With Facebook recently changing its name to Meta, the concept of a “metaverse” has become part of the national conversation.
To be clear, Facebook isn’t inventing the metaverse. They are one of the major drivers of it and believe it will replace our version of the internet, but there are many companies exploring and developing this virtual reality.
What is the metaverse?
Think of it as a “virtual environment” which you enter using some kind of virtual reality headset.
In other words, these virtual areas are like websites you visit now. However, instead of viewing the website on a screen, as we currently do, you will be in a digital space using virtual reality equipment you’re wearing on your head. The internet will essentially be brought to life by being rendered in 3D. You can interact with other real “visitors” there and move around the area, like a video game.
What can I do in the metaverse?
Everything that you would do in the real world and more. You could attend a virtual concert, take a vacation to see the 7 Wonders of the World (in a single day), and buy and try on digital clothing.
Or how about sitting at a conference table and talking with co-workers who live in different states? Maybe take a college class where you go to different locations each week while physically sitting on your couch each session. You get the idea.
When will the metaverse be here?
Let’s say if the version just described is metaverse 3.0, then we have just started metaverse 1.0.
There are a few companies that have created their own virtual spaces that can be visited using VR headsets. The problem is none of these virtual communities connect and the experience in them is lackluster.
While there is no definitive time frame for all this to materialize, experts tend to agree that we are at least 15 years away from a seamless experience in the metaverse. This progression is expected to be steady, and virtual reality experiences will become more commonplace over the next decade.
What should PR professionals do to prepare for this shift?
If you read industry trade forums, it appears some PR agencies have already considered developing new virtual reality spaces. But as PR blogger Jerry Silfwer writes, “When should we as PR professionals make the transition into the Metaverse? The answer is simple: Only when it makes corporate communication better — and when implementation is cheap.”
This technology is going to be a moving target for years to come. Let the Facebooks, Googles, and Apples figure out the logistics. Yes, be aware of the metaverse’s evolution and realize that communicating in it will one day be a reality. But ask yourself this before investing time and resources into it: is this the best way to interact with your audience?
When the answer becomes a resounding yes to that question, that’s your cue. See you in the metaverse with a time TBD!