High Tech Influencer

A newsletter about social media and the road to the Metaverse by Eugene Capon.

[hightechinfluencer]

Youth is killing your favorite social platform

In the previous newsletter, I discussed the social media life cycle — an illustrative approach to explaining how social media platforms undergo various phases that can ultimately result in a buyout, closure, or becoming too big to fail. The main objective of the social media life cycle is to provide an overview of the growth and evolution of these platforms. These transformations are closely linked with what I refer to as the social media youth cycle.

The Social Media Life Cycle

In a quick overview of the social media life cycle, a social media platform typically undergoes four distinct phases. These phases include:

1. Launch Phase: During this initial stage, the social media platform is in its infancy, with limited users and features. The focus is on building the foundation, attracting early adopters, raising capital, and refining the core functionalities.

2. Cliff Dive Phase: In this stage, the platform gains more visibility and attention from the public. It experiences significant growth and expands its user base after launch. Marketing efforts and user engagement become crucial factors for success.

3. The Long Play Phase: To sustain its momentum, the platform must continuously innovate and adapt to the evolving market demands. Stagnation during this phase could lead to decline or irrelevance.

4. Critical Mass: As the platform’s user base reaches a massive scale, it becomes a dominant player in the social media landscape. At this point, the platform may face challenges in onboarding new users due to market saturation. To maintain relevance, the platform might diversify its offerings by creating new companies, platforms, or verticals to stay alive as they have hit the top statistical number of new users they can have.

By understanding the social media life cycle, we gain insights into how these platforms mature, evolve, and respond to changing trends, which is essential for a comprehensive understanding of the social media landscape.

The Youth Introduction

The success of most social media companies heavily relies on their adoption by the younger generation, often comprising individuals in Middle School, junior high, or High School when the platform launches. These platforms typically become popular by either providing a space for young users to hang out with their peers or by addressing specific problems faced by that demographic. A prime example is Snapchat, which gained traction by allowing teens to share images and messages discreetly, as the content disappeared forever, making it challenging for parents to monitor their conversations. Solving this problem quickly helped Snapchat amass a significant user base.

Reflecting on my college years in 2005, Myspace was the go-to platform, enabling me to connect swiftly with my peers, share photos, and customize layouts to express myself creatively. However, in a remarkably short period, Facebook replaced Myspace as the dominant platform, and we shifted our focus from self-expression to being where our peers were.

Over the years, I’ve witnessed numerous social media platforms attempting to capture the youth market upon their release. Early on, it becomes apparent whether a platform can survive based on its ability to resonate with this demographic. Many platforms have come and gone, emphasizing the importance of appealing to the younger generation right from the start to establish a strong foundation for sustainable growth.

Aging up

As time passes, the initial generation of users on any social media platform will naturally age. Additionally, older generations may also join these platforms to reminisce or experience what the younger generation had during their teenage years. However, as users age and their interests evolve, they may no longer find the platform as appealing as they once did during their youth.

This aging-out phenomenon is a common trend in the social media landscape. Unless a platform manages to continually adapt, innovate, and attract new users from younger generations, it will eventually see a decline in its user base and popularity over time.

Becoming “too big to fail” is a crucial turning point for social media platforms in phase 4 of the social media life cycle. If a platform successfully reaches this stage, it may maintain its relevance and dominance in the market even as the original user base ages. Achieving this status often requires diversification, expansion into new markets, or creating verticals to cater to different demographics.

Parents and Grandparents

As social media platforms gain popularity among younger generations, it is common for parents to become curious and interested in what their children are using. This trend typically starts with adults in their 30s or 40s, who want to stay connected with their kids or understand their digital lives better. They may join the same platforms as their children to keep an eye on their activities and engage with them.

Over time, as these parents become more comfortable with social media and recognize its value for staying connected, they might actively use the platforms for their own social interactions. As a result, the adoption of these platforms gradually spans across different age groups, extending upward until even grandparents may join in the effort to keep up to date with their families.

The “cross-generational adoption” of social media platforms is a testament to the platforms’ impact on how families communicate and share moments across different age groups. It also reflects the evolving digital landscape and the increasing importance of digital communication in people’s lives, regardless of their age.

Migration to the Next Platform

Once parents and grandparents join a social media platform, teenagers often feel the need to migrate to other platforms to establish their independence and create a space away from their families. This desire to connect with peers away from parental oversight is a significant driving force behind the continuous emergence of new social media platforms.

As teenagers seek to carve out their own digital spaces, they naturally gravitate toward platforms that are not yet popular among older generations. This dynamic leads to the creation of a new cycle in the social media youth cycle, where new platforms cater specifically to this younger demographic, offering unique features and experiences tailored to their interests and preferences.

The constant influx of new users around the ages of 13 to 17 (subject to public restrictions and parental guidance) creates opportunities for these new social platforms to grow and thrive. This cycle of adoption and migration is a fundamental part of the social media ecosystem, with platforms constantly vying to capture the attention and engagement of the younger generation.

As social media continues to evolve, understanding this youth cycle and adapting to the changing preferences of young users becomes crucial for any platform aspiring to maintain relevance and success in the competitive digital market.

You can reach me at my website or on Twitter.

[hightechinfluencer]

The Life & Death of Social Media

"If you study social media at a high level long enough, you will start to see patterns. Seeing enough patterns enables you to predict potential outcomes for the lifespan of social media platforms. Over the years since the birth of the internet, we have witnessed the closure of numerous platforms—a valley of dead social platforms like Friendster, Vine, and Myspace. While you can still visit Myspace today, it is a hollow husk of its former potential. A few years ago, I began writing about the similarities shared by all social platforms and the cycles they undergo, which determine their success or failure. I referred to it as the Social Media Life Cycle.

The recent launch of Threads, a Twitter competitor created by social media giant Meta, a company that once attempted to acquire Twitter, seems well-timed. Twitter's owner, Elon Musk, recently announced limitations on the amount of content users can consume. This can be interpreted as a significant indication that a metaphorical nail is being hammered into the wall, potentially signaling the closure of Twitter's door. However, we will have to wait and see if this actually transpires. If there is one thing a social media company should avoid, it is restricting its users' platform usage if they aim to foster growth. These events all align with specific stages within the Social Media Life Cycle.

The cycle as a whole

To simplify the Social Media Life Cycle, I have broken it down into four phases, each with specific requirements based on the company's relationship with public consumption. These stages depend on the health of usage and the financial state of the company. By understanding these phases, we can determine where a social media company stands within the life cycle. Additionally, this framework has enabled me to identify trend shifts and make reasonably accurate predictions in the past. 

Phase 1 - Launch (Conception, Start-Up, and Launch) 

Every social media company is either initiated by an ambitious entrepreneur aiming to disrupt the market by addressing social media-related challenges or is a new product developed by an already established company. When a social platform is being constructed, going through a pivot, or raising funds to enter the market, it is in phase one of the cycle. This initial stage often involves addressing early pain points before the market fully embraces the platform's potential impact. On the other hand, if a well-established company launches a new social media platform, it essentially resets the cycle, and the new product commences its own journey within the life cycle.

Phase 2 - Cliff Jump (Market Introduction or Pivot)

The second phase of the Social Media Life Cycle revolves around the public's decision regarding the platform's potential longevity. After a platform is fully launched, it becomes crucial to rapidly build up an audience or user base in order to drive services or advertising. Failing to do so can result in insufficient financial backing to sustain growth, cover operational costs, or maintain advertising efforts long enough to establish a prominent position in the social media landscape. I refer to this phase as the "cliff jump" because once a platform experiences a significant launch, it becomes exceedingly challenging to pivot the platform's overall direction beyond this point.

Phase 3 - The Long Play (Growth Up, Burn Out, or Buy Out)

Phase 3 of the Social Media Life Cycle is where successfully launched social media platforms either thrive or falter. Once a platform has established a user base, it must continue to exhibit growth and provide compelling social reasons for users to keep returning. This allows the platform to effectively deliver ads to viewers or maintain a market for their services, ensuring their survival. However, if a platform fails to sustain this growth for an extended period, it will experience a decline, causing users to abandon it and leading to an inevitable downward spiral of irrelevance. Platforms must continuously grow in order to progress to Phase 4. Depending on various circumstances, such as favorable or unfavorable conditions, a social media platform may be sold to a competitor or a company seeking to incorporate a new social media presence into their business.

Phase 4 - Critical Mass  (Too Big to Fail, or Death) 

When a social media company reaches critical mass, it signifies that it has reached the maximum number of users it can statistically acquire based on various factors such as location, internet accessibility, and the platform's relevance in the target market. Meta serves as a prime example of this phenomenon. From 2008 to 2021, they experienced exponential growth, reaching nearly 3 billion users—an astonishing achievement for a social media platform. However, since 2021 to 2023, their user growth has slowed significantly, with an addition of only around 50 million users. This slowdown prompted Facebook to rebrand itself as Meta, aiming to maintain relevance in the future.

Reaching critical mass presents challenges for a social media company. Slowing down growth can lead investors to explore more promising opportunities, potentially affecting the company's financial stability. To counter this, companies may choose to venture into new avenues by starting new companies in order to continue expanding. Meta's launch of Threads serves as a perfect example of this strategy. As a once-small tech company that has grown into a massive entity, Meta is now starting new social media companies to grow laterally, exploring new avenues for continued expansion.

