Stories in the metaverse aren’t so different from stories outside it because the seeds of the stories themselves haven’t changed much. It’s the telling that’s new.
The advent of metaverse platforms brings with it tools to tell stories in newly collaborative and immersive ways. For instance, where brands once controlled much of their story and image, Web 2.0 allowed users to shape the story significantly. Now, as we move beyond the current generation of web technologies, users and brands will shape authentic narratives as collaborative partners.
The end result is a more inclusive, democratized ecosystem for shaping and engaging with stories—all happening in immersive media that bridges digital and physical environments in real time.
To tell authentic, meaningful stories in the metaverse, brands, influencers and individuals alike need to keep the following characteristics in mind:
Metaverse environments are truly interactive, giving agency to all participants. This is why individual users can help shape the story like never before by how they show up and engage with brands, influencers, communities and other social groups.
There’s no pause button, meaning that metaverse activity continues around the clock, whenever and wherever users choose to engage. Users’ familiarity with the real-time nature of metaverse platforms will shape what they expect from fellow participants and how they choose to socialize, shop, explore, consume media or create their own content.
We’ll simultaneously see more connection and firmer silos. As some communities expand across platforms and technologies, others will use the metaverse to build niche, enclosed communities dedicated to a common cause, much as they do on social media.
The metaverse isn’t fully present yet. It is, however, a place where audiences of all ages are already spending billions of hours each month and billions of dollars each year.
Where people spend time, people—including marketing leaders—can tell relevant stories. Where people spend their money, marketing is already happening.