The Metaverse is a rapidly expanding sphere that will affect all cultural, entertainment, and marketing sectors. This space is bigger and more complex than we initially thought, and many brands are finding unique applications for their services and products in the Metaverse. As a result, any online marketer or business owner should be aware of what is happening in this ever-changing field.

Technology is evolving and changing at a fast pace. We are witnessing previously unimaginable advancements. Metaverses are becoming more common on the internet as virtual reality (VR) and augmented reality (AR) have become more popular. By the end of this year, it is expected that more than 100 million customers will have participated in at least one AR or VR experience each month. While the Metaverse isn’t exactly what science fiction has made it out to be, it does have endless value as a new computing platform.

What is the Metaverse? 

Given that it is still a relatively new concept, the Metaverse is difficult to define accurately. The term “metaverse” was coined in 1992 by Snow Crash, a science fiction novel. However, it has only recently launched the next phase of the internet. The fact that Facebook has changed its name to Meta demonstrates how powerful the Metaverse is. It’s important to remember, though, that Facebook does not own the Metaverse; it has merely been the largest company involved thus far.

The term “metaverse” refers to highly immersive online experiences such as virtual reality (VR), augmented reality (AR), and interactive video. The Metaverse elevates the internet experience by creating a full universe in which users can mingle, operate a business, and experience immersive entertainment. Gaming, virtual property, and NFTs are three of the most important features of the Metaverse.

Gamers have begun to feel perfectly at home in the Metaverse. In fact, they have enthusiastically adopted artificial worlds in which they take on avatars and engage in a range of virtual activities. While the idea of owning virtual land may seem weird, people are clamoring for valuable pieces of land in the Metaverse. To put this into perspective, virtual land has recently sold for millions of dollars.

The value of virtual property is related to its popularity and traffic. A full-page advertisement in a popular magazine or television show is an example. Users who own virtual land can create a store, conduct online events, or even rent it out to others in NFT form. A non-fungible token (NFT) is a blockchain-based digital asset such as a work of art, logo, photograph, game asset, or any other virtual token. While NFTs are still relatively new and contentious, they do have the advantage of a unique identity that cannot be replicated. NFTs are usually bought with bitcoin and have the potential to be incredibly valuable.

The Obstacles of the Metaverse

Brands have a bright future in the metaverse, but there are certain obstacles to overcome.

For one thing, while metaverses are becoming more popular, they still require more development to reach their full potential. In addition, metaverses face accessibility challenges due to their technological requirements. The high-end computers and VR lenses required to experience the metaverse are not available to everyone. As a result, the potential market of a brand decreases significantly. For this reason, mass marketing activities are restricted.

Brands must be cautious when traversing metaverses. To avoid alienating players from the brand, integration must be effortless. Since the technology is still in its early stages, marketers may struggle to find their proper place in the Metaverse, and their messaging can easily seem out of place. As a result, businesses must carefully arrange their locations to ensure that they feel natural and integrated into the Metaverse.

There are still many misconceptions about metaverses, and they’re frequently misunderstood as simple children’s games. Since not everyone acknowledges the significance of metaverses, a marketer’s efforts to establish a presence on these platforms may be overlooked.

Data privacy and security remain issues in the Metaverse. As technology advances, so does the necessity for increasingly complex security measures. This entails developing new data privacy and security safeguards in regions where none previously existed. Personal verification, for example, may require more information from users, providing a bigger risk to data privacy.

Given that metaverses are open to anyone, brands must exercise caution to protect their reputations. The more power a brand has in a metaverse, the more likely it is that this brand could be associated with questionable content. It’s also feasible that other users will vandalize or criticize a company’s placements. This is why a brand’s marketing strategies must be consistent, smart, and precise. In this way, users feel comfortable sharing and connecting with them in the virtual environment.

Finally, metaverses indicate that computing and the internet have bright prospects. Furthermore, they allow marketers and advertisers to experiment freely despite these challenges, the chance to be creative, immersive, and original triumphs.

Why should Companies Market in the Metaverse? 

Consumer behavior has changed as a result of the digital age. With more people shopping, working, playing, and learning online, the Metaverse promises a “phygital” solution (physical and digital). It intends to blur the line between physical and virtual reality and modify our perception of the environment.

This creates a chance for businesses to reach new audiences, build consumer confidence, and study a new revenue source. In the second quarter of 2020, Roblox had 200 million active users who spent $319 million on in-game assets. Surprisingly, 67% of Roblox gamers are under the age of 16.

Given their prominence in the Metaverse, we cannot overstate the importance of Gen Zs as clients. They have $143 billion in spending power in the United States, which researchers predict will surpass that of millennials and baby boomers by 2030.