Side Note:

Social media plays a significant role in the second generation of the internet, commonly known as the Social Age, which emerged around 2005. It is important to differentiate this era from the first generation, known as the Information Age or web1. The third generation, referred to as web3 or the Immersive Age, is characterized by immersive experiences and technologies. Within the Immersive Age, the concept of the Metaverse is expected to emerge as a by-product. It is worth noting that Facebook's decision to change its name to Meta is a reference to this anticipated evolution toward the Metaverse.

Understanding the Social Media Life Cycle allows us to recognize the patterns and stages that social media platforms undergo. From their inception in the Social Age to the bleeding edge immersive experiences of the soon-to-be Immersive Age, social media has become a defining component of the second generation of the internet. By observing the Social Media Life Cycle, we can gain insights into the future trajectory of social media platforms, allowing us to predict trends and make informed projections. As we continue to navigate this ever-evolving digital landscape, it is essential to embrace innovation and adaptability, both as users and industry participants helping decide which social platforms are worthy of our participation.

You can reach me at my website or on Twitter.

[hightechinfluencer]

The Business VS Creativity

There is a misconception that being an artist guarantees a life of financial struggle and hardship. However, I can confidently tell you that this is just that—a misconception. I have been able to sustain myself through my art for years because I understand the business side of it. By creating visual content, reaching out to an audience, and leveraging that audience for financial support, I have found success as a creator on the internet. To achieve this, it is essential to treat your art like a business. Engage in pitch meetings, establish relationships with distributors and vendors, and seek sponsorships for your projects. Many creatives often prioritize their art over their livelihood, which can lead to financial difficulties. Unless you have affluent parents funding your life, finding a balance is crucial.

Cashflow is King

The first step is to always have a cash flow available. This may mean having a job that pays the bills while pursuing your art on the side. This approach allows you to finance your projects, meet your financial obligations, and maintain a stable living situation. It can be challenging for artists, as it may feel like it hampers their creativity. However, adjusting your mindset to view it as part of the process is crucial.

Where are you on the pyramid?

There is a pyramid of leverage, also known as a wealth ladder, that, when properly positioned, allows you to earn significantly more money with your skill set. At the bottom of the pyramid, we have generalists—individuals who are willing to work in various fields without a specific focus. These are often students or recent graduates who take jobs without a clear direction. While they possess some knowledge in different areas, they lack mastery in any specific field. However, as they gain experience over time, they become proficient in their generalist skills and are recognized as experts. Typically, experts have around a decade of experience and can mentor generalists, such as a senior designer teaching a junior designer. As they progress, experts narrow their focus to a few specific areas and become known as the go-to person for those tasks. Moving up the ladder, we have Unicorns and Trail Blazers, who share the same level. Unicorns are a rare breed of creators who excel in multiple disciplines. They are like having several specialists within one person—for instance, someone who is an expert programmer, game designer, and artist all in one. Trail Blazers, on the other hand, are crucial because they set the tone for emerging industries and skill sets. They are the ones who are deeply involved in a new trend or technology from its inception, enabling them to be well-prepared when it gains popularity. At the very top of the pyramid, we have celeb creators—artists who have gained immense recognition for their work. They have reached a level of fame where they can demand high fees for their services or lectures on their particular expertise.

Creative Skills into Leverage

Once you have developed your skill set and identified your position on the Pyramid of Leverage, it's time to establish a solid foundation for your art. Continuously develop your skills to climb the ladder and reposition yourself for greater financial success. Create a marketing plan that incorporates content and brand strategies for your art. Start building a social following by sharing your content across various platforms. Place your art wherever there are eyes, making sure to include links to your central social platform. If you're a painter, Instagram might be the most suitable platform for you. If you're a VFX artist, YouTube could be the best place to showcase your work. If you create short-form clips with storytelling elements, TikTok might be the ideal platform. Allocate 80% of your efforts to directing your audience to these primary social channels. Always include a call to action in your posts. The goal is to build a substantial audience on one central channel and, once that audience is established, focus on building up another platform.

Once you have built an audience, it's time to leverage them for sponsorship deals and paid projects. Look for companies that advertise products relevant to your niche. Identify the decision-makers, usually the Chief Marketing Officer or head of talent relations. These individuals determine whether their company will collaborate with you. Platforms like Social Blue Book can provide insights on how much you should charge for a post, video, or advertisement. However, keep in mind that these sites focus solely on audience metrics and may not consider your skill or ability. If you excel in your craft, you should be able to negotiate higher rates or even receive recommendations that lead to additional advertising opportunities for which you can charge more.

When you have mastered the process, you can learn to scale up your business. If you can charge $100 an hour for your art, it's wise to delegate tasks that consume your time to someone who can handle them for a lower rate. This includes writing descriptions, creating ads, running campaigns, and other time-consuming activities that hinder you from focusing on what generates revenue—your art. By hiring someone for $30 an hour to handle these tasks, you can concentrate on earning that $100, resulting in a significant increase in your overall productivity and financial success.

Be a Business, not an Influencer

To maximize your profitability, it's crucial to treat your business as a business rather than just an influencer. When brands approach you to create content, they often try to negotiate lower prices based solely on your number of viewers, disregarding the effort and work you put into the project. Imagine if Coca-Cola wanted you to pay to run an ad on your TikTok but didn't want to compensate you for your efforts in writing, filming, editing, color correction, and scheduling the video. Unfortunately, this scenario is reminiscent of many influencer conversations with large brands. They focus on paying for the audience rather than acknowledging the creativity and effort of the content creator behind the audience's growth.

To overcome this challenge, it's important to position these conversations as if you were working with a production studio that produces TV shows and commercials. Embrace the mindset of a professional creative business, emphasizing the value and expertise you bring to the table. By framing the discussion in this way, you can command fair compensation for the work you put into creating high-quality content, ultimately making your business more profitable.

Whether you are just starting out or have been in the industry for years, I hope you found value in this article. Take a moment to assess where you currently stand in your journey and always strive to move forward and grow.

You can reach me at my website or on Twitter.

[hightechinfluencer]

The Quest for Viral Content!

The statement, “I want you to make a viral video for us,” is one of the worst requests I get from clients. The truth is, creating a viral video is as unpredictable as winning the lottery. The very essence of a viral video lies in its ability to organically capture people’s attention and be shared beyond anyone’s control. However, while we can’t guarantee virality, there are strategies that can increase the chances of a video gaining significant traction.

Trend Hunting: One crucial aspect is keeping up with trends and timing. Social media moves at a rapid pace, but by staying aware of emerging trends and capitalizing on them, you can create video content that has the potential to soar. Platforms like Twitter provide valuable insights into widely used hashtags, which can be leveraged to generate content before the trend fades. 

Flagpole Content: Additionally, you can plan content around seasonal events such as Christmas, The Oscars, or Comicon, getting ahead of the curve and aligning your videos with topics that will soon be in the public eye.

Fandoms: Another powerful approach is tapping into cult followings or fandoms. People have a natural inclination to engage with content related to things they love. By creating comedy sketches or themed videos centered around popular topics, you can pique the interest of these devoted communities. I experienced significant success with a video where I recreated the first level of Super Mario as a 360 3D experience. With nearly 15 million views in just a year, the content’s connection to a widely adored subject played a significant role in its triumph.

It’s crucial to keep in mind that while these strategies can enhance your chances of achieving virality, there are no guarantees. The viral phenomenon is influenced by a combination of factors, including timing, luck, and the ever-evolving preferences of online audiences. By employing these techniques, however, you can optimize your video’s potential to gain attention and engagement.

Quality, It has to be good!: Quality is crucial when it comes to creating content. It’s disheartening to see that a significant portion of the content uploaded to platforms like YouTube falls short in terms of production value. Many videos suffer from poor audio, subpar filming, or lackluster storytelling, particularly when it comes to individuals attempting to gain fame as influencers. To truly succeed and captivate an audience, it’s crucial for content creators to take their craft seriously and invest in their content.

For those who are committed to producing high-quality content, I highly recommend allocating resources and time to improve various aspects of their videos. This can involve spending significant hours perfecting the thumbnail, which plays a crucial role in attracting viewers. Additionally, meticulous analysis of video analytics for each upload can provide valuable insights into what aspects worked well and what could be improved. Treating content creation as a business requires dedication and attention to detail, and this commitment ultimately shines through in the resulting content.

By prioritizing quality and investing in their craft, content creators can distinguish themselves from the sea of mediocre videos and establish a strong presence. Viewers appreciate well-produced content, and their engagement and loyalty are often won over by the effort put into delivering a polished and compelling experience. Ultimately, a serious approach to content creation pays off in terms of audience satisfaction, growth, and success in the ever-competitive digital landscape.

Just a side note, there is the style of purposely bad that it becomes good again. Companies like Adult Swim and Funny or Die do really well with this kind of content. 

E.V.S., which stands for Educational, Visually Stunning, and Storytelling, represents three essential elements that your content should possess to keep your audience engaged. Each of these components serves a distinct purpose in creating great content that resonates with viewers.

Educational content fulfills the needs of individuals seeking information or guidance. For example, when you’ve searched for a tutorial on fixing something on YouTube, you’ve witnessed the effectiveness of educational content. Providing valuable insights, tips, or knowledge in a clear and informative manner can greatly appeal to your audience’s desire for learning and problem-solving.

Storytelling is a powerful tool for captivating and entertaining your viewers. Even in something as seemingly straightforward as a music video, there is often a narrative component that draws audiences in. Humans have an inherent inclination for storytelling, and weaving narratives into your content can create emotional connections, spark curiosity, and make your content more memorable.

