselves fans of something or someone.
- 80% of these fans use YouTube at least weekly to engage with content related to their interests.
According to a study conducted by SmithGeiger, fans fall into the following categories:
- 42% casual fans,
- 29% big fans,
- 21% super fans,
- 8% professional fans (who earn money for their fanship)
Fan Content Creation & Influence of Fan Content
What kinds of content are these fans creating? Here’s an example of awesome fan-created content and how a brand showcased it in response.
Lululemon #thesweatlife
Check Out Lulu Lemon's Instagram Account
Inviting fans to share photos of themselves in brand gear, Lululemon featured a roster of fans and their photos. This made them feel more connected with the brand and part of the conversation.
Other types of fan-created content include fan cams, memes, explainers, reaction videos, and video essays. The extra cool thing about fan-created content is that it attracts its own viewers, and the accounts gain a following, contributing to a virtuous cycle of content creation and consumption.
Also, a surprising fact is that fan-generated content often surpasses the original in terms of engagement and cultural impact. For example, the Grand Theft Auto VI trailer generated tons of views, but fan reactions and analyses doubled that engagement.
YouTube user and GTA fan, LoadGame PL, made a video in reaction to the game’s announcement trailer. It’s their own take on what they think the game will look like.
Commercialization & Brand Engagement
Brands are tapping into fandom cultures to drum up engagement and relevance among younger audiences. For example, McDonald's tapped into anime fandom by releasing the WcDonald’s campaign.
What Does This Mean for Creator Marketing?
Now that we’ve walked through the insights from the YouTube 2024 Culture & Trends Report, what do they all mean for creator marketing? Here’s how this may impact your content strategy for 2025:
1. Enhanced Engagement Through Co-Creation
With fans shifting from passive consumers to active creators, influencers can engage their audience more deeply by encouraging fan-generated content.
Try It: Share fan art, respond to fan videos, or host challenges to inspire creativity.
2. Stratification of Fandom
It’s essential to recognize the different levels of audience engagement, from casual fans to super fans, and tailor content and interactions accordingly.
Try It: Create exclusive content for super fans, feature them in your content, or involve them in content creation. Doing this can help drive engagement.
3. Expanding Cultural Relevance
Because fan content can eclipse original content in popularity, you should encourage fan creations to expand their own cultural relevance.
Try It: Encourage your fans to remix or reinterpret your content—while still giving credit to your original piece, of course.
4. Brand Collaborations with a Fan-Centric Approach
Brands want to tap into established fan bases. Demonstrating solid and engaged communities around your content can attract lucrative partnerships.
Put It in Practice: By building communities around your content, you’ll show brands you have significant reach. Be sure to only partner with brands that resonate with your audience to guarantee authenticity.
6. Measuring Success Beyond Traditional Metrics
The effectiveness of an influencer marketing campaign is increasingly being measured by engagement level. Fans' creation of secondary content is also a factor in success.
Try It: Look for engagement rather than just views in your campaign metrics.
7. Long-Term Fandom Development
You should learn to nurture your fan base to stay relevant and keep fans interested. This is similar to how brands manage long-term customer relationships.
Make It Work: Regularly interact with your fans, listen to their feedback, and evolve in response to your audience’s needs.
Stay Ahead in Influencer Marketing with MODERNSPEAK
Fans are an essential part of your career as a creator. Connecting with them and nurturing your relationship benefits you and your fans.
At MODERNSPEAK, we manage a roster of talented creators. Get in touch to learn how we can help you stay ahead of the game on YouTube, or check out our other blogs to learn more about the latest in influencer marketing.
Email us or call 1-403-991-4988, and let’s chat.
