Tech companies still try to figure out how to make a bigger bet on the metaverse. While some think it will be a copy-paste of the current digital landscape with 2D ads becoming 3D ads in a privately owned virtual world, others hope for something more. Those brands who actively try to improve what the social web got wrong and embrace the new medium's unique attributes will create winning strategies.

What it will take to win in the metaverse

In the real world, it is vital to have a sense of belonging to create lasting communities. The same will be true in our digital identities. The real winners will build experiences that attract real community and engagement. On the current social web, companies don't engage diverse audiences when they focus on mass appeal instead of investing in creating unique content. Brands that use representative content generate 40% more ROI than those that don't. Companies who enter the metaverse embracing cultural differences, nuances, expressions and tastes can win big.

Design for diversity

Companies need to design for it. Designers and content creators will play a significant role in building these new virtual worlds. But we have to actively look to diversify talent as we create these new worlds. Companies need to commit to prioritising diversity when recruiting and training. They need to see where they might fall short, implement demographic targets, conduct audits to identify gaps, and set goals to ensure everyone is aligned to equity.

It's not enough to hope for a representative community

Web 3.0 will introduce new forms of 3D and other content. A mid-size business must create over 500 videos a year, and large companies need to generate thousands to remain competitive. Businesses with an effective video strategy see 49% revenue growth over businesses that don't. As the metaverse develops, we're likely to find a new generation of content and tools to help generate high-quality content.

Provide a rich and immersive experience

The metaverse winners will provide a clear path for community builders and participants to share in the economic upside. The combination of digital property rights and token distribution opens up an opportunity for new business models that enables metaverse companies to share ownership with employees and active members. Companies that engage in a two-way relationship and share the wealth created through the virtual worlds with the communities that use them will flourish.

Share economic benefit with your community

The CEO of Storyblocks discusses three considerations for companies that want to compete in this immersive new world—one of which is to spread the wealth.


Stashed ideas

How to create meaning and value in the metaverse

BAT is a token on the Brave browser that was built on top of the Ethereum token.Users with the brave browser have their interactions with digital ads stored on a blockchain ledger. From this information, BAT tokens are distributed to users and publishers on behalf of the marketing budget of the business. This allows for the right content to be served to users at the right time drastically increasing ad ROI. Publishers can also receive BAT tokens from users who find their content worthwhile. People's attention is more important than ever. Brave pays users for it. Read more about <a href="https://www.evolvbam.com/post/the-future-of-small-business-advertising">Brave.</a>

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