Fan Engagement Tactics

Fred Again is a masterclass in building fandom. Every artist, brand & company should pay close attention to how he's doing it: - Direct engagement - Community over everything - Building from the ground up Here's 7 ways he's built an insanely loyal fanbase: (and what we can learn) 𝟭. 𝗕𝘂𝗶𝗹𝗱 𝗗𝗶𝗿𝗲𝗰𝘁 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 Fred has prioritized personal interactions & lean-in locations like Discord & Whatsapp chats from day 1. → It creates genuine community → A true understanding of his fans → The ability to activate them in real time Everything is built on top of this. It’s not just about big numbers. It’s about deep interactions. 𝟮. 𝗣𝘂𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗙𝗶𝗿𝘀𝘁 He asked his most engaged Discord fans to host 18 Actual Life 3 launch parties across the globe. → Superfans became the central nodes → Fans connected more deeply IRL → All with Fred as the context First, feed the community. Then, the masses. 𝟯. 𝗥𝗲𝘄𝗮𝗿𝗱 𝗙𝗮𝗻𝗱𝗼𝗺 Before his LA coliseum show, he hosted a secret listening party for 150 fans he found & invited who went to his first LA show in 2021. → He greeted each personally → Handed out mugs of tea → Previewed new songs Show fans they're seen. Show fans they're valued. 𝟰. 𝗚𝗲𝘁 𝗙𝗮𝗻𝘀 𝗜𝗻𝘃𝗼𝗹𝘃𝗲𝗱 Fred consistently includes fans in his process. → Voting on tracks to release → Asking fans to suggest venues → Video recaps from the dancefloor → Cultivating community-generated content Don't serve fans content Make them part of the journey 𝟱. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗠𝗮𝗴𝗶𝗰𝗮𝗹 𝗠𝗼𝗺𝗲𝗻𝘁𝘀 Fred is the king of pop-up shows. → No rollout → No pre-hype → Fans find out first Fans band together on Discord to help each other get in. Every event feels like you’re lucky to be there. They’re marketing through magic. Through fomo. 𝟲. 𝗘𝗺𝗯𝗿𝗮𝗰𝗲 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 It all works because it feels authentic. → He's pouring you pints of Guinness → Sharing facetimes with collaborators → Attending quiz night with fans There's no pretense. It’s not about being slick or coming across as bigger & more famous than you. 𝟳. 𝗕𝗲 𝗮 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗼𝗿 Fred finds ways to bring people together. → Massive community bike rides across London → Facilitating proposals on the dancefloor → Turning everything into a social event People are craving human connection. This is the dopamine Fred delivers. (and it's what this is all about, right?) 𝗧𝗵𝗲𝗿𝗲'𝘀 𝗡𝗼 𝗙𝗼𝗿𝗺𝘂𝗹𝗮 But there are lessons: 1. Build Direct Fan Relationships 2. Put Community First 3. Get Fans Involved 4. Reward Fandom 5. Create FOMO 6. Be Authentic 7. Be a Connector If you lean all the way in, your reach will grow. And it will last. ___________________ If you like this, you'll love my newsletter. Insights & tools to navigate music's future: https://lnkd.in/ePEK5vdd What did I miss? I've got 1 extra lesson in this week's edition.

I am a firm believer in 2 things: 1. Product/Service Experience trumps everything else when it comes to building a brand 2. In Early stages, even if the product isn't perfect, you can make it up with great service Here is a story I remembered when speaking to our early customers from 2015 yesterday to understand the longevity/performance of our fans Srinivasa Acharya sir was one of our earliest customers from 2015. For the first one year, I was the single person sales & service team. When he ordered the fans, we didn’t even have a payment gateway in the website. In fact, I mailed a proforma invoice and he made the payment through NEFT. Yes, this was D2C in 2015 ;) And since we were just starting, the product wasn’t perfect. There were multiple issues he faced. He struggled with the products for 2 months and wrote multiple mails to us saying how disappointed he was with the entire experience. He was extremely frustrated, and rightly so. But we took every mail as a feedback and quickly iterated and improved the product. Within those 2 months, the product improved substantially. And as the product was getting improved, our communication was swift and customer service was prompt Finally the problems were solved and the icing on the cake was when Srinivasa sir wasn’t just happy with our honest efforts and delightful customer service, but also went out of the way to recommend our fans to his friends and family Here was someone who faced issues with the product and within 2 months was recommending our product to others. This is the power of honest customer service. This pattern repeated again and again over the last 8 years. The customers who really love the brand are not people who never faced an issue. But people who faced an issue, and we exceeded their expectations on after sales service P.S. Here is a mail from Srinivasa Sir after his issues were solved We have received many compliments from many people over the years. But this mail from Srinivasa Sir calling me a “customer centric” person still remains very close to my heart. “Customer centricity” remains one of our core values at Atomberg and we try and live up to it every single day

