Key Takeaways:

• Fandom Communities: Matthew explains the unique power of fandoms and how they foster a sense of belonging and shared passion.

• Personal Connections: The discussion covers how fans not only form connections over shared interests but also help each other grow and learn.

• The Heart of a Fan Podcast: Matthew’s journey as a podcast host and his exploration of fandoms and community is a central part of the conversation.

Resources & Links:

• Heart of a Fan Podcast:

• Connect with Matthew on LinkedIn: https://www.linkedin.com/in/matthewdbarry19/

In our premiere episode, we dive deep into the beloved, yet tragically short-lived, adaptation of My Lady Jane that aired on Amazon Prime. Join our host as she sits down with die-hard fans Deb and Juliet, two passionate advocates fighting to bring the show back. Discover why this whimsical, historical re-imagining has captured their hearts, what they’re doing to rally support, and the inspiring lengths fans go to for the stories they love. Deb and Juliet share personal insights, campaign strategies, and what makes My Lady Jane a unique gem worth fighting for.

In This Episode:

• What sparked Deb and Juliet’s love for My Lady Jane

• How My Lady Jane fandom transformed into a movement to save the show

• Why fan-driven campaigns matter in today’s media landscape

• The power of storytelling and community in the age of streaming

Support the Movement:
Sign the petition to save My Lady Jane! https://www.change.org/p/demanding-amazon-prime-to-renew-my-lady-jane-for-a-second-season

Watch the show! https://www.amazon.com/My-Lady-Jane-Season-1/dp/B0CY526CX9

Credits:
Podcast art includes the official My Lady Jane show artwork.

Tune in and join the movement to keep My Lady Jane alive!

In this electrifying episode of "Fan of the Fans," host Christina Garnett is joined by marketing and branding nerds Ellis Mbeh and Clement Bryant for an in-depth discussion about the Sinister Six and the broader landscape of superhero movies.

Kicking off with a look at these characters and how they are presented and showing up in movies and the MCU, they dive deeper into the cultural impact of superhero films and share insights on how marketing and branding are pivotal to their success. Ellis and Clement also touch on the remarkable shift in fan engagement through social media and speculate on future superhero branding and promotions trends.

Wrapping up, they share their dreams for future movie crossovers and story arcs, emphasizing the importance of diversity and unique storytelling.

Make sure to subscribe, rate, and review "Fan of the Fans" on your favorite podcast platform, and join the conversation on social media for more updates and fan theories. Don't miss this action-packed episode where marketing expertise and Marvel fandom collide for an unforgettable discussion.

Welcome to this week's edition of "Last Week in Fandom," where we dive into the heart of pop culture to bring you the most engaging stories that have captivated and stirred the vibrant worlds of fandom across the globe. This roundup offers a snapshot of the significant and timely narratives that shape how fans engage with and experience their favorite dimensions of entertainment.

1. Xbox’s Unprecedented Showcase

Paul Tassi at Forbes reflects on what could be the most impressive Xbox Games Showcase to date, highlighting a diverse range of games from Microsoft’s recent acquisitions and traditional studios. Key highlights include new expansions for Starfield and Diablo, the long-awaited return of series like Fable and Perfect Dark, and an all-new Indiana Jones game creating buzz for its fresh take on the legendary character. Read More

2. Iron Man vs. X-Men: Wizard Magazine’s Classic Fandom Debate

CBR explores a nostalgic piece from Wizard Magazine, where fans clashed over who would win: Iron Man or the X-Men? This article offers a deep dive into the passionate debates that defined comic book fandoms in the era of superhero forums and fanzines. Read More

3. Mets Fandom in London

The New York Daily News discusses the challenges and peculiarities of explaining the fervent fandom of the New York Mets to Londoners. This piece provides a fascinating look at cultural exchange and sports enthusiasm across the Atlantic. Read More

4. The Online World of Fandoms

Dazed Digital presents an insightful review titled "The Good, Bad, and Ugly: 7 Films About the Crazy World of Online Fandoms." This article examines how various films portray the intense and often unpredictable nature of online communities. Read Joins More

5. Tracking Fandom Growth in Sports

Yahoo Finance covers the launch of the Sports Momentum Index, a new tool for tracking the growth and trends of sports fandom over time. This report is crucial for marketers and sports analysts interested in the metrics of fan engagement. Read More

6. Doctor Who’s Relationship with Fans

Gizmodo analyzes the enduring bond between "Doctor Who" and its fans, emphasizing how integral the fanbase is to the show’s success and evolution. The article focuses on the reciprocal influence between viewers and creators within the Whovian community. Read More

7. Korea’s First Creator Fandom Platform Launch

Korea JoongAng Daily reports on the upcoming launch of Korea’s first creator-driven fandom platform. This platform aims to facilitate direct interactions and support mechanisms between creators and fans, setting a new standard in the entertainment industry. Read More

Stuff I love:

Strategy Supercharged: A community for emerging and executive leaders in SaaS and Fintech

Social Care Courses: Free and paid courses from Brooke Sellas

Magai: AI tool that incorporates ChatGPT, Claude, Gemini, Perplexity, Leonardo, Dall-E, Meta AI, Mistral, Stable Diffusion, and more all in one place.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

• Creative Jobs

• Community Management Roles

• Science Careers

• Freelance Roles

• Fractional Jobs

Welcome to this week's edition of "Last Week in Fandom," where we dive into the heart of pop culture to bring you the most engaging stories that have captivated and stirred the vibrant worlds of fandom across the globe. This roundup offers a snapshot of the significant and timely narratives that shape how fans engage with and experience their favorite dimensions of entertainment.

1. Manchester City Expands its Reach to American Fans

Manchester City is setting out to capture the attention of American fans by opening a new pop-up store in Rockefeller Center, New York City. The store will feature the club's merchandise including the new home kit and will remain open throughout the summer to coincide with their preseason tournament in America. A friendly match against AC Milan at Yankee Stadium is one of the highlights of this tournament.

Manchester City's NYC Store Venture

2. Tribalism and Unity in Pro Wrestling Fandom

AEW star Will Ospreay discusses the complex dynamics of tribalism within the pro wrestling community, highlighting how fan allegiances shape the landscape of sports entertainment. His insights delve into the passionate support and rivalry that define the fandom.

Will Ospreay on Wrestling Fandom

3. Celebrating 55 Years of Star Trek's Original Finale

The original series of Star Trek recently marked its 55-year anniversary of the iconic final episode. The saga continues to inspire and engage new generations, showcasing the enduring legacy of one of television's most groundbreaking sci-fi series.

Star Trek Anniversary Reflections

4. Women's Struggle and Impact in Star Wars Fandom

An article from the Los Angeles Times explores the ongoing challenges and the significant impact women have within the Star Wars community, focusing on their efforts in reshaping and influencing the fandom amidst both support and controversy.

Women in Star Wars Fandom

5. Ishana Shyamalan Discusses Horror and 'The Watchers'

Ishana Shyamalan opens up about her latest horror project, 'The Watchers', in an interview with Gizmodo. She discusses the thematic elements of the film and her approach to storytelling within the horror genre.

Ishana Shyamalan on 'The Watchers'

6. The Who's 'Tommy' Invigorates Broadway

Explore the fervent fandom and the revitalized Broadway engagement with 'The Who's Tommy'. The production has not only garnered critical acclaim but also drawn a dedicated crowd, echoing the timeless appeal of its source material.

Inside 'The Who's Tommy' Fandom

7. U.S. Soccer and the Virtual World: FIFA World 2.0 on Roblox

As part of an innovative venture, a new U.S. Soccer tycoon game has been launched on Roblox under the FIFA World 2.0 initiative, creating a new playground for fans globally to engage in soccer virtually.

U.S. Soccer on Roblox

Stuff I love:

Strategy Supercharged: A community for emerging and executive leaders in SaaS and Fintech

Social Care Courses: Free and paid courses from Brooke Sellas

Magai: AI tool that incorporates ChatGPT, Claude, Gemini, Perplexity, Leonardo, Dall-E, Meta AI, Mistral, Stable Diffusion, and more all in one place.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

• Creative Jobs

• Community Management Roles

• Science Careers

• Freelance Roles

• Fractional Jobs

In the vast galaxy (see what I did there) of the Star Wars fandom, creators like Jenny Nicholson have carved out a niche that goes beyond mere celebration to foster genuine discourse and critique about the brands that so many adore.

