The advertising economy has shifted from billboards to content marketing. No longer can you run an ad and have someone purchase your product instantly.
Ads are suitable for maintaining brand awareness across multiple generations of people (think Coca-Cola), but you’ll need to do more.
The move from radio, magazines, and newspapers to the world of blogs and YouTube has created a new ecosystem of advertising and marketing. As we slowly transition into the metaverse, we need to predict the new ways to reach our potential audiences.
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Welcome back to The Metaverse 101 series (101, 102, 103, 104, 105, 106, 107, 108, 109, 110, 111, 112, 113, 114, 115), where we attempt to predict the future.
Advertising vs. Content Marketing. The world is moving towards content marketing as the primary way people engage with brands.
What is content marketing? It’s selling products by leveraging a scenario, story, or idea. Many times, content creators can create a story around the brands. Other times, brands pay these influencers to promote their products.
Let’s take my favorite consumer product, Pokemon Games, for example. I am going to buy the new Pokemon game no matter what happens. However, I still will consume 10-20 hours of content around the game to increase my hype level.
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My wife recently mentioned she wants a “Roomba” automated robot floor cleaner. She watched countless videos to ensure she was getting the one that worked best for our situation.
Personalized ads. If you manage to grab a random person on the internet, you will need to tell them a story to “warm” them up towards our brand. These moments are where the metaverse will change how we advertise and market.
Currently, when someone clicks an ad, we take them to a lead magnet page or a product page on an online store. This is not much of a warm-up for them to purchase our product—it’s not an ideal sales funnel.
But what if they clicked into an entirely new world? What if they clicked our Coca-Cola advert (advertisement) and teleported to a world of Coke products?
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Even better, what if they could focus on what makes Coke great? Coca-Cola can show how they help children in third-world countries, sponsored Nascar events, or can help improve your son’s wedding.
A world of data. The metaverse will give advertisers a world of user data because their entire lives will be “inside” the world.
It will be up to companies to best create content to build “native advertising.” I read about native ads in “Jab, Jab, Jab, Right Hook” by Gary Vaynerchuk.
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These are ads that the user cannot distinguish from social media posts from their friends. In the metaverse, the user will understand that you are a company selling a product.
However, they will click if you give them something fascinating to consume AND tailor your content to THEIR needs.
Going back to my Pokemon example, Nintendo would need to create multiple layers of content to reach a wholly unique audience.
A world of fun. Instead of building one commercial to appeal to everyone, Nintendo can develop their own Nintendo metaverse. Inside, they can cater to the various audiences buying the Pokemon games.
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There will be parents who will play the entire game with their kids (that’s me), content creators, young adults, older adults, and competitive players.
Using the user data they can obtain from the metaverse, they can direct their audience towards the section they will engage with the most.
How do small companies and content creators compete? Most of us cannot compete with Nintendo and Coca-Cola, nor is that our goal.
If the Nintendo or Coca-Cola metaverse has 20-40 smaller worlds, they must create tons of content. We all know that large companies and governments can be out of touch with the rank-and-file retail buyer. That’s where we enter the scene.
Consulting in the Metaverse
The metaverse will require tons of content, influencers, movies, assets, NFTs, etc. People are already becoming quite “picky” when it comes to consuming new content. It’s going to take much more to bring in new consumers.
Have you seen the movie “Blade Runner?” Have you watched the 1982 original “Blade Runner” movie? It’s one of my favorite movies of all time because of the dystopian world the director created.
In the Metaverse, consumers will expect you to recreate the entire Blade Runner universe for them to visit. They want to interact with the various famous Harrison Ford scenes.
It will take a lot of work to recreate this massive world. However, it will do something that nothing can do currently—keep people’s attention.
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Movies come and go in a month or two nowadays. How can you keep someone’s attention and continually buzz throughout the internet (or metaverse)? You create an incredible world like Disney World or Universal Studios—yet in digital format.
A chance for smaller players? In this new Blade Runner world, there is room for everyone. We can replace the Chinese restaurant that Harrison Ford ate with a local Chinese restaurant near the user.
The bar he goes to can be an interactive solution where fellow Blade Runner fans can fellowship together. The flying cars may be Tesla’s new vision of the automobile.
These metaverse worlds will seamlessly blend movies, companies, and local venues into one cohesive package.
Where do we start today? These worlds are probably ten years away, but we can start building today. Creating content and content marketing is going to be critical to the future of advertising.
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Yes, being able to grab someone’s attention with a well-crafted advert will always be necessary. But, we also have to focus on what happens once they click. It needs to be part of a bigger world.
Also, there will be the need for massive amounts of content inside the metaverse. Inside the Blade Runner metaverse, content creators can tell original stories based inside the digital world.
We can leverage the world to tell noir crime stories, romances, and action movies. The world is the playground for wholly unique content. Companies will love and embrace these concepts because it keeps their brand “top of mind.”
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Being a content creator will be more valuable than ever. Storytelling already happens today on YouTube. Perform a Google search for Sims 4, Pokemon Nuzlockes, or Minecraft stories. These brands continue to thrive because of new stories created around their worlds.
Conclusion. Advertising in the metaverse will be seamless and organic. What drink would you order if you went to a bar in the metaverse?
You aren’t actually going to drink anything, so it shouldn’t matter, right? But does it matter? Why? Because of advertising. I would drink a shot of Fireball. How about you?
That kind of brand loyalty comes after years of building great content. Giant companies will create the worlds; we will make the content. There is room for all of us to thrive in the metaverse.
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Eventually, they will create a metaverse builder where smaller creators can build more miniature worlds. But, even those will need fresh daily content to keep members returning.
The world will need 5-10 times more content than we produce today—if not more. This is the perfect time to set yourself up by creating, learning, and growing.
The metaverse will need more than 1% of the population to create. To recreate worlds inside of worlds will take a massive amount of imagination and teamwork. It will also be very lucrative. Good Luck!
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