SOCIAL
Just what’s happening with the metaverse?
So you’ve heard about the metaverse, and you want in. You’re not alone.
The metaverse is a virtual space where consumers can interact and perform almost every activity you can imagine. Using data from our March 2022 Zeitgeist study, we’ll give you the lowdown on all the latest things you need to know about the metaverse.
The first thing to say is that younger consumers will likely be the early adopters, with 42% of Gen Z and millennials are interested in taking part, while just over 1 in 5 Gen X and boomers are interested at this point.
For brands, getting to know ‘online-first’ consumers in more detail should be a priority. They’re more likely to be interested in participating in a metaverse, so brands need to understand them better if they’re to create virtual spaces that feel accommodating.
Brands can start preparing right now, and we’ve spoken in the past about how they can look at existing online services for inspiration. The likes of Minecraft, Roblox, and Fortnite are commonly referred to as metaverses in their own right.
Among those, nearly 4 in 10 potential metaverse users visited Minecraft in the last month. A further 3 in 10 used Fortnite, while other services like The Sandbox, Horizon Worlds, Second Life, and Roblox, all attract a healthy number of visitors too. The latter is growing at a rapid pace, especially among kids, with a 28% increase in the number of 8-15 year old gamers playing it since this time last year. These kinds of services suggest that the metaverse concept will be heavily centered in gaming culture.
In terms of content, entertainment wins out – whether that’s watching TV, live events, or playing video games – all activities that can be performed in massive online spaces right now.
At the same time, 1 in 4 metaverse potentials are interested in simply exploring what it has to offer. For brands and agencies looking to craft effective metaverse experiences, piquing audience curiosity might just be how to keep them engaged.
The key here is innovation. Our data shows metaverse-potentials have a really broad range of activities they want to perform. Consumers are telling brands what they want to do and it’s a whole lot more than just shopping or watching TV.
Turning away from why people might want to take part, let’s look at why they might not want to. Our data suggests the metaverse just isn’t that appealing to certain consumers.
Then there’s privacy and safety. Around 1 in 4 cite privacy concerns, while 15% say they would feel unsafe in the metaverse. Regulating social media is already a key concern for governments and brands, let alone the metaverse. If brands want people to use these services, then they’ll need to make sure they can feel safe doing it.
In the meantime, here are the key takeaways to focus on:
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Younger audiences will be the early adopters. Gen Z and millennials have a better understanding of what the metaverse is, and are more likely to be interested in using it. At the same time, don’t rule out older consumers.
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For some, the metaverse is a dream come true. With the right tools, it could be the perfect haven for people to express themselves. This means offering customizable avatars and niche activities.
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It’s not just a shopping mall. While there are plenty of consumers who expect to shop in the metaverse, many more anticipate socializing, playing, and even working in this space.
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Metaverse examples have been around long before Fortnite. The likes of Second Life, Runescape, and World of Warcraft have a rich history filled with community-led events that could work in this space.
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Brands can source partnerships now. Find partners who resonate with your brand and enlist them to help build your space when the time comes.
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It needs to be safe, but interesting too. The key reason people are uninterested in the metaverse is simple; the idea just isn’t that interesting to them. Developers need to think about how varied the internet is, and ensure the metaverse is equally rich.
Read the full article here.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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