Nicholson's recent deep dive into the infamous Star Wars Hotel, a venture by Disney that promised much but delivered less, highlights an essential aspect of modern fan culture: the ability to both relish and critically evaluate fandom experiences.

Disney's Star Wars: Galactic Starcruiser was marketed as an unparalleled, immersive role-playing experience, complete with character interactions, elaborately themed environments, and narrative-driven activities. However, this ambitious project closed just a year after opening, revealing the challenges of high expectations and high prices in fan-centric ventures. You can check out a detailed account of the hotel’s downfall in this Forbes article.

Nicholson, with a robust YouTube following and a penchant for thorough, humorous reviews, produced a four-hour video essay titled “The Spectacular has Failure of the Star Wars Hotel." In her review, she detailed a less-than-spectacular experience, providing a balanced perspective highlighting both the potential of such experiences and their execution flaws.

Nicholson’s critique is a master class in fan empowerment.

Her video, which has amassed over 5 million views, not only brought entertainment but also sparked critical conversations about the commercialization of fan spaces. Through her eyes, we see how fandom can be both a source of joy and a platform for accountability. Her attention to detail—pointing out everything from the malfunctioning app that was meant to enhance the guest experience to the disappointingly bland decor—speaks to a broader issue within themed entertainment: the execution of vision versus reality.

Her review is not only popular because it's relatable but also because it strikes a chord with how fans see corporate giants handling the things we love. The Independent gives a good summary right here, if you aren’t ready to watch the full four hour video. But you really should watch it.

Fans are no longer just spectators.

Her video underscores a broader cultural shift where fandom is not just about passive consumption but active engagement. Fans are no longer just spectators; they are commentators, critics, and creators in their own right. They wield significant influence over how brands develop and execute new projects. The very public failure of the Star Wars hotel, contrasted with the voice given to it by Nicholson, showcases how fandom can influence even the biggest of brands to reassess and recalibrate their strategies in response to vocal and engaged communities.

Once a niche interest, fandom has now emerged as a significant cultural and social phenomenon, profoundly influencing not only the entertainment industry but also broader societal norms. This shift from the margins to the mainstream has endowed fans with the authority to serve as guardians of the narratives they hold dear, vigilantly protecting against perceived commercial overreach or creative errors. This evolution represents a more democratized media landscape where the feedback loop between creators and audiences is tight and impactful, placing fandom at the core of a franchise’s success and ethical grounding. This deep level of engagement demonstrates the profound connection individuals have with these narratives, transforming mere viewership into a vibrant culture of participation and co-ownership.

The reaction to Nicholson's critique—ranging from memes to serious discussions on forums and social media—illustrates the ripple effect that a single voice can have in the digital age. It also highlights a significant opportunity for creators within these spaces. By tapping into the topics they are passionate about, and applying a critical eye, content creators can cultivate a following that values thorough analysis and honest commentary, influencing industry practices and decisions in the process.

And the buzz around Jenny's review? It shows how one person's voice can amplify and influence what fans expect and demand from these fantasy worlds. It's a reminder to big players like Disney that they need not only to dream big but also deliver on those dreams without compromising quality or underestimating their audience.

In essence, Jenny Nicholson and many others like her represent a new era of fandom, where love for a genre or brand is expressed not only through celebration but also through critical engagement and dialogue. As the story of Disney’s Star Wars Hotel serves as a cautionary tale, it also reinforces the power of the fan’s voice in the age of social media and digital connectivity. Creators and corporations would do well to remember that today's fans are insightful, vocal, and deeply invested in the authenticity and quality of the universes they love. Moving forward, the hope is that this dialogue continues to foster more engaging and successful fan experiences, ensuring that the magic of these cultural touchstones shines brighter, informed by the very people who cherish them most.

Stuff I love:

Strategy Supercharged: A community for emerging and executive leaders in SaaS and Fintech

Social Care Courses: Free and paid courses from Brooke Sellas

Magai: AI tool that incorporates ChatGPT, Claude, Gemini, Perplexity, Leonardo, Dall-E, Meta AI, Mistral, Stable Diffusion, and more all in one place.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

• Creative Jobs

• Community Roles

• Community Management Roles

• Public Sector Roles

• Science Careers

• Freelance Roles

• Fractional Jobs

Welcome to this week's edition of "Last Week in Fandom," where we dive into the heart of pop culture to bring you the most engaging stories that have captivated and stirred the vibrant worlds of fandom across the globe. This roundup offers a snapshot of the significant and timely narratives that shape how fans engage with and experience their favorite dimensions of entertainment.

From the dark allure of A24's latest horror movie to K-pop's worldwide resonance and intriguing tales from the gaming universe, we've collected a comprehensive overview of what fandom enthusiasts talked about last week. Join us as we explore these fascinating developments that continue to mold the landscape of fandom culture.

Here is a breakdown of the top fandom-related stories that happened last week:

1. "I Saw the TV Glow" - A Tale of Obsession and Transformation: A24’s latest horror movie "I Saw the TV Glow" emerges as both a tribute to the cult classic "Buffy the Vampire Slayer" and a complex narrative about how fandom can deeply influence personal identities and lives. The story captures the journey of Owen and Maddy, two teenagers whose lives intertwine with a fictional TV show that becomes their reality. Read More

   

2. Korean Pop Music’s Influence on Global Fandom: Korean pop music continues to sculpt a massive global fanbase with its unique blend of catchy tunes, vibrant performances, and highly engaging fan activities. This movement highlights the evolving landscape of music fandom and its potential to bridge cultural divides. Read More

3. Romance in "Baldur's Gate 3": The expansive world of "Baldur's Gate 3" provides gamers not only thrilling adventures but also the chance to explore complex relationship dynamics with NPCs. This feature is getting avid gamers and fans excited about the depth and realism in interaction within the game’s universe. Details Here

   

4. Eminem’s New Documentary Calls on Fans: Eminem is engaging directly with his fanbase by inviting his "Stans" to contribute to a new documentary focusing on fandom culture. This inclusion highlights the potent relationship between artists and their supporters. Explore Here

5. Caleb McLaughlin Speaks at Fandom Events: "Stranger Things" star Caleb McLaughlin discusses his experiences and growth through the fandom that surrounds the hit series, offering insights into the personal impact of celebrity and collective fan enthusiasm. Details Here

   

6. Star Wars Notches a Win Over Marvel: In the latest debate of fandom supremacy, Star Wars has seemingly edged out Marvel in popularity stakes. This shift presents an engaging discussion on fan loyalty and the staying power of cinematic universes. Read More

7. Apple's "Crush" Ad Fails to Connect with Fandom: Unfortunately, the latest promotional effort by Apple, termed the "Crush" advertisement, has apparently failed to resonate with its core fan base. Details Here

Stay tuned for more updates and dive deep into each link for a richer experience into the world of fandom!

Stuff I love:

Strategy Supercharged: A community for emerging and executive leaders in SaaS and Fintech

Social Care Courses: Free and paid courses from Brooke Sellas

Magai: AI tool that incorporates ChatGPT, Claude, Gemini, Perplexity, Leonardo, Dall-E, Meta AI, Mistral, Stable Diffusion, and more all in one place.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

• Creative Jobs

• Community Roles

• Community Management Roles

• Public Sector Roles

• Science Careers

• Freelance Roles

• Fractional Jobs

You can no longer ignore women’s sports.

The impact of fandom on women's sports marks a revolutionizing phase in the industry, characterized by increased engagement, heightened visibility, and a paradigm shift in media coverage and viewer demographics. Central to this transformation are iconic athletes like Candace Parker, whose careers and influential personas have significantly drawn and retained audience interest in female sports leagues.

Candace Parker recently announced her retirement from professional basketball, leaving behind a legacy that is not just impressive with her achievements but also stirring in its influence on sports culture at large. Parker’s career is a testament to excellence; she dominated the WNBA over 16 seasons, won championships with three separate teams, and accumulated numerous individual accolades, such as two WNBA Finals MVP titles and the WNBA Defensive Player of the Year in 2020. Her retirement post, rich with gratitude and reflection, hinted at her future focus areas including broadcasting, business, and potentially sports team ownership.

Her impact on the growing fandom of women’s sports and her mark on future athletes can’t be overstated. She spoke not just as an athlete but as a powerful woman fighting for the future of women. She is truly 1 of 1.

The Women’s Sports Fandom

The importance of fans in the domain of women’s sports cannot be overstressed. According to a report from the Tisch Institute for Global Sport, the motivations driving female sports fan engagement include a rooted sense of community and a genuine resonance with athlete personalities, rather than just the on-field sporting action. This dynamic shifts the perception of sports from mere spectating to an emotionally invested activity, where fans feel a strong personal connection with athletes like Parker.

