Brands that want to succeed in the metaverse need to look beyond 3D ads and create meaningful, immersive experiences for consumers by designing for diversity and revamping workflows, content sources and tools, writes Storyblocks CEO TJ Leonard. "Only those that engage in two-way relationships that share the wealth created through these virtual worlds back with the communities that inhabit them will endure and flourish," Leonard writes.
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This infographic displays insights about the best performing branded content on TikTok, based on IPSOS studies. Tips include creating videos where influencers interact with products, combining creator-led and brand-led content for optimal results, and blending voice-overs with songs to boost ad recall.
Creativity is key to helping brands deal with marketing disruption related to emerging platforms such as the metaverse, said Marc Pritchard, Procter & Gamble's chief brand officer. "The best way to deal with disruption is to lead it and do it in a constructive way that actually builds markets or makes categories bigger, and that is where innovation and creativity comes in," added Pritchard.
Leading brands such as Coca-Cola and McDonald's are beginning to shelve campaigns that encourage social distancing or feature characters wearing masks and are "illustrating a more optimistic, post-pandemic world," writes Kelsey Sutton. "At this point, people have all the information, and they've made [the decisions] they're going to make, and those attitudes and those beliefs have calcified a little," said Mark Koelfgen, executive creative director and copywriter at David&Goliath.
American Eagle, with Acre and Shadow, created a "Members Always" campaign that features an "AE Members Always Club" in Roblox, where players can virtually dress their avatars in the brand's spring collection. The campaign includes a digital spot starring actor Joshua Bassett and teenage tennis player Coco Gauff, an augmented reality experience on Snapchat to allow users to virtually try on clothing and a charity contest where fans can win a portion of $200,000 to do good in their communities.
Kate Conger examines how Twitter is shifting its focus away from a traditional social platform model toward a decentralized open protocol for social media that could give consumers more community and content controls, ease privacy pressures and expand revenue streams beyond ad dollars. Amir Shevat, Twitter's head of product for developers, says "If you decentralize your platform and you give developers more powers to make richer experiences and better, safer timelines, then everybody benefits."
Seventy percent of Americans think that disinformation has negative implications on society, 69% categorize it as a "significant problem," and 75% say willful efforts to misinform people are a threat to democracy, according to a report from the Institute for Public Relations. The percentage of consumers who avoid listening or watching news because the spread of disinformation has grown from 31% two years ago to 40% today.
The Martin Agency's 60-second spot for Old Navy takes inspiration from a viral TikTok video that prompted user comments on what they'd like to see in one of the brand's ads, such as "Dads. Dancing. Everywhere." and a "slo-mo family jump." The spot, which begins with the copy "this ad was written by the internet," brings those suggestions to life and is running across TV, including Spanish-language channels, digital and social media.
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It's evident that the real winners of the metaverse will be companies and brands that recognize the opportunity to reset mistakes made during the rise of the social web.
TJ Leonard, CEO of Storyblocks, writing for Fast Company
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