Two-thirds of 500 marketers surveyed by Sprout Social are planning to invest at least a quarter of their budget in metaverse tactics related to the evolution of social media over the next year, reports Digital News Daily.

According to the recent study, also involving a survey of 1,000 U.S. consumers, 33% of marketers believe their brands are already applying augmented reality (AR) and virtual reality (VR) technology in their social strategies, and 28% are integrating early metaverse efforts. 

However, only 24% of consumers report anticipating using the metaverse over the next 12 months –– 17% for NFTs and 39% for AR and VR. 

“Similar to the adoption of social media in the early 2000s, brands need to plan and prepare regardless of consumers’ readiness now, or they’ll miss out on future opportunities,” says Jamie Gilpin, CMO at Sprout Social. “As brands identify more ways for social to inform entire business functions, those who use this time to test and learn will ultimately gain a competitive advantage in this next evolution of social.”

Right now, based on Sprout Social’s report, social media users are most interested in short-form video and the platforms that support it, adds MediaPost.

More here.

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