How Can Brands Leverage Influencer Marketing in the Metaverse?

In today’s society, influencer marketing is a way for brands to leverage social media power or authority on a particular topic.  This type of marketing has become increasingly popular, but with the advent of virtual reality (VR), could influencer marketing in the Metaverse be set to revolutionize?

One company that already ventured into this realm was Microsoft with its launch of Windows Mixed Reality headsets.  They found success, but they also found that users were more likely to buy software and hardware from Microsoft due to shared interests between themselves and potential customers.  

This makes a lot of sense in the Metaverse, where users can create new avatars and imagine they are part of a brand.

What is the Metaverse?

The Metaverse is a series of 3-D spaces created by virtual reality and augmented reality platforms- such as Google Street View- that can be explored with head movement.  In his cyberpunk novel Snow Crash, Neal Stephenson may have been the first person to use the word Metaverse, which was published on April 1, 1992.

Virtual Reality (VR)

The Metaverse is made up of many different 3rd person virtual spaces.  For example, a web portal such as Google Street View allows users to move through this digital space, which can sometimes be quite detailed, but the users themselves are not visible to the camera’s lens.  

On the other hand, VR could allow users to interact with real actors in a 3D space and put on any kind of suit or avatar they’d like.

Blockchain and Web 3.0

The blockchain database is used to store transactions, while the term Web 3.0 uses blockchain technology to create an environment that supports real-time transactions.  The idea behind this is that the best time to buy something online is when you are in front of it instead of buying online and then having it shipped.

The Metaverse and Social Media

In recent years, the use of social media has increased exponentially.  Facebook and Twitter are the social networks that have driven this trend.  This means that personal information on users is linked to a unique digital identity, which is sometimes accompanied by biometric data such as facial recognition images.  

This information can be used to create user profiles, then aggregated with other digital identities to create user profiles based on the relationships formed.  This information is then used to form user-profiles and markets based on this data to improve marketers’ ability, driven by online search engines like Google, to target potential customers.

Marketing Strategy in the Metaverse

Influencer marketing is a social media strategy that involves leveraging people who have a large following and are in the best position to influence others.  It is not surprising that influencers in the Metaverse will prosper; however, the definition of an influencer will evolve.  Currently, the influencer has an extensive collection of followers and is famous in some sense. 

However, this definition may change as more people move to the Metaverse and more ads are placed there.  If a user feels that they are being influenced by a paid advertising campaign rather than an organic flow of information, it could lead to resistance against influencers.

As the Metaverse allows for real-time transactions at any point in time, influencers will be able to influence transactions between users by adding a personal spin to their posts.  This means that influencers will have access to the Metaverse to create their brand page and use it as a marketing tool.  

In the Metaverse, credibility is influenced by the number of followers, likes, and comments an influencer has.  This creates a network effect – people want to belong to this network.  On the other hand, brands know that since trust is in an influencer’s hands, they need to place their trust in those social media platforms where they want to influence consumers.

On the other hand, consumers who are in the Metaverse are more prone to get influenced by a brand that has a strong presence in the Metaverse. The blockchain database provides transparency and security for transactions; therefore, influencers can be checked with high confidence using these crypto-currency applications where it is used as currency on the platform.

Facebook

In 2012, it was reported that Facebook had become the second largest search engine for users worldwide.  This means that access to the Metaverse and real-time transactions are already being used on platforms such as Facebook and Twitter.  

As a result, Facebook and Twitter are already contributing to a similar market.  This means that Facebook’s transaction validity of six seconds can be used in the Metaverse as an incentive to encourage users to purchase items in it.

Virtual Reality on Snapchat

Snapchat was acquired for big money in 2013, and its parent company’s value has risen since this acquisition.  It is an app that allows users to screen-record inside a virtual reality, so it is not surprising that Snap has released its virtual reality app.  The Metaverse will be the new arena for brands.

What does the Metaverse mean for influencers?

