How Will Influencer Marketing Change in the Metaverse?
Hanene Babay B'chir, Nozha Erragcha, Souheil Bchir · Advances in marketing, customer relationship management, and e-services book series · 2023
The metaverse is a technological phenomenon that is constantly expanding. Its users are multiplying every day, which encourages companies to use it to support the evolution of consumer needs and habits. The rise of the metaverse has forced the adoption of new marketing practices. This also concerns the practices considered within the framework of influencer campaigns. Influencer marketing continues to appeal to marketers who want to attract a large audience through non-intrusive marketing. This strategy has generated an estimated $13.8 billion in revenue by 2021 and $16.4 billion by 2022. Thus, marketing professionals are called upon to collaborate with influencers in order to design immersive experiences, monetize their collaborative projects and use virtual influencers in particular to manage influencer campaigns while having full control over the content. Thus, integrating the metaverse into influencer marketing strategies could be a beneficial tactic for brands looking to develop a competitive advantage in a rapidly evolving market.