Overall, there are numerous business opportunities in the Metaverse. Well-known brands have experimented with it, and startups could go down the same route as well.

Marketing in the Metaverse 

Let us consider how advertising, SEO, social media marketing, and content marketing all play a role in a company’s overall marketing plan.

Metaverse marketing is the digital marketing of the future. It is a new marketing ecosystem that works similarly to the blockchain. There are no servers or administrators because it is decentralized. It is a novel marketing tactic that allows businesses to connect with their customers in previously unimaginable ways.

The Metaverse and Advertising

We are transitioning from digital advertising to metaverse marketing. This is the same way that we transitioned from television, radio, and banner advertising to social media, search engines, and more. Businesses currently use words and visuals to promote display advertising that we may find on Google and other search engines. However, as the business evolves, these visuals will become 3D, making advertising more challenging. Even so, virtual reality (VR) and augmented reality (AR) will remain popular advertising tools, demanding considerably more innovative labor than is already necessary. On the other hand, this will give digital marketers more leeway in how they advertise and sell things.

The Metaverse and SEO

The emergence of the metaverse could significantly impact search engine optimization.

Unfortunately, we do not know what will happen to SEO. Google may take a more immersive approach, releasing a search engine that allows users to visit a page in virtual reality. As a result, brands will have to reconsider their three-dimensional narrative, and marketers will have to embrace developing technologies more quickly.

The Metaverse and Social Media Marketing

We foresee social media networks like Roblox or Fortnite, where users have a 3D character in AR and access websites like gaming rooms. The possibilities are endless. AR and VR will have a continued impact from the earliest step to the last step of the consumer journey.

The Metaverse and Content Marketing

Only 3% of the content on the internet is interactive. As a result, everything else on the internet, including photographs, movies, and so on, becomes passive. When the user interacts with interactive graphics, the graphics respond and change form. Interactive content, which consists of metaverse qualities such as user-driven characteristics, facilitates exploration and discovery. Business experiences that are linked to real-world experiences or mimic what a brand already does in real life can help it connect with customers. The Metaverse, which allows for experimentation and creative techniques, offers tons of possibilities here.

Marketing Possibilities in the Metaverse 

Users who are not involved in cryptocurrencies, gaming, or virtual reality may believe the metaverse has nothing to do with them. On the other hand, any significant change is bound to impact the business and marketing worlds. The following are some ways that businesses can benefit from participating.

  • Create NFT to raise brand awareness (for example, businesses can create an NFT with their logo) or to market a product. Companies that are inexperienced with NFTs may find it challenging to develop their own. However, technology is fast advancing, and a quick Google search will lead them to web pages explaining the process. In addition, non-technologists are finding it easier to build their own apps (or outsource the process), and anyone is finding it easier to build NFTs. With the right resources, it’s also easier to build an NFT marketplace.
  • Participate in virtual real estate. What are the benefits of owning virtual land? It can be sold or rented for events. It’s also an investment because users may be able to resell or rent it out, just like conventional real estate.
  • Making a business more gamified. Games will play a significant part in the metaverse. Whether a user is a gamer or not, they can look into several ways to build their own game. Creating games based on NFTs is now easier than ever, even for organizations that are not into programming. Businesses can examine how brands use gamification to develop ideas. For example, to coincide with the launching of the React sneaker, Nike, built its own virtual environment, Reactland. Companies may not be able to compete on the scale of Nike, but they may still engage customers by delivering their own games.

Metaverse Marketing Strategies in 2023

1) Insert Yourself Natively 

By definition, advertising is disruptive. For example, while the five-second ad at the beginning of a YouTube video can stop viewers in their tracks, it can also be unpleasant. On the other hand, companies that integrate themselves naturally into a platform can engage with users without interfering with their entertainment experience.

Native in-game advertising is one technique. For example, Coca-Cola, Samsung, and Volkswagen virtual billboards can be found in video games such as Football Manager and Hyper Scape. According to the in-game advertising platform Bidstack, these ads increased purchase intent by 12% and improved gameplay realism for 95% of gamers.

Let us look at some tips to create in-game ads:

  • Consider the Target Audience 

A company needs to explore which motivators elicit the most positive responses from its target audience. For starters, would these people qualify as casual, middle-of-the-road, or hard-core gamers? A company’s in-game campaign will be greatly influenced by how it categorizes its target audience.

  • Find the Right Platform 

A company’s mobile, PC, console, or streaming platform should expand its reach while maintaining consistency with its identity. Mobile games, for example, may be more appealing to casual gamers, whilst PC and console games may be more appealing to experienced gamers.