Virtual reality is a new way for influencers to monetize their talents.  Instead of just using their platforms to share their brand in conventional ways, influencers have the opportunity to use the Metaverse as a platform where they can influence and be influenced by others.

The perceived value of products and services has increased because it is no longer about the product but about an experience that brands provide through the Metaverse.  This will usher in a new era of influencer marketing: one where influencers are placed at the center of attention.

Snapchat’s World Lenses has opened the door for brands to create an Augmented Reality digital experience without making significant investments in AR technologies.  Brands like Gucci, Prada, and Louis Vuitton are tapping into this new innovative form of marketing by creating exclusive virtual experiences and selling them as custom filters through influencers.

Using the virtual reality platform Roblox, Prada, Gucci, and Louis Vuitton have created exclusive virtual experiences and sold them as custom filters through influencers.

What does the Metaverse mean for brands?

The Metaverse is a new environment where brands can leverage influencer marketing to influence consumers and increase sales.  Consumers are more likely to trust an unfamiliar brand if they see it mentioned by an influencer.  

Consumers are also influenced by those whose interests coincide with their own.  Since the Metaverse is full of like-minded consumers, influencers are an effective way to spread the word about your brand.

Gucci Garden on Roblox

Gucci and Roblox have partnered to bring a selection of Gucci accessories and apparel into the virtual world.  The multi-building 3D environment features a green screen where players can take their favorite Gucci merchandise snapshots.  

Players are encouraged to share their images across social media platforms with the hashtag #GucciGarden. The Metaverse is also where Gucci Garden developers help to create an immersive environment that provides a “never-ending outdoor shopping experience.”

The Metaverse can also be used to sell virtual items, such as virtual clothing, inside the Metaverse.  This has been done through WEGO, a platform that allows you to purchase a virtual item using crypto-currency.  In this way, brands can virtually bring products into the Metaverse through influencers and consumers who can share their purchases on social media.

Fortnite Virtual Concert Series

Fortnite is a game where you can build a fortress and destroy it after the last person has been eliminated.  It is now being used as an influencer marketing platform by gaming brand Tyliez, who created a virtual concert series with influencers as characters in the game.  In this virtual reality concert, the influencers play their songs and interact with the audience.

Conclusion

By actively using the Metaverse to tell your brand story, consumers will trust your brand, which can then be spread by influencers using their platforms and the Metaverse.

How Can Brands Leverage Influencer Marketing In The Metaverse?

In the physical world, brands have long leveraged the power of influencers to spread their message and increase awareness. Celebrities and other high-profile individuals are often tapped to promote products and services as their endorsement can carry a lot of weight with consumers. But what about in the virtual world? Can brands use influencers to achieve similar results in the metaverse? The answer is yes, and here we will explore how they can do so.

1. Sponsored Experiences

One way brands can leverage influencers in the metaverse is by sponsoring closely aligned experiences with their messaging. This could involve working with an influencer to create a branded virtual world or sim, or even just including branded content within an existing experience. By doing so, brands can reach a large audience of users interested in what they have to offer.

This could involve working with popular creators to create unique and engaging content that promotes the brand’s products or services. For example, a car company could sponsor a driving experience to explore a virtual version of a city or country. Or a clothing company could partner with an avatar designer to create a collection of outfits that promote its latest line.

2. Influencer Marketing Campaigns

Also, brands can use influencers in the metaverse is by running marketing campaigns that specifically target virtual world users. This could involve working with influencers to create promotional videos or posts or even just providing them with exclusive discounts or content.

By targeting virtual world users, brands can reach a large and engaged audience interested in what they have to offer. In addition, running marketing campaigns in virtual worlds can be a cost-effective way to get more consumers than traditional advertising methods.

