Marketing
Get Meta-ready
How innovations ushered in with Facebook ’ s rebrand could benefit FMCG businesses .
BY LAUREN SWIDENBANK
When chief executive Mark Zuckerberg announced Facebook ’ s rebrand to Meta , the internet went into meltdown . Much of the criticism over Facebook is fair and reasonable . Meta and the wider tech world have a way to go to repair the damage caused by its ethically questionable approaches .
But we ’ re here to chat about the other side of the coin . And why this presents an incredible opportunity – for marketers , and of course FMCG businesses – and how to utilise this evolving world for the overwhelming better .
Innovation through transition The Facebook to Meta transition means innovation is about to happen . What the metaverse will look and feel like is evolving , but from initial reports we can expect 3D virtual rooms , shared virtual experiences with loved ones across the world , concerts , virtual workrooms for collaboration , shopping , VR gaming and fitness ( essentially , the options are endless ).
Where there ’ s change , there ’ s opportunity With increasing numbers of businesses using Instagram and Facebook , particularly to generate sales , it ’ s reassuring to know these platforms will remain as the apps we all know and love . Businesses will also be pleased that their ad campaigns won ’ t be heavily affected by the rebrand .
If anything , I think this could be an interesting avenue most businesses will be able to add to their growing online presence .
Skin in the game Not only will consumers be able to enter virtual spaces , they ’ ll be able to walk through these spaces in custom clothes , referred to as “ digital skins ”.
But more than looking snazzy , there is real potential for businesses to facilitate a new e-commerce and shopping experience . Currently , the term “ creator ” refers to individuals , but in the metaverse this will be expanded to include organisations that will be able to develop digital places like stores , and “ worlds ”, a nod to the integration of advertising in a clever way .
AR experiences for customers I ’ ve been touting augmented reality as the next big thing for the last 12 months and maybe this will be the catalyst . Spark AR is an incredible piece of software in the Meta family allowing users to create AR experiences .
Perhaps we will start to see FMCG businesses jump on the AR bandwagon and weave immersive experiences into their marketing approach , particularly for affordable “ impulse ” buys . For example , a customer might virtually walk through their favourite grocery store and quickly pick up a coconut water , which they can flip over to find out more about the flavours and add to their cart .
I imagine VR headsets could also integrate ads in between experiences .
NFTs in the metaverse Brands could follow the lead of iconic brands like Coca-Cola to create branded NFTs ( non-fungible tokens ) to connect with consumers in the metaverse . NFTs are unique assets that can be purchased and sold , but unlike other pieces of individual property they cannot be “ touched ”.
Coca-Cola ’ s NFT was inspired by International Friendship Day – a Coca-Cola branded puffer jacket to be worn digitally as a “ skin ” in a virtual reality platform .
Steps to being Metaverse-ready If you ’ re a business owner , creator , retailer or marketer , what should you do to prepare so you can embrace the benefits of the metaverse ? Follow these four steps :
• Training : Embrace as many training programs offered by Meta or Facebook as you can . There are loads of free ones available , which you can find on Facebook ’ s free online learning platform , Facebook Blueprint .
• Investments : Start investing in AR technology and training both online and instore , look into hiring the right talent , or work with the right experts in this space . Spark AR has some great training and information for beginners . If you are looking for inspiration on what can be achieved with AR , look no further than Ikea , ASOS and Patron Tequila .
• Regulations : Make sure your policies and procedures are set up to protect the privacy and rights of your consumers , staff and community . This should already be a strong part of your business – but if it ’ s not , ensure you seek the best professional legal and ethical advice .
• Stay open-minded : With any new development comes opportunity – so get ready to embrace the metaverse with passion and excitement !
LAUREN SWIDENBANK is the founder of Cali Social , an awardwinning paid advertising agency for female-focused brands .