Marketers Reveal How Fan Creativity and Social Platforms Drive Modern Fandom

During Variety’s Entertainment and Technology Summit held in Beverly Hills on September 17, 2026, a panel of leading marketing executives explored how the creator economy and social platforms are reshaping audience engagement. Moderated by Dea Lawrence, Variety’s publisher and co-president, the discussion highlighted a shift from traditional, tightly controlled campaigns to strategies that empower fans to become active participants in storytelling.

Dawn Yang, TikTok’s global head of entertainment, emphasized the platform’s unique “participatory culture.” She noted that users now post more than 12 million TV and film-related videos daily, creating a vast ecosystem of content around properties they love. This trend was echoed by Briana McElroy, Lionsgate’s global head of digital marketing, who revealed that the studio hires fans to produce TikTok “edits.” McElroy explained that allowing teenage creators to express their passion through visual edits offers a level of authenticity that professional advertising struggles to replicate.

Ben Harms, chief growth officer at Archrival, argued that future brand success depends on adding value beyond mere attention. Citing Spotify as an example, he suggested that marketers should focus on building ecosystems of human connection rather than simply generating noise.

Sara Pollack, Pinterest’s global head of consumer marketing, pointed to the platform’s role in helping fans translate digital interest into real-world experiences. She cited a partnership with Warner Bros. for the release of “Practical Magic 2,” which identified Gen Z users searching for related aesthetics like herbal apothecaries and tarot readings. The campaign included a pop-up experience where attendees could create custom candles and teas, fostering a deeper, tangible connection to the film.

Jenny Haggard, Spotify’s global head of thought leadership, challenged common industry misconceptions about younger audiences. She urged marketers to stop treating Gen Z as a monolith, noting that life stage is often a better predictor of behavior than birth year. Haggard also dismissed the idea that young people lack patience for long-form content, revealing that a significant portion of older Gen Z listeners on Spotify consume full two-hour podcast episodes. “Gen Z isn’t allergic to long-form content; they’re allergic to shitty content,” she said.

Kim Granito, CMO of AMC Global Media, concluded by stressing the need for flexible entry points into franchises. Using “The Walking Dead” as a case study, Granito noted that while some fans are vocal about every spinoff, others show their devotion through costume and community at events like Comic Con. He argued that marketers must create broad, layered pathways that allow fans to experience intellectual properties in ways that feel personal and authentic to them.