Our Observations

Marketing, The Metaverse and the Artworld in 2022

24 January 2022

Marketing, The Metaverse and the Artworld in 2022

        A key summary of points made in this blog:

  • According to the Meta website, “The metaverse is the next evolution of social connection”. What is the Metaverse and how can the artworld tap into it?

  • Consumers are 2 x more likely to share video content than they are any other type of content and 84% of consumers will be convinced by a brand video. How can Short-form Video help your art business brand?

  • NFT’s are no longer just a buzzword - it’s time to participate.

  • Key  Influencers are still an integral part of the artworld

  • Cookies, as we know them, will soon be a thing of the past

    Since Covid-19 uninvited and rather unceremoniously knocked on our doors at the beginning of 2020, planning in advance for a month let alone a whole year has been an impossibility. Many naysayers believe 2022 will be no different. However, it is important to maintain a modicum of optimism and new-year buoyancy otherwise what’s the point? Business must continue even if it is not as usual and planning needs to be done. With our heavy reliance on digital marketing, it has become even more important for art businesses to monitor trends and stay abreast of the changing tide. Here are some key trends to look out for in 2022 and beyond:

    The Metaverse - our new reality?

    The world is abuzz with the concept of a metaverse. Mark Zuckerberg launched Meta, the parent company for Facebook in 2021 with the view to solidifying and aligning Facebook with the Metaverse. According to the Meta website, “The metaverse is the next evolution of social connection. Our company’s vision is to help bring the metaverse to life, so we are changing our name to reflect our commitment to this future.” 

    But what does Metaverse actually mean? A metaverse is considered to be a network of virtual 3D worlds with a focus on social connection. These worlds may or may not include physical spaces and virtual economies. Imagine a totally immersive virtual experience where everything and anything is possible with no or very few limitations.10 years ago, this would have been unfathomable but it is about to become a reality.

    A lot has been written about the pros and the cons of the Metaverse and many feel that even though it is inevitable it will lead to detachment and alienation from the real world. Some optimists believe it will enhance our current traditional schooling systems and workplaces, experiences normally out of reach of the average Joe Soap will become more affordable and ultimately we get to create a new reality unconfined by actual physical circumstances. Whether you’re a new convert or a total disbeliever, the bottom line is it is becoming a reality and is definitely here to stay. So how does the artworld tap into the Metaverse?