By tapping into fandoms, brands unlock die-hard fans that are more likely to convert.
Fandom Content allows brands to authentically tap into niche communities that are ride-or-die for a celebrity, an anime, a game, anything! I spearheaded this strategy at Duolingo!
Fandom content is a win-win. Fans love it, brands love it. The content consistently performs better on social and leads to more conversions. Here’s a deep dive into one of my big fandom moments: Jujutsu Kaisen Season 2 Finale
A spoiler was released right before the season 2 finale about the fate of one of the fan favorite characters, so I immediately photoshopped a picture that would reference it
24M views on Twitter
After the episode dropped I posted this video which referenced the ending. The audio I used is also a popular audio in the fandom, usually used in fan edits.
5.9M views on TikTok
2.7M views on YouTube Shorts
The fandom ran with our content, and even made fanart based on it!
All of this resulted in a spike of ~2k new users coming in from social media.