This shift is clearly reflected in the evolved viewing habits of women’s sports fans. A report by Marketing Brew highlighted that more fans are following live sports broadcasts and engaging through social media platforms, forming tight-knit fan networks around their favorite athletes and teams. The rise of digital platforms has allowed fans to consume sports in innovative ways, facilitating deeper interaction and enabling a continuous dialogue about women's sports.

Gendered insights from Deloitte reveal that women are more inclined than men to follow female sports leagues, pointing towards a significant growth in women’s sports viewership. This demographic shift is crucial for broadcasters and marketers as it creates new opportunities for engagement and tailoring content that resonates more strongly with female audiences.

Community-focused initiatives also play a pivotal role in fostering fandom. An example is Oregon's sports bra pub dedicated to women's sports fans, providing a tailored venue that celebrates women in sports and encourages fan interactions in a dedicated environment. This concept not only nurtures community among fans but also serves as a physical space to celebrate achievements and watch games, thereby nurturing a sense of belonging and loyalty among fans.

Media

The media landscape has adapted to accommodate the growing interest in women's sports. Enhanced broadcasting deals and expanded coverage across both traditional and digital media platforms ensure that women’s sports are more accessible to a global audience. This change is crucial for sustaining the growing fan base and ensuring that women athletes receive the recognition they deserve.

In essence, the evolving nature of fandom in women's sports characterizes a promising future. With athletes like Candace Parker leading the way, the connections forged between fans and female athletes are not only enhancing sports engagement but are also shaping a new era where women’s sports command respect and enthusiasm comparable to their male counterparts.

Legacy

Candace won’t just be remembered for her wins and her championships. She has left a lasting mark on the sport she loves and others will continue to walk in her footsteps.

Only time will tell her story, but it will be a magnificent one.

Thank you, Candace.

Learning Spotlight:

Ticket Giveaway: Excited to share the winners of our State of Social giveaway.

Online Ticket Winner: Michael Vitiello

All Access Ticket Winner: Rachel Kemp

Hold the FYP! Washington Post’s TikTok Guy Dave Jorgenson is coming to State of Social ‘24!!

TFW one of the world’s top TikTok alchemists comes to SOS24!

Stop press! Hit record! Whether you’re a TikTok virgin or a veteran, this is BIG news. The alchemist behind The Washington Post’s TikTok success and the must-read book Make a TikTok Every Day: 365 Prompts for Attention-Grabbing TikToks is coming to State of Social ’24.

Dave Jorgenson, senior video reporter leading the Washington Post TikTok Team.

Forbes Media 30 Under 30. Best Influencer, The Webby Awards. Best Digital Project to Engage Young and/or Millennial Audiences, North American Digital Media Awards. As Dave’s growing list of accolades suggests, he’s more than your average reporter and author.

And we’re stoked he’s coming to SOS24 – his first (& only!) Australian speaking gig – to answer all your TikTok questions (as well as the ones that haven’t occurred to you yet).

Dave’s keynote will close out Day Two, the perfect crescendo for our growing program of keynotes, breakouts and workshops. Watch this space for more info and inspo. And if you haven’t already, grab your discounted All Access ticket.

What are you waiting for?! Grab your State of Social ’24 ticket now. Use code FOTF50 to save $50 on your in person ticket!

Stuff I love:

Strategy Supercharged: A community for emerging and executive leaders in SaaS and Fintech

Social Care Courses: Free and paid courses from Brooke Sellas

Magai: AI tool that incorporates ChatGPT, Claude, Gemini, Perplexity, Leonardo, Dall-E, Meta AI, Mistral, Stable Diffusion, and more all in one place.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

• Creative Jobs

• Community Roles

• Community Management Roles

• Public Sector Roles

• Science Careers

• Freelance Roles

• Fractional Jobs

In a move that could dramatically alter the social media landscape, the U.S. House of Representatives has put forward legislation that presents a dire threat to TikTok's operations in the country. Following an overwhelming decision by House lawmakers and with a Senate vote on the horizon, TikTok’s fate in the United States is increasingly uncertain, posing significant concerns for its vast user base and the flourishing fandom communities it hosts.

Legislative Developments and Their Implications

Recent reports from CNN and The Washington Post highlight that the new legislation grants TikTok's parent company, ByteDance, an extended timeline—roughly nine months, with a possible 90-day extension by President Joe Biden—to divest the app's U.S. assets or face a ban. The legislative strategy of incorporating the TikTok bill into a larger foreign aid package complicates opposition, as it ties the fate of TikTok to critical support for Ukraine and Israel.

Beyond the options of having to sell or be banned, we have to also look at the third option, where TikTok fights back. Internal memos suggest that TikTok is preparing to fight back and if anything, this could significantly delay the timeline mentioned above.

The Potential Impact on TikTok's User Base and Fandom Culture

The looming Senate vote and possible presidential endorsement threaten to initiate a countdown for TikTok, endangering the platform that has become a haven for diverse fandom activities. TikTok’s unique ability to foster communities through its recommendation algorithm has enabled fans to share content that ranges from pop culture analyses to fan-created narratives and beyond.

If the vote moves forward and a ban is avoided by ByteDance selling it, that doesn’t guarantee that its new owners wouldn’t make changes that could continue to impact user experience. Looking at what you did to Twitter, Elon.

A Crossroads for TikTok and Fandom Dynamics

Even if TikTok manages to navigate the legal hurdles or facilitate a sale, the essence of how users engage with its content could witness a significant transformation, particularly if the deal excludes TikTok's sophisticated algorithm. Such a scenario could disband closely-knit fandom communities, challenge content discoverability, and alter the vibrant ecosystem that TikTok users have cultivated. This shift will not only impact users but the momentum that many have seen around music, women’s sports, and more.

Love it or hate it, TikTok has had a powerful impact on how we connect, and discuss what we love and care about.

The challenges faced by TikTok could mark a critical inflection point for digital fandom culture, illustrating the ephemeral nature of online communities that rely on platforms caught amidst geopolitical tensions and corporate maneuverings. Cue the “don’t build on other people’s land” posts.

Looking Ahead

As TikTok grapples with these formidable challenges, the adaptability of fandom communities will be pivotal. The potential disruption or alteration of TikTok’s operational model could herald a crucial moment for the continuation of fan cultures online. The discourse surrounding TikTok's future not only highlights the ongoing debate over digital rights and content censorship but also the significance of platforms in fostering identities and community connections in the digital era.

As the news unfolds, the resilience and creativity of fan communities will remain crucial in ensuring the endurance of their cultural practices and expressions online. The circumstances surrounding TikTok's standing in the U.S. underscore the broader implications for digital freedom, innovation, and the sustenance of vibrant online communities connected through shared passions and interests.

Will we see an even stronger resurgence for Tumblr? Will Vine be brought back from the dead? Only time will tell.

Learning Spotlight:

Hold the FYP! Washington Post’s TikTok Guy Dave Jorgenson is coming to State of Social ‘24!!

TFW one of the world’s top TikTok alchemists comes to SOS24!

Stop press! Hit record! Whether you’re a TikTok virgin or a veteran, this is BIG news. The alchemist behind The Washington Post’s TikTok success and the must-read book Make a TikTok Every Day: 365 Prompts for Attention-Grabbing TikToks is coming to State of Social ’24.

Dave Jorgenson, senior video reporter leading the Washington Post TikTok Team.

Forbes Media 30 Under 30. Best Influencer, The Webby Awards. Best Digital Project to Engage Young and/or Millennial Audiences, North American Digital Media Awards. As Dave’s growing list of accolades suggests, he’s more than your average reporter and author.

And we’re stoked he’s coming to SOS24 – his first (& only!) Australian speaking gig – to answer all your TikTok questions (as well as the ones that haven’t occurred to you yet).

Dave’s keynote will close out Day Two, the perfect crescendo for our growing program of keynotes, breakouts and workshops. Watch this space for more info and inspo. And if you haven’t already, grab your discounted All Access ticket.

What are you waiting for?! Grab your State of Social ’24 ticket now.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

• Creative Jobs

• Community Roles

• Community Management Roles

• Public Sector Roles

• Science Careers

• Freelance Roles

Have you noticed how your favorite video games are suddenly popping up on TV? It's like Amazon's "Fallout" and HBO Max's "The Last of Us" are everywhere, and honestly, I'm here for it. These shows are diving headfirst into the worlds we've spent hours exploring with our controllers, and it's pretty cool to see them come to life on the big screen.