The visually stunning aspect requires technical skill and craftsmanship. As a designer, you understand the challenges of creating visually captivating pieces. Visual appeal can be achieved through artistic composition, cinematography, editing techniques, or visually striking graphics. It’s this element that can truly elevate your content, making it visually engaging and leaving a lasting impression on your audience.

A great example of a video that encompasses all three elements is the Super Kind series commissioned by the Los Angeles Metro. This series educates viewers about public transit etiquette while delivering visually stunning visuals and incorporating storytelling elements to engage and entertain the audience. It serves as a testament to how combining education, visual appeal, and storytelling can create exceptional content that resonates with viewers.

By incorporating at least one of these three elements into your content, you can ensure that it stands out, captures attention, and keeps your audience engaged. Whether you educate, tell a story, or create visually stunning visuals, these components can make your content compelling and memorable.

High-effort Content: H.E.C. has gained significant popularity in recent years. This type of content involves creating projects or videos that require a level of effort and dedication far beyond what the average person would typically undertake. This approach has been instrumental in the success of content creators like MrBeast, who has become one of the biggest YouTubers in the world.

High-effort content stands out because it goes above and beyond what viewers typically expect. It often involves ambitious challenges, complex projects, or extravagant concepts that captivate and engage audiences. These types of videos require meticulous planning, significant time investment, and often involve collaboration with others.

What sets high-effort content apart is its ability to capture viewers’ attention and leave a lasting impression. It demonstrates a level of commitment, creativity, and execution that goes beyond the ordinary. Viewers are often drawn to the novelty, excitement, and sense of awe that comes from witnessing these grand endeavors.

However, it’s important to note that high-effort content might not be feasible or suitable for every creator or every niche. It requires substantial resources, time, and expertise. As a content creator, it’s essential to assess your own capabilities, resources, and audience expectations to determine the level of effort you can reasonably invest in your content.

One of the best examples of high-effort content is Mr.Beast. 

Marketing: Not sharing your content after releasing it is like doing homework but not turning it in. Sharing and marketing your video is crucial to ensure it reaches a wider audience and achieves the visibility it deserves. It’s important to allocate significant time and effort to promote your content after investing time in its creation. Here are some strategies to consider:

Identify relevant blogs and reviewers in your niche or industry and reach out to them. Sending your video to these influencers can help generate exposure and potentially lead to reviews or features that introduce your content to their audience.

Make use of various platforms and channels to share your video. Consider uploading it to video-sharing platforms like YouTube, Vimeo, or Dailymotion. Additionally, leverage social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to share your video and engage with your target audience.

Utilize personal networks by sharing your video with family, friends, and colleagues. Encourage them to share it with their networks as well. Word-of-mouth can be a powerful tool in increasing the reach of your video.

Consider investing in advertising to boost the visibility of your content. Just as you invest in equipment and software for production quality, allocating a budget for targeted ads can help amplify the reach of your videos. By promoting your channel and content early on, you can attract a larger audience and potentially monetize your channel in the future.

Remember, the quality of your content should always be a priority. No amount of promotion can compensate for subpar content. Ensure your video is engaging, well-produced, and provides value to your target audience. By combining high-quality content with effective promotion strategies, you can maximize the chances of your video gaining traction and attracting a loyal audience.

Going viral is not guaranteed, and it’s important to acknowledge that it’s a combination of factors, including timing, luck, and the preferences of online audiences. Even if you believe your content is exceptional and on par with creators who garner millions of views, there’s no guarantee that it will receive the same level of attention.

It’s crucial to manage your expectations and understand that your audience may not love your content as much as you do. Everyone has different tastes and preferences, and reaching a broad audience can be a challenging task. However, by consistently applying the elements and strategies we’ve discussed, you can increase the chances of your content being seen and appreciated.

Persistence is key. Each video you create is an opportunity to refine your skills, engage with your audience, and improve your content’s visibility. Learn from each release, listen to feedback, and adapt your approach. Over time, as you continue to create and share content, you’ll gain insights into what resonates with your audience and refine your content accordingly.

Remember, success in content creation is not solely measured by achieving viral status. Building a dedicated and engaged community around your content can be just as valuable. Focus on creating meaningful connections with your audience, delivering value, and consistently improving your craft. With dedication, perseverance, and a commitment to continuous growth, you can increase the visibility and impact of your content over time.

You can reach me at my website or on Twitter.

[hightechinfluencer]

Is The Metaverse Dead? No, It's Not.

“The Metaverse is dead”… That’s the bold claim made by Ed Zitron in an article for Business Insider. Several people sent me this article and asked if I felt like I wasted my life. Frankly, it made me laugh. The article garnered so much attention because the assertion is utterly absurd, and it highlights our tendency to skim attention-grabbing headlines rather than delving into the full context.

People tend to only read headlines.

According to The Washington Post, a staggering 60% of individuals admit to solely reading news headlines. This presents a significant problem in our clickbait-driven world, where catchy headlines and fear-inducing captions often lead readers to form opinions based on a single sentence rather than empirical data from authorities. We must develop a habit of inquiring whether people have read the entire article or statement, rather than relying solely on the headline.

Fads are not always fads.

Throughout history, there have been numerous instances of things being dismissed as fads, only to become integral parts of society. Examples include TV, radio, newspapers, electricity, hip-hop, airplane travel, and, of course, the internet. At one time or another, some individuals saw these innovations and confidently proclaimed that they would never last or be inconsequential. However, these naysayers simply lacked the imagination to comprehend the profound impact these advancements would have on the world. Opinions do not always align with facts. As a futurist, I base my predictions on data, trends, and historical cycles. While a “gut feeling” may occasionally play a role, it would be foolish to rely solely on intuition when making predictions.

What exactly is the Metaverse?

The Metaverse is an outcome of the third generation of the internet, which we are still years away from fully realizing. It is challenging to declare something dead, failed, or inconsequential before it has even had a chance to come to fruition. For the Metaverse to exist, we still require significant technological advancements, such as interoperability, widespread adoption of tokenized assets, and the development of robust infrastructure capable of handling the vast amount of data necessary to support these systems. Currently, we have virtual worlds that are often confused with the grand vision of the Metaverse. Platforms like Meta Horizons, Decentraland, and Spatial will eventually contribute to the Metaverse, but they should not be mistaken as standalone “Metaverses.” Many of the technologies Zitron claimed to replace the Metaverse are part of the same ecosystem that will help make it.

On a side note, I have written a comprehensive newsletter called “Defining the Metaverse,” where I delve into this concept in greater detail.

The Business Insider article made a critical assumption. While Meta Horizons may not be performing as well as anticipated, it does not represent the entire industry. It seems peculiar to evaluate an entire industry based on the success of a single company. That would be akin to claiming that if Yahoo were to collapse, the internet would cease to exist. In the early years of the internet, many deemed it a failure due to its lack of mass adoption. However, a few years later, the internet experienced a significant boom, followed by the dot-com bubble burst. Eventually, it firmly established itself as a vital component of our world. While the internet faced challenges along the way, those who dismissed it early on are now recognized for their poor judgment in reporting. Similarly, anyone who currently asserts that the Metaverse is a fad or makes premature judgments will likely be proven historically incorrect.

The Metaverse is still in its conception stage, and while it faces technological hurdles, it holds immense potential to revolutionize the way we interact with technology and the world. So let’s not fall into the trap of premature judgment and declare the Metaverse dead before it’s even had a chance to thrive.

You can reach me at my website or on Twitter.

[hightechinfluencer]

The skills you need to survive AI

Artificial intelligence is here, and it’s understandable that many people are fearful for their jobs. AI has the potential to automate tasks and processes traditionally performed by humans, leading to concerns about job displacement, particularly in industries where AI can efficiently handle repetitive or routine tasks. While the integration of AI may lead to some job replacement, it’s important to note that humans who embrace AI and utilize it as a tool will be the ones securing their positions. The efficiency of using AI can create a future job shortage, emphasizing the importance of updating skills to remain competitive in the job market. Here’s a list of skills that can help secure your future in the evolving AI-driven workplace.

Communication Skills: Strong written and verbal communication skills are crucial for effectively collaborating with AI. Clearly articulating your needs to machines can yield better results when working with large language models, generative imagery, and audio augmentation.

Critical Thinking: Developing the ability to critically analyze information is essential to ensure the validity and reliability of AI-generated insights. Being a secondary fact-checker and assessing unfamiliar content can help counter instances where AI may provide incorrect information or makeup stats or references.

Problem-Solving: Strong problem-solving skills are invaluable when working with AI. Identifying challenges, analyzing data, and exploring solutions are key to achieving desired outcomes when collaborating with AI programs in various contexts.

Automation and Efficiency: Being aware of how AI technologies automate repetitive tasks and enhance workflow efficiency can be a significant advantage. Openness to exploring AI-driven tools that enhance productivity and streamline processes can boost effectiveness in the workplace.

Teamwork and Collaboration: The ability to work effectively in hybrid teams, combining AI-related skills with the expertise of other team members, is essential. Collaborating on projects involving AI applications or agents can help accomplish tasks more efficiently and facilitate everyday work.

Ethical Awareness: Understanding the ethical implications of AI in the workplace is crucial. This includes being mindful of medical or child rights, privacy concerns, racial/sexism bias, and transparency. Considering ethical considerations when using AI tools or making decisions influenced by AI-generated insights is essential.

Domain Knowledge: Acquiring specific knowledge related to your industry or job role is valuable. Understanding how AI is applied in your field can bridge gaps in knowledge and allow you to leverage AI as an additional resource, like consulting another employee for quotations.

