● Research is based on surveys and interviews with 4,560 US and UK consumers
● 33% of US Gen Zs are already active in the metaverse
● 59% of US brand marketers already have budget set aside for marketing activity within the metaverse that has been taken from other marketing channels
● 59% of US brand marketers would be willing to give up creative control for a metaverse campaign to work with a creator who understands the metaverse better than they do
Global creator marketing agency Billion Dollar Boy (BDB) has today unveiled a major new study which sheds light on the opportunities offered to brands by creator marketing, as we enter the era of the metaverse.
With Citi predicting that the metaverse economy could be worth $13 trillion by 2030, BDB set out to understand consumer, creator and industry attitudes towards the new iteration of the internet.
Based on surveys and interviews with 4,560 US and UK consumers, brand marketers and creators, ‘Creator marketing in the metaverse era’ offers unprecedented insights into the metaverse, and the potential opportunities it provides, with a core focus on the role of creators. The report includes perspectives from industry contributors including Heineken, Meta, The Sandbox, DXSH and CC Studios.
MARKETERS TAKING LEAP INTO METAVERSE
BDB’s research shows that US marketers have high hopes for the potential of the metaverse.
69% of US marketers state that the brand they’re working for has a dedicated in-house team or agency exploring possibilities within the metaverse, while 59% already have budget set aside for marketing activity within the metaverse that has been taken from other marketing channels, and 57% say they are already executing marketing strategy within the metaverse.
Jonathan O’Lone, Brand Global PR Lead, Heineken, states: “Our marketing strategy towards the metaverse has been proactive, rather than reactive; we are always looking at innovation as a source for creativity.”
In contrast with consumer sentiment, US brand marketers are feeling both excited and hopeful about this new era of the internet. When asked to choose the emotion they attribute most to the metaverse, over a third (34%) chose ‘excited’ and more than a quarter (26%) selected ‘hopeful’.
When it comes to partnering with creators in the metaverse, US marketers are generally open-minded, with 64% saying they would consider working with a virtual influencer.
Many brands also recognise the value of creators as experts in the evolving metaverse space, with 44% of US marketers saying they would choose to work with creators over independent consultants with industry expertise. Furthermore, 59% of US marketers say they would be willing to give up creative control for a metaverse campaign to work with a creator who understands the metaverse better than they do.
To find out more and download the ‘Creator marketing in the metaverse era’ whitepaper, visit https://www.billiondollarboy.com/creator-marketing-metaverse-whitepaper.