How to create engaging content in the Metaverse

Six ways you can work towards an exciting, engaging Metaverse integration when you’re ready to make the jump.

The Metaverse is a virtual shared space where people can create, express themselves, and connect with others. It represents a new world of opportunities for brands, but many are still struggling to find the right way to put themselves front and center in this virtual, augmented reality.

Here are six ways you can work towards an exciting, engaging integration when you’re ready to make the jump.

1) Identify the goals of your integration

Are you trying to get more eyes on your brand? Are you using your integration as a way to gain press coverage? Or are you trying to build a community? Knowing why you're entering the Metaverse will help you figure out what content is right for you to bring to the space.

2) Focus on building a Metaverse community, not just a Metaverse presence

Too many businesses and marketers view the Metaverse as another place to publish an integration and be done with it. If that's all you're doing, it won't matter if people pay attention to your Metaverse presence in the first place- because they won’t stick around. The most effective Metaverse integrations create a long-lasting, evergreen environment and encourage people to chat and build relationships with the world they're in, and with each other.

Building a Metaverse community means engaging with your users, participating in their conversations, and adding to the dialogue. Brands can (and should) be active members of this community. Engagement will lead to brand loyalty and trustworthiness for your Metaverse endeavors- and without the trust of the community, your integration is as good as dead in the water.

3) Be authentic

People want brands they can relate to; your brand shouldn’t portray itself as a stiff corporate entity, but a dynamic personality that people feel they can get to know. The Metaverse offers an opportunity to build your brand in a way that feels genuine; it's not just about creating profiles and content, but building relationships with real people and encouraging them to share their own unique experiences within the space you’ve built for them.

4) Give users a reason to return

People are only going to continually visit your space in the Metaverse if you give them a reason to. Exciting uses of unique core game mechanics and live ops can help to build an audience that keeps on coming back for more. The Metaverse was built as a platform for entertainment; make sure that the content you create reflects this priority instead of focusing on driving sales.

5) Create content that people want to share

In order to make a real impact in the community you're targeting, content must be carefully crafted to be appealing and fun in a way that will inspire users to show it off to their friends. This natural spread is the only way your content will go viral in a meaningful way, which is crucial if you're trying to attract a larger audience to your Metaverse community.

6) Be willing to experiment

At the end of the day, these kinds of integrations are still new to the space- so you'll need to be willing to try different types of content to see what's most effective. Content that works today might not work at all tomorrow (and vice versa), so you'll need to be ready to embrace new opportunities as they arise.

The Metaverse is the future of both gaming and marketing, and it's an invaluable way to build your community and extend your brand- but before you get started, you need to understand how people are going to interact with what you create. The Metaverse isn't just a playground for brands; it's where communities connect and share their experiences in the digital space. You want to become one of those shared experiences, not just another advertisement.