Another way brands can use influencers in the metaverse is by running marketing campaigns. These campaigns can generate awareness for new products or services or drive sales for existing ones. They typically involve working with several different influencers to create content that promotes the brand in various ways. For example, a beauty brand could work with a vlogger to create a tutorial on using its products, while a gaming company could team up with streamers to promote its latest game.

3. Product Placement

Brands can also use influencers to place their products in virtual worlds. This involves working with creators to feature the brand’s products in their videos or streams or even include them as part of the scenery. For example, an electronics company could work with a vlogger to showcase one of its new phones in a video, or a fashion brand could get its clothes featured in a popular stream.

4. Collaborations

They can also work with influencers to create collaborations. These involve working with a creator to produce content based on the brand’s products or services. For example, a car company could team up with a vlogger to create a video series that showcases different aspects of its vehicles. Or a clothing company could collaborate with an avatar designer to create a limited-edition collection.

5. Giveaways

One of the simplest ways to use influencers in the metaverse is by giving away products or services. This involves working with several creators to promote the giveaway on their channels. For example, a beauty brand could give away a set of its latest products to a vlogger, or a gaming company could give streamers copies of its new game.

6. Events

Brands can also use influencers to promote events. This could involve working with popular creators to have them attend and stream the event or even just having them talk about it on their channels. For example, a gaming company could work with a vlogger to host a live stream of its latest tournament, or a clothing company could have an influencer DJ its next fashion show.

7. Quizzes

They can use influencers to create quizzes. This involves working with a creator to have them come up with a quiz based on the brand’s products or services. For example, a car company could work with a vlogger to create a quiz that tests people’s knowledge of cars. Or a gaming company could work with a streamer to create a quiz that tests people’s understanding of games.

8. Interviews

Brands can use influencers for interviewing people. This involves working with a creator to have them interview someone who is associated with the brand. For example, a gaming company could work with a streamer to interview one of the developers of its latest game. Or a clothing company could work with an avatar designer to interview one of the models from its latest fashion show.

9. Showcases

They can work with influencers to create showcases. This involves working with a creator to produce a video or stream that showcases the brand’s products or services. For example, a car company could work with a vlogger to showcase one of its new cars in a video, or a fashion brand could work with an avatar designer to create a stream that shows off its latest collection.

10. Other Content

Brands can collaborate with influencers to create other types of content. This could involve working with creators to produce blog posts, articles, or even just social media posts about the brand. For example, a beauty brand could work with a vlogger to write a post about her favorite products from the brand, or a gaming company could work with a streamer to post about her experience playing one of its new games.

11. Co-Marketing Partnerships

Brands can use influencers in the metaverse is by partnering with them to promote each other’s products or services. This could involve working with a creator to have them produce content based on the brand’s products or services or even just having them promote the brand on their channels. For example, a car company could partner with a vlogger to promote its latest car, or a gaming company could partner with a streamer to promote its latest game.

12. Product Placement

In addition, brands can use influencers in the metaverse is by having them promote specific products or services in their content. This could involve working with a creator to mention or use the product in their video or stream or even post about it on social media. For example, a gaming company could work with a streamer to promote one of its new games in a video, or a clothing company could work with an avatar designer to include one of its dresses in a stream.

13. Contest

Finally, brands can use influencers to run contests. This could involve working with a creator to develop a competition based on the brand’s products or services. For example, a car company could work with a vlogger to create a competition that tests people’s knowledge of cars.

Conclusion

There are many ways that brands can use influencers in the metaverse to promote their products or services. In this article, we looked at ten of the most common methods. These include working with creators to produce content about the brand, giving away products or services, collaborating with influencers to create collaborations, and hosting events. Brands can also use influencers to create quizzes, interviews, showcases, and other types of content. Finally, brands can partner with influencers to promote each other’s products or services.

So there you have it – thirteen ways brands can use influencers in the metaverse. While each method has its benefits, collaborating with creators can be particularly effective, as it allows brands to reach a large audience in a variety of different ways if you’re looking to leverage the power of influencers for your brand.