Take "Fallout" and "The Last of Us," for example. They're not just pulling us in with their familiar names; they're actually doing justice to the games we love. The stories, the characters, the whole vibe – it's like they've been lifted straight out of the console and into our living rooms. And the best part? You don't even have to be a hardcore gamer to get sucked into these narratives. They've got something for everyone, and that's the magic of it all.

Imagine the scene: "The Witcher" drops on Netflix, and suddenly, people who’ve never even heard of Geralt are debating his choices, his battles, and yeah, humming along to “Toss a Coin to Your Witcher.” It wasn’t just gamers who fell in love with the series; it drew in fantasy lovers and binge-watchers across the board.

What’s the fuss all about?

Now, why are these shows such a big deal? Well, for starters, they're tapping into an insanely passionate group of people – gamers. We're talking about an audience that's already super invested in these worlds, ready to binge-watch the moment these shows drop. There is a lot of talk about attention spans BUT gamers will spend hundreds of hours in these IP worlds and will spend even more time discussing the games they love. No goldfish here. They are ready to give their attention as long as it’s good.

But it's not just the gamers who are tuning in. These adaptations are bringing in fresh eyes too, expanding the fan base beyond the gaming community. That's a win-win in my book.

And let's talk about the buzz these adaptations are creating. It's not just about sticking to the source material; it's about bringing new life to these stories and giving fans old and new something to talk about. Whether it's on social media or around the water cooler, everyone seems to have something to say about the latest episode of "Fallout" or the emotional depth of "The Last of Us."

Then there’s "Arcane," the animated series based on "League of Legends" from Riot Games, streaming on Netflix too. Talk about striking gold! It resonated not just with the LoL community but also with folks who appreciate high-quality animation and a gripping storyline.

With Disney and Epic Games teaming up, we’re seeing a gigantic leap towards blending gaming experiences with narrative storytelling, hinting at possibilities that could redefine entertainment for the upcoming generations. Imagine the “kingdoms” of Disney intersecting with the universes of Fortnite - this collaboration could spawn entirely new forms of storytelling that we’ve just started to explore. This investment and partnership shows that Disney knows where people spend their time and they want to be a part of it.

Let’s not forget the critical and fan acclaim for HBO's "The Last of Us." Its faithful adaptation and expansion of the game's story have not only pleased the die-hard fans but also attracted viewers who've never picked up a game controller in their life. “The Last of Us” TV adaptation has become a cultural phenomenon crossing the borders of gaming into mainstream viewing habits.

And who could have anticipated the groundswell of support and excitement for Amazon’s "Fallout"? It's as if the post-nuclear war gaming franchise was destined for the screen, bringing with it a rich, deep world ripe for exploration.

What all this points to is a clear trend: the lines between gaming and traditional entertainment are blurring. TV adaptations of popular games are not just about capitalizing on an existing fan base; they're about creating new content that stands solidly on its own, drawing in new fans and giving the original ones new material to geek out over. It’s a thrilling time to be part of both worlds, seeing them converge in ways that respect the source material while creating something uniquely compelling.

Trust me, whether you’re a seasoned gamer, a series aficionado, or someone who's just looking for your next favorite show, there’s a lot to be excited about. These adaptations prove that games have stories just as powerful and worthy of exploration as any book or film out there. And with more adaptations on the horizon, who knows what worlds we’ll get to explore next?

So what?

Simple. TV adaptations of our beloved video games are more than just a trend. They're a clever way to merge the world of gaming with mainstream entertainment, introducing these epic stories to a broader audience, and honestly, they're nailing it. Whether you're a die-hard fan or just looking for your next binge-worthy show, there's never been a better time to dive into these gaming-inspired series. Trust me, you won't be disappointed.

Learning Spotlight:

BIG SOS24 keynote!

Love Ryanair’s socials? Meet the social media legend behind them at SOS24.

Meet Michael Corcoran, the man who made Ryanair’s socials fly.

It takes a special kind of social media alchemist to see that roasting Leo DiCaprio and trolling disgruntled customers would make a winning strategy for an airline. Michael Corcoran is that man. And we’re stoked he’s flying in for State of Social ’24 to sprinkle some of his social media gold dust.

Frankly’s Michael Corcoran has redefined social marketing.

He took budget airline Ryanair to the social media stratosphere. He hooked over 2.1 million followers on TikTok alone. He made his job the most coveted in social media. Then, he walked away from it.

Now, as managing partner at Frankly, a first-of-its-kind social media consultancy, he’s coming to SOS24.

And his keynote has got to be worth the price of your All Access ticket on its own.

Michael’s keynote: Be on Social Without Being on Social Think. What role does social REALLY play for your brand? Are there better ways for you to be on social without simply ‘being’ there? To do more than follow a playbook. More than attempt to be all things to all people. More than post vanilla content.

Join Michael for his keynote where he’ll share:

• the four key strategic variables to consider before deciding on the role social plays for you

• why the best ideas and strategies for your brand probably won’t make rational sense

• how, like Ryanair, with a bit of illogical alchemy you can use social to differentiate your brand, solve problems, leverage opportunities and add real value over time.

Frankly, what are you waiting for?! Grab your State of Social ’24 ticket now.

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The landscape of women’s sports is experiencing a pivotal transformation. With increasing attention, attendance, and viewership, the narrative around women’s sports being a ‘less profitable’ sector is swiftly changing. A critical element fueling this transformation is fandom, which plays a significant role in building momentum and viewership for women’s sports events. Today, we dive into how fandom elevates the sport and women athletes in general, with insights from industry professionals and events highlighting the growing trend.

The Surge in Popularity and Viewership

A clear indicator of this uptick can be seen in the record-breaking attendance and viewership numbers of events such as the 2022 Women’s NCAA Basketball Final Four and the 2023 WNBA season. This surge isn’t merely about the sports themselves but is a testament to the changing media landscape where women’s sports are beginning to claim their rightful share.

Fandom: The Heart of the Movement

At the core of this transformation is the undeniable force of fandom. Dedicated fans, with their passion and loyalty, have shown that there is a significant demand for women’s sports. This dedicated following has started to capture the attention of advertisers and brands, seeing the untapped potential in reaching a passionate and engaged audience. These fans, as outlined in a Deloitte report, possess a considerable purchasing power, making them an attractive demographic for brands looking to align with the values and excitement of women’s sports.

The Role of Media and Bars in Promoting Women’s Sports

Media entities and even local businesses have caught on to this rising tide. ESPN has dedicated coverage to the stories and achievements of women athletes, as demonstrated in their profiles of record-breaking talents like Caitlin Clark of Iowa. Meanwhile, grassroots movements and innovative concepts, such as a Portland bar specializing in showcasing women’s sports, are creating unique spaces for fandom to flourish.

Brand Engagement and the Future of Women’s Sports

The movement is also seeing increased brand engagement, with companies recognizing the value and impact of aligning with women’s sports. Examples like Ally’s 50/50 Pledge to advertise equally across women’s and men’s sports by 2027 demonstrate a growing recognition of the importance of supporting women’s sports. Such initiatives not only elevate the sports but also forge a deeper connection between fans, athletes, and brands, as highlighted by the Wasserman and The Collective report, predicting that media coverage for women’s sports is expected to reach 20% by 2025.

Creating an Inclusive and Equitable Future

The emphasis on inclusivity, reaching out to demographics such as the Hispanic audience through the 2023 FIFA Women’s World Cup, and efforts to elevate women of color in sports, suggest a broader intention to create an equitable and diverse sports media landscape. These initiatives are critical in ensuring that the momentum continues and that the fan base for women’s sports keeps expanding.

Fandom as the Catalyst for Change

As the sector stands at this inflection point, it's clear that the fandom around women’s sports is not merely building momentum but is setting the stage for a transformative era where women’s sports receive the recognition and support they rightfully deserve. With strategic investments from brands, dedicated coverage from media, and the undying support of fans, the future of women’s sports looks brighter than ever. This collective effort can elevate women’s sports to new heights, showcasing the incredible talent of women athletes and creating an inclusive environment for fans and players alike. With every game, match, and meet, we are witnessing not just the evolution of women’s sports but the dawn of a more equitable sporting world.

Learning Spotlight:

SOS24 workshops!

Prepare to get a whole lot smarter.

