What is the Metaverse?
A little over 2 weeks ago, Mark Zuckerberg announced the change of Facebook’s name to “Meta”. Along with the name change, the famous CEO explained his plans for the new “Metaverse”: a fictional virtual reality world where people interact with their digital avatars: it can and will change content marketing by brands. You can enter the Metaverse with your devices such as mobile, computer and VR glasses. When entered, you are in a virtual world which can be everything you want it to be. It’s where you can link up with other people for social interaction.
In the end, the idea is to have people do almost anything in the Metaverse: shopping, school, work, and other everyday activities. An important question to be answered now is how content marketing will be implemented in this Metaverse: how will social media advertising change with the shift to virtual reality worlds and possibly more companies’ virtual realities?
How will it change content marketing?
The Metaverse offers exciting opportunities for brands to engage with and attract the new generation of customers. The Metaverse will excel content marketing as we know it: it allows brands to create even more interesting and immersive ‘advertisements’ in order to engage with their audience. Since the Metaverse is very experimental and interactive, marketers will take advantage of these features and will make their advertisements in the form of immersive experiences that users can interact with, instead of just placing simple ads.
Multiple parties have already experimented with this. A good example is the collaboration of the rapper Travis Scott and Fortnite. They gave Fortnite users an immersive experience in the form of a live animated concert where the users could enjoy the music together in one online lobby. Nike too collaborated with Fortnite, enabling users to equip their character with Jordan clothing and shoes. This content marketing of Travis Scott and Nike are just a small preview of what could be possible with branded content marketing in the Metaverse, which is of course even more extensive than just the game of Fortnite.