Fandoms are incredibly influential and engaged groups, and brands are just starting to understand how to harness their power.
The fandoms of today are incomparable to simple fan clubs of the past. Highly connected and organized, Millennial fan groups have taken fandom to a new level, creating active communities online that go far beyond fawning, and have real world clout. According to Ypulse’s research on Next Level Fandom, 36% of Millennials say they belong to a fandom like Little Monsters, Cumberbitches, Swifties, Bronies, etc. (We'll be revisiting this massive trend in our upcoming Ypulse Quarterly report.) Massive amounts of content—videos, artwork, GIFs, and fanfic—are being created daily by these fandoms, who connect, engage, and grow online.
All of that content and communication can be a massive resource to brands. To learn more about harnessing the power of fandoms, we spoke with Jared Feldman, the founder of Canvs, a technology platform created to measure and interpret emotions of fans and provide real-time metrics of their feelings. He told us about the importance of listening to passionate audiences, and how fandoms are shaping marketing and entertainment content today.
Ypulse: How were fandoms a part of Canvs’s start?
Jared Feldman: The content started with HBO, which has to have one of the most rabid fan bases, with True Blood and Games of Thrones. Their shows air Sunday nights, and Monday morning they say, “How did I do last night?” There really was no qualitative way to figure out what fans cared about. You could certainly understand how much they were talking, but when it came to what were they feeling, what were they responding to, what resonated, there was no way to do that, that was automated, trustworthy, and scalable.
So my co-founder Dr. Sam Hui—he's a…