Most clubs still chase Champions League glory. The smartest ones are building something bigger. ✅ Lesson from Experience Working with clubs across Europe, I’ve seen a pattern: The clubs that last don’t just chase trophies. They build ecosystems. Yes, winning matters. Always will. But the real game is building a system that wins with or without the trophy. ✅ Case Study: Kings League 85% of viewers under 35 → pure Gen Z traction. Zero traditional infrastructure. Fans vote on tactics. Presidents stream negotiations. Players explain decisions live. The result? Digital engagement rivaling Champions League nights: 1.48m peak viewers, 40m hours watched across Twitch, YouTube, TikTok, Kick. Piqué proved a truth: Fans don’t just want to watch; they want to participate. ✅ The Smart Money Move Superstars win matches. Systems win decades. The question: "Do we put the next €100m into one superstar? Or into systems that 10 years later still generate recurring revenue streams?” ✅ Examples ▪️ Wrexham: documentary → global fanbase. ▪️ Como 1907: fashion meet football. ▪️ Barcelona: 20M+ subs — fastest-growing sports channel on YouTube. ▪️ Real Madrid: €482m in commercial revenue in 2024 ▪️ Liverpool: £102m matchday revenue in 2023/24 (club record) ✅ The Executive Playbook Winning builds glory. Access builds loyalty. Belonging builds value. You need all three. ✅ The Truth Trophies create moments. Communities create movements. ❗ The future isn’t clubs vs. disruptors. 👉 It’s the clubs bold enough to expand what “winning” really means. ✔️ Traditional competition = win trophies, get points, lift cups. ✔️ Expanded competition = also compete on who can: - build the biggest digital community - monetise content most effectively - create the deepest fan involvement - extend the brand into fashion, tourism, streaming, or gaming. Let's not forget: Connection > Transaction Community > Customer Participation > Consumption ❓ Would you rather build a million true believers… or lift another trophy? #footballbusiness ********* 🧨 Want to be among the first to receive my upcoming football newsletter? Behind the scenes, unique interviews, ... Just DM your best email! Thank you. ********* image: Getty

How to Leverage User-Generated Content (UGC) Introduction: User-generated content (UGC) helps brands connect authentically with audiences, as people trust peer recommendations over ads. Showcasing real user experiences builds credibility, strengthens community bonds, and turns customers into advocates, driving organic growth and engagement. Key Concepts -Social Proof: UGC demonstrates trust and recommendations, often more effective than ads. -Authenticity: Real customer content fosters trust as genuine endorsements. -Community Engagement: UGC encourages customer connection and sharing. -Content Variety: UGC provides diverse, reusable content for multiple channels. Challenges in Implementing UGC -Quality Control: Curating UGC for brand alignment can be challenging. -Permissions: Obtain creator permission to avoid legal issues. -Negative Feedback: Be prepared to manage unfavorable UGC without harming your reputation. -Incentivizing Participation: Encourage customers to share experiences through incentives. Strategies & Solutions To gather and utilize user-generated content (UGC), brands can create hashtag campaigns, run contests for product photos, and showcase testimonials on social media for credibility. Highlighting curated UGC demonstrates real product use, while repurposing it in emails and ads maximizes reach. Engaging with creators by tagging and sharing their posts strengthens connections and encourages more sharing. Benefits of Leveraging UGC User-generated content (UGC) enhances credibility and trust by showcasing authentic customer experiences, leading to higher conversion rates. It fosters brand engagement and loyalty while being cost-effective, filling content calendars without high expenses. UGC also improves SEO by generating relevant content that boosts discoverability through branded hashtags and reviews. Insights for Effective UGC Campaigns To maximize user-generated content (UGC), prioritize authenticity by encouraging customers to share genuine experiences instead of scripted or promotional ones. Monitor UGC performance by tracking metrics like engagement and conversions to understand what resonates with your audience. Additionally, create a streamlined content submission process with direct upload links or clear instructions to make it easy for users to share their content. Conclusion: User-generated content (UGC) builds social proof, fosters trust, and engages communities. By incorporating UGC into your marketing strategy, you transform customers into brand advocates, enhancing reach and connections. Utilizing hashtag campaigns, reviews, contests, and social media features encourages sharing experiences and cultivates a loyal community that spreads your brand's message organically. #UGCmarketing #brandUGC #contentstrategy #digitalmarketing #usergeneratedcontent #UGCstrategy #brandengagement #socialmediastrategy #contentcreation #UGCcommunity

