How Brands Can Build Real Connections in the Metaverse

• The metaverse offers brands a chance to build deeper customer connections through immersive experiences like virtual showrooms, gamified campaigns, and live events, with the market projected to reach £800 billion by 2030.
• Personalisation, privacy-focused data practices, and affordable tech solutions like Spatial or Microsoft Mesh enable brands to create authentic, engaging metaverse experiences while overcoming challenges like accessibility and costs.

The metaverse isn’t some sci-fi dream anymore—it’s here, and it’s changing how brands and customers connect. Picture a world where you can walk into a virtual shop, customise a product with your mates, or join a concert from your sofa. The metaverse market, going by what industry people say, is going to hit 800 billion pounds by 2030, which provides brands an extraordinary opportunity to establish genuine, human connections in this digital playground. So, how can we do this in a way that feels real and resonates? Here are a few application ideas that we could discuss as if we were chatting over coffee.

Why the Metaverse Feels Like Home for Customers

The metaverse is ever so vibrant, a destination one could visit and exist in there in the form of an avatar while exploring new worlds and engaging in interaction that feels alive. “It’s like the internet, but you’re in it, not just scrolling through,” says tech enthusiast Emma Wright. For brands, this is a chance to move beyond boring ads or samey social media posts. Whether it’s a virtual shop, a fun game, or a live event, the metaverse lets you meet customers where they’re already chilling.

Younger folks, especially Gen Z and Millennials, are all about it—70% of them love brands that offer cool, immersive experiences, according to recent studies. If your brand isn’t thinking about the metaverse yet, you might be missing out on a whole generation of fans.

Ways to Make the Metaverse Feel Personal

When it comes to actually connecting with customers, brands have to create experiences that spark joy and feel genuine. Working ideas are:

1. Create Virtual Spaces That Invite Exploration

Imagine stepping into a virtual Nike store where you can design your trainers, try them on your avatar, and show them off to friends. Brands like Gucci and Adidas are already doing this with virtual showrooms that let you play with products in 3D. “Our virtual boutique makes customers feel like they’re part of Gucci’s world,” says a Gucci team member. It’s not just about selling—it’s about making people feel part of something special.

Tip: Keep the experience smooth and easy to navigate, with sharp visuals. Platforms like Decentraland or Roblox, where millions hang out, are great places to start.

2. Make It Fun with Games

Who doesn’t love a bit of fun? Adding game-like elements—think challenges, rewards, or leaderboards—makes the metaverse a blast. Coca-Cola nailed this in 2023 with a virtual treasure hunt, giving out exclusive NFTs and real-world discounts. Fans loved it, sharing their adventures all over social media. It’s a brilliant way to get people excited and talking about your brand.

Tip: Keep games simple so everyone can join in. Offer rewards like digital goodies or vouchers that feel worth it.

3. Bring People Together with Virtual Events

The metaverse is perfect for throwing events that bring people closer together. Virtual concerts, product launches, or even workshops can pull in huge crowds. Remember Travis Scott’s 2022 Fortnite concert? Over 12 million people showed up! “It felt like I was at a real gig, but I was just chilling at home,” one fan posted online.

Brands can also build virtual communities. L’Oréal’s virtual makeup academy, for example, lets people learn beauty tips, try products, and share their looks, creating a space where customers feel like they belong.

Tip: Spread the word about events on social media and in the metaverse to get more eyes on them. Use feedback to make the next one even better.

Make It Personal, But Keep It Real

Customers in the metaverse want experiences that feel made for them. Using smart tech, brands can tailor things like avatar outfits or product suggestions based on what people like. Selfridges, for instance, launched a virtual styling service that picks outfits to match your vibe, which has been a hit for boosting both fun and sales.

But here’s the thing—people care about their privacy. “The metaverse can feel like a data minefield,” says data expert Sarah Patel. Be upfront about how you use customer info and follow UK laws like GDPR to keep trust high. Nobody wants to feel like their data’s being snuck off with.

Getting Started Without Breaking the Bank

Jumping into the metaverse doesn’t have to cost a fortune. Small businesses can dip their toes in with platforms like Spatial, where you can set up a virtual space for as little as £500, based on industry estimates. Bigger brands might splash out £10,000 to £100,000 for something custom, but cloud-based tools like Microsoft’s Mesh can keep costs down by skipping hefty tech setups.

Tackling the Tricky Bits

The metaverse isn’t all smooth sailing. Building stuff can be pricey, tech can glitch, and not everyone’s ready to jump in. A 2024 UK survey found 40% of people still don’t get what the metaverse is, so brands need to help them understand.

One way to ease people in is by blending the metaverse with real-world experiences, like offering both in-store and virtual try-ons. Simple AR apps for phones or clear tutorials can also make it less daunting for newbies.

The Future of Connecting with Customers

The metaverse is changing how brands and customers interact, offering a mix of creativity, fun, and personal touches. By building cool virtual spaces, adding playful games, hosting lively events, and respecting privacy, brands can create connections that feel real and last. Those who get in early will stand out, winning over tech-savvy fans who crave something fresh.

Ready to give it a go? Start small, play around with platforms, and listen to what your customers want. The metaverse isn’t just a trend—it’s a new way to build relationships that matter.