5 things brands should know before entering the metaverse
If 2021 has taught us anything, it’s that the metaverse can not only be a financial goldmine for brands, but a creative one too. With that said, a space as unique as the digital world requires a unique marketing strategy too.
Simply put: Brands need a metaverse strategy. Those without will be left behind as others embrace a media and entertainment revolution.
When operating at its best, the metaverse puts people before brand image, and it’s something that Lockwood will always champion. This is a space that is characterised by creativity, playfulness and freedom. To be truly successful, brands must cater to the metaverse and its community and not vice versa.
So here are the 5 things brands should know before entering the digital world.
1. Have an authentic end goal
Brands should adopt a Product/market fit. Aligning your metaverse so that it mirrors your target audience is essential to remaining authentic. And as a brand, going all in on the metaverse and being fully immersed will go a long way for your audience. Failure to do so will mean your message comes across as phoney, superficial and ultimately — uninteresting.
2. Be adaptable
The way we consume content has changed forever. This means the way that people consume brands has also seen a seismic shift. The metaverse is a wonderful melting pot of many things from social to gaming to crypto where interpretation has created a reality that’s perceived and used differently by everybody — that’s what makes it such a special place! It allows people to spend time in a decentralised and democratised space. So for brands, it’s important to establish how this looks for you.
3. Find a new dimension
Traditionally, most brands rely on 2D assets such as photos and videos of products. However, in the future, 2D assets alone are not going to be enough. Although it is hard to fully predict what the metaverse in 2022 is going to look like. One thing is certain, there will be an increased need for 3D assets that can be deployed against the metaverse and shared across various experiences, from fashion items to real estate to art. To prepare for this shift, brands need to consider 3D models of their products and how they could exist and give agency in digital worlds. And how 2D, 3D and increasingly 4D and augmented reality moments flow together in the new marketing mix.
4. A generation game
While the metaverse is undoubtedly a space for everyone, it’s clear that younger generations have latched onto its concept at a rapid rate. Interactivity is expected for these generations and has become the norm thanks to user-generated platforms such as TikTok and of course — Avakin Life. In this way, forward-thinking brands will look to offer creation or co-creation opportunities as part of their experiences, turning passive consumption into active participation and self-expression.
5. It’s here to stay
The metaverse isn’t just a buzzword that will dip in and out of fashion. It’s a creative force that’s established itself into the way we’ll behave and communicate with one another for generations to come. Take the metaverse games such as Decentraland and Sandbox for example — their mantras not only reinforces a sense of freedom and creativity but also drives innovation within their metaverse which we absolutely love!
So when it comes to discussing the digital and non-digital worlds — we just can’t separate them — we don’t want to either. Our industry means far too much to our community to pigeonhole it as something that isn’t real. And it’s certainly not going anywhere anytime soon!
Whether you’re a brand or just a curious individual that wants to know what else organisations should bear in mind before entering the beautiful digital world, let us know on Twitter, Facebook or drop us a message on Instagram — we’d love to hear from you!
