Written by Ida Kay
Many of us remember the rise of the online magazine and how it challenged print’s status as the only medium that mattered. Then there was the introduction of bloggers, back when the idea of “people as media'' didn't feel like it would stick. Perhaps you were ignored when suggesting that your employer be among the first to start a Twitter account as a means of driving more two-way conversations. Communications professionals have been evolving and balancing IRL and URL communication for decades with the rise of digital, new social media platforms, and the acceleration of virtual events. The introduction of Web3 feels all too familiar to the aforementioned pivotal moments in marketing.
So, what does the evolution of Web3, NFTs, blockchain, cryptocurrency, and the metaverse mean for communications in 2022? Honest answer: no one really knows. It’s a constantly evolving space and there are numerous crucial topics to work through from sustainability to interoperability. Even though this is all changing in real-time, what is clear is that we can start preparing for (and embracing!) what’s to come. Below are some tips compiled from people who have had a head start.
1. Take time to do a deep dive
Be curious and open minded, and don't be afraid to ask questions. “Do your best to absorb as much Web3-related research as possible, including DeFi [decentralized finance], crypto, the metaverse, and NFTs,” says Yu-Ming Wu, Publisher of Sneaker News. “It’s important that you know as much as possible so you can make your own judgments.” Though partnering with experts in the space is a strong place to start, it’s good to have some base-level knowledge of your own.
Jennifer Styles, who is Vice President, Head of Communications at eco-conscious NFT platform, OneOf, suggests listening to podcasts (NFTNow, The Cutting Edge with Gmoney, The a16z Podcast network, The GaryVee Audio Experience, and Edge of NFT — to name a few!). She also recommends reading articles on Coindesk, Cointelegraph, The Block, and Decrypt, as well as joining and engaging with Discord channels or Telegram chats (more on that later). You may also want to check out the 1992 science-fiction novel Snow Crash by Neal Stephenson (said to have predicted the metaverse) or, as NFT artist Will Nichols simply says, “Just drop everything you’re doing and get on Twitter!” This overall combination of curiosity and information-gathering may spark some ideas on how to best engage your brand or talent in this growing space.
2. Double down on community
Everyone I spoke to for this article brought up the importance of community in Web3, so moving forward, it makes sense to take a closer look at your community management plans to ensure you can properly build and engage the community. Platform wise, if you’re exclusively on Instagram and TikTok, you might consider upping your time on Twitter, signing up for Discord, or spending time listening in on Clubhouse and Twitter Spaces conversations. Immerse yourself in the community on the platforms where these conversations are taking place to first understand and then identify the best way to engage. Javier Laval, founder of livestream creator monetization platform Futurestream, adds, “The entire industry is built on community and engagement with that community. This is a major part of the decentralized networks that make up DAOs (decentralized autonomous organizations), NFT Generative Projects, and more.”
Art dealer and curator Afrodet Zuri says, “The importance of community engagement is already rising, and marketers will have to look at these spaces to understand ways of better engaging with their audiences.” The importance of community will continue to rise as we see this new phase of the internet, but does that mean that media relations will become less relevant?
3. Refresh your press list
There are differing opinions on the role of traditional media in Web3. “Within crypto, NFTs, and the metaverse, community [is] central. This group looks to official Twitter accounts and Discord servers for news about projects. Media relations isn’t as important yet…” says Wu of Sneaker News. Futurestream’s Laval adds, “There really isn’t a need for media relations to be successful in the space, so PR agencies and marketers have to be conscious of this and adjust their approach.”
OneOf’s Styles shares a more “and” vs. “or” point of view. “Public opinion is more accessible and therefore more influential than ever, but you need both community engagement and media relations to work together in concert to legitimize the abundance of information,” she says. Amber Allen, founder and CEO of experiential tech company Double A Labs, agrees: “Media relations can be highly effective to get the word out. It is a spark, but community engagement is a roaring flame that spreads the word and can generate massive enthusiasm over time.”
Our role as marketers has always been to think outside of the obvious, especially when it comes to where and how audiences interact with and absorb information. Media doesn't seem to have a definitive foothold in the space (yet), and given the niche nature of Web3, community engagement is critical. My two cents? Prepare yourself by refreshing your press list to include the right editors and outlets (and start following them on Twitter) for when you have the right project. There may be a day when you need to start folding this thinking into your plans rather quickly; depending on your playground, that time may be sooner than later.
4. Say hello to new creators
With any new platform, new creators will emerge. For those of us who have spent time working in the influencer world, this is an evolution of what we’ve already been doing and is a great entry point into Web3. ”Creators and communities in the metaverse can be positioned as a pillar within a brand's influencer marketing strategy,” says Martha Garcia, Brand strategist and founder of I Am Collective. “Having a team to manage this thoughtfully is imperative to how successful your strategy will be. I feel strongly that brands can practice being in service to others when thinking about building community and advocacy — power with, not power over.” And it may be nice to see some fresh “faces.” As dealer/curator Zuri notes, “We will definitely see new creators pop up who are far more comfortable as avatars in the metaverse than in real life or even as social media personas.” Take note and follow creators of interest to best understand their brands and how to engage.
