What does Metaverse mean for influencer marketing

Written by Rahi Shadeh

The metaverse is said to be the next evolution within the internet that our current generation will experience. A virtual reality that simulates our physical world. For some, it may just be an immersive experience while for others it will dictate the next phase of their expansion into social media and work environments. For digital influencers, the metaverse should provide a space in which they can interact with their audience and other creators, as well as share experiences together.

For some people, it can be hard to imagine a day in the future of the Metaverse, but from my extensive reading on the topic, it seems to be a visionary. Users can teleport from one place to another in the metaverse. If you’re sick of cold London mornings, why not take a short trip to St Tropez, or better yet, beat the heat by charging your digital twin under the Caribbean sun. Enjoy virtual festivals around the world and celebrate with other creators. Introduction to Metaverse is a 3D virtual reality called Decentraland, built on the decentralized cryptocurrency Ethereum, where users can buy land, hold exhibitions and shows, and engage in commercial activities, such as real estate. Fashion houses such as Etro, Dolce and Gabbana recently held their first Metaverse fashion show at Decentraland Fashion Week. The space is already thriving in its own fashion district, and we’re sure to see an influx of designers joining us soon, too. A space that allows users to move between physical and virtual domains.

Metaverse has also started posting vacancies. I read a previous article where it was an offer for a Metaverse user to work in a digital casino on a monthly payroll with payments in cryptocurrency format. Creators will soon receive content opportunities that will help announce the launch of the metaverse brand and also build trust and recognition for Metafire with the creator’s existing audience.

Gucci recently sold its digital bags on Metaverse, whose owner is certified by NFT. The bags sold for over $4,000 each. There is no denying the existence of a market and an audience for this virtual space. RTFKT, a platform that secures ownership across NFTs, sold more than $3 million worth of digital shoes in 10 minutes earlier this year. So, with billions of dollars invested in the metaverse, there appears to be ample room for sufficient marketing and corporate funding to make this transition into the virtual space. The metaverse acts as an effective tool for companies to realize their advertising and promotional activities in a virtual room and thus users receive consistent targeted advertisements.

The Metaverse appears to have the potential to change the social media landscape. Mark Zuckerberg (CEO and founder of Facebook) also revealed his intention to become a “metaverse company”. Brands will be able to access advertising on a whole new scale, with digital avatars displaying trends and with Decentraland becoming the influencer’s headquarters, the virtual city will act as a channel for influencers to move more comfortably into the metaverse, because they are already familiar with nearby brands. Basically, it’s just a hypothetical leap of faith, yet to be taken.

For established influencers, the metaverse appears to be an opportunity to evolve on their digital journey along with the new digital twin, where they can partner and strengthen their already existing relationships with brands while interacting and connecting with their peers. For others, it gives them a new opportunity to build a new audience in a new digital space, which is arguably less saturated. Not many millennials and millennials know the difference between the real world and the digital world. Social media and the internet are an integral part of their real world and this makes them the perfect candidate for targeting metaverses.

Brands have also started creating their own virtual influencers, also known as meta influencers. A strategic idea that gives brands the possibility to have representatives/ambassadors who can communicate with users. It also appears that virtual influencers cost less than regular influencers when it comes to advertising and give them complete autonomy about how they want a virtual influencer to communicate a brand’s view of current events, such as diversity, inclusion, and sustainability. The brand also has access to posting the influencer in different places simultaneously. This represents a change in current methods of advertising, but also an opportunity to reach a whole new consumer with different preferences. Does this mean that with the birth of the metaverse, the opportunities will be endless?

The author is the founder of Panache and Marina

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