The "Spread Switch" that makes fans create more fans

Hello. This is the final installment of the "Fan Strategy" column. In this series, drawing from my own experiences as a fan, I've outlined the path people take to become fans of products or services through "Six Switches That Ignite Passion."

For creators of brands, products, services, and content, here are the switches you should prepare to ignite fans' passion:
1.The "Companionship Switch" that creates touchpoints
2.The "Special Treatment Switch" to deepen relationships
3.The "Words of Power Switch" to sustain devotion
4. The "Comradeship Switch" to prevent attrition
5.The "Personalization Switch" to get them self-motivated
So far, we've introduced these five switches.

Lastly, the "Spread Switch" for increasing fans.

What is the ideal situation for growing fans?

Let's be honest. While retaining fans is tough, acquiring them is even harder. It costs both money and effort. There's no way around it. Therefore, the key is to create a situation where fans can grow more easily.

To do this, it's vital to leverage the power of existing fans' loyalty. In other words, think of ways to spread the word starting from your fans, reaching the next group of potential fans.

This creates the ideal situation where fans attract more fans.

Two Steps to Get Fans to Attract More Fans

Creating a situation where fans attract more fans involves two steps. First, get fans to participate. Second, have them spread the word about the fun and joy they experience.

・Step 1: Get Fans to Participate

Even though they are devoted fans, most fans are in a passive state, simply buying products or receiving services. In today's world, where experiential consumption is valued over material consumption, it's crucial to consider how to create a "highly satisfying experience" for fans who can express their devotion, rather than just focusing on "purchasing."

However, simply making it experiential doesn't change much—it just turns tangible consumption into intangible. The key is to make them feel "actively involved." They need to take initiative themselves, feel the event is for them, and gain a sense of fulfillment. Creating this consumption style is the first step.

For reference, active participation can take the following forms:

・Step 2: Encourage them to spread the fun and joy

After participating, it's crucial whether they feel it's something worth sharing with potential fans.

Even with a one-click social media campaign, if it's enjoyable and participants feel "I'm glad I joined," they'll think "I might tell my friends about this."

Incidentally, using SNS and digital platforms to encourage easy participation is the current trend. Getting fans to follow your SNS account (especially if you already communicate regularly) is generally a lower barrier than getting them to join a membership organization.

SNS and similar platforms are low-barrier participation tools for recipients

What can senders do to boost the effect of spreading the word?
 

While fans naturally spread the word about enjoyable experiences through word-of-mouth or social media posts, senders shouldn't just wait passively. Instead, create situations that make it easy for fans to spread the word.

Spreading means fans reacting to information shared by the sender, creating a situation where it reaches potential fans.

① The sender disseminates information. ② Fans then react to this information by taking action, commenting their impressions, or engaging in various ways, thereby spreading it. When this diffusion is successful, ③ potential fans react and access the original source of the information.

For example, if a friend posts a photo of beautiful illuminations, you might think, "I want to see that too," and search, "How long is this event running?" You then arrive at the event's official page. This is a prime opportunity to capture new fans.

To keep this cycle running smoothly, senders must prepare shareable content that fans can easily spread to friends. Also, be mindful of post-spread consistency—unify your image and ensure you have information ready to show when potential fans react!

Doing this not only delivers highly engaging content to potential fans but also has the secondary effect of increasing the engagement level of the fans who originally shared it. People feel good when the information they share proves valuable to others. When you tell a friend about a special piece of information and they say, "That was really great!" or "Thanks for telling me!", it makes you feel a little proud, right?

Personally, I take photos of figure art inspired by artists I'm a fan of and share them on social media. When my followers increase or I get comments, my spirits lift, and I end up becoming an "unofficial promotion captain" even when no one asked me to.

By the way, this is the position I use for shooting

Well, thank you for joining me for this five-part "Strategy of Obsession" column. If there are things I couldn't cover here or additional examples, I'd be delighted if you'd take a look at my book "Strategy of Obsession," introduced below.

One final question:
Aren't you, the sender, also a fan of something?
While creators often focus intensely on gaining fans, I encourage you to pause and explore your own obsessions. I believe those feelings of "liking" hold many valuable hints.

I'd be delighted if this column served as a catalyst for that. I look forward to meeting you again somewhere.

Book now on sale! Details here