Tag Archives: Facebook

How the Metaverse will impact Digital Media

A month ago, Facebook’s CEO Mark Zuckerberg announced the change of the company’s name to Meta Platforms Inc. Shortly after we could already see the Meta logo when we open our Facebook and Instagram apps.  

The Facebook entry on the metaverse world brought immense attention to something that was already happening. This new world will transform the way we connect in the upcoming years.  

Besides needing our usual gadgets, like smartphones, we will also have to resort to augmented reality glasses and virtual reality headsets. But regardless of any gadgets or technology, we may need to access this world, we will need content creators to create a whole new universe of content.  

The metaverse will be an extension of our physical lives, and it will bring new ways for us to consume content, communicate, shop, play, and interact with brands. It will also change the way we work, facilitating virtual meetings and business presentations.  

There are endless possibilities of what can be done here. For the tourism industry, for example, you’ll be able to travel without leaving your living room. Retail is already strong on the game and fashion brands are selling digital clothes and creating their own virtual universes.  

Gucci has collaborated with Roblox to sell a collection of digital-only accessories. It was called the “Gucci Garden Experience”. A virtual bag they started selling for U$6 reached the price of U$4.115 at some point.  

Nike is another brand that has created its virtual showroom on Roblox, called “Nikeland”. Users that enter “Nikeland” can try on sneakers and other apparel, all surrounded by colourful designs matching the brand’s visual identity.  

Other brands that had their debut on the metaverse are Balenciaga, Clinique, Dyson, and Vans. Obviously, all the other big players will follow, and content creators working in the metaverse will have to be ingeniously inventive in creating a world, campaign, and interaction that resonates with the brand’s DNA, while effectively engaging with the audience.  

Companies from all segments will be creating their worlds on metaverse platforms. This means potential for endless collaborations between platforms and brands, which translates into lots of business and money to be made.  

Video game companies had a head start, and some of them are metaverse pioneers. The Roblox platform is definitely one of the main metaverse players, with currently 42.1 million daily users. Fortnite has raised U$1 billion for their metaverse building plans.  

The prospects for this year bring us an estimate that approximately 85 million users will experience AR or VR at least once in 2021. “Metaverse” word search on Google has already reached 677 thousand results this year. On Twitter, the #metaverse is used more than 500 times per hour. By these numbers, we can already have an idea of what is coming. 

For the time being, metaverse platforms are free to use. This might be the perfect time to get in there and start familiarising yourself, learn about the tools and features of each one. In the near future, instead of writing blog posts, or Instagram reels, our job as creators will be to create whole universes full of details, immersive experiences, digital products, and who knows what else. 

Since the creation of cryptocurrencies, blockchain, and NFT’s, the virtual world is getting stronger and more competitive than our old real one. All these technologies will intertwine, creating endless possibilities for business, payment methods, and profits.  

At this very moment, you can even buy your little piece of virtual land. Earth 2 is currently selling virtual real estate that is going quick and every day more expensive. In about 10 years, all industries will be functioning on metaverse somehow, and now is the time to start thinking about how to achieve that. 

It does not matter if your industry is luxury, games, music, events, tech, or fashion, you will be in the metaverse soon. Avatars that can be 3D versions of yourself, or a completely different version, trying on virtual apparel, going to a concert with friends, playing and travelling. It will be online but it will feel real in your soul and wallet.  

Imagine all the possibilities, and that aligned with the times we are living in. The pandemic is not yet gone, and maybe we will be living in some sort of lockdown for many years to come. This will make the metaverse even more successful, and an ally for us craving connection and fun.  

Microsoft secured their place, and have big plans on the metaverse. They want to integrate AR and VR, using avatars in an office focused environment. Nvidia announced they will be creating avatars using facial tracking, speech recognition, and 3D animation. The project will be called the “Nvidia Omniverse Platform”.  

I believe it’s clear that the metaverse is here to stay, and it is undeniably our future. We must understand how this will impact the digital media industry, and be quick to be a part of this universe. There will be an infinite amount of content to be created, so I hope you get quickly acquainted with this whole new world.  

By Amelia De Oliveira Rodrigues

Welcome To The World Of The Individual

Demographics Are Dead: Welcome To The World Of The Individual 

Since the mid 20th Century, consumer targeting meant broadcasting out to a specific group of people based on gender, age, and location. Yet in 2017, data collection is far more intricate, and those brackets that we use to define and group people are now far too broad. Is it time for communicators to stop generalising markets, and shift our focus to the individual?

People no longer define themselves within one set of beliefs in the way we did 30 years ago. We have evolved to accept every facet of our personalities, and have multiple defining characteristics beyond our ethnic background, location, religious beliefs or even age. The only way to successfully market to the people of the future, is to get to know them beyond basic demographics and look further into their personality type, habits, and opinions.

Only a few years ago, people began to grow extremely uncomfortable with the amount of data that platforms, such as a Facebook, had on them. Yet it seems more and more widely accepted now that we all carry a complex digital footprint, and in that footprint is everything any brand needs to know about us. Many successful brands follow people on their daily interactions with digital media – from the minute they wake up to the minute they go to sleep. Marketing to the individual based on their digital data is a guaranteed way to increase brand awareness, whether your audience likes it or not. This retargeting model and its breach on privacy is another conversation, but we need acknowledge that when it comes to brand awareness, this method of individual marketing is a stepping stone in getting to know your consumer.

You’re probably thinking that this method of individual consumer targeting can’t possibly work for every brand – and you’re right. Keep in mind that data is power. Not all brands need social media and retargeting to reach their consumer, but all brands do need that vital information on their audience. Think about it in terms of the friends you have on Facebook; you may have never met someone, but based on their daily Facebook activity clogging your newsfeed, you can probably tell exactly what, why, and when they’d buy. Yet from a marketing perspective, this person is probably defined as ’50-65, woman, Eastern Suburbs’.

Let’s get personal. Look beyond classic defining characteristics and get to know your consumer on a deeper level. Consumers are getting smarter, so if we can respect our consumer as an individual with distinctive opinions and beliefs, then we can build a trusting relationship between brand and audience. (Even if achieving that personal relationship means digging deep in data).

By Keira Scurry (Bachelor of Advertising and Media student)

Kanye West or a Creative Director?

According to Kanye, he’s both. He’s the creative director of society. He said everything that’s ever been said, ever. He invented both classical music and modern hip-hop before going on to invent post-modern classical hiphop. Your creative director only invented Facebook and advertising… That gold lion doesn’t seem so impressive now, does it?

kanye2

Obviously only half of what you’ve just read is true… And you know damn well which half. But thanks to this website, we now have a depository for everything two of the most ‘influential’ people in the world have said. Plus it’s in game form, bonus!
As a creative director I’d just like to add that this website ‘has legs’ and ‘moving forward’ it should focus on ‘winning awards’.

Post by Callum Hanks