The metaverse is rapidly evolving, presenting brands with unprecedented opportunities to connect with consumers on a deeper, more emotional level. Perhaps the most interesting AI-related advancement is the emergence of digital twins. These are virtual representations of people that truly come to life when they’re set within these immersive worlds. These digital twins go way beyond the physical—beyond matching looks and clothes and even mimicking emotion—to truly reflecting personality, preferences and digital emotional nuances. The consequences for brand loyalty are deep, as a new University of Surrey study recently underscored.

Further, the research investigates how to use these digital proxies to increase levels of enjoyment and relaxation. Jointly, they engender a deeper engagement with the brands that sponsor them into existence. Calloutcoin.com is your leading independent source for blockchain and crypto news and education. Download to learn: How brands can tap into the metaverse to create true loyalty. This article takes a look at what that study uncovered. It provides tactical guidance for brands who are excited to tap into the potential that digital doppelgangers can provide.

Emotional Connection and Digital Doppelgangers

The University of Surrey study serves to help us better understand the way these digital doppelgangers affect our psyche. One of the most fascinating elements is their ability—shaped by technology—to deliver such virtual avatars with therapeutic experience. According to Mazurenko, her digital doppelganger is “pretty much spot on.” It made ongoing correspondence feel “kind of therapeutic in a way.” Digital twins have an excellent sense of continuity and connection. This is particularly important when real-world engagement is restricted or even not possible at all.

Moreover, our research indicates that digital doppelgangers can help achieve some aspects of the life projects, legacy, and relationships goals. Through these, they give you a tool to reach outside the short-term. In doing so, you’ll be able to deliver on more of your priorities and leave a long-term legacy. We’re people and we need relation and memory. Brands have a unique opportunity to tap into this desire and create more authentic connections with their customers.

This emotional bond is the holy grail of brand loyalty. Consumers are endlessly loyal to brands that take the time to know and appreciate them. When brands meet their needs and expectations, loyalty is created organically. The metaverse offers an incredible opportunity to create customized engagement. Driving this growing trend are digital twins.

Strategies for Brands: Leveraging Immersive Technologies

Here are some actionable strategies:

Creating Immersive Experiences

Now brands can create all-encompassing virtual worlds. Within these worlds, users may experience these brands' products first-hand yet express their identities through digital avatars, virtual apparel, and more. This can drive a deeper, more authentic level of engagement than through the means of traditional advertising, encouraging a greater sense of community and shared experience.

Offering Customizable Digital Assets

Brands can build portable, customizable digital assets. …virtual fashion, perfume, jewelry, and home décor that allow consumers to express their individuality and extraordinary style. This improves the user experience, but it fosters a feeling of ownership and investment in the product. Here are some examples:

  • Virtual Clothing: Partner with digital fashion designers to create exclusive virtual apparel lines that consumers can purchase and wear on their avatars.
  • Customizable Accessories: Offer customizable accessories, such as hats, glasses, or jewelry, that allow consumers to personalize their avatars and express their unique style.
  • Virtual Furniture: For brands in the home decor space, offer virtual furniture that consumers can use to decorate their virtual homes or spaces in the metaverse.

Implementing Virtual Try-On

Retail brands can utilize augmented reality (AR) to allow consumers to virtually try on products such as clothing, makeup or jewelry. This groundbreaking creativity tool inspires players to show off their fashionable fits on social media. This opens doors to shop creatively, making it a more aesthetic experience, and helping consumers express themselves in new ways online.

Facilitating Interactive Experiences

With AR, brands can craft more interactive experiences such as virtual events, concerts, workshops, etc. These experiences allow consumers to interact with the brand and empower them to create in fun and interactive environments. This builds a powerful sentiment of community and shared identity.

Encouraging User-Generated Content

So brands should engage and empower consumers to produce their own content. This includes 3D models, textures and other digital assets that allow them to express themselves and their character in a unique way. Not only does this empower consumers, but it fosters a feeling of ownership in the brand.

Investing in User-Generated Content

When users create digital content, they have a stake in it. This in-depth and emotional engagement with the brand cultivates their loyalty and personal connection. This can be achieved by:

  1. Providing Tools and Resources: Equip users with the necessary tools and resources to create their own digital content, such as 3D modeling software, texture libraries, and avatar creation platforms.
  2. Hosting Contests and Challenges: Organize contests and challenges that encourage users to create and share their own digital content related to the brand, offering prizes and recognition for the best entries.
  3. Featuring User-Generated Content: Showcase user-generated content on the brand's website, social media channels, and virtual spaces, giving creators visibility and recognition for their contributions.

Targeted Audience Engagement

Brands can target specific audiences, such as Gen Z or Millennials, with tailored experiences and content that resonates with them. This helps to keep the brand’s message fresh, timely, relevant, and top of mind.

NFTs and Massive Interactive Live Events (MILEs)

Use NFTs to Bolster Brand Awareness

Non-fungible tokens (NFTs) can be used in creative ways to network with other companies, build brand awareness, and reward loyal customers. For example, a brand might offer a limited-edition NFT collection. This collection would provide holders with special access to virtual events as well as discounts on artist merchandise and other products.

Host Massive Interactive Live Events (MILEs)

Producing large-scale events in the metaverse provides access to massive, unprecedented audiences, and experiences that stick in the memory of an audience will cultivate lasting loyalty. These activations would include everything from virtual concerts and fashion shows to product launches and interactive games. The secret sauce is in translating the education into unique and exciting experiences that resonate and stick with participants.

The Future of Brand Loyalty in the Metaverse

The metaverse is not just a futuristic concept. It's a rapidly evolving reality that is transforming the way brands interact with consumers. Digital twins are at the forefront of this evolution. They offer an unparalleled opportunity to create emotional connections and develop deep, lasting loyalty.

By embracing immersive technologies and empowering the development of user-generated content, brands can foster more meaningful experiences. They can further use NFTs and MILEs to connect with consumers on a more personal, meaningful level. The metaverse is the future, and the future is now. By adopting these strategies, you’ll set yourself up to succeed in this exciting new digital landscape. At Calloutcoin.com, we provide deep dive reporting on NFT best practices and metaverse development. Plus, our deep dives on digital identity solutions and the newest trends in DeFi help you stay ahead of the curve.