The digital age chops, changes, and evolves at what seems like warp speed.
Just when you think you’ve got a handle on a trend, concept or platform—something new comes along and changes the whole playing field. Enter the metaverse.
But, what is the metaverse exactly—and how can you use it to your social media marketing advantage?
Read on to find out.
What is the metaverse, exactly?
You’ve probably heard the phrase “metaverse” mentioned in far-flung sci-fi films or books—but now the concept of a fully immersive internet is fast becoming a living, breathing reality.
The metaverse is an emerging concept that is closely linked to the development of Web 3.0. and it largely revolves around the likes of Edge Computing, augmented reality (AR), virtual (reality), and experiences where the user can take more control of the digital world that surrounds them.
According to this infographic from VR vision, there are seven distinct layers to the metaverse.
So, what does this all mean for SMBs and social media marketing? Let’s take a look.
6 tips for social media marketing in the metaverse
Now that you’re aware of the metaverse, let’s explore how social media platforms are adapting to new digital trends and how you can leverage them for your brand.
1. Explore new social media platforms
First of all, to win in the age of the metaverse, you’ve got to keep your finger on the social media pulse.
By taking the time to get to know some of the newer, more immersive social media platforms on the block (those designed with the metaverse in mind), you’ll remain at the head of the curve.
Getting under the skin of emerging social media platforms will help you expand your brand reach and tap into immersive new audiences of digital natives.
So, do a little research around these new or emerging social media platforms and sign up for the ones that you feel will work best with who you are and what you’re trying to sell. Here are several emerging platforms to consider:
Tip: Learn more about these emerging platforms and how you can use them to your marketing advantage with our guide to the best alternative social media platforms right now.
2. Spark more conversations
In the metaverse, interaction plays a significant role in social media marketing strategies. Okay, social media has always been about interacting with people and sharing content—but now there's a whole new layer of engagement to consider.
Whether you’re getting active on Threads, Mastodon—or any other emerging social media platform—sparking up conversations will get your brand on the map.
To spark up more conversations and enjoy more brand-boosting engagement (metaverse-style), you should try:
- Leaning into your niche, asking open-ended questions based on trending news and content
- Invite your audience to specific groups or interactive ‘rooms’ to discuss certain topics based on relevant products, services or subject matter
- Hold regular polls where you can gather intelligence on your followers and the types of interactive or immersive content they like to consume the most
- Host Q&As around a trending subject or topic and invite people to answer questions by responding to a particular thread
- Tap into active conversations relevant to your niche to build a rapport with potential customers while showcasing your authority on a particular subject (this will build trust)
3. Create immersive experiences
As VR and AR technologies advance, they are expected to have increased integration into social media platforms — so it’s time to start getting immersive.
While most platforms are merely gearing up for AR and VR integrations, the best way to cut through the social media noise and get ahead of the pack is to offer your customers immersive experiences using accessible VR and AR technology.
By getting to grips with apps and platforms that will empower you to create branded avatars and meet your customers in virtual reality chat rooms or forums, you’ll be able to spark up meaningful conversions and build trust, almost as if you were with them in person.
While creating these immersive experiences will take time and become more accessible as the metaverse evolves, immersive experiences are expected to become more accessible, enhancing engagement across platforms.
Here are some immersive ideas for you to try:
- Develop an AR-based tool where customers can create a virtual wardrobe (if you’re a fashion retailer) or place plants, products or furniture in their home before making a purchase. Or if you provide services or products that aren’t tangible, you can offer virtual consultations through social media platforms where your customers engage the most
- Host competitions that encourage direct participation. Whether it’s signing up to a partner app to take part in a fitness challenge, drawing a digital picture, writing something or sharing a video talking about a certain subject—these are the immersive experiences that will strike a chord with consumers in the metaverse
- Get into the habit of launching live Q&As and broadcasts on your most subscribed social media platforms. Doing so will expand your reach while helping you connect with your customers on a deeper level. And, when VR becomes a fully integrated part of social media, you’ll be in a good position to keep the momentum going and expand your efforts
4. Be transparent
Transparency in the metaverse is essential. Okay, being authentic and building trust with your social media content should be at the top of your priority list right now—but in the age of the metaverse—you really have to cut through the noise.
Privacy is a pressing matter
With things getting all the more immersive, more privacy challenges will inevitably arise. To counteract the threat of identity theft or personal data breaches, people will have more control over how their personal information is used in the metaverse. And, you must respect it.
To make your social media content sing in the age of the metaverse and cement brand trust, you should use social media platforms to shout about the measures you’re taking to preserve your customers’ privacy.
Cutting through the noise
Shouting about your privacy initiative and sharing important elements of your privacy statement in a fun, visual way will showcase your transparency.
Oh, and if you want to cut through the noise and deliver social media messaging that sings, here are a few top tips for your consideration:
- Speak in plain, punchy, accessible language
- Use animations, video clips, and visuals to get your message across
- Share trusted stats, insights, and facts from trusted sources
- Showcase your knowledge and expertise on subjects related to your niche
- Don’t try and be a brand that you’re not
- Post about your brand values and mission regularly
- Create and share behind-the-scenes content
5. Go against the grain
Another way to consistently win (and actually stand out) in the age of the metaverse is to go against the grain.
By using the emerging immersive technologies at your disposal and taking a unique approach to your content—you’ll push yourself ahead of the pack.
Tip: One of the best ways of finding a unique angle for your metaverse-based social media campaigns and content is to look at what your competitors are doing. Doing so will empower you to spot any gaps you can exploit and give you the inspiration you need to create something original.
Inspiration station
High-end fashion colossus Ralph Lauren partnered up with the social networking avatar simulation innovator, Zepeto, to shift the retail biz towards an immersive direction. The brand developed an exclusive clothing range with Zepeto, allowing customers to sample items using their very own digital avatars and interact with their potential items before making a commitment.
This immersive initiative that the brands cross-promoted through various social media platforms earned droves of engagement while showcasing the metaverse’s interactive marketing potential.
Popular gaming platforms that also operate in this area are Minecraft, Roblox, Pokemon, and Fornite—teaming up with brands to offer customers innovative ways to showcase their services or products.
6. Keep analyzing
In the metaverse, you’ve got to keep pushing the social media envelope. And to consistently hit the mark with your social media content, working with the right data is essential.
To understand the types of content and campaign concepts that resonate most with your audience, you should keep a keen eye on all of your social media platforms’ in-built analytics to understand the times people are most likely to engage with your content.
Using the right tools to analyze your social media engagement metrics will also give you an insight into the content formats that work best.
On a deeper level, you should also regularly test the usability and accessibility of the interactive apps, tools, landing pages or assets your social media content links out to ensure you’re offering a consistently flawless user experience.
So, keep testing, keep experimenting—and you will win in the metaverse.
Final thoughts
The metaverse is here, and it’s not only transforming how we see the world but how we participate in it – from the factory floor to the meeting room.—Satya Nadella, Microsoft CEO
The metaverse is evolving right under our noses. By taking inspiration from these social media tips and updating your strategy now, you’ll reap endless brand-boosting rewards in the long run.
Lead with transparency, use emerging technology to your advantage, keep your finger on the pulse—and you’ll see your social media following soar.
We wish you the very best of luck, and if you’re looking for eye-catching visual designs for your social media content, check out GoDaddy Design Studio.
Disclaimer: Opinions belong to the author alone and do not necessarily represent the views of GoDaddy. All trademark rights belong to their respective owners. Third-party trademarks are used here for demonstrative and educational purposes only; use does not represent affiliation or endorsement.
