How to Grow a Fanbase With Video

How to grow a fanbase with video is something the NFL and XFL have turned into an art form. While most creators chase fans on YouTube or TikTok like it’s a game of whack-a-mole, these leagues create genuine, passionate communities. Painted faces, packed stadiums, group chats, and merch that fills closets. You don’t need a million-dollar marketing machine to borrow their playbook and build your own following. Believe me, I wish I’d known that when I released my first film.

The Amazon Lesson I’ll Never Forget

Back in 2011, I released a feature film on Amazon. This was a big deal for me. I put years of sweat and caffeine into the project. When it finally went live, I celebrated—and then waited. Sales trickled in. Some strangers actually watched it. I had a tiny audience forming, but here’s where I blew it: I had zero idea what to do next. No follow-up, no place for fans to land, no video updates, no behind-the-scenes extras, nothing. The excitement fizzled. My “fanbase” just slipped away because I didn’t know how to grow a fanbase with video into a real raving community. Looking back, the NFL would’ve never let a hot lead go cold like that.

What the Pros Know (And We Should Steal)

How to grow a fanbase with video isn’t magic, it’s a series of moves you can actually copy, no matter your budget or background. Let’s pull apart the NFL and XFL’s strategies and show how they work for anyone—yes, even a solo filmmaker or small business.

If you want a pile of ready-to-use ideas, check out my Business Video Ideas or this guide to How to Use Video Marketing.

Fans can listen to a coach is communicating a play to his player.  Couldn’t we share some of the tips we give our employees with our fans?

Key Takeaways (Quick and Dirty)

1. Make Your Audience the Star

If you want to grow a fanbase with video, you can’t just put yourself on a pedestal and hope for loyalty. The NFL and XFL put fans right into the action. Those Skycam shots that make you dizzy, crowd mics, sideline interviews—it’s all about making viewers feel like part of the story.
Try these moves.
Use POV shots or creative camera placements that bring viewers close.
Call out your fans directly in videos or livestreams.
Showcase user-submitted content or fan reactions.
I wish I’d done this in 2011. Even a “here’s how we made the movie” video or fan Q&A would have kept people connected.

I circled the camera operator’s shadow.  The camera ran between the players before the play.  How can we give our fanbase an up-close view of the action?

2. Pull Back the Curtain

Perfect is boring. The XFL thrives on chaos—mic’d up coaches, ref debates, missed plays. Fans love seeing how the sausage gets made.
For your videos.
Share behind-the-scenes setups, outtakes, and problem-solving.
Let your audience see when things go sideways, not just the highlight reel.
Open up about your creative process, even when it’s messy.
In my case, releasing deleted scenes or a director’s commentary would have brought fans in deeper. The more you share, the more people root for you.

The SkyCam was everywhere.  Shooting something from multiple angles helps to keep the viewer’s attention longer and gives you time to build that fanbase!

3. Capture Real Emotion, Right Now

There’s nothing like a live sideline interview moments after a touchdown—or a fumble. The NFL gets reactions in real time, raw and unfiltered. That’s the stuff fans remember.
Keep your camera rolling for real moments.
Share honest reactions, whether you’re thrilled, frustrated, or totally lost.
Let collaborators or even fans jump in with their takes.
I missed so many moments after my film launched. Every review, every bit of feedback, could have become a video moment, creating connection.

This is right on the field.  A first-person view of the game.  Is there a way to offer a POV of your business to your fanbase?

4. Show Off Your Community

Turn on any big game, and you’ll see the broadcast panning to costumed superfans and cheering crowds. That’s social proof in action. It works just as well online.
Highlight your biggest supporters.
Feature their comments, photos, or videos right in your content.
Create challenges, contests, or community shoutouts.
When people see others having a blast, they want in. If only I’d started a community page for my film’s early fans, things might have snowballed.

5. Guide, Don’t Just Hype

Fans stick with brands and creators who help them learn or grow—not just the ones shouting for attention. The best football coverage breaks down plays, explains the why, and teaches fans to see the game differently.
For your channel.
Make explainer videos, tutorials, or Q&As based on real questions.
Share lessons learned, even the hard ones.
Give your viewers a reason to return, not just to consume but to belong.
Had I shared lessons from making the film, or taught what I learned, I would have turned viewers into supporters who stuck around for the long haul.

Steal This Playbook

Here the coach is communicating with the referees.  What if we shared thoughts from our interactions with our suppliers, outside sales, and other fans in a podcast or video?

Like the wizard of oz behind the curtain, we can now see how it works.  It makes it seem fairer.  Is there a place you can pull back the curtain on your business and let your fans see how it works?

Real Talk, It’s About Connection, Not Perfection

You don’t need a TV deal or a stadium to grow a fanbase with video. You just need to connect. Treat viewers like insiders, show the real story, share the wins and the fumbles, and let fans know there’s a place for them at the table. I learned this the hard way, but you don’t have to.

Want more ideas? Check out my business video ideas and the full guide to using video marketing.

Want a downloadable checklist of these steps? Hit the contact page and let’s talk.

Here’s to building your fanbase—the kind that lasts.

Cheers,
Mark