Couldn’t get enough of Dave Stewart, Tess Palmyre, and Julian Pace at SOS23? You’re not alone. That's why they’re invited back for State of Social ’24 to impart more of their specialist knowledge so you depart SOS24 feeling (and sounding) a whole lot smarter.

Happiness Co’s Julian Pace on avoiding burnout and staying in the zone.

With the pressure on to do more with less, burnout is rife. So, how do we protect our mental health and wellbeing? Even better, how do we create a power-up culture to combat burnout? Learn new strategies for avoiding burnout and get tips and tools for unleashing motivation with Happiness Co’s Julian Pace. Find out why and how you should set and communicate boundaries in our always-connected world of work, so you have the time and space to enjoy the life and person you want to be.

From Diversity Angst to Brand Magic with Brandable’s Tess Palmyre.

How aware are you of your biases? (Yes, you have them – we all do.) How are they holding your brand back and limiting its appeal? How can you make your brand more welcoming through the power of diversity, equity and inclusion?

Enjoy your very own DEI eureka moment at Tess Palmyre’s workshop, where you’ll discover how to learn from new voices and perspectives, navigate conflict to form a safe space where everyone can thrive, and create some inclusive brand magic that resonates with growing diverse audiences.

Bennett’s Dave Stewart answering all your social media law questions.

It was standing room only for Dave’s breakout last year, so he’s back with a workshop for SOS24. Online safety and privacy. Posting no-nos and influencer no-gos. New laws and old legal myths. Join Dave Stewart, one of Australia’s leading intellectual property (IP) lawyers, for everything you need to know to stay on the right side of the law and avoid ending up on the wrong end of a court case.

Elevate your digital prowess in Perth, hosting APAC's most influential social media minds, Aug 27 & 28.

Tickets: https://stateofsocial.com.au/tickets/

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• Yentalist

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Listen in as he shares what wrestling means to him and why it has such a passionate fanbase.

We’re experiencing a loneliness epidemic. Finding a sense of community and belonging outside our homes and workplaces is getting tougher. Yet, the sociological concept of the "third place" provides insight into how spaces where people can gather, connect, and create communities are vital for social engagement and personal wellness. Interestingly, fandom—ranging from Taylor Swift's Swifties to comic enthusiasts gathering at events like Comic-Con—has emerged as an innovative and powerful iteration of these third places, offering unique avenues for connection and community building.

Understanding the "Third Place"

Before delving into the world of fandom, it's crucial to understand what a "third place" is. According to urban sociologist Ray Oldenburg, who introduced the concept, third places are settings distinct from the two usual social environments of home ("first place") and work ("second place"). Third places are "anchors" of community life that foster broader, more creative interaction. They are accessible, neutral grounds where individuals can meet, connect, and build relationships. Some classical examples include cafes, churches, libraries, and parks.

Fandom as a Third Place

Fandom creates a modern twist on Oldenburg's third places, integrating both physical and digital realms to foster community. These spaces not only offer fans an escape from daily life but also provide a platform for sharing common interests, building friendships, and expressing fan identity.

Physical and Digital Gatherings

For instance, Swifties attending a Taylor Swift concert experience a profound sense of belonging and connection, not just through the music but through shared activities like exchanging friendship bracelets and recounting stories of their favorite songs. Similarly, Comic-Con serves as a mecca for comic book fans, offering a space to celebrate shared passions, meet creators, and engage in cosplay.

However, fandom as a third place extends beyond physical spaces into the digital world. Online forums, fan pages, and social media groups allow fans to connect, discuss, and share content globally, breaking down geographical barriers and making the community accessible to all.

The Importance of Third Places in Fandom

Fandoms provide a unique solution to the contemporary challenge of finding belonging and connection. They embody the criteria of third places by being inclusive and welcoming, offering a sense of comfort and identity to their members. This capacity to bring people together, both in person and online, highlights the vital role of third places in fostering social ties and contributing to individuals' wellbeing.

Enhancing Third Places through Fandom

Building and improving these third places within fandom communities involves several tactics:

1. Fostering Inclusivity: Ensure everyone feels welcome. This can involve establishing codes of conduct at events and online platforms to create safe, respectful spaces.

2. Encouraging Participation: Engage members by organizing events, discussions, and activities that cater to diverse interests within the fandom, enhancing the sense of community.

3. Leveraging Technology: Utilize social media and other online tools to keep the community connected, sharing updates, and facilitating discussions among members across the globe.

4. Celebrating Identity: Encourage expressions of fandom identity through cosplay, fan art, and other creative endeavors, making the third place a hub of creativity and self-expression.

The power of fandom lies in us connecting with what we love and our peers who have that same shared love. It fosters an opportunity for connection and shared experiences that we desperately need in a world that continually feels noisy and alienating.

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Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

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The concept of superfandom, a term once reserved almost exclusively for the realm of sports teams and pop idols, has now boldly stepped into the world of brands and consumer products. The Retail TouchPoints article, referencing a survey from the Kearney Consumer Institute (KCI), casts a spotlight on this phenomenon, delineating the clear distinctions between loyal customers and brand superfans. These superfans go beyond just purchasing products; they form deep connections with the brands, often advocating and defending them against any criticism. This dynamic has opened up a new frontier where the engagement between a brand and its consumers can transcend traditional boundaries and foster a powerful community.

The Emotional Connection

One of the most striking insights from the KCI survey is the emotional resonance felt by superfans. For them, their connection to a brand isn't about habit or convenience but is rooted in a sense of belonging and community. This contrasts sharply with the conventional consumer relationship, which is often transitory or based on convenience. Superfans invest emotionally in their favored brands, and this investment translates into a potent form of brand loyalty, one that is vocal, visible, and vibrant

The Value of Advocacy

For a brand, having superfans is akin to possessing a highly passionate and unpaid marketing force. These individuals are not only repeat buyers but also vigorous defenders and promoters of the brand. They can influence opinions, sway undecided customers, and bring in new converts through their enthusiasm. Their advocacy also provides a cushion against negative publicity, as superfans often rally to a brand's defense during challenging times.

Engaging Superfans

The path to cultivating superfans isn't solely about selling a high-quality product; it involves creating an ecosystem where these individuals can flourish. This includes offering them platforms to express their enthusiasm and listen to their thoughts and feedback. Brands like Planters and Taco Bell, as mentioned in the article, have shown how listening to superfans and acting on their feedback can reinforce their connection with the brand. While these actions might seem simple, they signal to superfans that their voices matter, fostering a deeper sense of loyalty and attachment.

Navigating Challenges

However, nurturing a superfandom does not come without its set of challenges. As pointed out, there's a 'dark side' to fervent loyalty, where superfans may become overly protective or critical of brand decisions that do not align with their expectations. Thus, while fostering superfans, brands need to strike a balance, ensuring that these relationships remain positive and constructive.

Navigating the Fandom Multiverse

The expansion of fandom into the brand sphere is further explored in an article from LBBOnline, discussing the 'fandom multiverse'. Brands venturing into this multiverse often worry about acceptance. The key lies in authenticity and understanding that fandom is rooted in genuine passion and community. Brands need to approach their strategies with sincerity, aiming to contribute to the culture rather than exploit it.

Fandom 2024: Predictions and Strategies

Fast Company's insightful forecast looks into how fandom is shaping up to be a pivotal theme for 2024. As traditional advertising becomes less effective due to ad fatigue, fostering a sense of community and belonging through fandom can offer a more organic and engaging way to connect with consumers. Brands that understand and leverage these dynamics can create enduring resonance with their audience.

Crafting Immersive Experiences

A perspective from The Drum suggests that, moving forward, brands need to lean into creating immersive experiences, allowing consumers to engage with them on a more personal and intimate level. This involves not just listening to what fans want but actively involving them in the brand's evolution. Brands that excel in creating these immersive experiences can expect to cultivate a loyal fanbase that feels heard, respected, and cherished

A Balanced Approach

While the opportunities within this domain are immense, brands must navigate the intricate aspects of fandom with care. The 'dark side' of fandom, as outlined by the Retail TouchPoints article, reminds us of the importance of fostering a positive, inclusive community while staying true to brand values.

Be aware of what “toxic fandom” looks like so you have a game plan and can take proactive measures to foster a nurturing environment for consumers.

The Future of Fandom and Brands

It’s clear that the future holds immense potential for brands willing to invest in genuine, heartfelt engagement with their audiences. By understanding and embracing the power of fandom, brands can unlock a level of advocacy and loyalty that transcends traditional marketing methodologies, leading to deeper, more meaningful connections with their consumers.