  • Select Your Format 

In-game apps feature video, music, banner advertisements, and virtual billboards in virtual sports stadiums. Companies need to select a format that enables their goods to be identified. Nas, for example, promoted his album “King’s Disease II” with in-game audio commercials. When compared to regular in-game banners, it got a click-through rate of 1,275%.

2) Correlate Real-Life Marketing in a Virtual Space

Companies do not have to do everything differently while transitioning into the metaverse. A solid starting point is to reproduce what they offer in real life in the parallel virtual environment. It is not only a natural approach to entering the metaverse, but it also allows consumers to take notice of their brand.

Deliveroo’s Animal Crossing marketing campaign is a good example of this. The online food delivery service in the game uses virtual riders to make several island-wide deliveries. As a result, players not only received a surprise package on their virtual island, but they also received a coupon code to use in real life. Deliveroo’s marketing campaign generated three million in-game engagements in the first hour alone.

Similarly, bringing their real-world cause into the metaverse can increase a company’s brand engagement. For example, Hellmann’s, a mayonnaise company, also contributed to Animal Crossing by pledging to reduce food waste. The corporation developed its own virtual island and urged players to donate their rotted turnips to charity. As a result, Hellmann’s was able to contribute 50,000 meals to FareShare, a food waste charity.

3) Sell Virtual Goods To Digital Avatars 

Online identities are crucial in the Metaverse because avatars represent humans. According to one survey, 92% of individuals prefer customization when it comes to developing virtual avatars. People spend a lot of money on self-expression in the 3D world, just like they do in real life.

As a result, the direct-to-avatar (D2A) economy is growing in popularity. It lets businesses sell virtual products to avatars directly. Naturally, fashion brands are taking advantage of this opportunity. Balenciaga and Fortnite have teamed up to produce virtual clothing, accessories, and weapons for gamers’ avatars. In the meantime, Gucci has sold a $4000 digital bag on Roblox.

Let’s talk about how companies can enter the D2A market.

  • Partner with In-Platform Creators 

Collaboration with online game universes like Fortnite or League of Legends will help businesses create virtual possessions that fit easily within the gaming experience. Companies can also use 3D and AR platforms with open marketplaces to develop wearable and tradeable digital clothes. The Fabricant Studio is a feasible solution for businesses that have no prior expertise with 3D software.

  • Experiment with AR 

Augmented reality, or AR, is likely to change the way people shop by allowing them to view and compare apparel options in real-time. According to a survey on the influence of augmented reality on retail, 61% of consumers prefer to shop in stores that offer augmented reality. Last year, for example, Gucci made news not only for selling digital shoes to avatars but also for allowing purchasers to wear the shoes via augmented reality.

  • Turn Virtual Goods into NFTs 

NFTs can be used to track the manufacture and distribution of a company’s virtual clothes. This can demonstrate authenticity, which boosts consumer trust. Rarible, an NFT art marketplace, can help businesses turn their virtual items into NFTs, sell them, and receive royalties in their digital wallet.

4) Establish a Virtual Venue 

Going digital should not hinder businesses from opening a physical location. On the contrary, a virtual 3D store, museum, or island can help them establish their metaverse presence and form deep emotional relationships with their clients. In addition, tours, virtual try-ons or try-outs, and interactive 3D product exhibitions are available.

Sentosa Development Corporation, for example, brought Singapore’s State of Fun to Animal Crossing, while Fila established their own shop within the game. Meanwhile, the web-based tailgate experience from General Mills generated over 500,000 impressions across conventional and social media channels.

Tips for creating a virtual venue:

  • Work with AR/VR Platforms and Designers 

Companies can define their aesthetic environment using experienced platforms. For example, a virtual shop platform, such as Obsess, which helped Ralph Lauren create its virtual boutique, can guide them through the entire process.

  • Decide On The Size and Quantity Of Your 3D shop

Why should businesses settle for one virtual store when they can have two or more? Hyundai Motors, for example, created five Roblox theme parks to present Hyundai’s products and future transportation solutions to younger clients. In contrast, Net-A-Porter built an entire island in Animal Crossing to house its 3D offices, photography studio, and editorial room.

  • Make it Interactive 

Companies that use interactive marketing can better meet the needs of their customers. An excellent example is the Gucci Garden virtual exhibit on Roblox. Gucci enthusiasts were able to immerse and interact with numerous digital apparel and accessories in an interactive environment by exploring themed rooms. Visitors to the Gucci Garden virtual store can even buy exclusive, limited-edition avatar accessories.

