Taylor Swift has her Swifties, South Korean boy band BTS has Army, and the girl group Blackpink has Blinks.

These superfans are extremely loyal to their idols, purchasing every item that’s out there just because it has their name or face attached to it. “Superfans are a small, but extremely valuable, subset of your most passionate fans” according to Amazon Music for Artists.

But it is not just pop stars that can benefit from ‘Superfans’. Brands can have them too.

For example, in the Apple VS Samsung/Android debate, both sides have fans who are fiercely loyal and will defend the brand or product from criticism – though in private they may complain about issues such as a short battery life.

Tom White, chief strategy officer at creative agency Modern Citizens, said: “It’s always quite exciting to work on a brand that inspires super-fandom. While most of the time we’re scratching around for people to say something – anything – animated and positive about a brand,  or to get them hyped about a new bit of NPD, to strike up a conversation with a brand’s superfan is to turn on a fire hydrant of passion and choice opinion.

“This sort of stuff is manna for the people who plan and run brands, because in practice it’s the ‘edgelords’ whose views we listen to most intently.”

Superfans have tangible benefits too. On average, they tend to spend more than the average consumer. Research from career platform Zippia found that a company’s top 10% of most loyal customers spend three times more per purchase than the other 90% of customers do.

“People who hold an impassioned view about a brand – either because they really don’t like it, in which case, it’s important for us to understand what they’ve got against us, or because they really, really love us, ” are important, says White. “Like Swifties, a brand’s superfans feel part of its story and journey. Less like consumers, more like shareholders or co-founders.”

Superfans are fiercely defensive of their favourites. Army, the BTS fanbase will debate against anyone who criticises the group, sometimes even engaging in “fanwars” with other fan groups such as Blinks (Blackpink fans) and Carats (Kpop group Seventeen’s fans).

White said: “A brand’s superfans are its most powerful evangelists. They have loyalty beyond reason for your brand – beyond price, beyond attribute, beyond benefit; beyond rational factors into the emotional territory of mystery, sensuality and intimacy. So of course you’d like that to rub off.

“This passion is weaponised when they advocate on behalf of your brand. People are social beings, and social learning is a key driver of propagating new behaviours. Superfans’ enthusiasm for your brand has the power to turn casual users into hardcore fans.”

Superfans can also act as advocates for a brand, spreading brand awareness, as people tend to want to talk all the time, to anybody who is listening, about topics they are passionate about.

And superfans tend to do more than just talk. They also post online about their passions, which can help a brand gain traction.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Chris Ciompi,  US senior partner at creative consultancy Lippincott, says: “Superfans do more than just promote a brand. They expand the power for others to connect by actively enhancing the ability for said brand to form meaningful connections with people, and contribute to conversations around how the brand helps make progress in real life. In doing so, have a direct impact on brand identity.”

Many brands have started catering to their superfans. Peanut butter brand Pip and Nut used superfan affection for the brand to shape its ‘Obsession Spreads’ communication strategy , which includes its latest campaign ‘Can’t Stop. Won’t Stop.’ The campaign was created from a single comment on Instagram which highlighted how fans regarded the brand.

Pip and Nut asked superfans of the brand and its competitors to live without their favourite brand for a fortnight and to keep a record documenting what they missed about it.

Pip and Nut marketing director Jacq Ellis-Jones said: “This research has been instrumental in identifying our most compelling USPs and highlighting areas where we can further differentiate ourselves from the competition. It’s a constant reminder that understanding the deep-seated desires of our most passionate customers is crucial for continued success.”

Relationship

But how do you keep a superfan? Brands, much like celebrities, need to nurture their relationships with them.

Ciompi explains: “Brands should focus on ensuring superfans would say two statements about them without hesitation: “I love this brand”, and, “This brand helps me make progress in my life.”

Superfans want to be heard. Keeping a Superfan means engaging with them and giving them the space to share their thoughts and ideas about your brand with you.

Ellis-Jones said: “Cultivating long-term loyalty with superfans requires more than just rewards. At Pip & Nut, we foster genuine relationships through initiatives like our ‘Secret Squirrels’ squad, a dedicated community of 200 passionate fans who actively participate in product development and marketing campaigns.

“We prioritise meaningful engagement by providing exclusive access, incorporating their feedback, and offering unique rewards. Maintaining product quality and authenticity is paramount, ensuring any product innovations align with the desires of our core customer base.

“For example, our ‘Stuffed Peanut Butter Oat Bars’ were inspired by observing how our fans enjoyed their nut butters – a testament to how closely we listen to their preferences and translate them into innovative product offerings.”