Want Hordes of Raving Fans? 7 Content Best Practices to Follow

In 2024, capturing attention and loyalty will be harder than ever. Consumers are bombarded with content at every touchpoint, and they‘ve grown savvy to traditional marketing tactics. To cut through the noise, brands need to shift from simply attracting audiences to igniting passionate fandom.

The business case for fandom is clear. Referred customers have a 37% higher retention rate, and they are 4 times more likely to refer more customers to the brand (Deloitte). User-generated content featuring a brand has a 28% higher engagement rate than standard brand posts (Comscore). And customers who engage with user-generated content are 97% more likely to convert with a retailer than customers who do not (Bazaarvoice).

But how do you turn casual followers into raving fans? The key is to create content that doesn‘t just inform or entertain, but emotionally resonates and engages on a deep level. Here are 7 best practices to follow.

1. Engage Fans with Interactive, Multimedia Content

Static content is out, interactive is in. To hold attention in an oversaturated landscape, your content needs to demand active participation from fans. That means using formats like:

• Quizzes and polls
• Augmented reality filters
• Interactive videos
• Gamified challenges
• Customizable content

When skincare brand Glossier wanted to launch a new eyeshadow, they invited fans to help name the shades via an Instagram poll. Over 30,000 fans participated, not only generating buzz for the product but also giving them a sense of co-ownership.

Buzzfeed has built an empire on interactive content, from their ubiquitous personality quizzes to their Tasty food videos that allow viewers to customize ingredients. The Tasty app, which lets users search and filter recipes by dietary needs and preferences, has over 5 million downloads.

The lesson? Don‘t just broadcast to fans, invite them to play with you. Interactive content creates a two-way dialogue that strengthens emotional investment.

2. Showcase User-Generated Content Front and Center

Nothing builds fandom like seeing real people achieving extraordinary (or just plain relatable) things with your product. User-generated content (UGC) should be a pillar of your content strategy, not just an occasional repost.

The numbers speak for themselves. 79% of people say UGC highly impacts their purchasing decisions (Stackla), and 41% of consumers only need to see between 1 and 4 pieces of UGC to be influenced to purchase (Stackla).

GoPro‘s entire YouTube channel is dedicated to showcasing jaw-dropping user footage, from surfing stunts to animal encounters. With over 10.5 million subscribers, the channel has become a destination in its own right for fans seeking adventure inspiration.

Airbnb‘s Instagram feed looks more like a travel magazine than a corporate account, thanks to the stunning user photos they curate and credit. The aspirational images not only sell the Airbnb lifestyle but also position the company as an arbiter of taste.

To encourage more UGC, make it easy for fans to share by creating branded hashtags, running photo contests, and featuring submissions across your channels. The more you celebrate your fans, the more they‘ll celebrate you.

3. Gate Exclusive Content and Experiences for Top Fans

All fans are not created equal. To truly cultivate a fandom, you need to recognize and reward your most passionate advocates with exclusive content and experiences they can‘t get anywhere else.

That could mean:

• Early access to product launches or events
• Exclusive discounts and promo codes
• Invitations to test new features or products
• Access to private online communities
• One-on-one time with brand experts or influencers

Makeup subscription service Ipsy has a tiered VIP program that unlocks perks like free gifts, exclusive products, and build-your-own boxes based on members‘ level of spend. Top-tier members are 70% more likely to choose an Ipsy product at retail (Ipsy).

Nike‘s SNKRS app is designed for diehard sneakerheads, offering insider access to the brand‘s most coveted shoe drops. Members can unlock bonus content by engaging with the app‘s AR challenges and scavenger hunts. Over 50% of shoes in the app sell out within 30 minutes (Nike).

The more value you provide your best customers, the more they‘ll sing your praises and bring in new fans. An unpublished study by a major retailer found that customers who redeem exclusive deals have 30% higher net promoter scores.

4. Develop a Brand Persona That Resonates Emotionally

Fans don‘t connect with faceless corporations. They connect with brands that feel authentic, relatable, and culturally relevant. Your content needs to project a distinct personality that aligns with your fans‘ values and aspirations.

Start by crystallizing your brand voice and visual aesthetic. Are you witty and irreverent like Old Spice, or aspirational and adventurous like Red Bull? Fine-tune your tone, vocabulary, and visual style to craft a cohesive persona across all touchpoints.

Wendy‘s has gained a massive following for their snarky, meme-fluent Twitter presence. By roasting competitors and offering funny commentary on pop culture, they‘ve positioned themselves as the fast food chain for digitally savvy millennials and Gen Z.

Outdoor Voices‘ content embodies their mission to make activity a daily habit. Their Instagram is full of playful, colorful imagery of people doing low-pressure exercise like walking dogs and taking hikes with friends. The approachable vibe has helped them build a cult following among women who don‘t identify with the neon-drenched intensity of traditional athleticwear brands.

