Why the future of social connectivity lies in the metaverse

Earlier this year, Meta reported a decline in the number of daily active Facebook users for the first time in the company’s nearly 20-year history. Just last month, the company saw another first, announcing a quarterly decline in sales from the previous year.

While Facebook is just one example, there’s no denying that the social networking landscape is changing. From “anti-Instagram” apps like BeReal that focus on authenticity, to more direct social apps like Telegram and Discord that focus on building communities, new ways to connect online are constantly emerging, powered by Gen z.

In my role at Pocket Worlds, the huge user base of our virtual worlds provides me with a front row seat to see how these trends are evolving in real time. Using that knowledge and current industry trends as a case study, I hope this piece sheds some light on why I believe the metaverse is creating the future of social connectivity.

The huge influence of Gen Z

Currently accounting for more than a quarter of the world’s population, Gen Z plays a tremendous role in shaping culture and possesses tremendous purchasing power, $360 billion in disposable income. That’s why companies and brands invest the best resources to understand this generation and align their business strategies accordingly.

As these results continue to materialize, we are seeing more and more of the tremendous impact this generation has on our world and its future. From advertising and marketing to politics and Wall Street, a common thread is that this generation is looking for authenticity and genuine connections. Where, for example, billboards, magazines and television commercials predominated, because Gen Z values ​​the opinions and recommendations of real peoplewe see influencer campaigns and tangible experiences taking their place.

The Metaverse: The Next Generation of Social Media

Whether inspired by the pandemic or simply the byproduct of a generation that is spending more and more time online, everyone is looking for new ways to develop their digital interactions. Where follower count once took precedence, a new emphasis has been placed on community and on platforms that foster meaningful, real connections. With that in mind, the metaverse is quickly becoming the next iteration of social media. This is why:

Online ≠IRL

Unlike early social networks, these new communities don’t start with friends. They are created by strangers with shared interests that grow into something more meaningful. Look at Roblox or the sandbox. Every day, millions of people create a custom, online persona and connect with other users in completely virtual environments – knowing full well that they may never meet IRL. However, that doesn’t diminish the importance of these relationships, as these platforms give users autonomy over how they express themselves and interact with others.

Self-expression is key

In a recent opinion poll of the 1,000 Gen Zers, more than half reported that social media was the only place they could really be themselves. Additionally, 58% said their online persona helped them feel better about themselves. So if someone’s online identity is an extension of their real identity, social platforms will have to become more and more adaptable. Online gaming and metaverse platforms Everskies and high-rise are excellent examples of where the focus is shifting, as they give users control over the way they present themselves, both in their avatars and in their environment. We see that static, one-size-fits-all platforms are no longer enough, with a customizable metaverse taking their place.

It’s all about experiences

Instead of static posts or videos with minimal ways to participate, the metaverse allows users to connect through tangible, shared experiences. It offers people the opportunity to connect with each other and make connections that are deeper than a like or a follow. Not only that, the growing emphasis on authenticity has brought user-generated content to the forefront; those who interact with the experience want creative control over the experience. Again, looking specifically at Roblox, users spend an average of 150 minutes building and engaging experiences in the world; research shows that a quarter of the population will spend an hour in the metaverse in the next four years.

What will the future bring?

The future of social connectivity lies in the metaverse and with it comes infinite possibilities for personal, professional and economic expansion. While I’ve talked about ways the metaverse will fill a cultural gap, it also opens doors to a safer, more private online presence, without the scrutiny and negativity that comes with existing social platforms.

If the growth of the metaverse follows a similar trajectory With the growth and adoption of traditional forms of social media, we will soon see an increasing number of brands and existing communities enter the metaverse and use its technology to form deeper, direct-to-consumer relationships. What exactly will that look like? Only time and Gen Z will tell.

Anton Bernstein is co-founder and CEO of Pocket Worlds.