Imagine Working Your Entire Shift Digitally
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Imagine Working Your Entire Shift Digitally
The metaverse industry is undeniably hot. Since this time last year, Google searches for “metaverse stock” have increased by 17,900 percent, according to research by IG. The upside to all this interest: innovation keeps coming. Last week, Facebook rebranded as Meta, becoming the latest corporation to signal its commitment to becoming a metaverse company. But it also led to lazy hot takes, spawned a cottage industry of opportunists and sparked an ill-judged scramble among the tech behemoths to try and own the concept. It’s all given rise to the downside of all this: that the metaverse is a complex, messy landscape that’s hard and expensive to navigate.
Marketers know this more than most.
Indeed, the rise of the metaverse has led to an influx of companies looking to pick up advertising dollars from brands trying to jump into the latest trend. It’s more important than ever for brands to identify those that have been operating in virtual environments for more than a few hype cycles — and how to leverage their expertise to reach virtual consumers.
Gaming platforms are currently best-equipped to help brands enter the metaverse, in large part because they come with a pre-existing and loyal user base that is already accustomed to consuming in virtual space, according to several experts. “Are those young adults really going to be excited about Facebook’s new metaverse company?” said Jason Mitchell, CEO of the social media agency Movement Strategy. “If the metaverse was totally new and unique, maybe. But they’re already on Roblox and Fortnite.”