Consumers are bombarded with countless marketing messages every day and those brands that manage to penetrate the noise by embracing fandom on its own terms will not just survive but thrive.

Talent Opportunities:

Since I started sharing job opportunities and talent here, a lot of other newsletters have started to help others. Here are some of my favorite go-to spots for people looking:

• Yentalist

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The allure of nostalgia and familiarity often drives brands to tap into well-known intellectual properties (IP) and fandoms. Yet, beneath the surface of this seemingly innocuous marketing strategy lies a potential horror story waiting to unfold. The recent Willy Wonka Experience event in Glasgow, Scotland, serves as a glaring example of the perilous journey brands undertake when delving into beloved IPs.

The Disillusionment of Willy Wonka Experience:

Imagine stepping into a whimsical world inspired by Roald Dahl's timeless classic, "Charlie and the Chocolate Factory." Excitement fills the air as attendees anticipate an immersive experience, relishing the chance to immerse themselves in the fantastical universe of Willy Wonka. However, what awaited them was far from the enchanting adventure they envisioned. Instead, reports surfaced of a lackluster event marred by long queues, disappointing attractions, and an overall sense of disillusionment. The magic of Willy Wonka's chocolate factory was nowhere to be found, replaced instead by a hollow imitation that left attendees feeling cheated and disheartened.

The Perils of Adapting Beloved IPs:

This dismal outcome mirrors a broader trend within the entertainment industry, where attempts to capitalize on established IPs often result in lackluster or downright disastrous endeavors. Movie remakes, in particular, have become a point of contention among fans who hold dear the originals. Time and again, studios announce reboots of beloved films, only to face backlash from audiences who view such endeavors as sacrilege rather than homage.

Whether it's a misguided attempt to cash in on nostalgia or a genuine desire to revive a classic, the end result is often a diluted version of the original that fails to capture the essence and magic of its predecessor.

One need only look to the infamous Super Mario Brothers movie from the 1990s for a prime example of the pitfalls of adapting beloved video game franchises for the big screen. Despite its best intentions, the film was met with widespread criticism and derision from both fans and critics alike. Departing significantly from the source material, the movie failed to resonate with audiences and remains a cautionary tale of the perils of mishandling cherished IPs

Approaching Established IPs with Respect and Creativity:

In the quest for profit and relevance, brands must tread carefully when venturing into the realm of established IPs and fandoms. While the allure of tapping into nostalgia may be enticing, it is imperative to approach such endeavors with respect, creativity, and a genuine understanding of what made the original properties beloved in the first place. Failure to do so risks not only alienating loyal fans but tarnishing the legacy of cherished IPs for generations to come. In the end, the true horror story lies not in the failure to capitalize on nostalgia but in the betrayal of trust and the loss of magic that ensues.

Whether it’s your favorite book, comic, movie, or video game, it seems like there is a new remake announced every week, with many diehard fans cringing at the prospect of what will become of their favorite IP.

Tapping into a built in audience sounds good on paper, but that same audience understands the source material incredibly well and the most avid of those fans will be able to tell immediately if the brand is capitalizing on something they love or working on something they genuinely care about.

One only needs to look at Denis Villeneuve’s recently released Dune 2 to see what “good” looks like. A book that was once remarked as unfilmable, came to life with dazzling cinematography and performances that left viewers in awe.

If it isn’t made with passion and love, it won’t be received with passion and love.

Do you have a horrible experience around one of your favorite IPs being ruined? Share it with us in the comments. What did they get wrong?

Until next time, keep your passion alive!

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The power of fan impact for good is a remarkable force that has demonstrated the ability to bring about meaningful change in communities and across the globe.

When fans of a particular cause, movement, or individual come together, their collective passion and dedication can drive impactful social campaigns that make a difference in people's lives.

YouTubers specifically have built fandoms and communities around their content and have showcased what fan impact can really look like.

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One notable example of fan impact for good is exemplified by John and Hank Green's 'Project for Awesome.' Founded in 2007 by the Green brothers, creators of the popular YouTube channel Vlogbrothers, 'Project for Awesome' (P4A) is an annual charity event that harnesses the creative talents and generosity of online communities to raise funds and awareness for various charitable causes.

During 'Project for Awesome,' participants create and upload videos to YouTube advocating for their chosen charities. These videos highlight the work of nonprofit organizations, share personal stories, and inspire viewers to donate and get involved. The event also includes a 48-hour livestream where creators engage with their audience, host fundraising challenges, and showcase the impact of charitable donations.

Since its inception, 'Project for Awesome' has grown exponentially, attracting thousands of participants and viewers from around the world. The event has raised an impressive total of $23 million for charity, supporting a wide range of causes, including education, healthcare, environmental conservation, and social justice initiatives.

What makes 'Project for Awesome' and similar fan-driven campaigns so powerful is the sense of community and shared purpose they foster. Participants are united by their desire to make a positive impact and effect change in the world, and their collective efforts amplify the reach and effectiveness of their advocacy.

Another fantastic example is #TeamTrees, an initiative to plant over 20 million trees with the help of famous YouTubers and donors. Fans of YouTubers like Mr. Beast and Mark Rober can donate as little as a $1 to be a part of a bigger initiative. This helps fans feel like they are making a difference while doing something “cool” with their favorite creator.

Moreover, these campaigns demonstrate the transformative potential of online communities and social media platforms as tools for social good. Through the power of digital connectivity, individuals from diverse backgrounds and locations can come together to support causes they are passionate about, transcending geographical barriers and creating real-world impact.

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The success of initiatives like 'Project for Awesome' and ‘Team Trees’ highlight the importance of empowering fans and supporters to be active participants in driving social change. By providing platforms for engagement and collaboration, organizations and content creators can mobilize their audiences to become agents of positive transformation, harnessing the power of collective action for the greater good.

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If you are hiring OR looking for work, feel free to add your job or information on my LinkedIn post here or in the comments below.

Sending good vibes and opportunities your way!

Social media has been a powerful force for fans to connect with each other BUT no other platform has had the impact of Tumblr.

Tumblr stands out as a unique haven for fans to come together, celebrate their passions, and create vibrant communities. From fan fiction to fan art, memes to meta-analysis, Tumblr has played a pivotal role in shaping contemporary fandom culture and providing a safe space for fans to express themselves freely.

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One of the most remarkable aspects of Tumblr is its ability to foster inclusive and supportive communities around niche interests and fandoms. Whether you're a fan of a popular TV show, book series, movie franchise, or obscure indie band, chances are there's a dedicated Tumblr community where you can connect with like-minded individuals, share fan theories, and indulge in creative expression

One iconic example of Tumblr's impact on fandom culture is the phenomenon known as "SuperWhoLock," which brought together fans of three popular TV shows: Supernatural, Doctor Who, and Sherlock. The crossover fan fiction, art, and discussions that flourished on Tumblr sparked a global phenomenon, showcasing the power of fandoms to transcend boundaries and create something truly special.

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It isn’t just the fans connecting with each other on Tumblr. In its heyday (2010-2015) celebrities were known to create and engage on their own pages. Taylor Swift even used Tumblr to foster connection with her fanbase. Neil Gaiman famously engages with fans on the site, liking and commenting on various questions. He responded to fans thoughts and opinions about the upcoming third season of Good Omens.

Gaiman, though he still has an account on Twitter/X, his posts there are only to communicate upcoming press and other news. He no longer uses the platform and instead chooses to engage with fans on sites like Tumblr. He’s not alone. While many celebrities and general users have abandoned Twitter (due to waves hands fantically at everything), and have instead moved to platforms that feel more stable. Many Gen X and Millennial users are going back to Tumblr to try to capture the magic they felt when on the platform in the 2010s.

Beyond specific fandoms, Tumblr has also been instrumental in amplifying marginalized voices and advocating for greater diversity and representation in media and entertainment. Through fan campaigns, hashtags, and fan-created content, Tumblr communities have helped raise awareness about important social issues and challenge mainstream narratives. One particular account, Nerds Against Fandom Racism, specifically celebrates the minorities and people of color of fandoms.

Moreover, Tumblr's reblog and tagging system allows for easy discovery and sharing of content, facilitating collaboration and cross-pollination of ideas within and across fandoms. This sense of interconnectedness and collective creativity has led to the emergence of countless fan projects, fan-run conventions, and even fan-funded initiatives that have had a significant impact on the broader media landscape.

In essence, Tumblr's role in fostering fan culture goes far beyond a mere social media platform—it's a dynamic and inclusive community where fans can find belonging, creativity, and camaraderie.