It’s important to note that while many jobs may be affected by AI, new jobs will also be created to facilitate the changing landscape. However, there may be a transitional period before the emergence of these new roles, estimated to be around 2 to 4 years. Approximately 25% of jobs are expected to be affected by AI, while companies leveraging AI can save about 40% of their spending.

To navigate this shift effectively, companies should invest in hiring educators to develop these skills among their employees. It’s crucial that companies prioritize investing in their workforce to achieve efficiency and promote a healthier work-life balance, rather than solely focusing on trimming the workforce. Responsibility and ethical use of AI should be emphasized at all levels of its implementation.

While there are valid concerns about job displacement due to AI, individuals can secure their future by embracing AI as a tool and updating their skill set accordingly. By developing these essential skills, individuals can adapt to the changing job market and thrive in the AI-driven workplace, contributing to responsible and ethical AI use.

If you find this newsletter useful, share or tag a friend.

Got questions? You can DM me directly on Twitter

[hightechinfluencer]

Don’t believe everything you see thanks to… AI

Imagine waking up to a barrage of messages and missed calls from worried friends and family who saw a video of you doing something completely out of character. But you’re sure you’ve never done anything like that! It turns out that the video is a deep fake, an AI-generated video created by someone you had a minor disagreement with. Once a video is on the internet, it’s almost impossible to remove, and even though the video is fake, it can still ruin your reputation. Unfortunately, this is the future that many people may face, as AI deep fakes and generative technology are becoming increasingly realistic and indistinguishable from real images and videos. This trend will lead to a surge of misinformation in the form of fake images, videos, and wrongly generated content.

My Personal View

As an artist, I find AI generative technology fascinating. While many people in my industry worry that AI will end their careers or become impossible to find work, I have embraced this technology. Understanding new formats and technologies is essential for keeping society well-informed. While AI will displace many jobs in the short term, it will create new opportunities and jobs in the long term. It is crucial for people to learn about this technology and its capabilities, especially when it comes to dealing with generated images, videos, and information that lack truth.

However, while AI generative technology has great potential for creativity and innovation, its misuse is becoming increasingly prevalent. In the wrong hands, this technology can be used to create and distribute false information, leading to serious consequences for individuals and society as a whole. The need for regulations and laws to limit the use of AI and protect people’s privacy and reputations is more crucial than ever.

Media misleading the public despite the evolution of technology

Misleading the public through media technology is nothing new. One example is the broadcast of H.G. Wells’s War of the Worlds over the radio in 1938, which caused mass panic among listeners who believed it was a real news broadcast. 

The Cambridge Analytica scandal revealed how personal data was used to illegally micro-target political ads with misinformation during the 2016 US presidential election. 

Another example is the viral photo of the Pope wearing a white puffy coat which would remind any of the clothing styles of a fashion icon, which turned out to be an AI-generated image. 

So what is a deep fake?

A deepfake is a type of AI-generated media that can create realistic videos or images of individuals saying or doing things they never actually said or did. The term “deepfake” comes from the combination of “deep learning” and “fake”.

Basically, what happens is that an AI model is trained on a large dataset of images and videos of an individual’s face and voice. Once the model has gathered and learned a person’s facial features and expressions, it can then generate new videos or images of the individual appearing to say or do things they never actually did.

While deepfakes can be used for harmless purposes like entertainment or artistic expression, they can also be used to spread disinformation or manipulate public opinion. Because they can be incredibly realistic, it can be challenging for viewers to discern whether a video or image is real or fake. This can lead to public confusion and mistrust, possibly causing harm to individuals or organizations.

The Need for AI Regulation and Laws 

Over the past couple of years, people have been superimposing celebrities’ and influencers’ faces onto adult content without their consent. The level of detail in these deep fakes is incredibly lifelike, and people who don’t know any better may assume it’s real. We are looking at a new era of misinformation on a scale that we have never seen before. With AI, it is becoming increasingly difficult to tell what is real and what is fake. It’s crucial to have regulations and laws in place to limit the use of AI and ensure that people’s privacy and reputations are protected.

Here are the common sense regulatory points we need to implement as soon as possible

AI-generated content including deep fakes in all forms should not be allowed to be used in political ads or campaigns including the media formats of audio (voice), image, and video as this kind of content can be misleading. This restriction can help prevent the spread of misinformation. 

“Adult content” should not include the likeness of an individual without their express permission in writing given to the creator of content. The posting of such content without consent should face the same legal repercussions as the Violence Against Women Act Reauthorization Act of 2022 and The Communications Decency Act of 1996. 

AI-generated content for public consumption where said content is arguably hard to tell if it's real or not needs to include a disclaimer of the usage of AI in its development or creation. 

AI deep fakes and generative technology pose significant challenges to society. It’s essential to learn about this technology and its capabilities and to establish regulations and laws to limit its use. We must work together to ensure that AI is used ethically and responsibly to avoid the creation of a world where we can’t trust anything we see online.

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Take Zoom Meetings like a professional streamer

Unless you are a media personality or avid streamer then odds are your video presence sucks. In today's digital age, video calls have become an integral part of professional communication. Whether you're meeting with clients or colleagues, it's essential to present yourself in a way that conveys competence and confidence. Since the social lockdown of COVID-19, it has become commonplace to take meetings on platforms like Zoom, Google Hangouts, and Skype. For most, this sudden shift to telepresence required them to scramble to get the proper tools to work over video. Entire online companies reformed to help many businesses combat this visual shift.

However, even now, many professionals haven't taken the proper time to evaluate what they look like on video during these meetings, often leaving a very unprofessional but understandable image to those they take meetings with. Many professionals don't think of how they're presented on these video calls, even though they take time to put on a nice suit, prepare presentations, and be punctual to set a good impression.

There are several common mistakes that professionals make when setting up their video meetings, such as failing to consider the background behind them, leading to distracting or unprofessional settings. To ensure that you present yourself in the best possible light during video calls, it's important to invest in a quality camera and microphone to ensure that your video and audio quality is clear. Taking a few moments before your call to adjust your camera angle and lighting can also make a big difference in how you appear on camera.

Camera Placement…

If you read this article and only have one takeaway, I recommend putting your camera above your line of sight. I cannot tell you how many meetings I’ve taken where someone has a low-quality laptop camera placed below their jawline, making it appear as though they have an unintended double chin. This can be off-putting and doesn’t present a good look for the person you’re speaking with. Be sure to also make sure that your face is in the center of the camera. Remember, you’re taking a professional one-on-one meeting or a meeting with a group, not making an effort for a cinematic shot.

We can’t hear you.

Usually one of the first pieces of advice that content creators receive is that it’s better to have bad video than audio. People can tolerate bad video content, but if the audio is bad, it will ruin the experience entirely. Therefore, it’s essential to take time to record yourself using a screen recorder or use OBS and listen to what you sound like during a video call.

If you sound decent, then it’s up to you to judge whether or not to invest in a proper microphone for your setup. If your audio is less than stellar, I recommend buying a simple $50 to $100 USB microphone. Many people choose the Blue Yeti for their setup, but I personally use a Rode Podcast Mic, which is a bit more expensive.

After establishing that you have a proper audio input device, spend time to ensure that the quality and settings are proper. Nobody wants to listen to somebody speak loudly into a microphone only to have them peeking the whole time. By taking the time to invest in a proper microphone and ensuring that your audio quality is up to par, you’ll be able to make a positive impression during your video calls.

Whats your camera quality?

When it comes to camera quality, it really depends on your situation. If you’re often traveling, having a complete secondary camera outside of a laptop might be a hard thing to have on you at all times. However, if you have a dedicated setup in your office, then investing in a better camera might be something you should look into. You can get a decent 1080p web camera for about $50. If you take a lot of online video meetings, and it’s essential to your job, then I would invest in something a little bit more robust.

Many professionals use their iPhone as a webcam since it shoots 4K camera resolution. Personally, I use a Canon EOS M50 that I picked up used for $400. This makes my video quality on par with million-dollar streaming channels. However, it’s important to note that cameras come in a range of different quality and sizes. Most webcams are presented as straight-out-of-the-box solutions, which often means that they don’t look as great compared to professional DSLR cameras used as webcams.

By investing in a better camera, you can significantly improve the quality of your video calls, making it easier to present yourself professionally during meetings. Of course, it’s essential to consider your specific situation and needs before deciding whether or not to invest in a better camera. Ultimately, by taking the time to ensure that your video setup is up to par, you’ll be able to make a positive impression during your video calls and improve your overall professional image.

Some things to consider.

Is it a 1080P or 4k resolution camera? (Higher the better)

Is your video 3:4 or 16:9 format? (16:9 is more professional)

Do you have autofocus on your camera? (Manual is better)

Can you adjust the brightness and depth of field? (Play around til it looks good)

Are you able to adjust the color settings for the space you are in? (Adjust the gamma!) 

Let there be light

How you position the lighting in your room can dramatically impact how others perceive you during video calls. For instance, if you have too much light coming from one direction, it can make you appear blown out. On the other hand, if you don’t have enough light in the room, then it can make you look like you’re sitting in the dark. Therefore, it’s essential to use a three-point lighting system to achieve even lighting and a professional appearance.

To achieve a three-point lighting system, you’ll need to consider where your outside light sources are, the positions of your inside light sources, and secondary lights positioned to highlight the area behind you. By positioning your lights correctly, you can achieve an even sense of lighting that will help you look your best during video calls.

