This article originally appeared in the May/June 2025 issue of Startups Magazine. Click here to subscribe

By Annie Harte, Social Strategist, eight&four

But look a little closer and you’ll realise there’s something much more powerful at play. The “Swiftie” fandom has evolved into a full-blown global movement – a network of superfans decoding cryptic lyrics, coining their own language, and building a shared mythology around one artist’s universe. But we’re not just talking about teenage girls here. With 45% of US Swifties being millennials, this is a fandom that roots itself into one’s life, becoming far more than just a hobby.

At its core, this is the power of fandom culture: communities built not just on what people consume, but how they connect around a shared interest. Fandoms transform passive audiences into today’s most active participants – people don’t just buy in; they belong.

Today's digital battlefield

T hese days, social media is a battleground for attention. Brands are scrapping to get their content in front of the right eyes. Ad spend is increasing every year. Ad spend increasing every year. The digital landscape is intensely noisy, yet increasingly ineffective. 

In response, we’re seeing users gravitate towards more private online spaces – where they feel seen and where interactions feel more inherently human. Seeking refuge from the overwhelming content deluge of the main feed, they’re starting to find comfort in niche subcultures where genuine connection happens.

Less billboard, more group chat

But here’s the thing – while everyone else is shouting louder, the smartest brands are getting quieter. They’re trading mass visibility for meaning. Less billboard, more group chat. Moving away from viral culture and instead building spaces people actually want to be in.

T his is where the principles of fandom can revolutionise your approach. Because the truth is – you don’t need millions of followers these days. You just need to reach the right ones who care enough to show up, share and stay.

Give people something to be, not just something to buy

Fandoms offer more than just an interest – they offer a new identity. Swifties aren’t just music fans; they’re detectives, creators, insiders. Startups can mirror this by giving their audiences a meaningful role.

Consider Glossier. what started as a beauty blog centred around community input has become a global beauty empire, still holding community at its heart. Their early social strategy focused on inviting customers to become collaborators, rewarding those involved by offering them exclusives.

• Invite them behind the scenes – think beta testing, early access drops. Involve them from the get-go to make them feel like they’re part of the journey
• Let them help shape the story. Use interactive formats (polls, UGC, questions) to get their input
• Create insider language or rituals that make them feel part of something bigger

Finding your digital campfire

We’re talking about Reddit threads, Discord servers, Instagram Broadcast channels, Tumblr communities, Facebook Groups. The intimate, off-thebeaten-path, digital campfires that allow for deeper connection.

• Where are your most passionate people already talking? Meet them where they already express themselves
• Consider what a private space for your audience looks like – where will they feel comfortable to connect, share and obsess over your brand?

Co-creation, not just consumption

True fandoms don’t passively consume – they actively create. From detailed fan lore, memes, and sometimes actual art – this co-creative energy is what sustains momentum within the community.

A great example of this is LEGO’s ‘Ideas’ platform, where fans are invited to design new sets, with the chance to become official products. They’re turning buyers into contributors, who have visible influence over the brand.

• Encourage product hacks, customisation – where can they help contribute to your product?
• Spotlight creators within the community. Reward them for their effort and turn them into collaborators

Focus on the shared experience

Fandoms thrive on the idea of a shared experience. The anticipation of waiting for an album drop. The hunt for hidden Easter Eggs. The jubilation of discoveries. These moments are what creates a strong bond between fans.

Consider Spotify’s annual Wrapped campaign. Whether you’re embarrassed or proud of your musical choices, the campaign has now become a cultural moment, shared globally, that turns private consumption into a public display of identity.

• What shared experiences feel relevant for your brand? What commonalities can you lean into to foster connection?
• Think about the big and small things – could they be ritual-worthy?

The key is making the right connections

In a world obsessed with scale, remember: the key is making the right connections, not the most. Building a community with fandom-level loyalty doesn’t require blockbuster budgets or celeb endorsements, but it does require careful listening, consistent showing up, and creating spaces where people feel they belong. Once you understand where your audience gathers, what they truly care about, and how they want to participate, you create something that transcends traditional customer relationships. And that transition – from transactional to belonging – is the true fandom formula.