It’s always been a refuge for the artistic, creative, and geeky masses that just want to celebrate what they love.

Available Jobs

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• Social Media and Growth Marketing Sr. Manager, Spritz

• Content Manager, Entertainment & Comedy, Betches Media

• Engagement Manager, Skye

• Sr Communications Mgr, Product, Amazon Flex

• Sr Communications Manager, Amazon Flex

• Managing Editor, National Geographic, Disney

• Director of Sales, Non-profit Sector, VeraData

• Content Specialist III, Contract, Meta

• Senior Manager, Creative and Content

• Social Media Executive, Sky

• Director, Brand Strategy, Overwatch, Blizzard

• Freelance Visual Designers, CDs, Copywriters

• Senior Product Manager, Organic Growth, him and hers

• Strategic Channel Manager, BriefCam

• Freelance Tech and Science Reporters

• Social Editors, TikTok

• Client Partner, Halo

• Collaborator Network

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• Cairngorms National Park Vacancies

• Global Social Media Intern, Chubb

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Available Talent

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• Jonathan Jacobs, Marketing Strategist

• Dakota Snow, Content Creator/Creative Director

• Sam Cahoon, PMM

• Marco Serna, Social Media Strategist

• Benjamin Katz, Digital Marketing and Communications Coordinator

• Divya Rajamohan, Data Analyst

• Bob Ihrig, MBA CPM CFPHS

• Jamie Langskov, MBA, Marketing and Community Manager

If you are hiring OR looking for work, feel free to add your job or information on my LinkedIn post here or in the comments below.

Sending good vibes and opportunities your way!

As Valentine's Day approaches, love permeates not only personal relationships but also the realm of brand-consumer connections. Brands tirelessly endeavor to foster a profound sense of affection and loyalty from their audience, reminiscent of the bonds shared between individuals. A pivotal avenue for achieving this emotional resonance is through the highly anticipated Super Bowl Sunday ads (lovingly referred to as the ad bowl), where brands vie for attention and affection on one of the grandest advertising stages of the year.

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Super Bowl ads occupy a revered place in the hearts of marketers and consumers alike. For most marketers and agencies, the commercials are the main event. These commercials transcend mere commercial breaks, hopefully joining the cultural zeitgeist and becoming catalysts for conversations.

But what is it about Super Bowl ads that captivates audiences and fosters enduring positive brand sentiment?

1. Emotional Appeal: Super Bowl ads possess a unique ability to tug at the heartstrings, eliciting powerful emotions that resonate deeply with viewers. Whether through poignant storytelling, nostalgia-inducing flashbacks, or heartwarming moments, emotional appeal plays a pivotal role in leaving a lasting impression and forging an intimate emotional connection with the audience. The vulnerability and authenticity conveyed in these ads evoke empathy and empathy, strengthening the bond between the brand and its consumers.

   The NFL International “Born to Play” ad perfectly encapsulates this. Human, sentimental, and focused on improving experiences for children, means this spot captures attention and all the warm and fuzzies at the same time.

2. Celebrity Endorsements: Many Super Bowl ads leverage the allure of A-list celebrities and influencers to enhance brand visibility and credibility. Celebrities infuse ads with a sense of familiarity, relatability, and aspirational qualities, making them more memorable and shareable among viewers. The association with beloved figures elevates the brand's image, enhancing its appeal and fostering positive brand sentiment through the halo effect.

   Like most years, celebrities were practically in every single ad. There was definitely not a shortage. While celebrity endorsement can create an immediate sense of recognition, it isn’t an immediate win.

   However, Verizon and Beyoncé nailed it by “breaking Verizon” and releasing new music. Fun, aligned with the brand, and speaking directly to a music-obsessed audience. A strong ad that leans into Verizon and the BOTUS herself.

3. Humor and Entertainment: Laughter is a universal language, and humor serves as a potent tool for winning over audiences. Super Bowl ads often feature witty scripts, clever punchlines, and comedic elements designed to entertain viewers and leave a lasting impression. By eliciting laughter and joy, humorous ads create a positive association with the brand, fostering a sense of goodwill and affinity among consumers.

   Paramount+ had me at Patrick Stewart yelling at Drew Barrymore.

4. Innovative Storytelling: Brands push the boundaries of creativity during Super Bowl commercials, exploring unconventional narratives, striking visual effects, and captivating storytelling techniques. Compelling storytelling captivates audiences, holding their attention and imprinting the brand's message in their minds. Through innovative storytelling, brands create immersive experiences that resonate with viewers on a profound level, leaving an indelible mark on their hearts and minds.

   Pfizer’s “Here’s to Science” spot captured this with the inclusion of Queen’s “Don’t Stop Me Now” immediately getting your attention and then having sweeping animations about science and scientists. It was a celebration of all things science and the song choice could not have been more perfect.

Building Brand Love Beyond Super Bowl Ads

While Super Bowl ads serve as catalysts for building brand love, fostering enduring loyalty necessitates a sustained effort beyond the 30-second spotlight. Here are strategies for brands to continue nurturing connections and driving loyalty:

1. Consistent Brand Voice: Maintaining a consistent brand voice across all touchpoints reinforces the brand's identity and values, fostering trust and familiarity among consumers.

   Love Duolingo or hate them, I’ll give them this. They are going to ride that unhinged road until the bitter end. The five second “buttception” spot proves that they will consistently show up to do the most and it’s expected. They even created a pair of Duo Butt Briefs for those who want to share their love of the brand. If you check out the hashtag, you can even see they use camel case to have it read as Superb Owl instead of Super Bowl.

2. Authentic Engagement: Engaging with consumers authentically by actively listening to their feedback and providing personalized experiences demonstrates a genuine commitment to their needs and preferences.

   

3. Meaningful Experiences: Creating meaningful brand experiences, whether through community events, philanthropic initiatives, or immersive activations, fosters emotional connections and deepens consumer engagement.

   Dunkin jumped in with a hilarious spot featuring Dunkin fanboy Ben Affleck and his friends Matt Damon and Tom Brady. If the addition of his wife, Jennifer Lopez wasn’t enough, the brand is continuing the ad exposure by launching a DunKing line of merch to go along with the spot.

4. Social Customer Care: Prioritizing social customer care by promptly addressing inquiries, resolving issues, and acknowledging feedback on social media platforms reinforces the brand's dedication to customer satisfaction and advocacy.

Our innovation + Your creativity = Social media success. 

Pair your creativity with our unlimited teamwork and social-smart AI capabilities for the ultimate growth formula. 

Click Here To Start Your Journey

Overall, the commercials from the ad bowl felt a bit safe and many won’t be remembered this same time next year (or let’s be real, next week). Here’s hoping these brands continue to take steps to touch their customer bases beyond the big game.

Available Jobs

• Yentalist, Digital Marketing Job Board

• Postscript Careers

• JumpCrew Careers

• F5 Careers

• Avidly Agency Careers

• RevOps Careers

• Community Jobs

• Inbound Marketing & Sales Consultant, LeadG2 (full-time, remote)

• B2B Sales Representative, CSS, LeadG2, and Up Your Culture (full-time, remote)

• Website Developer, LeadG2 (freelance, remote)

• Inbound Marketing Specialist, LeadG2 (contract worker, remote)

• Incident Problem Analyst

• Content Creator, Pexels

• Atlassian Administrator, TUI

• Customer Success Manager, Refined

• Atlassian Consultant, diconium

• Demand Gen & Content Lead, Teamwork

• Partner Sales Manager, Teamwork

• Social Media Manager, Teamwork

• Social Media and Growth Marketing Sr. Manager, Spritz

• Content Manager, Entertainment & Comedy, Betches Media

• Engagement Manager, Skye

• Sr Communications Mgr, Product, Amazon Flex

• Sr Communications Manager, Amazon Flex

• Managing Editor, National Geographic, Disney

• Director of Sales, Non-profit Sector, VeraData

• Content Specialist III, Contract, Meta

• Senior Manager, Creative and Content

• Social Media Executive, Sky

• Director, Brand Strategy, Overwatch, Blizzard

• Freelance Visual Designers, CDs, Copywriters

• Senior Product Manager, Organic Growth, him and hers

• Strategic Channel Manager, BriefCam

• Freelance Tech and Science Reporters

• Social Editors, TikTok

• Client Partner, Halo

• Collaborator Network

• Senior Software Engineer - Integrations, ClickHouse

• Cairngorms National Park Vacancies

• Global Social Media Intern, Chubb

• Chief Strategy Officer

• Microsoft, Spain

Available Talent

• Ex-HubSpot Content Designers Available

• Marketing Happy Hour 43 Marketing Pros Open For Hire + Part 2

• Jenn Byers (Kalchik), Digital Marketer

• Stephanie Salsini, Community Manager

• Jonathan Jacobs, Marketing Strategist

• Dakota Snow, Content Creator/Creative Director

• Sam Cahoon, PMM

• Marco Serna, Social Media Strategist

• Benjamin Katz, Digital Marketing and Communications Coordinator

• Divya Rajamohan, Data Analyst

• Bob Ihrig, MBA CPM CFPHS

• Jamie Langskov, MBA, Marketing and Community Manager

If you are hiring OR looking for work, feel free to add your job or information on my LinkedIn post here or in the comments below.