FORGET your new music for a moment. Artists spend an inordinate amount of time on their new projects. But.... Your OLD music is the key to building a fanbase. Old music, otherwise known as the "back catalog" has a treasure trove of valuable insights. Yes, it has something that your new music lacks... Data By analyzing your analytics, you can identify which older songs are getting the most streams & traction. This data isn't just numbers. It's a guide to understanding what resonates most with your audience. When new fans discover you, they may feel overwhelmed by the volume of music available. Use this as an opportunity to guide them to your most popular songs—those that data shows have already connected with listeners. An effective way to do this is by updating your bios or artist pages with a dedicated section titled "Are you new to my music? Start here." This not only directs new listeners to your most acclaimed tracks but also encourages them to delve deeper into your catalog. Making it easy for fans to discover and binge your music builds a stronger, more engaged fanbase and ultimately enhances your creative career's longevity. Review your artist analytics to see not only what's getting the most streams. But which songs have the most repeat listens, fewest skips, and most saves. For example, I released my solo guitar album earlier this year. My version of "La Paloma" is among the most popular tracks. So, when I share my music with fans, I lead with this song. #creator #creatoreconomy #portfoliocareer #music #art

For too many #artists, #YouTube is another place to drop music videos and move on. But the ones who really win? They treat YouTube as a storytelling machine, a fan engagement hub, and a revenue powerhouse. Here’s how the smartest artists are turning views into careers. 🚀 Exclusivity Wins: Give fans what they can’t get anywhere else. Behind-the-scenes footage, raw demos, and exclusive performances turn casual listeners into loyal superfans. 🎬 Think Like a Movie Release: Build anticipation before, during, and after a drop. Artists like Charli XCX extend the hype with carefully crafted content rollouts. 🔥 Live & Premieres = Engagement Goldmine: Post Malone’s Super Bowl YouTube Tailgate was a masterclass in live streaming. Live content isn’t an add-on, it’s an event. 🎭 Turn Fans Into Co-Creators: Covers, remixes, dance challenges. UGC isn’t just engagement. It’s free, organic marketing. 📅 Consistency Fuels Growth: The algorithm favours artists who keep fans engaged between album cycles. Vlogs, collabs, and tour diaries keep the momentum going. You’re not just uploading music. You’re building an empire. Swipe through for the full breakdown 👉

