From Hype to Flop: How Brands Go Wrong in the Metaverse

Storytelling is the foundation of every brand. It has the power to differentiate a brand from others, and attract and engage the right audience.
 
Yet, all too often, storytelling takes the backseat to a brand’s internal objectives. This leads to misfires and missed opportunities, as brand activations fall flat and fail to engage the desired consumers.
 
Enter the metaverse. While it’s somewhat of a sticky (or hazy) word these days, I remain bullish on its transformative potential. The metaverse is one of the most exhilarating storytelling tools that brands have. From being interactive and explorable, to creative and fun, these are entire worlds that immerse audiences in a brand’s story.
 
And it works. According to Roblox’s Q3 2023 insights, users are spending dozens of minutes per session of engaged attention, cumulatively spending nearly 16 million hours last quarter in Roblox alone. 

Even though we’re still very much in the development (or ‘beta’) days of a fully interoperable metaverse, there are a few best practices that have already emerged as cornerstones of a successful brand activation and storytelling in the metaverse – and plenty of duds that have passed unheard.


Source: Jing Daily