5. Show your value
Brands will need to shift from “speaking to” to “growing with” the community by focusing their storytelling on authenticity and value proposition. Authenticity is an important value for users of Web3, seen in the transparency and accountability of blockchain technology. Prioritize authentic connection, especially to avoid being called out by the community (community management will help). Your value proposition should be clear and at the core of your communication to reach a now-involved community vs. what used to be a group of disparate consumers.
Futurestream’s Laval says, “Brands should be looking for credible ways to not just advertise or market to their audience but also interact with them. These communities, usually tied together via NFTs, DAOs, music, and art, are very wary of ‘marketing,’ and unless they feel there is an authentic connection, then PR/advertising/marketing will not move the needle as much as it did previously.” This paradigm shift will alter how and what you communicate.
Creative consultant Simone Berry adds, "Brands will need to make a shift to doing things which allow the community to grow with vs. simply selling to it… projects will need to have a clear value proposition for the community — have that be monetary, IRL, experiential, or unlocking a like-minded community." One of the beauties of this shift are the benefits for the creators and the community, as Laval notes Web3 changes the way content can be leveraged, sold, and traded directly between the talent and their fans. This DTC approach allows for both parties (artist and collector) to profit in ways that were not previously available. Knowing this shift, best to identify what your value proposition is and work on how to best communicate it.
6. Complement the IRL with the URL
So, should we host every event and meeting in the metaverse this year? Probably not. Akbar Hamid, founder and CEO of 5Crypto by 5th Column (a communications agency specializing in cryptocurrency, blockchain, and NFTs), says, “PR and marketing experts would be smart to put an equal emphasis on marketing efforts in the metaverse and digital world as much as the physical world. 2022 is going to be an exponential growth year for consumer brands entering and engaging within the metaverse as both the virtual and physical world experiences become mainstays in all marketing plans. It would also behoove traditional agencies to begin educating their teams to operate within both worlds.” Jennifer Birn, founder of Birn Communications, agrees: “I think PR pros need to start becoming versed on the metaverse quickly. Otherwise, their Zoom demos are going to make much less of an impact.”
Turns out, embracing the metaverse doesn’t need to come at the cost of IRL. Double A Labs’ Allen adds, “Real-life events are awesome, and the metaverse isn’t trying to replace them. It’s not mutually exclusive. The metaverse is a bridge between real-live events, where you can build and maintain relationships in meaningful, highly interactive ways.” I Am Collective’s Garcia points out, “It’s important that we see this as part of the same marketing ecosystem. All touchpoints of marketing are real; some experiences that you are curating are digital or have virtual touchpoints, and other experiences will be in person. Staying on top of the news and trends is also important to help make recommendations for clients. It's also important to read about the environmental and climate consequences that can come from crypto, NFTs, Web3, etc.“ This phase is about blurring the lines and seamlessly being able to show your brand value on and offline.
Worth noting, even after all that research, you may not see a clear Web3 play for your brand yet. “Not all products and services are created equal,” highlights Zuri. “Until we have the technology, it will be difficult for a new perfume house or spa to market in the metaverse. These experiences should happen IRL.”
So, as we continue to market throughout this new year, with Web3 in mind, take time to do the research, double down on the power of community, update your press list, evolve influencer marketing to include new creators, ruthlessly prioritize authenticity, and complement the physical and digital worlds in your upcoming campaigns. If it all still feels overwhelming, you can take a simple 1-2-3 approach shared by creative consultant Berry: "One, truly listen and begin to participate. Two, research creators to partner with. Three, decide what your business looks like in this space, knowing that a key to long-term success will be the value proposition you offer.” Because, when asked how things will look in the future as we build out these long-term strategies, Berry shares the popular community term WAGMI, short for “We All Gonna Make It."
Ida Kay is a communications consultant who drives global Brand and product relevance through the lenses of lifestyle and culture. Throughout her 15+ year career, Ida has held management positions leading brand communications and influencer strategy at Red Bull, G-Star RAW, DC Shoes, and the World Surf League.
New year, new trends: from products made popular on social media to inclusive brands and shifts in marketing, there's plenty to watch for in the buzzing beauty industry this year. We tapped the experts for their predictions on the top trends to rule 2022. Read on for their forecast of what you might be adding to your beauty cabinet or routine in the coming months.
