If you work in marketing, you need to start paying attention to the metaverse community. Technology and innovation are quickly making the metaverse a reality, and brands are already starting to establish themselves in this new space.
Why it matters:
It matters because it’s a place where audiences go to experience content in new and innovative ways. If you’re not investing in building memorable experiences in the metaverse, your competitors will be. And that’s assuming they’re not already there.
If you’re confused about the metaverse, you’re not alone. It’s an online community of people who create and explore virtual worlds. While it may seem like an insular community, the metaverse is welcoming to brands as long as you provide utility or value.
The metaverse community is intriguing, and it’s constantly changing. So I wanted to analyze the hidden metaverse narratives and the audience driving the conversation.
The Metaverse Community is Diverse
The below audience was built using two methods. First, we created a Boolean Query and mapped the social media bios of everyone matching the queries. We also used a more traditional approach to social listening and scraped all mentions of the metaverse and web3 over the last 12 months. We extracted the users and combined them with the first audience. The total combined audience size is 28K social media profiles.
The data might be what you’d expect. They are 70% male, over 70% are older Gen Z ers and Millenials, and 30% are in the US. They have a high brand affinity for Web 3 and metaverse technologies, NFT marketplaces, decentralized blockchains, metaverse communities, and Ethereum-based platforms. A deeper analysis of Gen Z trends outside the metaverse might uncover additional insights.
This data visualization of the metaverse audience shows how they are connected on social media. This is also known as audience segmentation. Based on their bio descriptors, they define themselves as B2B creators, founders, investors, CEOs, NFT collectors, and Web3 enthusiasts.
The beauty of segmentation is that you can double-click into each audience for deeper insights, including customer journey mapping, media affinities, and topical conversation analysis.
Effective analysis should always surface the narratives fueling the audience’s social media conversation. The best way to do this is through text analysis.
Text analytics uses NLP and ML to analyze the context of the conversation. It can analyze text-based data like call center transcripts, comments, articles, social mentions, and surveys. The below cluster analysis shows the topics most mentioned by metaverse communities.
The network analysis was used to map the metaverse community involved in the conversation. It’s meant to surface the various communities and the connections between them.
The variables in the network dataset are degree, cluster, and engagement. Degree counts the number of connections an author has in the dataset—clusters group content according to the relationships between the community members. Finally, engagements are the number of times the content was interacted with by more than one user.
Using Metaverse Data to Drive Marketing Strategy
The metaverse is a new frontier with endless opportunities for brands to explore. But as with any new opportunity, there is also risk. The key to success is understanding the metaverse audience and their needs. The best way to do this is through data-driven analysis. By understanding the community’s interests, you can create brand experiences that add value and build lasting relationships in the metaverse and beyond.
A good place to start is with the top metaverse subreddits.