Across the Metaverse

If you haven’t read the words Facebook and metaverse enough in the last week or so, don’t worry — we’ve got you covered.

After Facebook announced its plan for a metaverse rebrand last week, the social platform began outlining what that means (and how much it’s going to cost).  Although nothing is set in stone, AdAge reports that Facebook’s rebrand will give the network a new corporate identity while still retaining individual brands like the Facebook App, Instagram, and WhatsApp, similar to Google’s Alphabet rebrand of its corporate umbrella company. 

So, the Facebook-owned platforms that social media managers rely on aren’t going anywhere, they just aren’t expected to generate the same type of advertising revenue.

Facebook has already set aside $10 billion this year for its Reality Labs, which will be responsible for its introduction into the metaverse through the use of AR and VR content and software. However, Facebook CEO Mark Zuckerberg predicts that the metaverse won’t generate substantial revenue until the end of the decade.

Facebook’s shift to the metaverse might take years to complete, but digital marketing is already feeling its effects. Brands have begun integrating virtual worlds and reality into their marketing, often using outside metaverse companies like Roblox. (Roblox and Chipotle are even working on bringing Halloween into the metaverse — virtual boo-rito, anyone?) Social media managers should keep their eyes open for opportunities to experiment with  AR and VR digital content as first steps towards marketing in the metaverse.

Now, if you’ll excuse us, we’re going to look up the definition of metaverse one more time.

TL;DR: Facebook is shifting into the metaverse, bringing a new type of digital content to the forefront. Marketers should keep AR and VR top of mind as social media platforms are beginning to shift toward the metaverse.

Refine and Design Online

If Adobe Creative Cloud and Google Drive had a digital design baby, it might look like the new web versions of Photoshop and Illustrator.

Adobe has announced that basic versions of Photoshop and Illustrator will be available on the web, making creative collaboration easier and allowing users to create content without downloading the programs (but you still must have a Creative Cloud subscription). Though the web versions will only have essential editing functions, it will allow a basic level of collaborative editing that aligns with Adobe’s vision of Creative Cloud on the web. In extending Photoshop and Illustrator to the web, creators will be able to review and add comments right in their browser,  allowing for real-time feedback. Adobe released these updates and others at Adobe MAX 2021, its virtual conference taking place this week, with a clear focus on a more streamlined creative process that prioritizes teamwork and organization.

So, let’s get ready for some collaborative design processes, marketers! Although sticking to basic editing features will definitely make the platform easier to use, you will still need to do your complex design and editing within the downloaded versions (and probably still need a graphic designer who fully understands Adobe’s programs). Still, the web versions allow designers to collaborate in real-time, making for faster and more efficient production.

TL;DR: Adobe has launched web versions of Illustrator and Photoshop to allow for easier, real-time collaboration among creators. The updates will streamline the creative process, allowing designers to more efficiently collaborate and produce.

Collab? 👀

Instagram HQ must be buzzing this week because it announced several new IG features, and fine — they’re kind of awesome.

First and foremost, social media managers, rejoice! You can now post photos and videos (less than one minute in length) via desktop. Cheers to wider accessibility for designers and fewer headaches for the social marketers!

Next up, Instagram has started to test Collabs, posts that allow users to co-author feed posts and Reels (and bear a striking resemblance to TikTok Duets). And for the measurement enthusiasts (like us), post data will include the combined numbers for view count, like count, and comments from both posts, which marketers should consider when analyzing engagement metrics.

Collabs will create more user-generated content, specifically among the influencer community, something brands should be prepared to capitalize on. Whether it’s collabing with customers to answer FAQs or teaming up with a subject matter expert to shed light on industry trends. Collabs can increase the reach of both parties by allowing bringing follower groups together. Because when it comes to collaborative content (and IG updates), the more the merrier!

TL;DR: Instagram has released new features, including Collabs and desktop posting. Collabs will allow brands and influencers to have a wider reach, and desktop posting will refine social media management.

ICYMI