To uncover the right persona for your brand, do a deep dive on your target audience. What are their lifestyles, interests, and pain points? How do they see themselves, and what role does your product play in their identity? Let those insights guide your content‘s personality.

5. Niche Down and Go Deep on Topics That Matter to Fans

In a world of shallow clickbait, fans crave content that respects their intelligence and dives deep into their passions. To become the ultimate resource for your audience, you need to narrow your focus and cover your core topics with incredible depth and nuance.

First Round Review is a blog run by VC firm First Round Capital, but you won‘t find any generic startup advice here. The site is known for its in-depth, tactical articles on hyper-specific aspects of company building, from interview questions for spotting exceptional talent to frameworks for prioritizing product features. Over 30% of their articles exceed 3,000 words.

The Hustle has built an email audience of over 1.5 million business news junkies by going narrow and deep. Rather than trying to cover every headline, they curate the most compelling stories in business and tech and decode their significance with wit and insight. Their average open rate is 41%, compared to an industry average of 21% (Campaign Monitor).

To determine what topics to double down on, mine your audience insights to uncover their most common questions, interests, and challenges. Use keyword research to identify the long-tail topics your competitors aren‘t covering. Most importantly, don‘t be afraid to geek out on the details – the more specific and actionable your content is, the more your niche will appreciate it.

6. Collaborate with Fans on Content Creation

Fandom isn‘t a one-way street. The most loyal fans don‘t just want to consume content about your brand – they want to help create it. By inviting fans into your creative process, you not only get fresh ideas and perspectives, but you also give them a sense of co-ownership that deepens their emotional investment.

Lego Ideas is a platform where fans can submit and vote on ideas for new Lego sets. Sets that receive over 10,000 votes are reviewed by Lego for potential production, with the creator earning 1% of royalties. To date, 33 fan-designed sets have gone to market, including a Women of NASA set that sold out in 24 hours.

Sephora‘s #SephoraSquad program turns top customers into official brand ambassadors. The Squad members collaborate with Sephora on product launches, events, and social media content. In exchange, they get insider perks like early access to products, personalized discount codes, and all-expenses paid trips to Sephora HQ. Since the program launched in 2019, #SephoraSquad has generated over 44,000 pieces of content (Sephora).

To bring fans into your content workflow, consider:

• Launching a hashtag challenge inviting fans to create content around a theme
• Running a contest where fans vote on their favorite user submissions
• Giving fans creative control of your social media channels for a day
• Hosting a hackathon or workshop where fans can co-create with your team
• Featuring fan art, writing, or video across your content ecosystem

7. Use Content to Build Community and Culture

The most powerful fandoms are more than just a collection of individuals – they‘re a tight-knit community united by shared passions and values. Your content should serve as the glue that brings fans together and makes them feel like they‘re part of something bigger than themselves.

Peloton has built a massive following not just for their high-tech spin bikes, but for the sense of community they foster through their content. The brand‘s Facebook group has over 400,000 members who bond over their favorite instructors, share riding milestones, and even meet up for in-person events. Peloton‘s instructor-led rides regularly attract thousands of live streamers who compete on the leaderboard and send each other virtual high fives.

Twitch, the live streaming platform for gamers, has become a cultural phenomenon thanks to the fan communities that have formed around top streamers. Viewers don‘t just tune in to watch their favorite personalities play – they interact with each other in real time through the chat functionality, building friendships and inside jokes. Twitch‘s most popular streamer, Ninja, has over 16 million followers and regularly draws more live viewers than cable news networks.

To cultivate your own content community, consider:

• Creating a branded hashtag for fans to connect and share their experiences
• Launching a private Facebook group or Discord server for top fans
• Hosting regular AMAs or livestreams where fans can interact with your team
• Spotlighting fan stories and achievements in your content
• Organizing IRL meetups or events to bring fans together

The more you can make your fans feel seen, heard, and connected to each other, the more invested they‘ll become in your brand.

The Future of Fandom

As traditional advertising loses its sway, the brands that will win are those that don‘t just advertise to consumers, but ignite passionate communities of advocates. By creating content that sparks two-way conversation, celebrates your biggest supporters, and brings fans together, you can build a loyal army that will champion your brand for years to come.

But building fandom is a long game. It requires a deep, ongoing investment in understanding your audience, crafting resonant brand storytelling, and fostering authentic community. As new technologies and cultural trends emerge, you‘ll need to stay nimble and experiment with fresh formats and platforms to keep fans engaged.

Ultimately, the key to cultivating fandom is to treat your fans not as passive recipients of your messaging, but as active collaborators in your brand story. By inviting them in, listening to their feedback, and elevating their voices, you‘ll create a sense of shared ownership that inspires intense loyalty and advocacy.

So ditch the broadcast mindset and start thinking like a fan. Because in 2024 and beyond, the brands that will thrive are those that don‘t just have customers – they have true believers.