Have you thought about your brand's sonic identity in the metaverse? While much of the talk around the metaverse is focused on the visuals, audio will be one of the key components. Listen up!
In their current form, most of these services are conducted through computer commands and menus that work, but cost immersion in virtual spaces. It doesn’t feel natural and is often less convenient than doing the same thing through a voice interaction would be. Brands that work to develop creative solutions to this problem can better serve their virtual clients and customers, as well as stand out from competitors in virtual worlds.
“Brands exist in the world. Whatever we do in the real world, we’re always encountering a brand,” explained Kaplan. “If I’m in virtual worlds and I’m trying to navigate it naturally, I want brands to be able to respond to me in a natural way.” Once a brand has decided how to interact with customers, some other considerations factor in that may sound more like game design than conventional brand engagement. But, once again, these are concepts that brands have already pinned down in their physical brand strategy and that aren’t as outlandish as they may sound.
A similar situation comes up in terms of voice quality. After having studied the phenomenon, Kaplan has worked it down to the following rule of thumb: the longer the engagement runs, the higher the quality of voice needs to be. Kaplan really recommends that brands think about audio engagement opportunities in terms of timeframe:
In narrative cases involving longer engagements, invest in higher-quality audio production to keep the user invested.
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