Market in the Meta
Let’s face it: the metaverse isn’t just for gamers anymore. It’s where Gen Z hangs out, where brands like Nike sell virtual sneakers, and where concerts draw crowds bigger than Coachella—all without leaving the couch. But if the idea of marketing in virtual reality environments feels like trying to explain TikTok to your grandma, don’t panic. We’re breaking down how to navigate this wild new world without getting lost in the pixelated weeds.
Step 1: Who’s Actually Hanging Out in the Metaverse? (Spoiler: It’s Not Just Fortnite Kids)
Okay, repeat after me: the metaverse isn’t one weird digital planet. It’s more like a chaotic mall with a million stores, each blasting different music. You’ve got Decentraland, where crypto bros trade virtual land like Monopoly properties. Over in Roblox, it’s all 13-year-olds building rollercoasters and trading neon hair for their avatars. And Horizon Worlds? That’s where your weird uncle hosts VR trivia nights
For example:
- Roblox: Teens building virtual theme parks and trading avatar bling.
- Decentraland: Crypto enthusiasts snapping up virtual real estate.
- VR Chat: Creatives hosting surreal art galleries or comedy clubs.
Why it matters: A 2024 Deloitte study found that 63% of metaverse users visit to socialize, not just play games. Your audience is here to connect, create, and escape the “real world.”
https://www.techtarget.com/whatis/feature/Marketing-in-the-metaverse
Step 2: Ditch Ads. Build Experiences
Traditional ads flop in the metaverse. Why? Users can literally walk away from your billboard. Instead, create immersive experiences that add value:
- Virtual pop-up shops: Gucci’s Roblox garden let users collect limited-edition digital items, driving a 200% engagement boost.
- Interactive games: Chipotle’s “Virtual Burrito Builder” in Horizon Worlds rewarded players with real-food coupons.
Step 3: Embrace Virtual Goods (Yes, People Buy Pixelated Stuff)
Digital fashion, NFT collectibles, and avatar accessories are booming. Here’s how to cash in:
- Limited drops: Balenciaga’s $1,000 virtual purses sold out in minutes.
- Utility-driven NFTs: Offer exclusive access to events or content.
- User-generated content: Let fans design merch for your virtual store (and take a cut of sales).
Warning: Skip the cash grab. As one Reddit user put it: “If your NFT is just a JPEG, we’ll roast you.”
Step 4: Collaborate with Virtual Influencers
Meet Lil Miquela, a CGI influencer with 3M followers, and Shudu.gram, the “world’s first digital supermodel.” These avatars are landing brand deals, and their fans know they’re not real—and don’t care.
Why it works:
- No scandals, no scheduling conflicts.
- Perfect for fantastical campaigns (e.g., a virtual influencer “visiting” Mars).
- Case study: Prada partnered with virtual influencer Imma to showcase metaverse-ready fashion.
Step 5: Host Events That Blur Reality
Concerts, conferences, and product launches thrive in VR. For example:
- Meta-fashion shows: Digital-only collections that defy physics (think: glowing fabrics, floating accessories).
Pro move: Use spatial audio so whispers feel real and crowds sound chaotic.
Step 6: Measure Success Differently
Forget click-through rates. In the metaverse, track:
- Time spent in your space: Did users linger or bolt?
- User-generated content: Are fans recreating your designs?
- Virtual item resale value: High resale = cult status.
Tool to try: Platforms like Spatial.io offer analytics dashboards showing heatmaps of user movement.
Step 7: Avoid the Cringe Factor
The metaverse is still the Wild West. To avoid becoming a meme:
- Don’t force it: If your plumbing supply company can’t find a VR angle, that’s okay.
- Prioritize accessibility: Not everyone owns a $1,500 headset. Offer browser-based 3D experiences too.
- Stay human: Wendy’s “VR fast-food war” where they trolled rivals? Funny. A bank hosting a stiff VR seminar? Snoozefest.
The Big Picture: It’s About Community, Not Colonization
The metaverse isn’t a billboard—it’s a living, evolving community. As Fenty Beauty’s metaverse lead said: “We’re not here to sell. We’re here to play, listen, and learn.”
Final Takeaway
Marketing in the metaverse or virtual reality environments isn’t about being “first.” It’s about being thoughtful. Experiment with tiny campaigns, learn what sticks, and remember: the rules are still being written. Now go forth—just don’t forget to take motion sickness pills.This is how marketing in the Metaverse works.
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