South Africa, Oct. 21 -- Fan culture is the new growth engine

A recent report by Sociallyin shows that campaigns built around participation, shareable sounds, trends, or memes can generate up to three times more engagement than traditional paid posts.

The agency notes that audiences today want to be collaborators, and not just consumers, turning creative ideas into living, shareable moments.

That dynamic is playing out in real time with Netflix's Kpop Demon Hunters, which has overtaken Squid Game as the platform's most-watched title with more than 325 million views.

The animated K-pop fantasy has also topped global charts and fueled Oscar buzz, driven largely by fan-created remixes, choreography, and reaction videos.

For brands, it's...