Investing in proper lighting is just as important as investing in a quality camera and microphone. By taking the time to set up your lighting correctly, you can create a professional and polished appearance during your video calls, projecting competence, confidence, and professionalism.

Behind every great face on camera is a well-designed set

The background that sits behind you during video calls is an important aspect of your overall appearance. Whenever I move offices, I take the time to design a background that represents me while also conveying professionalism and a bit of fun. For some people, this might mean putting up posters of famous movies or creating a bookshelf full of reading materials and knick-knacks. It’s also a great opportunity to play around with creative lighting, such as highlighting different pieces that sit behind you or using colorful lighting that comes in from different directions.

Creating a good background for your video is not difficult, as long as you don’t have any construction behind you or large windows that may turn you into a silhouette. If you’re designing a background for your office video for the first time, I recommend going on YouTube and looking at different professional streamers to see what they’re doing. This can provide inspiration and help you find a background that you’d like to easily emulate.

By taking the time to design a background that represents you and conveys professionalism, you can create a positive impression during your video calls and improve your overall professional image. Remember, your background is an important aspect of your overall appearance, so it’s worth investing the time and effort to get it right.

In today’s digital age, video calls have become an integral part of professional communication. It’s essential to present yourself in a way that conveys competence, confidence, and professionalism during these calls. However, many professionals fail to consider the impact of their video setup on how they’re perceived during these meetings.

Luckily, improving your video setup doesn’t have to be expensive. You can start with low-budget upgrades such as a decent webcam, microphone, and lighting. As you become more comfortable with your setup, you can steadily increase your budget to invest in higher-quality equipment.

Remember to evaluate your camera quality, audio quality, lighting, and background to ensure that you’re presenting yourself in the best possible light. By taking the time to invest in quality equipment and creating a professional background, you can make a positive impression during your video calls and improve your overall professional image.

So, start with low-budget upgrades and gradually increase your investment over time. By doing so, you’ll be able to project competence, confidence, and professionalism during your video calls and improve your overall professional image.

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W3B3&M3 - Become the influencer you were always meant to be by Eugene Capon

Welcome to W3B3&M3, the podcast where we dive into the latest tech trends and digital innovations with your hosts Eugene Capon and Red Romin

Welcome to W3B3&M3, the podcast where we dive into the latest tech trends and digital innovations with your hosts Eugene Capon and Red Romina. Join us as we explore the cutting edge of AI, NFTs, the Metaverse, VR, influencer marketing, and social media.

With Eugene's expertise in Web3 and Red's experience in influencer marketing, we offer unique insights and perspectives on these fast-evolving industries. We bring you the latest news and trends, interview experts and industry leaders, and share our own experiences in the tech world.

Whether you're a tech enthusiast, entrepreneur, or marketer, our show will provide you with valuable insights and actionable strategies to stay ahead in the game. So tune in to W3B3&M3 and let's explore the exciting world of digital innovation together.

Eugene Capon HighTechInfleuncer.com Twitter.com/capondesign Youtube.com/eugenecapon tiktok.com/@eugenecapon

Red Romina RedRomina.com Twitter.com/redromina Youtube.com/redromina tiktok.com/@redromina

Keywords: AI, NFTs, Metaverse, VR, influencer marketing, social media, tech trends, digital innovations, insights, strategies.

[hightechinfluencer]

How to not destroy your Web3 (NFT) community

In 2022, we saw an explosion of NFT generative projects take over the Web3 decentralization market. Sadly, out of those thousands of projects, only a handful of them remain active. So much so that the culture adopted the phrase “rug pull,” as in the rug was pulled out from under you, and you didn’t know what was going on. We saw many teams disappear as soon as their projects were minted out, taking the money with them. We also saw an influx of founders suddenly dying and going missing (always suspicious), which was a unique trend to watch. On the upside, we can now identify winning strategies for how to run a Web3 community for whatever project you’re looking to launch.

First off, what is Web3? Web3 refers to third-generation web technologies, which is an entire ecosystem of different technologies that will become popularized in the third generation of the internet. Right now, there is high interest in decentralized Web3 technologies, which primarily contain blockchain technology, cryptocurrency, tokenized assets, and NFTs. Web3 communities are groups of people that form around a specific project or technology set, most often seen around generative NFT collections, some with function value added or meant to help solve real problems.

Understanding the culture

Many NFT projects revolve around starting real businesses and serve as a form of crowd-sourcing for investment. These businesses are often marketed using meme culture, which is why we see many NFT projects themed around outlandish ideas and concepts such as Board Apes (BAYC), Pudgy Penguins, Kronic Katz (drugged-up cats), Mad Scientists, Chubiverse (chubby animals), and smoking butts. Despite the often playful and childish marketing premise of these projects, I found that people who have invested in these communities take the projects seriously but in a fun and entertaining way, as evidenced by conversations with members of these communities.

Does your project idea already exist?

So, how do you start an NFT-based project? The first question you should ask yourself is whether the project needs to exist and if it already does. For example, I’ve seen projects centered around suicide prevention, animal adoption programs, and third-world education programs launched as NFT projects. While these are amazing causes to support, it requires more effort to start from scratch with the possibility of failure (as most NFT projects do) than to simply put that same time and effort into an already thriving NFT product that would gladly take your support.

I have participated in numerous Twitter spaces where the focus of NFT projects is to introduce more people to Web3. Unfortunately, after the launch, I often never hear from them again due to a variety of reasons such as a lack of infrastructure, inadequate knowledge on running a business, or the absence of contingency plans for when things go wrong. Regrettably, this is a common occurrence in the NFT space. Despite this, members of these communities take these projects seriously while also having fun and finding solidarity in the community.

Do you mean community or customers?

For many people, buying into an NFT project means joining a community of like-minded individuals who share the same passion for NFTs, decentralization, and the goals of the project. This usually goes beyond just vocal support. While many can voice their support for a project, those who own the projects want a financial contribution in the form of minting out an NFT or buying virtual land to allow the project to thrive. Often, the project owners set their mint price lower than what they need based on audience attention. This means they might focus solely on the financial aspect of the project, knowing that they won’t fulfill the roadmap they presented to the community, or they rely on secondary sales of the project to be successful. For many decentralized projects, it was never about building a community. What it was really about was getting customers excited about the project so they would buy into it.

Is your project worth supporting?

While I’ve touched on duplicate projects and the intent of building a community, something people need to ask themselves before starting a Web3 project is whether it is a project that people should support, not just because they think it’s a good idea, but because it is legitimately a good idea.

You need to ask yourself:

What are you trying to solve?

Has this already been done before and if so, how are you going to do it better?

Why would anybody want to buy into this project?

What’s in it for them? What is the value they are getting back? (Without saying the value is the community!)

Once you mint the project, then what’s next?

Who can execute your plan that you can bring into your core team?

Is this about solving a problem or making money?

The chain you choose might affect your success

One of the things I’ve noticed about the Web3 decentralization space is that people tend to stick with only a couple of blockchains. Because of this, choosing a chain that doesn’t already have a large following might affect your project’s success. At the same time, choosing a chain with too many projects might mean yours will get lost in the noise. You will want to do a lot of research on which blockchain ecosystem is right for your potential community and project. There is a chance you might find a blockchain that is perfect for your project but won’t be able to foster a thriving community around it. Your choice of blockchain can make or break your project.

Don’t operate in the shadows be present in the light.

Unless you’re the founder of Bitcoin, having people not know who you are can be a disadvantage. The best thing you can do is be open and transparent as a team. If something goes wrong with the project, your community will want to know who is responsible. On the other side of that coin, if your community knows who the team is of the project they are buying into, they will feel safer and more secure, helping to eliminate the possibility of the project being seen as a potential rug pull. Your project website should list every core member of your team with their socials available, so your community can look up who’s in charge. If there is a problem with the project for some reason, you should be honest and work to get ahead of the issue. While there will be those looking to create issues when things go wrong, the majority of your community will respect you for being honest. This kind of transparency in your community is known as being doxed, which means when your personal information is put out there on the internet for the world to see.

Run your project like a business

Often, I see projects start off really strong but then lose steam over time because the project is not treated like a business. The foundation of the project was not put together by a well-rounded team with each member having their own strengths. Unless you are a unicorn, different tasks should be delegated to different members of your team who are specifically there to solve those problems. This could be anything from coding to design to community management to leadership. There’s an old saying: if you want to go fast, go alone, but if you want to go far, go with a team. This also refers to the speed of crashing a project into the ground. If you want to succeed with your project, you should do it with a team so that you have the time and manpower to prevent any issues.

Once you have your core team established, keep it that way. If you look to bring on additional roles, make them a secondary layer of your project. For instance, adding community moderators who believe in your project will benefit you, but keep them at arm’s length knowing that they can be removed at any time if they break any of the rules that you’ve established within that role.

Have a clear road map from the very start

Not having a clear roadmap for your project is the same as not knowing what your project is. You may have an end goal, but you might find it hard to describe the steps on how to get there. This is where treating your project like a business comes in handy. If you can lay out the exact steps from day one to when the project closes down, having succeeded in its goal, you are far more likely to succeed. I recommend that every Web3 project have a business plan, a project roadmap, a marketing plan, and have hired the proper counsel, including a lawyer and a tax professional before you start your Web3 project.

Being able to show that you have these at the start of your project’s journey will allow you to be far more convincing in your project’s success than without it. Both your internal team and your community will want to know that the project will be well taken care of. If they invest in it, they will want to see the project’s success.

