Fan Apps: A Potential Solution to Social Media Cynicism?
Modern-day Superfan Apps: A New Era of Fangirling and Boyhood
James Kirkham, Cleats Club's head honcho, describes superfan apps as a "playground for brands to test and nurture novel ideas." And in the world of soccer, footballer extraordinaire Harry Kane kicked it all off with Cleats, launched in October, offering fans a glimpse of his personal life through videos, voice notes, and messages. Just Eat, the mouthwatering food delivery service, has jumped aboard the bandwagon, securing a sponsorship deal with Cleats.
Superfan apps, fueled by businesses itching to cash in on fan-talent relationships, have popped up across music, sports, and gaming. This trend has seen the estimated market value of music superfans surpass $4.2 billion in 2023, with industry heavyweights like Universal Music and Warner Music promising to focus on this sector.
As for the essence of a superfan app, it's all about growing stronger bonds between stars and die-hard fans, providing exclusive content, and fantastic monetization opportunities. These digital playgrounds have evolved over the years, with platforms like Community lighting up the scene in 2019 (as hailed by Fast Company as the future of celebrity-fan interactions online). Video-sharing titan Cameo came onto the scene in 2017 and saw a significant surge in 2020. Formula 1's F1 Unlocked, Fan Apps like The Dojo in esports, and Weverse (with over 10 million users) have all found success in this space.
Partnerships with brands have started to materialize. Food is often the topic of conversation between Kane and his fans, and Cleats welcomed Just Eat as a partner - allowing them to facilitate more food-related fan-Kane conversations, adding a layer of branded content to their social media channels.
Brands have to be careful though; superfan communities aren't for every business. Kirkham, a Cleats exec, acknowledges this, stating that these spaces like the one between Just Eat and Kane are ideal for partnerships as Cleats provides a legitimate platform for larger brands to leverage high-profile talents like England's football captain in their communications, all done on a scale smaller brands could never hope to achieve.
AliExpress, Weverse, Cameo, Community, and FanCircles are all on the move, showcasing diverse strategies to engage superfans. SaaS platform FanCircles boasts a unique model of an app per artist or brand, integrating with existing merchandise stores. Singer Robbie Williams is one such client, but FanCircles could appeal to fashion and tech brands with its focus on exclusive content drops, managing fan relationships, and bridging the gap between free and premium subscribers.
In the gaming sector, increasing connections between brands and fans are essential for building brand equity. Waste Creative's chief strategist, Christian Perrins, suggests designing challenges for fans that tap into their skills and motivations, making products tangible rewards for fan activity, and harnessing data to better understand your superfans.
Nate Llorando, Joolt's founder, believes that 2023 marks an era where direct fan engagement is essential for stars, athletes, and music artists. The landscape of interaction between fans and talent is changing dramatically, with dedicated sports and entertainment apps reshaping fan connections and providing a more genuine, immersive experience.
According to Kirkham, Cleats is unapologetically anti-algorithm, and he sees the platform as "a social safe haven" for fans and celebrities. The pure interactions between fans and their idols on Cleats is what sets it apart from traditional social media platforms, which are dominated by broadcast content. With the growing frustration over social media, superfan apps are thriving as they cater to niche fandoms and personalized engagements, leaving behind the noise and clutter of mainstream networks.
In fact, data suggests that around one in five consumers are using less social media these days, while niche apps like Lapse and 222 continue to gain traction as they foster more intimate connections, focusing on friends rather than followers. This could explain Reddit's impressive user engagement rates, as the platform is a hub for niche groups and subcultures.
Looking ahead, some projections for 2025 suggest that niche communities will keep growing, favoring networks like Lapse and 222 that focus on genuine connections and real-life experiences. As for the future, the potential for exclusive and personalized superfan experiences is limitless, ruling the realm of entertainment and sports for years to come.
- Cleats Club's head honcho, James Kirkham, considers superfan apps as a playground for businesses to test and nurture novel ideas.
- Harry Kane, a footballer extraordinaire, launched the superfan app Cleats in October, offering fans a personal glimpse through videos, voice notes, and messages.
- Just Eat, a food delivery service, has secured a sponsorship deal with Cleats, adding a layer of branded content to their social media channels.
- Superfan apps cater to the growing stronger bonds between stars and die-hard fans, offering exclusive content and fantastic monetization opportunities.
- SaaS platform FanCircles has a unique model, integrating with existing merchandise stores and appealing to fashion and tech brands with its focus on exclusive content drops and managing fan relationships.
- Nate Llorando, Joolt's founder, believes that 2023 marks an era where direct fan engagement is essential for stars, athletes, and music artists.
- The potential for exclusive and personalized superfan experiences, focusing on niche fandoms and real-life engagements, is limitless, ruling the realm of entertainment and sports for years to come.
