‘Metaverse is an important part of the future of communications’
Omar Kabbani, Creative Director, H+K Strategies, METIA team, shares his thoughts about the challenges of the Metaverse, the opportunities it holds and the endless possibilities it offers
The Metaverse is the future. From creating virtual avatars and conducting businesses to generating business – the Mataverse is slowly inching its way into our everyday lives. But like everything new, the Metaverse does come with its set of apprehensions and doubts, which stem primarily because the Metaverse, as a concept, is still in its nascent stages.
To decode this futuristic tech marvel and delve deep into its functions and possibilities, we speak to Omar Kabbani, Creative Director, Hill+Knowlton Strategies.
Excerpts from the interview:
What are the opportunities that the Metaverse presents to PR and Corporate Communication professionals and industry?
Innovations in PR and communication continue to emerge and the Metaverse is spearheading the communication marketing revolution as many believe it will succeed mobile internet.
The Metaverse is a new universe; imagine a newly-discovered space filled with untapped territories. Advertisers can create a multitude of new and innovative consumer moments. The possibilities are endless – from creating a virtual sneaker to launching a virtual metropolis. Many advertisers are entering this realm and looking to grab the attention of a wider audience through the Metaverse, and here comes our role as creative consultants to guide them on how to leverage their image and effectively reach new customers' touchpoints.
Are there any risks involved?
The Metaverse is a work in progress and without clear rules and regulations. There are some crucial considerations to consider: the decentralised World Wide Web is still relying on blockchain technology and most Metaverse platforms have included cryptocurrency as a payment method, which is volatile and unpredictable. We are not financial advisors but it is important to mention that the Metaverse ecosystem has ambiguity around it – as presently constructed.
No established rules govern the Metaverse experience, specifically regarding the user interactions and protection against misinformation and abuse. This point is crucial, as we are guardians of reputation and public image, and it will be a unique challenge to protect clients without a clear roadmap to how this new world will evolve, be managed and controlled.
How will the the Metaverse transform the future of work?
The Metaverse is an immersive experience where users blend in using all of their senses. There will be a shift from storytelling to 'story living', where the target audience will experience the story via virtual or augmented reality. The creative process of generating traditional content should use an integrated approach when adapting existing content to this new delivery channel. This is an excellent opportunity to move beyond the current flat experience of interacting with each other on social platforms by creating an immersive version of the existing two-dimensional content.
What strategies can PR professionals use with the rise of the Metaverse?
The challenge in the Metaverse is not about reaching target audiences but grabbing their attention with the right content in the right place.
The change in modern-day consumer behaviour will require us to democratise upper and middle funnel strategies and work on championing the audience by making them brand advocates rather than influencer partnerships and social media promos.
For instance, instead of inviting influencers to product launch events to be featured on their page, we can ask them to join virtual events alongside other users in the Metaverse, gift them NFTs (non-fungible tokens) and create disruptive digital content that will bring reciprocal exposure. Some brands or even governments will be looking to create communities in the Metaverse, using it as a testing ground for innovative ideas and new digital interactions.
Why is the Metaverse crucial for communication?
The Metaverse is an important part of the future of communications and will become an integral part of how humans communicate and engage in a borderless and seamless way. This medium will allow us to intervene to create the connection. Therefore, it is essential to understand the psychographics and demographics of the target audiences.
The Metaverse is an excellent opportunity for businesses to reach a younger generation, and Gen Z. The future of communications will rely on strategies and experiences targeting these audiences to build long-lasting relationships and communities.