  • Launch on the Chosen Channel

Since these platforms already have a big user base, many brands set up shop in metaverse spaces like Animal Crossing and Roblox. However, setting up shop on their own virtual site might help businesses create a first-party data strategy.

5) Create an Immersive Experience

Experiential marketing is one of the essential drivers of client engagement. According to research, brands that focus on generating experiences have a 25% higher level of brand loyalty than those that do not. In addition, providing an immersive experience challenges viewers to leave their comfort zone. This can influence their opinion of a brand and help them establish long-term ties with it.

Here are some examples of immersive experience campaigns to use in the Metaverse:

  • Live Concert Performances 

Through virtual music events, audiences can participate and interact with a brand. For example, Travis Scott, a musician, and producer, hosted a virtual concert as a 3D avatar in Fortnite, garnering 12.3 million concurrent gamers. Similarly, The Weeknd (as a digital avatar) performed a live version of “Blinding Lights” on TikTok, with real-time comments displayed in the background as flashing lights and fireworks.

  • Live Events 

Involving their audience in the storytelling process could also contribute to tremendous growth for businesses. A good example is Genvid Holdings’ Rival Peak. Players were invited to select the destiny of 12 AI characters throughout the live event, which was part game, part TV show. Viewers watched for over 100 million minutes and streamed 24 hours a day, seven days a week.

  • Advergames 

Advergames are essentially advertisements disguised as games. It’s an unusual technique to boost interest in a business. With this method, audiences will discuss both their product and their game. One example is Tourism New Zealand’s Play NZ campaign. The adventure game allows players to visit various locations and attractions in a 3D New Zealand.

6) Offer Digital Collectibles 

Humans have an intrinsic need to collect, and this will not change in the Metaverse. In these virtual worlds, collectibles take the form of NFTs. This means that unless the owner sells it to someone else, the original ownership of a collectible, such as digital art, music, or apparel, remains encrypted and immutable.

Although the long-term value of NFTs is currently unknown, brands continue to find them interesting due to the marketing opportunities and large returns. For example, Budweiser’s rarer NFT beer has sold for more than $20,000. In comparison, a digital Derrick Rose layup NBA Top Shot card costs $1 million.

Here are some examples of how companies can sell branded collectibles:

  • Bundle with Special Benefits

Customers buy items or services for the benefits they provide. Therefore, a one-of-a-kind transaction would increase the appeal of a company’s collection and its profitability.

For example, Budweiser NFT cans are a key to Budverse, a mystery collection. The collection vanished in an hour, and the value surged. In the meantime, Kings of Leon’s limited-edition NFT album includes improved media as well as limited-edition vinyl. The prominent rock band has made $2 million in sales from this CD.

  • Use it As a Reward

Customers who receive rewards for acquiring a company’s goods have an additional incentive to interact with a brand. For example, the Dallas Mavericks of the NBA give free NFTs to supporters who attend home games. Fans can keep, sell, or trade these cards. They can even get unique incentives for assembling certain groups.

  • Combine with Physical Items 

NFTs can provide collectors with a sense of exclusivity, whereas physical objects can give them something to brag about. For example, Longines, a luxury watchmaker, advertised a watch with 45 limited-edition NFTs, and Burberry sold 1,000 limited-edition scarves with an interactive NFT deer.

6) Engage with Existing Communities 

People are generally wary of advertising. It is vital that companies do not turn off those already present in the Metaverse the moment they enter it. One surefire way of turning these audiences off is with blatant advertising.

Companies must remember that they cannot just enter a new platform without taking into account the new format. For example, brands gain traction in Roblox by collaborating with Roblox developer community members to build things and experiences. Similarly, when O2 sponsored a Fortnite concert, they worked with creators who were already familiar with the Fortnite platform.

Companies should treat this as an influencer campaign. Given that user-generated content is so crucial, people in their community should be involved in campaign execution.

Content of all kinds is essential for engaging audiences. However, while it may be easy to develop content, compiling necessary and newsworthy material to attract attention from targeted audiences can be difficult. In this situation, it might help to turn to a PR or marketing agency for help.

7) Experiment Continuously

Marketers are in an exciting period. It’s true that there are guiding principles that can assist marketers in determining which strategies to employ. However, the Metaverse is still a relatively young platform with plenty of potential for experimentation. Best practices have yet to be effectively established, and paradigms have yet to be thoroughly and comprehensively developed. This leaves lots of room for marketers to be creative and innovative in their tactics.


Businesses of all types and sizes have several options to make their name known reach a broader audience in the Metaverse. Since the Metaverse is still in its early stages, no one is an expert yet and there is a lot of room for experimentation. This is the best time for brands to experiment as much as they can at their own pace while also seeking fresh ways to grow their business.

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