Sending good vibes and opportunities your way!

In recent years, the realm of fandom has undergone a profound transformation with the integration of Artificial Intelligence (AI), ushering in a wave of both positive and negative consequences.

Stamp your brand on social media.

Shine on socials with the power of unlimited human collaboration and social-smart AI in your hands.

Click Here To Stand Out

As technology evolves, so does the nature of fan engagement, creating a dynamic landscape that both thrills and challenges enthusiasts across various communities.

AI’s Impact:

Positive:

1. Enhanced Fan Experiences: AI has revolutionized the way fans experience their favorite content. Advanced algorithms analyze user preferences, delivering personalized recommendations for music, movies, books, and other forms of entertainment. Fans can now discover new content that aligns with their tastes, deepening their connection with the fandom.

2. Interactive Content Creation: AI tools enable fans to actively participate in content creation. From AI-driven character generators to story-writing assistance, enthusiasts can bring their imaginative ideas to life. This democratization of creativity fosters a sense of empowerment within the fandom, encouraging diverse contributions.

3. Smart Fan Engagement Platforms: AI-powered platforms have streamlined fan interaction. Chatbots and virtual assistants offer instant responses to queries, creating a more seamless and efficient communication channel between creators and fans. This accessibility enhances the overall fan experience, fostering a sense of community.

Negative Impact:

1. Loss of Authenticity: The rise of AI-generated content poses a challenge to the authenticity of fan creations. Automated tools can mimic writing styles, creating content that, while impressive in its technical execution, lacks the genuine passion and creativity that traditionally defined fan contributions.

2. Erosion of Privacy: The collection and analysis of user data by AI algorithms can raise concerns about privacy within fandom communities. As AI systems track and predict user preferences, there is a potential for intrusive practices, leading to uncomfortable and unwarranted surveillance of fan activities.

3. AI-Driven Fan Harassment: The same AI tools that enhance communication can be exploited for negative purposes. Automated harassment, trolling, or spreading misinformation can be orchestrated by malicious actors, tarnishing the supportive environment that fandoms strive to cultivate.

4. AI Versions of Celebrities: While some celebrities have jumped on the bandwagon to share their voice or likeness for AI products, AI is seen as a threat for a lot of talent, with one of the main provisions of the strike to have a clear understanding of likeness rights and compensation.

Brand Opportunities

What about the brands who want to utilize AI to connect deeper with their customer fans? What can they do?

Focus on efficiency, personalization, and making sure the things that must stay human, stay human.

1. Personalized Content Recommendations:

   • Use AI algorithms to analyze user preferences and behaviors.

   • Provide personalized content recommendations, whether it's products, articles, or promotions.

2. Chatbots for Customer Interaction and Support:

   • Implement AI-powered chatbots for real-time customer interactions.

   • Enhance the chatbots with natural language processing for more human-like conversations.

   • Use chatbots to answer queries, provide information, and even offer personalized recommendations.

   • Have mechanisms in place to quickly move someone to a human when they don’t want to talk to a bot.

3. Predictive Analytics for Customized Experiences:

   • Utilize predictive analytics to anticipate customer needs and preferences.

   • Offer tailored experiences based on past behaviors and interactions.

   • What are the biggest friction points for customers and what fixes are more likely to improve the experience across the board?

4. Social Media Monitoring:

   • Employ AI tools to monitor social media channels for brand mentions and fan interactions.

   • Respond promptly to customer queries and feedback using AI-driven sentiment analysis.

5. Interactive AI-driven Campaigns:

   • Create interactive campaigns that utilize AI to engage fans.

   • For example, AI-powered quizzes, games, or interactive social media campaigns that respond to user inputs.

6. Virtual Assistants and Voice Technology:

   • Integrate virtual assistants or voice-activated technology to provide a seamless and hands-free experience for fans.

   • Develop branded skills or actions for popular voice-activated platforms.

7. AI-Enhanced Loyalty Programs:

   • Implement AI algorithms to analyze customer behaviors and preferences.

   • Offer personalized rewards and incentives through loyalty programs based on AI insights.

8. AI-powered Social Listening:

   • Leverage AI for social listening to understand what fans are saying about the brand.

   • Use insights gained from social listening to tailor marketing strategies and communications.

9. Automated Email Campaigns:

   • Implement AI in email marketing to personalize content and optimize send times.

   • Use AI to analyze customer behavior and send targeted and relevant email campaigns.

10. Data-driven Fan Engagement Strategies:

    • Analyze data using AI to understand fan behavior and preferences.

    • Develop targeted engagement strategies based on data insights.

11. Gamification with AI Elements:

    • Integrate gamification elements into brand interactions.

    • Use AI to enhance gamified experiences, adapting the game dynamics based on user behavior.

12. AI-Enhanced Influencer Marketing:

    • Use AI to identify influencers whose audience aligns with the brand.

    • Optimize influencer marketing campaigns by leveraging AI to track performance and ROI.

Our innovation + Your creativity = Social media success. 

Pair your creativity with our unlimited teamwork and social-smart AI capabilities for the ultimate growth formula. 

Click Here To Start Your Journey

Neither the need for connection or the usage of AI is going to stop any time soon. The next few years we’ll see how brands and marketers tap into AI while they learn where AI can foster creativity and connection vs where it replaces it. This is a time of learning and we can’t forget that.

Available Jobs

• Yentalist, Digital Marketing Job Board

• Postscript Careers

• JumpCrew Careers

• F5 Careers

• Avidly Agency Careers

• RevOps Careers

• Community Jobs

• Inbound Marketing & Sales Consultant, LeadG2 (full-time, remote)

• B2B Sales Representative, CSS, LeadG2, and Up Your Culture (full-time, remote)

• Website Developer, LeadG2 (freelance, remote)

• Inbound Marketing Specialist, LeadG2 (contract worker, remote)

• Incident Problem Analyst

• Content Creator, Pexels

• Atlassian Administrator, TUI

• Customer Success Manager, Refined

• Atlassian Consultant, diconium

• Demand Gen & Content Lead, Teamwork

• Partner Sales Manager, Teamwork

• Social Media Manager, Teamwork

• Social Media and Growth Marketing Sr. Manager, Spritz

• Content Manager, Entertainment & Comedy, Betches Media

• Engagement Manager, Skye

• Sr Communications Mgr, Product, Amazon Flex

• Sr Communications Manager, Amazon Flex

• Managing Editor, National Geographic, Disney

• Director of Sales, Non-profit Sector, VeraData

• Content Specialist III, Contract, Meta

• Senior Manager, Creative and Content

• Social Media Executive, Sky

• Director, Brand Strategy, Overwatch, Blizzard

• Freelance Visual Designers, CDs, Copywriters

• Senior Product Manager, Organic Growth, him and hers

• Strategic Channel Manager, BriefCam

• Freelance Tech and Science Reporters

• Social Editors, TikTok

• Client Partner, Halo

• Collaborator Network

Available Talent

• Ex-HubSpot Content Designers Available

• Marketing Happy Hour 43 Marketing Pros Open For Hire + Part 2

• Jenn Byers (Kalchik), Digital Marketer

• Stephanie Salsini, Community Manager

• Jonathan Jacobs, Marketing Strategist

• Dakota Snow, Content Creator/Creative Director

• Sam Cahoon, PMM

• Marco Serna, Social Media Strategist

• Benjamin Katz, Digital Marketing and Communications Coordinator

• Divya Rajamohan, Data Analyst

• Bob Ihrig, MBA CPM CFPHS

• Jamie Langskov, MBA, Marketing and Community Manager

If you are hiring OR looking for work, feel free to add your job or information on my LinkedIn post here or in the comments below.

Sending good vibes and opportunities your way!