Cross-Pollination

Most Web3 projects’ marketing is about who is in the know and who can share the message. Often, when launching, Web3 marketing budgets are extremely small, but sharing resources with like-minded projects will help the ecosystem as a whole. A lot of projects hold spaces on Twitter for their community. If you can combine multiple spaces into one Twitter space, then the potential for your community to grow will be much higher than if you hold a Twitter space alone. This technique is referred to as cross-pollination, where communities share audiences so they can both grow.

Brand Ambassador Programs

Finding outside help will lighten the load of reaching new members of your community. Identifying people with the specific skill of building communities around Web3 brands or are a trusted voice in the community will benefit your efforts greatly. By starting a brand ambassador program, you can bring these key individuals into that second layer of your project, helping build the community to ensure your project’s success.

Depending on the individual, you may have to pay a large sum of money for their support or offer them a mint at the time of launch which they can sell to recoup their time costs. I would only offer whitelists to those who are loudest in the community or have strategic value in owning one of your collection’s pieces. If there is somebody who is of notable social value like an influencer, then it might be worth just giving them the mint rather than offering a whitelist because they might take offense to it, hurting your brand. For many influencers, they might see it as “Hey, here is the privilege to buy my product you know very little or nothing about.”

Either way, make sure that if you are giving away valuable tokens of your collection, what you receive in return is equal to the value of the NFT. You want to create a win-win situation for all involved.

Launching a successful Web3 project requires careful planning, building a strong community, and treating your project like a business. By following these tips, you can set yourself up for success in the fast-growing Web3 space. Remember, a well-rounded team with clear goals and transparency will help build trust in your community and allow you to achieve your project’s objectives.

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Your next website might be a virtual world.

Few people today remember a time when commercial content was not allowed on the internet. However, Congress passed a set of regulations that allowed companies to market their businesses on the World Wide Web. Nowadays, it’s essential for a business to have an online presence, whether it’s on Google, Yelp, or the digital Yellow Pages.

Oddly enough, there was a time when businesses questioned whether they needed a website, but history showed that having one was crucial. When social media exploded in 2005, businesses began to wonder if they needed a social media presence when they already had a website. However, almost a decade later, history has shown that every business should have a website and a social media presence.

Now, businesses should be asking themselves what social shift is on the internet and how is going to take place in the future. Also, wow they can adapt to it. The answer, surprisingly, is virtual worlds.

Brands are building up virtual worlds on both web-based and localized platforms. Some of my favorite platforms include Mona, Spatial, Muse, RecRoom, VRchat, Roblox, and Somnium Space. These virtual worlds provide a unique opportunity for businesses to interact with customers, create immersive experiences, and build brand awareness in new and exciting ways. Overall, virtual worlds are the future of online marketing, and businesses should start considering them as an essential part of their strategy.

The Modern Third Place

Ray Oldenburg, an urban sociologist, coined the term “third space” to describe a place where people can gather outside of the home and work to exchange ideas, socialize, and share information. In the past, this space was often found in town squares or public libraries. However, with the rise of television, families became more isolated and spent less time in public spaces.

Nowadays, the third space has evolved into online forums on social media platforms like Facebook, Twitter, and Discord, where people from all over the world can connect and engage. As we move closer to the Metaverse, more and more companies are exploring the potential of virtual worlds to facilitate online communities and further develop the third space. Just as websites and social media have become essential for businesses to thrive in the digital age, virtual worlds will become increasingly important for fostering connections and relationships in the future.

Virtual worlds are advertising gold mines

Businesses have many reasons to adopt virtual spaces as an addition to websites and traditional social media. Memory retention in a virtual world is up to 30% higher than in real-life advertising due to the evolution of our ancestors’ GPS cells. These cells, which are located in the hippocampus and convert short-term memory into long-term, were developed to help us find our way home. However, they activate more frequently and randomly in virtual environments, resulting in higher memory retention for users. This means that businesses can reach activation with customers in fewer touchpoints, potentially saving up to 2/3rds the advertising cost. It’s a huge opportunity for advertising agencies, marketing firms, and corporations.

Another benefit of virtual worlds is token-gated content. This refers to exclusives that are hidden behind either paywalls or NFT-activated locks. This content may include behind-the-scenes footage, insider information, and other materials that users would not have access to otherwise. Token-activated programs can also be used for loyalty and reward programs, as well as exclusive airdrops to reward customers. With the introduction of cross-platform interoperability, these unlocked rewards can be taken to other virtual worlds.

Imagine if you were a large fast-food chain with a cast of well-known characters. A customer who buys a certain amount of food could unlock a limited edition avatar that they can take to other virtual worlds. This rewards customers for spending their money with you and promotes free advertising because they would be willing to wear the avatar in other places.

What to consider when you build a virtual world for your brand.

Keep in mind who your target audience is. If your brand is for children then consult with a children's rights advertising group or the XRSI.

Your virtual worlds aren’t limited by the same constraints physical buildings are. Be creative and unique!

Just because everyone is building a certain kind of space doesn’t mean you have to. There are too many web3 projects that when they build a virtual world for their community, they often only build art galleries or small clubhouses.

Prepare your space to handle outside assets like NFTS, avatars, and token-related content.

As we have seen, virtual worlds have started to become the new hot spot for socializing and networking on the internet. The potential benefits for businesses are too great to ignore. Not only does having a presence in virtual worlds improve brand visibility and customer engagement, but the increased memory retention of users in virtual environments can lead to higher ROI for advertising campaigns. Furthermore, token-gated content offers a new way for businesses to reward customers and increase loyalty, while also providing exclusive behind-the-scenes content and insider information.

As we inch closer to the Metaverse, it is clear that virtual worlds are the next frontier for advertisers. Just as they adopted websites and social media to facilitate online forums and the continued evolution of the third space, they will also need to adapt to the growing popularity of virtual worlds. With the ability to create engaging and immersive experiences for their customers, virtual worlds offer a unique opportunity for businesses to stand out in an increasingly crowded marketplace.

As we continue to see technological advancements and the evolution of the internet, it is certain that virtual worlds will play an increasingly important role in how businesses connect with their customers. By embracing this new technology and exploring the many possibilities it offers, businesses can position themselves to thrive in the future. The virtual world is the new frontier of brand engagement and those who don’t adapt risk being left behind.

If you need a background of how virtual worlds will become the Metaverse, here is a definition guide to answer those questions. 

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Replacing Mascots With Virtual Influencers

It’s hard to imagine some brands without their iconic mascots. For example, Geico has Martin the Gecko, Frosted Flakes has Tony the Tiger, and Microsoft Office had Clippy the Paperclip. These virtual characters are designed to help sell experiences related to the purchase of goods and services, and they have become an essential part of advertising, marketing, and community engagement. The use of these intellectual property (IP) characters is a long-standing tradition in the marketing space. They have appeared in everything from print ads to television commercials, and they have even starred in their own video games. For instance, KFC’s romance simulator “I Love You, Colonel Sanders” was a unique marketing product that challenged brands to think outside the box. Overall, mascots have proven to be effective tools in building brand awareness, customer loyalty, and engagement. By creating a memorable character, a brand can establish a connection with consumers that goes beyond the product or service itself. It’s no wonder that many companies continue to use mascots as part of their marketing strategies.

The Influencer Generation

Around 2005, social media became the new baseline for marketing. With it, a new kind of promoter called the “influencer” evolved from people doing everyday things or sharing their love of a subject, resulting in amassing large audiences. Ordinary people were elevated to celebrity status by building their own identities on social media. Brands took notice of this and wanted to leverage those communities in which influencers had built a more personal and trustworthy relationship than simply trying to sell them products. The problem with influencers is that they often aren’t managed properties like mascots. If an influencer is caught doing or saying something negative, it could result in them being canceled. If a spokesperson or influencer for a brand is canceled, it will most likely have a negative effect on the company that hired them. So, how can you limit the odds of working with an influencer? You can work with a virtual influencer instead. Virtual influencers are computer-generated characters that can represent a brand and provide a more controlled and consistent image than human influencers. Virtual influencers don’t have the potential for negative behavior that human influencers do, and they can be fully managed and controlled by the brand. This approach can help brands to avoid the risks associated with human influencers and still benefit from the power of social media marketing. As social media continues to evolve, it’s likely that we will see more brands turning to virtual influencers to help them build and maintain their online presence.

Source: CodeMiko YouTube

The next generation of the mascot is here… the VInfluencer

With the advancement of technology comes the innovation of storytelling. Brands are nothing more than a company with great storytelling and unified imagery. If we were to create a modern-day mascot, it would definitely be the virtual influencer or “VInfluencer” (or “Vtuber” if on YouTube). The barrier to entry to create a 3D avatar has never been lower. With Unreal Engine’s Metahumans, you can create a nearly realistic avatar. All you need is an actor looking into an iPhone, and voila, you have a virtual influencer. (Of course, it’s not quite that easy, but it feels like it sometimes.) It does require a minimal level of technical knowledge to bring one of these virtual beings to life, and many people do it as a full-time job, streaming on Twitch or YouTube. The rise of virtual influencers is a testament to the power of storytelling and branding. A virtual influencer can provide a more controlled and consistent image than human influencers, and they can also avoid the risks associated with human behavior. As technology continues to evolve, we can expect to see more and more brands turning to virtual influencers as a way to engage with their audiences and build their online presence.

Some Great Virtual Influencers to Watch

CodeMiko

Xanadu

lil Miquela

Barbie (Barbie)

Guggimon

Some general rules for building your own virtual influencer.

