As brands begin entering new spaces like the metaverse, there’s a sense of fear and nervousness. But those who are brave, authentic, willing to test and learn and seeing this as a long-term play will be able to truly offer value to communities in the world of Web3.
Platforms, audiences and trends are evolving faster than ever before, and the creator industry continues to power brands forward at a rapid pace. To help brands navigate this wave of change, ITB assembled a panel of experts, led by Crystal Malachias, global growth and development director, ITB Worldwide, as part of its ‘In Conversation’ series to explore how brands can engage with communities through the power of influence.
From ‘scrolling to strolling’ – the evolving world of Web3
Web 2.0 marked an iteration of the internet where it truly became ingrained in people’s daily lives, where people began to contribute actively – but endless scrolling has effectively peaked and with the owned, immersive web3 we’re seeing a shift to three dimensional worlds where people can stroll around, explained Nick Pringle, executive creative director, R/GA: “It doesn’t actually exist yet but it’s getting there. It is a promise.”
He explained how Gen A experiences the internet in a totally different way than the rest of us and they expect to meet brands in that space. Their experience of the internet is 3D; Roblox, Minecraft, playing with friends through immersive games.
“They are consumers of the future, their expectations are being set now and they will expect a 3D internet experience in the future. They buy things for their avatar – the avatar is them, to them. The experience of immersive play was lost during the pandemic and is now experienced online.”
It means that creativity has become even more of a central focus in this context and requires a certain skillset to take advantage of the freedom that the metaverse creates – no laws of physics, no precedent, and little regulation (for the moment). This is an opportunity for brands and creators to “do something genuinely different” and create value.
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