As the Metaverse grows and evolves, key players are turning to PR and content marketing to make sure their offerings stand out from the competition. According to Reuters, NFTs (non-fungible tokens) have generated $2.5 billion in sales thus far this year, up from $13.7 million in the first quarter of 2020.
An NFT is a collectible digital asset that can only be duplicated using blockchain technology. Since consumers are buying more intangible things in an increasingly digital environment, public relations professionals must begin demonstrating the value of virtual experiences to their clients. Anything with a digital trace, such as music, gaming, and videos could be part of building an outstanding experience in the Metaverse.
How will the Metaverse reshape digital marketing?
A study by Pew Research discovered earlier this year that the internet is essential to 90% of Americans, and 40% of them are experimenting with technology in new ways. The Metaverse is where the digital and physical worlds merge, creating a digital reality where people can work, play, and socialize. While the Metaverse is still a new concept, the possibilities it offers for interacting with other people in a digital realm attracted many people at the onset of the COVID-19 pandemic.
Since the Metaverse is an amalgamation of various forms of technology, everyone has had some experience with it. Many customers have used social media, zoom calls, video games, iMessages, and other tools to connect with others for years. With these platforms, people eventually form their own communities. We’ve also seen a variety of virtual meeting spaces, including VR chats, companies using Slack or Monday.com to keep their employees organized, and Clubhouse users creating groups that anyone can join.
One of the key pillars of public relations is understanding the psychographics, demographics, and geographics of the target populations customers wish to contact. As more brands and internet users enter the virtual world, public relations professionals will have more information about the types of consumers interested in the brands they represent.
PR in the Metaverse
As a mirror image of the real world, the Metaverse provides a culturally specific and immersive environment for each individual, group, and community. What does this mean for PR specialists? The primary responsibility of public relations professionals is to maintain a positive relationship with all stakeholders of the company/brand they represent. The possibilities that the Metaverse offer for community-building is good news for public relations professionals. In fact, the Metaverse can be a strategic tool for publicists who need to build connections between the brands they work for and their stakeholders.
In order to market brands effectively in the Metaverse, communication experts must employ an integrated communications strategy that includes earned, owned, and paid media channels. Only by doing so will they keep their target audiences engaged.
Long press releases will almost certainly not help you capture the attention of your target audience in this virtual world. In order to use press releases successfully, you must combine them with more visual media such as a press kit that captures all the eye-catching aspects of your Metaverse offerings. Remember that the audience is here to have an experience. Don’t stifle it by focusing too much on long editorials. Your public relations efforts must be as innovative, creative, and one-of-a-kind as possible if you hope to capture attention in the Metaverse.
So far, successful PR elements in the Metaverse include virtual products, virtual brand syndications, storytelling, virtual employee relations, and virtual reputation management.
Beyond drawing your target audience in, virtual products can also be a great way to keep media and influencers interested and hooked on your brand and product. For example, when luxury fashion brand Balenciaga created an exclusive virtual garment collection for the characters in the game – Fortnite – the gaming community went crazy. Known for their luxe sneakers and athleisure, the brand found the right target community among gamers. This is because the majority of gamers have a high disposable income and a penchant for all things sneakers and athleisure.
In order to keep audiences engaged, brands will need to create exclusive partnered collections for the digital world that solve real and virtual problems. This will require exploring synergies with other brands that share similar values as yours. This is an excellent way for both of you to stay relevant in the meta world. Additionally, you can plug into brand storytelling – an approach that has long been one of the most effective tools available to public relations professionals. As a Web 3.0 product, Metaverse will be highly democratic and less controlled. So, get your creative juices flowing, and you’ll be able to execute all of the out-of-the-box campaign ideas that you couldn’t pull off in the real world.
Additionally, with the increased acceptance and use of the Metaverse, the world will undoubtedly witness a day when the hashtag #WorkFromMetaverse trends across social media channels. Employees who work virtually must be kept engaged through virtual employee engagement opportunities. Understanding meta technology, digital communications, and virtual HR will be crucial. Finally, since the Metaverse is a very democratic version of the web (web3.0), users and brands will have open access to the platform. As a result, preserving brand reputation 24 hours a day, seven days a week, will be a big problem.
Content marketing in the Metaverse
If you’ve been doing digital marketing for any length of time, you know that content reigns supreme. This is especially true when it comes to attracting potential leads and converting them into customers. For a variety of reasons, metaverses can be ideal places to market your products. For starters, in the Metaverse, you’ll be able to reach out to potential leads more quickly than you could on the open web. At the moment, there is far less competition for attention because the majority of content posted in these worlds is user-generated rather than commercial.
Whether you’re selling goods or services, you can find a metaverse audience eager to interact with your brand in new ways. People come to the Metaverse to communicate and interact with one another in ways that they can’t do on social media. It’s not for nothing that Facebook rebranded to Meta and is putting so much effort into the deployment of the Metaverse. As a result, the Metaverse is an ideal playground for promoting your content and spreading the word much more quickly than before.
