Brandom: Why Fandom Is the Future of AI Search (AEO)
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Brandom: Why Fandom Is the Future of AI Search (AEO)
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AI search engines don't trust your blog — they trust your fans. In this episode, Krista and Kaleigh dig into "brandom" (fandom meets brand) and why third-party voices on Reddit, YouTube, and LinkedIn are now table stakes for showing up in AI search.
They cover:
Why Krista launched Fanout, an agency focused on offsite AEO
Why Reddit is to offsite what your blog is to onsite — and how to do it without the spammy tactics
Kaleigh's "Source Signal Stack": why LLMs trust voices furthest from brand control
Creator vs. advocate vs. influencer — why the language is breaking and what to call this work
Turning employees and customers into your most powerful advocates
Whose job is this? The new T-shaped marketer (and why the CMO role is changing)
Measuring AEO: citation rate, share of voice, "how did you hear about us" forms, and why conversion rates from AI search are surprisingly high
What we're fangirling over right now (agentic AI tools, non-alc beer, and deli container drinks)
If you work in SEO, content, community, or creator marketing, this one cuts through the noise on where AI search is actually headed.