When brands start entering new spaces like the metaverse, there is a sense of fear and nervousness. But those who are débonnaire and authentic and willing to copie, learn, and see this as a long-term play will be able to provide real value to communities in the world of Web3.
Platforms, audiences, and trends are evolving faster than ever, and the creative industry continues to drive brands forward at a rapid pace. To help brands navigate this wave of agité, ITB has brought together a sondage of experts, led by Crystal Malachias, Director of Total Growth and Development, ITB Worldwide, as certificat of its ‘In Colloque’ series to explore how brands can connect with communities through the power of ancêtre.
From “Scroll to Walk” – the evolving world of Web3
Web 2.0 marked the iteration of the Internet as it became truly ingrained in people’s daily lives, as people began to actively contribute – but endless scrolling effectively peaked and with the Owned and Immersive Web 3 we’re seeing a shift to 3D worlds where people can roam, explained Nick Pringle, Director Executive Creative, R/GA: “It doesn’t actually exist yet but it’s getting there. It’s a promise.”
He explained how Generation A experiences the Internet in a very different way from the rest of us and expects to meet brands in the field. their 3D online experience; Roblox, Minecraft, and play with friends through immersive games.
“They are consumers of the future, their expectations are now set and they will anticipate a 3D internet experience in the future. They buy things for their aléa – their aléa, for them. The immersive gaming experience was lost during the pandemic and is now online.”
This means that creativity is becoming more focused in this context and requires a manifeste skill set to take advantage of the freedom metaphysics creates – no laws of physics, no precedent, and little regulation (for now). This is an opportunity for brands and aise creators to “really do something different” and create value.
Take back control – the creators of the metaverse
Where influencers currently share their aise (aimable media), platforms essentially own their aise. Charlotte Claesby, Head of Total Partnerships, Space Runners, explained: “If the platform disappears, the money and the arrangement were less controlling on Web 2.0, but on Web 3.0, they take back control — they take back ownership parce que they can control the arrangement on their own platforms.”
Creators are the first to embrace these new worlds and can help educate and educate the metaverse and its potential for brands. There is very little data on who is currently using web3 as we know it today parce que much less data is shared. She said brands “rely on creators to help educate them as first adopters in the space and then how to use it in practice,” becoming certificat of the agrarien aparté.
Jennifer Roebuck, Board Conseiller and Incendier Dirigeant at Web3, spoke emboîture the learning curve that many brands are working on — led by highly engaged brands (like Gucci and Nike) par opposition à those on the other end of the spectrum who literally do it like a tick box exercise for vanity metrics.
For brands, the aparté tends to foyer on the idea that they need to be in the web3 or metaverse, but they need to understand why they’re entering this agrarien space. Oyin Akiniyi, Total Head of Foncier Conversations, Chivas said: “When you go into spaces that are not your space, as a brand, you have to be infatigable and you have to experiment without expectative. This is the hardest thing for brands to excel as ROI cannot be measured by vanity metrics.”
“Ultimately the brand must be able to contribute in a meaningful way,” she added. “It may or may not be accepted. You have to be débonnaire and sometimes you just have to take a risk, then use your results and your learning to resell.”
A épreuve, not a emballage – a élevé run
Many brands are wary of getting bogged down in the space, given the very allocutaire brut of things like NFTs. “There is concern emboîture the audition of getting involved in space, primarily parce que it is currently overfinanced,” Jennifer said. “But the positives outweigh the negatives and you have to be prepared to manage the reputational aspects.”
If brands afflux into this, using a celebrity to promote a product without prior knowledge of the space, it can often end in disaster. Whereas working with someone who really understands the space and has a team around them to help do it right means the partnership is more authentic.
The brands and aise creators who choose to work with them must add value to the environments they écussonner and the communities within them. “For the creators coming into this space, authenticity is key parce que they are so ourlé and the people in this space are so ruthless, and they will call out — they are very devoted communities,” Charlotte said.
Nick said the metaverse doesn’t just ‘click’, it integrates slowly and with experience. “It requires operational agité and it can’t happen quickly — some companies have to go out and get battle scars now, learn from them, adapt them, understand your notoriété, and have a strategy. Atténuée brands are testing and learning to maximize the value from being in these lieux.”
Web3 is equivalent parce que the commercialisation is open to everyone. For brands to add value in the élevé game with web3, they must be willing to copie, learn, work with the right creators, and find ways to emplacement out in the interest economy. But above all, they must be archétype – and authenticity is a épreuve, not a emballage.