Make it right: how to create Metaverse projects that work
Today more and more global brands enter Metaverse, getting headlines in the media. It’s easy to understand their eagerness: according to one estimate, the Metaverse could have a marketing value of $759bn by 2026. But do they use it effectively as a marketing tool?
Dmitry Kornilov, CEO, and co-founder of FFFACE.ME studio shares his insights on developing practical and measurable projects in the Metaverse for brands.
Nowadays, people see the Metaverse differently. Some say it’s a game, and others – something to do with VR. But we need to focus on what the Metaverse actually is today.
Because 99% of the audience doesn’t own any VR devices, the present-day Metaverse is just a web/app interface where the user exists as an avatar and can move around a 3D environment and interact with it.
HOW TO CREATE METAVERSE PROJECTS THAT WORK?
I will crush test this technology with the classic Product Value canvas. We understand that we don’t want to do projects that don’t have any value for the business. At the same time, projects that don’t bring value to consumers will not fly either. Finally, we cannot do projects that we can’t implement technically.
It becomes clear that we should find the value of the «modern-day Metaverse» for consumers and businesses, and by mixing them, we will find desired Metaverse projects that work.
DESIRABLE VALUES OF METAVERSE EXPERIENCE FOR THE AUDIENCE
Today, we want everything to work in one click, so your Metaverse experience must be highly accessible.
Then, similarly to offline experiences, we want to touch and play with what we see. So Interactivity is a must-have.
Third, we need to add emotional value – spectacularity, and rational value – usefulness, which means that your experience should somehow educate your audience and be fun for them.
Finally, we need to cover self-centered needs and allow your audience to share their experience and collect likes.
DESIRABLE VALUES OF METAVERSE EXPERIENCE FOR BRANDS
As for business values, everything is much more straightforward.
We want to take minimum risks and shell out minimum financial investments to receive maximum PR awareness and audience engagement. So obviously, to achieve these things, our results must be measurable.
After we agree on Metaverse project goals for both sides, let’s dive into a checklist of how to achieve them.
CHOOSE THE RELEVANT PLATFORM
First, you need to choose the right platform and crash test its usability with the help of a small focus group. Do they understand how everything works? Do they enjoy the experience?
For example, you don’t want your audience to wait forever until their experience loads. You need to create your Metaverse venue/showroom/representation on a platform that is highly accessible to your brand target audience in terms of their digital habits.
Second, Metaverse platforms are different in their context and positioning. For instance, Spatial.io is about events and exhibitions, while Decentraland fits better for crypto or fashion parties.
Choose a platform with an ecosystem that is relevant to the interests of your audience:
- Mass market – Spatial
- Advanced Crypto Enthusiasts – Decentraland
- Gamers – Roblox or Sandbox
- Meta fans – Horizon Worlds
Third, note that the Metaverse platform with an existing user base can give you additional conversions, so looking at the current audience size could help. For example, Sandbox has two times more audience than Decentraland.
CONTENT IS KING. EVEN IN THE METAVERSE
The Metaverse itself is not enough. In the end, it’s just an interface for content consumption, so you should think through everything you want to share and carefully design it.
Pay attention to platform limitations and try to get as much as possible from what’s available in the editor. Add animations, don’t forget about sound design, and try to avoid stock objects and visuals.
THINK THROUGH EVERY DETAIL OF THE USER FLOW
Okay, we’re in. Where should I go? Who are these people? You should help your guests find their way during each stage of the experience. Give your users navigational tooltips and manuals before and during their journey.
You should think about the experience of the user on each stage of interaction with your Metaverse venue:
- What will he see when he enters the space?
- How will he understand the navigation between different zones?
- How should he interact with content to bring value to your business?
- Does he have the motivation to share content on his social media?
PLAN YOUR EVENTS
Metaverse is empty without action scenarios and some goals for each stage of the experience. You should plan the events and create the timing of activities that will be able to capture the audience’s attention. After all, they should follow your scenario and only leave when everything’s over.
DO LONG-TERM PLANNING
The first Metaverse experience will require 80% of investments. It’s reasonable to get the most from this newly owned media and plan a series of events. This will help to receive the most in terms of KPIs and ROMI.
It’s also an excellent idea to create the Metaverse activation template and replicate it on different occasions like:
- Launching a new product
- Seasonal promo
- Launching a collaboration
If possible – synchronize your Metaverse activities with occasional activities in other channels.
INTEGRATE METAVERSE INTO OVERALL COMMUNICATION ECO-SYSTEM
Speaking of other channels, don’t launch your Metaverse separately from everything else.
Here’s what your eco-system should look like: the press should create articles about your Metaverse project, you should support the launch on social media, repost user-generated content during the event and use other owned media to push the project offline.
Offline board with announcing your event in the Metaverse? Why not? Finally, please do collaborations and partnerships. They will help to increase coverage of your Metaverse project.
ESTABLISH YOUR PARTNERSHIPS
Let’s elaborate on the partnership topic a little bit more. Metaverse projects are perfect for implementing partnerships with artists, charities, and even other brands. For example, for one of our upcoming Metaverse projects with a real estate agency, we will integrate the ATM of our other client – a bank.
The specifics of Metaverse activities lays a foundation for mutually beneficial partnerships.
You can collaborate with:
- Artists – as content creators
- Charities – as a PR-partner
- Industry experts – as a speakers
- Other brands – as platform co-sponsors
GIVE THE AUDIENCE MOTIVATION TO SHARE YOUR EXPERIENCE
The Metaverse is a game. Create your rules and allow them to win prizes for performing actions that are beneficial to your brand:
- Draw prizes for the creation of content in social media with @mentions of your brand page and Metaverse links
- Give limited-edition products for NFT purchases
- Create conditions for creating content that will help your customers get likes
The communication potential of your existing audience is the gold resource for reaching a new audience organically.
SMALL AND MEDIUM-SIZED BUSINESSES CAN USE THE METAVERSE AS WELL
In the end, I would like to mention that it’s not only theory. We also use this checklist for ourselves, for example, FFFACE.ME Metaverse showroom allows us to showcase our products in an immersive format and organize online events with industry experts for our clients.
YOUR BRAND’S METAVERSE SPACE CAN BE USED TO:
- Innovatively showcase your products;
- Become a part of the Metaverse trend and give customers a better understanding of how it works;
- Hold online events, presentations of new products, and lectures in partnership with industry experts.