Let’s be real. Loneliness is rampant these days. You don't need another think piece lecturing you on Gen Z's isolation epidemic—you're seeing or living it. But rather than dwell on the problem, where are the concrete solutions? Outdated advice about "making friends" doesn't quite cut it anymore. Our world is evolving rapidly, and we must adapt our approaches to meet real human needs.

That’s where Stan culture comes in. Often dismissed as a toxic byproduct of the loneliness crisis, these intense fandoms fiercely defend their idols. But what if we channel this energy from online stans into IRL fan experiences? Could we provide a clear pathway to genuine connections and away from digital negativity?

Through in-person experiences, these communities can bridge the gap between online and offline, creating spaces where people come together over shared passions. This isn't just about fandom—it's about forging real connections in an increasingly disconnected world.

The Digital Bridge to Real Connection

It’s easy to vilify stan culture as dangerous and unhealthy—and certainly, those hazards exist. However, if leveraged to cultivate authentic rapport and community online, “stanning” could be key in alleviating isolation.

We know Swifties, Barbz, and K-Pop stans—the most devoted fandoms—but stan culture exists on a spectrum with varying levels of loyalty. For Minecraft stans, the online realm opens doors to friendship and creativity. Take SAD-ist, the animator whose work draws from the "Dream SMP" Minecraft server, racking up millions of views on YouTube. Her movie-trailer-style animations rally Minecraft stans worldwide, sparking conversations and deepening connections.

Today, face-to-face interaction is no longer the sole pathway to feeling belonging. Gaming with strangers worldwide or even one-sided parasocial relationships with celebrities partially satisfies the fundamental need for kinship. That said, virtual connections, especially within stan culture, can’t entirely replicate the human experience. They should be a bridge toward meaningful bonds that can ultimately manifest in physical spaces.

A New Playbook For Stan Culture

It’s time to rewrite the rules for what it means to be a stan—make it less about gathering an “army” online and more about tangible community-building.

Shared passions are powerful, but virtual connections can only take us so far. Brands, artists, musicians, creators, and others must think beyond just building an online fanbase. Plan epic fan meetups, events, immersive experiences—whatever brings die-hard fans outside and into the world.

But these experiences can’t be afterthoughts. They should be as thoughtfully designed as anything else in the fan journey. Create environments where people can vibe, collaborate on passion projects, and share inside jokes. When you invest in facilitating those authentic face-to-face moments, you turn a bunch of randoms online into a true community offline, transforming loneliness into togetherness. That's the new playbook.

How to Channel Stan Culture for Your Brand

Brands take note—the intense loyalty of dedicated fan bases is an invaluable asset in today's chronically online world. 

Look no further than Dua Lipa's "Houdini" YouTube Shorts challenge as proof. With a single interactive prompt, she rallied fans to generate playful content while cultivating connections online and offline. Dua hosted launch parties in London and LA, where fans celebrated her new single. With the help of MAS and YouTube Shorts, her song, “Houdini,” was brought to life, bringing fans together in real life to co-create, meet new friends, and deepen connections within their community.

From physicalizing fan-centric worlds to pop-up exhibitions and real-life AR games—there are endless ways to deliver fans an experience they’ll never forget with people they’ll always treasure.

Where Does Fandom Go From Here?

As rates of isolation soar, so will the prevalence of stan culture. Instead of mocking stans, we should be trying to understand them, helping guide their passion in new, positive ways.

When artists like Olivia Rodrigo transcend concerts to bring full-scale experiences to life, moments together become more than fleeting concerts; they become vibrant social hubs. Take Olivia’s fan event with YouTube, for example. Her music video launch for “Vampire,” brought to life by MAS, invited creators and fans to explore immersive vignettes inspired by the video and craft unforgettable content with friends, old and new.

Like Olivia’s event, we need to empower these fans and remind them of the true magic of their idol's impact: how their ideas, art, words, and sounds bring people together to connect, feel support through the bad, and celebrate the good. Suddenly, that fan meetup turns into a revitalizing community gathering. That merch stand? It’s a collaborative clubhouse for lasting connections.

Culturally, we're overdue to shed shame around intense fandom. After all, embracing those communal bonds you've already forged online could be pivotal to kicking loneliness to the curb.