GUEST ARTICLE: How will the metaverse shape the landscape of influencer and consumer engagement?


Mumbai: The Internet is constantly evolving and becoming more interactive. Soon we will be able to experience it as a network of virtual worlds in real time. The Metaverse is a three-dimensional virtual environment that allows your digital avatar to live, play, work, and socialize. It is a self-contained digital counterpart to the real world where you are engaged with your environment and experience and have access to various places, events and activities while sitting in your living room.

This next generation version of virtual space is a powerful tool. It offers excellent convenience, accessibility, interactions and branding opportunities with User Generated Content (UGC) playing a vital role in the form of text, images, audio and videos. It will be a crucial building block for the Metaverse in years to come, providing uniqueness, credibility, and scalability.

Brands and creators have recognized the first-mover advantage and are capitalizing on consumer interest. As mega brands begin to take advantage of the metaverse, another trend that can benefit is the area of ​​influencer marketing.

Metaverse and influencer marketing

Influencer marketing as a social media marketing tool emphasizes product endorsements and endorsements from experienced influencers with a substantial social following. These influencers are highly regarded by their audience and their product recommendations serve as social validation for the brands’ potential customers.

Social media platforms have dramatically increased the number of niche influencers and viewership in recent years. These creators have begun to engage with their audience in new ways to expand influencer-audience engagement time. They are eager to leverage the metaverse as a space to connect with a wider audience and provide a better customer experience. Many opportunities exist for creators to collaborate and create engaging, multi-dimensional content to connect with their audience in the metaverse.

Growth in virtual circles

Social media platforms have dramatically increased the number of influencers who interact with their audience. However, these interactions are often limited to certain platform features.

Metaverse can make the experience seamless and convenient for everyone. Creators can host virtual meetups and host livestream sessions, fan parties, and other activities. Through the metaverse, they can connect directly to their audience’s digital avatars on the platform, thus achieving better engagement.

Immersive influencer marketing

The innovative use of technologies such as AR and VR expands the possibilities for generating immersive and engaging content while allowing creators to enter new dimensions like the metaverse. For example, music industry influencers can stage virtual performances in the metaverse to attract viewers from around the world, crossing all geographical boundaries.

Likewise, artists can create and sell 3D artwork to display in virtual homes; fashion influencers can showcase their digital merchandise for their audience to shop; and travel influencers can take virtual tours of the world with their fans, making the experience more exciting.

The growing number of influencers has helped brands reach diverse demographics and engage with existing and potential consumers. Influencers can be present in more than one virtual space of the metaverse, which amplifies their reach. Brands can leverage this advantage to optimize their marketing strategies and engage with broader consumer segments.

The future of influencer marketing

Although celebrity influencers have pioneered influencer campaigns, the growth of micro-influencers has spread and will continue to bolster business opportunities. Brands can easily connect with their consumers by leveraging a network of smaller influencers rather than investing in one or two big influencers.

Additionally, social media has seen an increase in AI influencers across industries. Interestingly, brands have started creating virtual influencers, aka meta-influencers. This strategy allows brands to have ambassadors who can interact with consumers.

In the years to come, AI influencers will co-exist with their human counterparts in the metaverse, with brands having the power to control how they communicate their message and story.

Go forward

The Metaverse is about to bring profound changes to the way we all live. It will change our interaction with the physical world, from perception to content creation. There is enormous potential for all creators to harness technology to create exceptional content in the metaverse and thrive in their fields. Content creators will play a vital role in the development of the metaverse, which will be essential to their long-term success.

The author of this article is AnyTag India Lead Shuchi Sethi.


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