Big brands have a lot to learn about building community from this small East London shop. If you follow me you know I’m obsessed with pinpointing the places, moments and margins where culture appears, often outside the mainstream. Waste! is an independent store in Hackney specialising in handmade, self-published and DIY artist products that also serves as a meetup for makers and fans of the niche and novel. Big brands can spend millions chasing community. Yet genuine bonds form in the unlikeliest corners. By giving people a place to belong and a stake in the story, you can create evangelists rather than consumers. Here’s some of the playbook: → Look beyond the obvious Which subculture have you never visited? Find the one that aligns with your brand values and surprise them with an IRL activation made just for them. → Host micro-experiences Think smaller than a giant pop-up. Small scale means deeper conversations, stronger friendships and stories that spread far beyond the room. → Invite people behind the scenes Jack and Roydon modelled the shop on their childhood bedrooms. Everything feels handpicked and personal. → Celebrate genuine connections At Waste! customers aren’t just buying things. They swap ideas, share projects and spark new collaborations. Create spaces online or offline where people can connect, chill and feel like insiders. → Reinvest in your community Every penny from sales goes back into buying more stock from friends and local artists. That reinvestment shows you care about real people not just profit margins. → Turn every interaction into a collectible moment Limited-edition patches, secret passwords, custom playlists or tiny zines tie physical mementos to emotional experiences. Superfans will wear, share and trade these badges of honour. → Measure passion not just reach Track repeat attendees, social shout-outs from community insiders and user-generated content. A hundred truly engaged superfans create more long-term value than ten thousand casual followers. Sometimes the best way to build real community is the scrappy, DIY, heartfelt route ✌️💚

If your brand doesn’t have a community, it’s just another product. People don’t want to be “sold to.” They want to belong. And that’s exactly why community-led businesses are winning in 2024. They don’t just sell, they create movements. Look at the brands that are thriving right now: ✅ Glossier → Built an empire by making customers feel like insiders. ✅ Oura Ring → Grew from a niche health product to a loyal wellness tribe. ✅ Ellevest → More than a fintech company, it's a financial movement for women. So, how exactly have they done it? - Make your customers part of the brand. Don’t just market to them, create WITH them. User-generated content, ambassador programmes and real conversations build that loyalty. - Talk like a human, not a corp. Ditch the polished, robotic messaging. Community-led brands feel personal and relatable. - Give value FIRST. Want people to engage? Teach, entertain, inspire before EVER asking for a sale. - Make customers feel seen & heard. When people feel like they matter, they stick around. Engage in DMs, respond to comments and highlight your audience in your content. Bottom line: Transactional brands die. Community-driven brands thrive. Which are you building?

Women’s Professional Baseball League generated over $300,000 in merch before a single game, How? They built around the fan. For years, new sports leagues have focused on launching teams. The Women’s Professional Baseball League focused on building a community first. Affordable ticket prices make it easier for families to attend, lowering the barrier to becoming a fan. A social-first marketing strategy recognizes that today’s fans discover sports through creators, athlete content, and viral moments long before they buy a ticket. Representation matters too. For generations, girls who loved baseball had few opportunities to see women playing professionally. Today, they have a league they can follow, support, and aspire to join. The merchandise wasn’t an afterthought either, it became part of the launch strategy. People weren’t just buying jerseys, they were buying into what the league represents. ➡️ Affordable experiences. ➡️ Representation that has been missing for decades. ➡️ Merchandise fans actually want to wear. ➡️ A brand designed for today’s fan, not yesterday’s playbook. The first games are today. But one of the league’s biggest wins happened before Opening Day. They understood that modern sports organizations don’t just launch teams. They launch communities. And the leagues that build the strongest communities will be the ones fans stay loyal to for years to come. What’s another emerging sports league that’s doing a great job building around the fan? 👇

Mamaearth's top campaign, driven by mom bloggers, cost under 1% of their marketing budget. SUGAR Cosmetics’ 500 customer makeup videos became their best-performing ad, cutting acquisition costs by 70%. Dove India's #𝐒𝐭𝐨𝐩𝐓𝐡𝐞𝐁𝐞𝐚𝐮𝐭𝐲𝐓𝐞𝐬𝐭 gained massive traction not through official video but through 100s of women sharing their real stories of beauty bias. What if your next big campaign didn't cost a fortune? Here's how to use UGC for 2x ROI: 1. Transform customer reviews into micro-content. 2. Let users document their experience. 3. Build community challenges. Pro tip: Start small. Ask your next 10 customers to film their unboxing experience. Test it against your regular ads. The results might surprise you. You're not just saving money on production. You're investing in content that actually converts because it's real. Share your favorite UGC campaign below, and I'll tell you why it worked! #ugc #marketing #influencermarketing #brands