Trend: TikTok made me buy it
Moroccanoil
"Microtrends that emerge from social platforms will continue to be a key component of beauty influence, as we discover products, application techniques and newness from viral content. Just think of the e.l.f. Poreless Putty Primer, Anastasia Beverly Hills Brow Freeze, Sun Bum Face Mask or Moroccanoil Color Depositing Masks that saturated feeds last year. As marketers, we're both looking to create these surround sound moments for our clients, as well as be tuned in to them as they emerge to ensure our brands can authentically be part of the wave. It's such real-time beauty influence - more exciting and timely than ever before. Deepening this trend one step further from 2021, I anticipate that brands will continue to look to community influence in their product development and innovation, ensuring their newness is a reflection of social conversations and sharing." -Liza Suloti, Co-Founder & Chief Communications Officer, SHADOW
Trend: Amplified self-care and wellness
Fleur De Lis Beauty & Esthetics (First and Last PR Client)
"We’re no longer dedicating just one day each week to taking better care for ourselves, rather, re-prioritizing our personal routines to include proper self-care and wellness habits. With the uptick in on-camera meetings and remote work-from-home scenarios, self-care is no longer an optional activity but a must for all. This includes at-home and professional treatments like the uber popular IV Hydration Drips recently launched at medspa Fleur De Lis Beauty & Esthetics, which can boost everything from immunity with vitamin C, zinc and cold fighting antioxidants to the FDL Amino Blend Shot that helps boost metabolism and physical performance. Consumers will continue to take wellness into their own hands as a top priority for looking and feeling good." -Stephanie Scott-Bradshaw, CEO & Communicator-in-Chief, First and Last PR
Trend: Sustainability
"Sustainability will continue to be a huge trend well into 2022. While it's been gaining traction for years, COP26 and major climate disasters expedited the urgency of how brands tackle this. It's no longer a nice-to-have but now a need-to-have for all beauty brands to ensure that they are incorporating a sustainability pledge into their values. That said, consumers are incredibly savvy and will pick up on brands on who are being inauthentic. Beauty brands must transparently convey what they are doing in terms of sustainability - including not only where they fall, but how they plan to improve. Brands who incorporate a holistic approach to sustainability, from everything from supply chain to packaging to delivery, will succeed in the long haul." -Lindsey Smolan, Founder, VLIV Communications
Trend: Universal design and ability-inclusive beauty
GUIDE BEAUTY
"Thankfully, this trend has been building momentum for a few years now, but it can take time for something to become mainstream. Universal and inclusive design accounts for the needs and challenges of the most diverse user group, including those with physical limitations and disabilities. But that doesn't mean that these brands are only meant for that specific niche. By designing for those who need it the most, brands like my client GUIDE BEAUTY, whose founder is a celebrity makeup artist who was diagnosed with Parkinson's and created a collection of makeup tools and products that reimagine the way we apply makeup, you end up creating a better experience for the population at large. I've loved watching fully able-bodied and highly skilled makeup artists discover GUIDE BEAUTY's products. If even these trained professionals think it's easier to apply eyeliner with GUIDE's universally designed tool, imagine what it can do for everyone else!" -Elyse Koenig, Founder, Elyse Koenig: Beauty & Wellness Consulting
Trend: Next level lips
"People are kissing their old lip kits goodbye and embracing new lip treatments. TikTokers are popularizing the lip flip (searches on Yelp were up 107%), driving many to try it out for themselves at med spas like Plump in NYC. The perfect pout isn’t only about shape – lip blushing (searches were up 130%) might save some time on your morning beauty routine as you transition back to office life. Businesses like Elite Permanent Makeup in Los Angeles specialize in the treatment." -Yelp 2022 Beauty Trend Forecast Report via Alison Brod Marketing + Communications
Trend: Nail Art
Nail Creation
"From Y2K motifs revival to cosmic scenes or nature-inspired nail art, 2022 is THE year to show off your cuticles. Homemade manicures are getting bigger, and the industry seems keen on letting everyone have a say on the matter. With Harry Styles, Machine Gun Kelly and Lil Yachty launching their own lines of unisex nail polish in 2021, the industry seems open to getting rid of its binary narrative and we should be seeing more of that in the new year." -Arthur Hajeb, Publicist, bicom
Trend: Changing Face Of The Media Landscape Through Affiliates
“DTC brands are better positioned to thrive in the affiliate marketing boom. As magazine publishers prioritize their affiliate networks over editorial, successful established beauty brands that have never advertised but have always enjoyed a strong online business are experiencing a shift in their online sales. Where-to-buy links are entirely determined by the publisher, and magazines will direct readers to purchase from a multiline retailer—rather than a brand’s own website—whenever possible because that results in larger shopping carts, which equals larger commissions. OG magazines that used to insist on running a product first or not at all are now forgoing the exclusive and holding coverage to fit into an affiliate story in order to meet publishers’ sales goals. However, DTC brands that sell only through their own websites are finding themselves better-positioned as affiliate grows, as publishers have no other choice but to send readers to the brand’s own website for purchase. As purely editorial opportunities are changing shape, BPCM is making sure we’re offering our clients a 360-degree approach to marketing, or else surrender business to those who do.” -Erin McCaffrey, Managing Director, BPCM