As many companies or brands decide to create their own virtual influencers, it’s important to design them specifically for their audience while keeping in mind the image of the company. Otherwise, the character could be seen as problematic (like what happened with the Kansas City Chiefs).

Here are some common sense rules for creating your virtual influencer:

The VInfluencer must be a representation of the company itself and not the image they want to portray. For example, if your company isn’t owned by a majority of people of color, then your virtual influencer should be white. If your company boardroom is mostly black, then don’t have a Vtuber who is Asian, and so on.

Do not use an actor who is not the same race/gender as your VInfluencer unless it is anthropomorphic. Also, don’t make your actor do accents that aren’t their own for the character.

Develop a meaningful past and dive deep into a well-developed character personality. Where is your VInfluencer from? What is their education level? What is their family life like? What are they afraid of? There are many details that can be developed in the next section titled “Character Tree.”

It’s okay to have a non-human VInfluencer but make sure the previous rules are followed for racial “coded” traits. A good example is Fry from Aqua Teen Hunger Force, where he is obviously coded as a black man but is in the body of a floating container of fries.

By following these rules, you can create a virtual influencer that represents your company and resonates with your audience. A well-designed virtual influencer can help you connect with your customers and build brand loyalty in a unique and engaging way.

Source: Fox, King of the Hill

Character Tree — Personality Development

One effective method for designing a virtual influencer is to break down individual segments and attributes of the character. This approach allows you to build a well-rounded understanding of who your influencer is and what makes them unique. Here are some examples of the segments and attributes you might consider using the Character Tree method often used in entertainment show development. Let’s create an example with Bobby from the show King of the Hill.

Feet: Obvious, tangible details about a character

Example: Short hair, chubby, and wears cargo shorts.

Groin: What do they want on a primal level

Example: Bobby wants to be the center of attention through performing whether that is through magic, comedy, or ventriloquism.

Heart: All the things they secretly want.

Example: He wants to be loved by his GF and accepted by his dad Hank for his less conservative quirks.

Throat: The influencer’s posture, attempt at presentation, and affection.

Example: Constantly joking, can go from loud to quiet very quickly.

Left Cheek (left brain): How smart is the character?

Example: Bobby isn’t the brightest or logically gifted. He is often taken advantage of or easily manipulated.

Right Brain (Right Brain): Ethics, soul, and creative ability

Example: Bobby is a naturally good person and has been shown to have impressive emotional awareness. He is about body positivity.

By breaking down these attributes, you can create a comprehensive and well-developed character tree that will serve as a blueprint for your virtual influencer. This approach will help you create a character that is not only visually appealing but also has a unique personality and backstory that will resonate with your audience.

Virtual influencers have opened up new possibilities for brands and companies looking to engage with their audiences in a unique and innovative way. By creating a well-designed virtual influencer that represents your company and resonates with your audience, you can connect with your customers and build brand loyalty like never before. Remember to follow the common sense rules for creating a virtual influencer and to break down individual segments and attributes of the character when designing it. By doing so, you can create a comprehensive and well-developed character tree that will serve as a blueprint for your virtual influencer. As technology continues to evolve, it’s likely that virtual influencers will become even more prominent in the marketing space, making it more important than ever to get ahead of the curve and create your own virtual influencer.

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Defining the Metaverse…

If you didn’t work in the tech industry prior to 2021, the term “Metaverse” might have been unfamiliar to you. But when social media giant Facebook changed its name to “Meta,” there was suddenly a virtual gold rush for NFTs and virtual land. News outlets and blogs covered Mark Zuckerberg’s “metaverse”, though they often misunderstood the term. Zuckerberg was talking about his vision of the Metaverse when changing the company’s name and not a singular virtual world, while at the same time launching Meta’s virtual world platform Horizons. This created a lot of confusion among news outlets and those racing to become knowledgeable on the subject matter to position themselves as subject matter experts. The Metaverse is not just a virtual world; it’s a by-product of the third generation of the internet, an entire connection of platforms at the internet level with the interoperability of digital assets.

Misinformation about the Metaverse has spread widely, making it difficult to re-educate people within their echo chambers. It’s worth noting that anyone claiming to have built “a metaverse” is factually incorrect since the Metaverse isn’t a virtual world or even a single platform of virtual worlds, but rather a network of interconnected platforms that allow digital assets to pass from one place to another with the same ease of being on one website and migrating freely to another.

Note: The word Metaverse is always capitalized the same way that the word Internet is. If “metaverse” is used culturally to refer to a virtual world then it’s lowercase.

Defining the Metaverse:

In his book “The Metaverse and How It Will Revolutionize Everything,” Matthew Ball defines the Metaverse as “A widely scaled and interoperable network of real-time rendered 3D worlds that can be experienced synchronously and persistently by an effectively unlimited number of users with an individual sense of presence and with continuity of data such as identity, history entitlements, objects, communications, and payments.” The problem with referring to being in the Metaverse as it stands is we do not have the accessible infrastructure for the Metaverse to exist currently.

Ball’s definition represents a significant evolution from the concept of the Metaverse as depicted in Neal Stephenson’s “Snow Crash,” which is credited with popularizing the term. Although Stephenson’s book portrays a capitalist dystopian world in which people live in virtual environments, the real Metaverse is likely to be much different. Nevertheless, “Snow Crash” inspired many futurists to begin exploring virtual world concepts, such as the now-cult social virtual platform Second Life, which enabled users to live out their lives on the internet prior to the widespread availability of VR headsets.

For many, “Web3” simply denotes the inclusion of blockchain technology, NFTs, or cryptocurrency. However, “Web3,” which stands for “third-generation web technologies,” is a comprehensive ecosystem of technologies that, when fully adopted, will take us from the second to the third generation of the internet. You might be wondering what characterizes “Web1” and “Web2.”

A little history…

The ARPANET was created on October 29th, 1969, and there was an enormous migration of online users, primarily comprising educational and government institutions. With advancements in the field, the US government passed regulations in 1993 allowing commercial content to be available on the internet, marking the start of the first generation of the internet, also known as the “information age” or Web1.

Around 2005, we transitioned from the first generation of the internet to the second generation when social media was massively adopted, leading to the rise of the second generation, also known as web2 or the “social media age.” As we continue to move towards the third generation of the internet, we need to achieve several milestones to gain mass adoption of these third-generation web technologies. Only then will we be able to enter the immersive age and experience the full capabilities of the third generation of the internet.

The ARPANET (1969–1989)

Web0: The Premodern Internet Era (1969 — 1993)

Web1: The Information Age (1993 — 2005)

Web2; The Social Age (2005 — Present Day)

Web3: The Immersive Age (est. 2030 — ???)

Web4: The Symbiotic Age (??? — ???)

Decentralization technology is only a part of the larger picture.

As I mentioned earlier, for many people, web3 simply means decentralization technologies such as NFTs, cryptocurrency, and blockchain. However, the third generation of the internet is a comprehensive ecosystem of technologies that work together. Entrepreneur John Randolph proposed the concept of “The Seven Layers of the Metaverse,” which includes different technology and execution areas such as experience, discovery, creator economy, spatial computing, decentralization, human interface, and infrastructure. Each of these areas addresses a specific use case and technology set. For instance, the experience area encompasses esports, theater, and games, while the human interface area includes voice, gesture, neural interfaces, haptics, mobile, and wearables, often in combination with virtual reality. In my personal opinion, there should be an eighth layer called “identity” that would impact the previous seven layers proposed by Radoff.

So how do we differentiate between the Metaverse and a virtual world? I would like to introduce you to a concept called “The Immersive Internet Scaling Model.” While the Metaverse comprises an ecosystem of technologies, it can be confusing to distinguish between it and virtual worlds, especially since each level has a specific responsibility.

Base Level: (Instance, Virtual World, Land, Game Level) The base level is where you experience the Metaverse, and it is a single place among many other virtual worlds. If you’re in any platform, your avatar will spawn in the base level.

Platform Level: (Subverse, Metagalaxy, Virtual World Cluster) The platform level serves as the controller for all virtual worlds within it. It establishes the rules and conditions that affect all instances or land that it controls.

Metaverse Level: (The Internet, The Metaverse) The Metaverse, which is a byproduct of the third generation of the internet, connects all these different platforms together and allows interoperability between them. Without this layer, virtual worlds would only be able to interact with other virtual worlds within their own platform level.

If we refer to a virtual world as “a metaverse” enough times will it change the meaning? No…

If we use the term Metaverse to describe a virtual world, will it become the new definition? This is a question/statement I often hear from NFT enthusiasts and social world builders who come from the same background. If we use the word “Metaverse” as a catch-all term, it will lose its meaning altogether. The follow-up question to this line of thinking is usually “How can we define the Metaverse as this thing we’re working towards if we don’t know what we’re building?” the answer is if we use “Metaverse” as a stand-in for the virtual world, we’ve already predefined it which defeats the line of questioning altogether. The misuse is purely cultural slang at this point.

By using the Immersive Internet Scaling Model, we can easily differentiate the different layers that make up the Metaverse from a virtual world perspective. Another point to consider is that we do know what we’re building towards, as there is a level of self-fulfilling prophecy within the industry. The entire industry is moving in a direction that has already been predefined to a degree. Many people may not know what the outcome will eventually look like, but for futurists like myself who have been in this industry for a long time, we do know what the Metaverse is going to look like with adjustable details. The challenge is to ensure that everyone else understands what we’re building toward and why specific terminology is so important.

