While companies are trying to find new ways to engage with their audiences in virtual spaces, such as in the metaverse, they should take note that many consumers have uncertain and vague opinions about the metaverse.
A very small percentage of people have stated they’re very familiar with the metaverse, or that they’re able to understand it and correctly describe it to other people.
That means most consumers don’t have a clear idea of the subject, and while they have heard about the metaverse, plenty of people aren’t sure what it means.
This calls into question the importance of the metaverse for many companies who are looking to engage with customers in new ways, as it seems that many customers first need to get educated on the subject before looking for brand experiences in the new space.
Generally, the metaverse gives brands plenty of different ways to provide their customers with interactive 3-D image or VR experiences. From the start of the pandemic, plenty of businesses have been trying to reshape or change the digital experience of discovering and browsing for products or services online.
That has included attempts at augmented reality and virtual try ons for various buying experiences. While virtual shopping doesn’t come as a surprise with the advances of technology, the biggest brands that are involved in the space are the companies that have the capital to invest in it in the first place.
Association with Facebook
One of the biggest problems that many consumers seem to have, primarily those that are familiar with what the metaverse is about, is the association that the metaverse has with Facebook. Plenty of consumers tend to associate the metaverse with the social media platform created by Mark Zuckerberg, which ends up making a lot of negative associations in the minds of consumers about the space.
That’s largely because of the recently publicized negative effects that the social media platform has on young consumers, as well as its effect on democracy and public discourse.
Companies that want to use the metaverse to engage with audiences first have to work on distancing themselves from Meta, and defining themselves outside of the social media giant, as well as demonstrating to consumers that they provide only safe and secure virtual spaces.
Many consumers have a lot to learn about when it comes to the metaverse, which slows down the idea that companies have about a quick adoption process of this virtual space.
NFTs and Ads
Business spots in the metaverse aren’t going to resemble the real world unless they come with branded environments and billboards. Plenty of advertising companies have been looking to monetize some of the virtual real estate inside the metaverse with the help of cryptocurrencies.
Aside from cryptocurrency, the virtual space is also tied together with NFTs, which are only popular with a few people. If companies want to avoid damaging their reputation, they have to be careful while implementing digital collectibles in the virtual space.