The hype for the Metaverse is greater than ever. Promising a new era of connectivity, digital communications, and interactivity, the metaverse will change how virtually every business connects with its customers going forward.
As interest in the Metaverse continues to grow, companies are becoming increasingly concerned with how they can reach their audience in a changing landscape.
After all, the metaverse brings with it a new generation of web-based interactions.
Future public relations and marketing campaigns will be defined by a shift from the social-media-driven landscape of Web2, to the decentralised and dynamic environment of Web 3.0.
To thrive in this new space, companies will need more than just a strong presence on Facebook or a captivating content marketing campaign. They’ll need to experiment with interactive tools like extended reality, metaverse communities, NFTs, and new ways to generate customer loyalty.
Already, 91% of business leaders believe the metaverse and web3 will be crucial to their success going forward, and millions of consumers are already using the metaverse to interact with companies and their products. Even big brands like Nike are getting involved.
Here’s what you need to know about the rise of the Metaverse PR agency, and how public relations are set to change in the era of Web 3.0.
Public relations have always been a tool designed to help companies build stronger relationships with their audience. The Public Relations industry has grown consistently for the last couple of decades, as companies have continued to search for ways to build brand loyalty and awareness.
However, the nature of public relations is often strongly affected by the technology available.
The variations of the “web” that have emerged over the years have influenced the types of PR campaigns available to companies, as well as the agencies available to assist growing brands.
For instance, the first iteration of the internet, web 1.0 was defined by static, non-interactive pages. Users could only read the information provided by the company, but couldn’t respond or share their own thoughts in the form of comments or social media posts.
The lack of interactivity in Web 1.0 meant public relations strategies often revolved around companies building a positive image with complete control over its narrative. Most brands didn’t take public opinion into account much during this age.
The evolution of new internet technologies meant Public Relations could become more interactive. Social media began to emerge as a way for business leaders to engage in conversations with their customers.
Websites implemented blog pages with comment sections, and concepts like customer reviews and testimonials became more crucial.
Web 2.0 has earned a reputation as the internet era which made the web interactive, and engaging. Unlike Web 1.0, which was dominated by traditional media and text posts, Web 2 is offers more user participation, making the voice of the customer more significant.
As such, public relations have grown to become more “user-oriented”. Tools like blogs, emails, surveys, and social networks have given public relations agencies a new environment to work in. Today, the opinions of the customer are just as important as the claims of the brand – if not more so.
In fact, 93% of customers say they now read reviews and testimonials online before purchasing a product.
With the rise of the Metaverse and Web 3.0, we’re now entering another transformational period in public relations. Web 3.0 is an internet era defined by information dissemination and interaction.
Web 3.0 is allowing for more user participation in the growth and development of brand identities, going beyond the basics of things like reviews and testimonials. Companies are looking for new ways to create a sense of “ownership” among consumers interested in their brands.
Some organisations are even selling access to “pieces” of their brand for consumers, with access to special NFTs and digital assets to leverage in the Metaverse.
The aim of Metaverse PR agencies is to generate a deeper relationship between companies and their public, by allowing consumers to get involved with the brand on a new level.
While Web 2.0 marketing and public relations focused heavily on paid ads, banners, and celebrity endorsements, Web 3.0 is all about community building, incentivizing users to take ownership of their own branded assets, and play a part in developing the brand.