The metaverse is coming. In fact, it’s already here, as we know from Mark Zuckerberg’s October 2021 announcement. Are you ready for it? Early adopters of new technology benefit in ways that can’t always be predicted. This time around, it could be your brand that gets the advantage. If you want to take your brand into the metaverse, now is a great time to start preparing.
How to Prepare for the Metaverse
Start with research. If you’re not entirely clear on what the metaverse is, then your first step is to learn about it—what it is, the kind of impact it’s having, and in what spheres of industry it’s being adopted. For instance, there’s already lots of talk about its influence on the events industry and on metaverse marketing . And some big brands are already starting to interact with the metaverse, including Gucci’s Gucci Garden, Coca-Cola®, Nike, and others.
Answers to these questions will boost your metaverse knowledge:
- What metaverse environments already exist? Check out platforms like Roblox, Fortnite, The Sandbox, Decentraland, and Horizon Worlds.
- What environments are currently in development? Among others, Disney is working on its own metaverse platform.
- For each metaverse space, what are its main functions and characteristics? Some are gaming worlds, while other metaverse spaces are more like places to socialize, and still others have a commercial or professional slant.
- What kind of technology is needed to access each environment? Some virtual worlds require VR headsets or AR glasses; others only need a computer.
- Research the brands in the metaverse: What brands have a metaverse presence? What metaverse platforms are brands using, and what are they doing there?
- What could your brand do in the metaverse? What platforms seem like the best fit for your brand?
- What resources will your brand need to develop a presence in the metaverse? This might include not just technology, but staff too.
What Can Your Brand Do in The Metaverse Right Now?
Preparation is key, and it’s important to be thoughtful about what your brand does in the metaverse. But, ultimately, the best way to get ready for what the metaverse will be in the future is to jump in right now. Get some practical virtual experience with the metaverse while it’s new, and you’ll be in a better position to benefit as it matures.
Right now, the metaverse is relatively simple. It consists of only a small number of platforms, most of which can be accessed with a computer. But as more platforms are released—as more people start to use it—the metaverse will increase both in size and complexity. It’s better to start using it now because the learning curve is much more manageable right now that it will be in a year or two.
The Metaverse as Extended Office Space
One simple thing many brands can do is establish a metaverse presence that functions as a virtual extension of the office or a digital workplace. This can provide some opportunities to learn about how the metaverse works without having to make a major investment of resources.
Some ways to do this might include:
- Hold meetings in the metaverse, as an alternative to Zoom and other conference platforms. This could be a great way to combat Zoom fatigue and make meetings more engaging.
- [ML3] even be interested in buying virtual products for their digital avatars.
- Establish a brand hub in the metaverse as a supplement to your company’s usual recruiting practices. Include information about the company and available career opportunities.
- Design a digital presentation for onboarding new employees.
Establishing Your Brand in the Metaverse
What’s the best business strategy for brands in the metaverse? What kind of marketing campaign will get the best results? Right now, there are lots of opinions but no real facts, simply because the metaverse is too new for anyone to really know. But that also means that it’s a great time to experiment and start figuring out what the answers look like for your brand.
Choose your platform carefully. Already there are several different metaverse platforms, all unique in terms of user demographics. Roblox, for instance, has a huge audience of over 200 million visitors per month, but two-thirds of its user base are under 16.
Avoid intrusive advertising. One thing that’s most likely going to be important with metaverse advertising is that it should not be overly intrusive. On all metaverse platforms, populations tend to skew young. That means younger Millennials, Gen Z, and even younger—generations that don’t respond strongly to overt advertising. Branded experiences or influencer marketing campaigns are likely to get a better reception than the hard sell.
Don’t be afraid to get creative.Right now, while the metaverse is new, is a great time for experimentation, especially because anything to do with the metaverse tends to generate lots of media buzz. A metaverse advertising campaign could provide an enormous amount of publicity, the kind any brand might benefit from.
But make sure it makes sense. However your brand decides to show up in the metaverse, it needs to make sense. Like anything else your brand does for marketing purposes, your public-facing metaverse presence has to be appropriate for your brand image and messaging. Make sure your digital presence is consistent with how your brand operates in the physical world.
How Will You Get Your Brand in the Metaverse?
The metaverse is new and relatively simple in terms of structure. That means right now is a good time to establish an initial presence there. It may be early on in the development of this new tech, but that means the learning curve is more manageable and more forgiving. It’s the perfect time to learn how to prepare for the metaverse and then get started on bringing your vision to life.
