While the underlying architecture of Web3 has yet to be finalized, its decentralized nature is a core part of its proposed architecture. Additionally, the content models that Web3 facilitates will put control back in the hands of content producers and consumers.
How will new Web3 content models affect the way brands approach content, marketing and advertising?
Web3 Returns Control to Content Creators and Consumers
The Web 2.0 content model favored the large tech brands that own media hosting mechanisms, such as Twitch, YouTube, TikTok, etc.
Michael Gaizutis, founder and CXO at RNO1, a branding and digital design agency, spoke with CMSWire about the new paradigm that Web3 is offering forward-thinking brands.
Gaizutis said many brands are still trying to determine where they fit into the Web3 metaverse. “Things are changing at a rapid pace, so not only do they need to evaluate what best aligns with their brand identity, they also need their digital infrastructure to be nimble, scalable and adaptive,” he said.
Gaizutis views the unlimited creative potential of Web3 as a huge improvement and is excited to consider how brands decide to fit within this new space. “Once brands craft their vision and where they fit within all the options, full brand immersion is an exciting space,” he said.
“While the layers of experiences and realities may be intimidating, it is really another step for brands to differentiate themselves in choosing what works for them,” Gaizutis added. “In the same way social media channels unfolded, these next steps will help brands refine their offerings.
“We learned over time that not every channel serves our storytelling needs. We won’t all need a Tumblr in the same way we don’t all need a VR experience. It’s the focus on the user and their experience and the agile thinking that enables constant iteration that will separate content planning going forward.”
Related Article: How Will Web3 Improve the Customer Experience?
How Will Web3 Affect the Current Content Model?
Brands have to consider that although the technology and mechanisms of Web3 are different than Web 2.0, it’s primarily about customers and potential customers — if anything, it’s a people-centric medium, something brands are used to after the last two years. As such, the potential for community building and customer loyalty is far greater, but undoubtedly the content model will continue to change.
A Need for More Content
TJ Leonard, CEO of Storyblocks, a royalty-free media provider, told CMSWire that Web3 “will change the content model by requiring brands to produce more video content than they do now, and will also provide an environment for community builders and participants to realize the economic upside of content creation.”
However, said Leonard, brands are already struggling with content production, …….