Metaverse influencer marketing is the new hot topic for virtually every advertising expert. As the metaverse evolves into a must-have component of every digital strategy, companies are increasingly looking for new and improved ways to connect with their audience, and generate communities.
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What does Influencer Marketing Look like in the Metaverse?
Similar to any form of marketing, influencer marketing in the metaverse can take on a multitude of forms. From a traditional standpoint, metaverse influencer marketing may include collaborating with celebrities and well-known public personalities on NFT collections, metaverse environment experiences, and social posts.
@LilMiquela, an AI entity created for the metaverse regularly collaborates with different brands to showcase various products, such as cosmetics:
1. Short-Form Video Influencers
The @JollyGreenInvestor uses TikTok to engage with audiences about topics relevant to the metaverse, such as cryptocurrencies, NFTs, and web 3.0. The creator often uses metaverse-style effects like filters and unique backgrounds to enhance his videos.
Logan Theobald, @Lstoast is an Instagram-based influencer who regularly produces video posts and reels showing his experience in the Metaverse. Here, we can see examples of Logan interacting with different virtual environments, and showcasing metaverse landscapes:
2. User-Generated Content from Micro-Influencers
The evolution of the internet and the rise of concepts like Web 3.0 has also allowed for the development of a host of smaller “micro-influencers”, creating user-generated content for brands. As concepts like Metaverse community development become more crucial in the years to come, many brands may begin switching celebrity influencers for everyday people.
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@legendaley What do you think about clubbing in the metaverse? 😂 #metaverse #thesandbox #gaming #ChevroletGoodDeedsCupShuffle ♬ Love Nwantiti(Dance Ver) - FYP 🤍
@sandstormmeetup My #SandboxNFT will take me far 😤 15 #Ethereum is so worth it for this game ⚔️ What’s your favorite #TheSandboxGame NFT asset? #NFTgaming #NFTgamer #NFTgamers #MetaverseGame #CryptoGamer #CryptoGames #BlockchainGamers ♬ original sound - sandstormmeetup
3. Blockchain Gaming Influencers
4. Celebrities in the Metaverse
In celebration of the greatest 3-point shooter in the UNIVERSE, we are dropping 2,974 pairs of @stephencurry30’s recording breaking 👟 in the metaverse. The “Genesis Curry Flow” NFT drops at 8pm EST: https://t.co/SxN30hCtK9 pic.twitter.com/NMdwRXOdkl— Under Armour (@UnderArmour) December 21, 2021
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The Rise of Virtual Influencers
According to Virtual Humans, the website dedicated to tracking virtual influencers across the web, there are already more than 150 “digital influencers” on social media. Brands like Balmain, Calvin Klein, and Samsung have all partnered with existing digital influencers in the past.