• by Eric Yaverbaum , Yesterday

Gone are the days when fan obsession was reserved for siloed message boards, niche corners of Tumblr, and Comic-Con meetups. In 2025, fandoms are everywhere.

Take Amazon Prime’s adaptation of Jenny Han’s book “The Summer I Turned Pretty,” which has sparked nearly a million fan theory posts on TikTok alone. Or consider “After,” which began as Harry Styles fanfiction on Wattpad and evolved into a major box office hit.

And of course, there’s pop icon Taylor Swift. The ultimate “showgirl” sent hordes of Swifties into a midnight frenzy, announcing her new album at precisely 12:12am ET during her now-fiancé’s “New Heights” podcast (on a weekday, no less).

Whether it's buzzing about favorite shows online or lining up for movie adaptations of beloved fanfiction, fandoms are here to stay. Passionate fans are savvy content creators, conversation starters, and culture drivers. As marketers and communicators, it’s crucial not to overlook the creative opportunities that come with such fans.

Here are a few strategies for creatives to carve out space amid today’s fervent fandemonium.

Tap into trends capturing fan attention. Fandoms don’t live in a vacuum. Whether it’s fan theory videos about an upcoming episode of a show, or social media meme accounts dedicated to a single book series, much of the content fueling fandoms is already being created and shared organically.

And companies of all sizes aren’t shying away from the conversation. Aroma Joe’s, a regional coffee chain, quickly jumped on the “Team Jeremiah and Team Conrad” debate from “The Summer I Turned Pretty.” On Instagram, Aroma Joes posted team-themed beverages and even assigned drinks for fan favorites and lesser-loved characters alike.

Marketers can boost visibility by joining conversations fans are already having, even on a small budget. This might include character-inspired recipes, merchandise based on popular plotlines, or social media challenges tied to fan-favorite scenes. By tying into existing fan engagement, brands can form genuine bonds with audiences based on what interests them. To that end, it's critical for brands to be tapped into what fans are saying. 

Anticipate what’s (probably) coming next. Fan speculation often hints at what’s expected to happen, many times before official content drops. This is especially true for book adaptations like ‘The Summer I Turned Pretty,” but also for original stories still in progress. For example, Reddit threads are full of theories about the next book in Sarah J. Maas’s “A Court of Thorns and Roses” series.

Brands can lean into these conversations by creating timely content inspired by fan predictions. Think short-form videos reenacting wild endings, social media polls asking which theories fans believe, or limited-edition products with Easter eggs to fan-favorite details. The more fans speculate, the more entry points brands have to engage.

Mix real-world knowledge with fiction. Another effective approach is combining real-life insights with fictional worlds. For instance, following the new “Superman”movie, a therapist could offer relationship advice for Lois Lane and Clark Kent. Or a physicist may weigh in on how Lex Luthor might realistically tear holes in the fabric of reality.

Fans are building powerful communities that continue to shape mainstream culture in unexpected ways. For marketers and communicators, embracing that momentum means staying curious, creative, and meeting fans where they already are. Doing so can enable businesses to forge connections with consumers that expand the boundaries of traditional brand storytelling.