Finally, because the Metaverse is an immersive, virtual 3D world, publishing content will connect your brand with your audience on a deeper level than publishing a dull 2D blog post. This increases the effectiveness of your content marketing and drives conversions through the roof.
Let us now look at some key tips to use content marketing in the Metaverse effectively.
1) Learn about crypto and NFTs
Much of the Metaverse’s power will be derived from blockchain technology, cryptocurrencies, and non-fungible tokens, or NFTs, so proficiency in all of these areas is required. This is not only because those topics are popular, but also because they serve as the foundation for the metaverse economy.
Although you can use regular fiat money to buy skins and outfits for your avatars in most online games today, some metaverses are focusing on crypto to run their economies.
As a result, knowing where to buy Ethereum, Bitcoin, and other cryptocurrencies and how to use them properly will be crucial for creating successful relationships with other brands. You also need this knowledge to sponsor content and apply other content marketing techniques in the Metaverse.
Non-fungible tokens (NFTs) are also essential in the Metaverse. These are one-of-a-kind digital tokens based on smart contracts. NFTs cannot be copied or replicated and are recorded and verified on the Ethereum blockchain. NFTs are used to assign and track ownership of digital assets. Simply put, NFTs are what allow you to buy and own a custom avatar skin, for example.
2) Experiment with different types of content
Thanks to the Metaverse, individuals will learn how to create content in new ways. Blog posts, videos, and photographs will remain helpful. However, there will also be a slew of new formats previously available only to experts. People will be looking for 3D virtual tours and dynamic 3D settings, so you should be creating them.
There are numerous ways to use VR and AR to create new types of content. This could be as simple as converting a flat, 2D chart into an interactive 3D plot that users can move, tilt, scale and recolor. On the other hand, it could be as complex as creating an entire interactive 3D virtual world in which your content is embedded in the 3D assets or otherwise integrated into the experience.
Let’s assume you own a travel and tourism company and want to promote trips to Malaga, Spain, using content marketing. In traditional Web 2.0, you would most likely create a blog post with beautiful photos and relevant information about the city, or you would film a video depicting some of the key places to visit, landmarks, and so on. You can take things a step further in the Metaverse by taking your audience on a virtual guided tour of the city, taking them to the various available hotels. This way, they can choose the one they like best.
Do you need help creating content that’ll help your brand stand out? The PR experts at Pressfarm can help you do that! The PR specialists, expert writers, and certified designers at Pressfarm can develop professional press releases, compelling guest posts, and creative media kits. All this content will help your brand to make a splash in the industry.
In addition to creating quality content for your brand, Pressfarm also has what it takes to distribute this content widely. By submitting your content to the right media outlets and startup directories, the team at Pressfarm can boost your online visibility. More specifically, they ensure that you feature in relevant search results across different search engines.
Pressfarm also offers clients access to a media database populated by over 1 million media contacts across industries. With these contacts, you can continue doing media outreach for your brand long after they’ve wrapped up your campaign. By signing up with Pressfarm, you can not only get quality content but also win more clients over.
3) Try new content creation tools
While creating immersive VR experiences for your audience sounds excellent on paper, one important question arises: How do you create this type of content? Writing blog posts and making videos is one thing, but creating a 3D world is quite another.
The good news is that new tools for these purposes are being developed all the time. SketchUp, Revit, Unreal Engine, Unity, Maya, and Blender are a few examples of 3D creation software that you could use.
This may appear to be more than you can handle. Fortunately, AI-powered 3D design software is now easier to use than ever, and some tools are even free. Previously, brands would turn to expert 3D modelers, renderers, and animators. All these people worked tirelessly on a high budget for hours to create this type of content and use these tools.
4) Create virtual and immersive sponsorships
Sponsored content is another example of a traditional content marketing strategy that can be adapted and optimized for the Metaverse, providing new opportunities. Brands are already capitalizing on sponsorships in gaming metaverses. These brands are creating branded digital assets such as sneakers and jackets that influencers wear on their avatars and flaunt as they walk around the Metaverse.
Content sponsorships are also possible in the Metaverse. However, they will most likely differ from current Web 2.0. This shouldn’t be surprising, given that there are more ways to publish content and create unique, immersive experiences for different audiences. Successful NFT artists are among the most influential people in the Metaverse today, so collaborating with them early on will undoubtedly benefit you later on. This will be an especially effective strategy as new business models for influencers, virtual goods, and e-commerce emerges and scale.
The Metaverse provides new opportunities to engage your audience and provide a richer, more complete, and immersive content experience. If you want to stay ahead of the curve in this ever-changing landscape, you need to start creating content for the Metaverse today through content marketing and effective PR. Each strategy has advantages, but they all boil down to the same basic principle: telling compelling stories that are worth sharing through any medium available, including the Metaverse.