2020 changed everything. The way we work, the way we interact with fans, and the way we plan for the future. With this eventful year behind us, it’s a good time to check in on the trends we predicted for fan marketing, and how that trajectory has changed.

Fan Marketing Predictions that Came to Pass:

Last year, our team compiled our predictions for the next decade of fan marketing. While it certainly hasn’t been a decade, 2020 accelerated growth in the digital fan marketing space in a way we couldn’t have imagined. Although we didn’t predict the global pandemic, there were several predictions that came to light this year:

• Viability of Digital Events: Opportunity for fans to ‘attend’ games,concerts and festivals from around the world.

• Increased emphasis on Brand CSR and activism: Fans looking to spend on brands with impact

• Increased Female Leadership in professional sports: A female head coach in one of the big leagues

• The power of TikTok: a tool to take advantage of as its popularity increases
  

1. Viability of Digital Events: Opportunities for fans to attend games, concerts, and festivals from around the world.

As they say, “necessity is the mother of invention” and this couldn’t be more true for digital events this year. The field has certainly shifted. Last year we predicted that there would be an increase in the livestreaming of sports and music events, event broadcasting, and increased innovation around Fortnite and other mediums. Triple check.

In the past 10 months, we have seen innovation around digital events explode, as COVID ramped up how quickly organizations moved to try new ideas. Changes in our lifestyles led to changes in consumer behavior - including an increased willingness to pay for live-streamed events. Livestreaming is set to become more than a trending tool with 74% of live stream viewers stating they’d continue to watch livestreams even after concerts returned, and 70% stating they’d be willing to pay (Bandsintown Survey). And seeing how artists have continued to up the ante when it comes to livestreams - featuring AR, VR - it’s not surprising that fans see it as a mainstay. From more intimate listening parties to vivid-story telling productions - digital events took 2020 by storm.

Things to Think About in 2021

With Livestreaming finding a more permanent place in the fan engagement cycle, people are thinking about new structural ways to monetize these digital experiences. Enter On-Demand Playback/ Subscription services. Similar to a traditional movie release cycle, quality livestream productions could lend themselves to a longer-term monetization cycle :


Initial ticketed livestream > smaller fee for one-time VOD experience > a monthly subscription allowing fans to view multiple artists’ livestreams

The subscription economy is thriving, and with 2020 opening the door to exceptional and innovative livestreams, this model is something to look out for in 2021.

2. Increased emphasis on Brand CSR and activism: Fans looking to spend on brands with impact

What a year it has been for decisive social impact. COVID-19 continues to bring an increased emphasis on brand CSR to the forefront, and brands have been judged based on action rather than words this year. Companies that took decisive action - such as donating to frontline workers or caring for their employees - were commended for service to their communities, and rewarded with more positive customer sentiment. This year has also highlighted that brands taking a stand ‘just for the sake of it’ aren’t tolerated as freely as before. With increasing interaction between brands and fans, authenticity to a cause is harder to fake, and fans expect action.

CSR in Tough Times:

This year has hit the live-entertainment industry hard - yet we have seen fans rally behind initiatives to “Save our Stages” and support smaller venues. Fans have found ways to support the artists and sports teams close to their hearts, and have made it clear that they’re willing to spend their dollars on initiatives with tangible impact.

3. Increased Female Leadership in professional sports: A female head coach in one of the big leagues

The moment arrived this year as Kim Ng was hired as the GM of the MLB, making her the first female GM in North American major league sports history.

While it’s not exactly what we predicted, it’s an incredible milestone and has broken another barrier for women in sports. As the demographics of sports continue to shift, it’s high time that women no longer feel like ‘intruders’ in sport - this includes athletes, professionals, and fans alike. This year has provided us with many milestones, including Katie Sowers coaching in the Super Bowl, Sarah Fuller playing in a Power Five college football game, and the WNBA’s ground-breaking collective bargaining agreement. The fans are here for it, and teams and leagues should be too.

4. The power of TikTok: a tool to take advantage of as its popularity increases

TikTok. What a year it has been for you. While TikTok started off the year wrapped in controversy - cue Trump considering a TikTok ban in the U.S - TikTok is exiting 2020 as the most downloaded app of the year. It has become a powerful tool nurtured by its core market of 13-24 year olds. TikTok’s current algorithm recommends the content you crave - but with videos under a minute long. That means, in one session, fans can consume loads of engaging videos, familiarizing themselves with communities and trends in the process. With so much content to consume, ordinary, relatable people are gaining the spotlight. This accessibility opens the door for teams and leagues to engage with younger fans - all it takes is a willingness to jump into the chaos.

TikTok has also created the ‘audio meme’ where mass reproduction of the same sound builds trends across the platform. This year, the audio meme and TikTok culture has fashioned the virality of lesser-known artists and singers - launching views into the millions. Lyn Lapid was signed to Republic Records after her first original, “Producer Man” went viral on TikTok, and many other artists are getting picked up in quick, viral soundbites. The global reach that TikTok creates is a unique opportunity for artists to pop-off. It’s also a platform where artists can showcase more of their humor and personality, while building their community.

If Gen Z fans are within your target market - it’s time to look at TikTok if you haven’t already.

Still on the Docket

Many of our predictions for the next decade in fan marketing came early, but there are still some to watch out for.

1. Data Transparency

2020 has seen continued growth in consumer awareness of privacy rights , driven by the increasing data protection regulations across the globe. As we can see with the introduction of the California Privacy Rights Act (CPRA), data privacy has an assured place in the spotlight through 2021.

2. Sports Betting and Gambling in North America

Single game sports betting could be coming to Canada with a recent proposed bill (C-13 “Single Event Sports Betting” ). Sports betting will likely be a topic of interest into 2021.

3. Esports

2020 has been a lucrative year for gaming and the esports industry. As expected, the success of gaming and esports has gained the attention of advertisers wanting to reach the highly coveted GenZ and millennial audiences. It is likely that this interest from advertisers will continue to grow in 2021. In addition, as predicted, esports has become an entertainment behemoth in its own right. As celebrities and pro athletes look for outlets beyond social media to leverage fan interaction, gaming promises to be a dynamic medium to do so.

2020 pushed innovation forward in the digital fan engagement space. Looking back on last year’s predictions for the next decade in Fan Marketing, many of our predictions rang true - a lot earlier than anticipated due to necessity. As we embrace 2021, agility in the space and experienced backed predictions for trends will help get you started on the right foot.

For more insights into this next year in Fan Marketing, read our Fan Marketing 2021 Report, or watch our 2021 Fan Marketing Trends Webinar to gain insights around how to engage fans, grow leads and bolster sponsorships in 2021.

Ready to tackle your fan marketing strategy for 2021? We’re here for you! Contact Tradable Bits to discuss how we can future-proof your marketing plan, and keep you ahead of the curve.