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All Artists should understand AI Art

The topic of AI-generated art is generating a lot of discussion in the artist community on websites like ArtStation and DeviantART. Many artists are questioning the legitimacy of the art generated by platforms such as Lexica, Midjourney, and Stable Diffusion, and expressing concerns about the impact it could have on their own work. Some of these concerns include the possibility of AI-generated art taking away job opportunities for artists, as well as concerns about intellectual property and ownership of the art produced by these systems. These discussions highlight the importance of considering the ethical and moral implications of using AI-generated art and ensuring that artists are protected in this changing landscape.

Let’s take a moment to reflect on the fascinating and ever-evolving field of artificial intelligence.

In the 1950s, British mathematician and computer pioneer Alan Turing proposed the idea of creating machines or computers that could emulate human behavior, learn from their experiences, and make decisions. Following this, a group of researchers led by John McCarthy at Dartmouth College coined the term “artificial intelligence” and held a workshop titled “The Dartmouth Summer Research Project on Artificial Intelligence” in 1956 to explore the possibility of creating intelligent machines. This event is widely regarded as the birth of AI as a field of study. During the 1960s and 1970s, AI researchers made significant progress in developing rule-based systems that could reason and solve problems. However, it soon became evident that these systems had their limitations in handling complex real-world situations. To overcome these limitations, researchers began to develop machine learning algorithms that could learn from data and improve over time. Thanks to powerful computers and vast datasets, AI has since advanced rapidly, leading to breakthroughs in areas such as natural language processing, AI art generation, and computer vision.

In 2023, AI is everywhere, with a rapidly expanding range of applications. From chatbots and schedule planners to code writers and AI art generators, AI is transforming the way we live and work. In almost every field imaginable, AI is being used to improve job performance, streamline workflows, and optimize decision-making. While many view AI as a valuable tool for driving progress and innovation, others express concerns about the impact of AI on employment and social inequality. As AI continues to advance and reshape our world, it’s important to remain mindful of these implications and work to ensure that the benefits of AI are accessible to all.

The Backlash…

Some artists dislike AI-generated art because they feel cheated by its use. They have spent years honing their skills to reach a professional level, only to have a program create similar quality work in just a few minutes. The existence of generative AI also signals to aspiring artists that their chances of getting paid for commissions before reaching a professional level will be reduced. However, artists feeling inadequate in the face of new technology is nothing new. In fact, many art mediums have undergone shifts due to the availability of new technology.

During my college years, traditional artists disliked programs like Photoshop due to the digital nature of the art it produced. They felt that using a program to edit photos or to paint digitally was cheating them out of the hard work they put into developing their skills. If we look even further back, landscape painters were outraged by photography because a machine with one button could create a perfect image in minutes, compared to the hours it would take a painter to make the same image.

Another major reason for the outrage over AI-generated art is that most platforms use trained models from data scraping, which some view as theft or harvesting.

So how does it work?

Generative AI is created by analyzing existing works of art and identifying visual patterns that can be used to generate new, unique pieces. This is often accomplished through the use of neural networks, which are designed to mimic the way the human brain processes and interprets information. Art pieces are improved upon by adding more information to the data sets and repeating the rendering process. Many people think that generative AI is done by copying and pasting parts of images together in the form of a collage, but that would be inaccurate.

These generative artworks are actually closer to the way human artists will look at many pieces, identify elements or patterns they want to emulate, and then use those elements to create a new piece of art, improving the quality with each repetition. This method is how the majority of artists learn to develop their art skills. The problem is that AI can develop these skills faster and more efficiently than a human can, and that’s the real issue at hand.

When I was in school for fine arts, the teachers taught us the “steal like an artist” method. We created a mood board to emulate 5–10 chosen pieces as a single cohesive vision, which we would take credit for (without mentioning or crediting the artists that “inspired” the new piece of art). This method is widespread across the art industry. I have never met an artist that hasn’t taken influences or learned from other artists. It’s easy to see that AI can “steal like an artist” better than humans ever can.

Ownership of AI Art

AI generative art cannot be copyrighted, and this issue has sparked the need for new laws in this area. In 2011, at a wildlife preserve in Indonesia, a macaque named Naruto grabbed a wildlife photographer’s camera and snapped a “selfie” of himself. The camera’s owner, David Slater, published the photo, raising questions about the ownership of art. Animal rights group PETA sued Slater on behalf of Naruto. Later, both sides asked the 9th U.S. Circuit Court of Appeals to dismiss the case and throw out a lower court decision that said animals cannot own copyrights. Because of the case’s significance, the US Copyright Office has listed the monkey’s selfie as an example of a work of art that cannot be copyrighted because Naruto is a “nonhuman entity.” This case helped clarify what deems a work of art as copyrightable.

Works generated by AI cannot be copyrighted without a minimal level of human editing, interference, or collaboration. It’s best to think of AI art in terms of a stock photo. If you purchase a photo from a stock website, you wouldn’t be able to copyright it outright, but you could if it were a heavily modified element in a larger work of art.

What are the ethics of using generative AI in art?

Plagiarism and art theft are serious accusations that are being raised in the art community, and they should not be taken lightly. While the law would argue that every generated piece of AI art is completely original due to the method of creation and the way AI functions, there are ethical considerations that must be taken into account.

From an ethical standpoint, artists should have the right to opt-out of having their work included in the data sets that are used to train AI models. The data sets used to train generative AI systems should include art submitted by artists, works in the public domain, and free/paid stock imagery. There is enough material available in these three areas to efficiently train AI generative systems. AI-generated art that has undergone significant human modification should not be labeled as such, as it has transcended the limitations of its medium. Any work directly generated by an AI platform that cannot be copyrighted should be labeled as AI-generated.

Personally, I would like to see platforms such as Midjourney and Lexica retrained using ethically sourced materials and unbiased training models. Unfortunately, the odds of that happening are slim. There will come a time when AI generative art is normalized, and the loud outcry in support of human artists against AI art will become a whisper.

It’s also important to consider regulations that limit the usage of AI-generated art in areas such as revenge pornography, deep fakes, and negative political campaigns. These regulations should be put in place to ensure that the usage of AI art remains ethical and that the art community is protected from malicious intent. I look to technology safety organizations including the XRSI for regulatory guidance on the matter.

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Brands should be making 360 videos - Here is my process

360-degree videos are a hugely underrated niche on YouTube, to the point that most users of the social media platform are unaware that the functionality even exists. There are many reasons for making 360 videos part of your brand or marketing. These videos, because the dimensions are usually over 4k, get a boost in the algorithm and if watched in a VR headset will have up to a 30% higher retention rate which is a number companies shouldn't ignore. My channel, Studio Capon, has 30+ thousand subscribers with millions of views, and 360-degree animated content is what we specialize in.

Mario VR - 14 Million Views, Sonic VR - 2 Million Views

When we first started down this path, there was no guide on how to go about making this kind of content. Thanks to exploring the tools made by Adobe, plugins from companies like Mettle, and 3D tools like Maxon C4D, we can now create these videos in a fraction of the time it took when we first started.

Research: With every new project, you will need to conceptualize what you are making. Our videos tend to lean towards recreating retro video games as inspiration for this new medium but this process can work for any brand. So, we will either need a script of the story or base footage of the game to simulate. There are plenty of video game channels that post footage of them playing these games, which can easily be downloaded as reference material. If you want to know how to write a 360-degree video script focusing on a story, here is a video tutorial on how to do that.

Planning: Whenever I go into the planning phase for my 360-degree animated video game-themed shorts, I start by making a list of all the models, animations, and VFX that will need to go into the project. Once I have this list fleshed out, I can determine how long the rest of the project will take to complete.

Modeling and Texturing: Next to animation and rendering, creating 3D models is the most time-consuming aspect of these projects. I like to use Maxon Cinema 4D to create my environments, character models, and vehicles. With the help of Adobe Mixamo, I can quickly rig my character models to be animated. Mixamo is a program that is available with a Creative Cloud subscription. Mixamo also has a full library of pre-animated templates for bipedal characters.

Audio and Music: Audio is the one aspect of these kinds of projects I like to outsource. I have a list of select voiceover talent and composers I call for audio services. This makes the most sense to me since I’m not an audio engineer.

Animation: Following the patterns, timing, and movements presented in video game footage, I can quickly get the timing down for how models should move, down to the frame. If I didn't have these kinds of references available I would record myself acting out the scenes to use as reference footage.

Rendering: Depending on the quality of your video, this can take weeks or even months if you are working with 3D scenes. Our Pac-Man video took 9 MONTHS to render. When you are exporting 360-degree videos, you are exporting PNG sequences at 4k-8k resolution with 60 frames per second. We export as a PNG sequence first because the files can be so large that computers regularly run out of room on your hard drive. If the project crashes before your video exports fully, you could lose all the time you spent rendering, but if you are exporting as a PNG sequence, you will only have to render after the last frame that finished.

Upload to YouTube: After compiling the PNG sequence, applying VFX, and adding audio, I export it as a YouTube-ready 360-degree video file (MP4). These files often take a while to upload, and then you have to wait for YouTube’s system to process them.

Thumbnail and SEO: Don’t forget to add a catchy thumbnail and useful description full of related keywords for SEO purposes. With a thumbnail that is nicely designed, it will help you with your click-through rate. When the YouTube algorithm picks up that people are clicking on your video, it will start to boost the ranking. When the video has the proper metadata by analyzing keywords and your description, it will figure out whom to show your video to, allowing it to be seen.

Distribution: This seems to be the final step that so many creators miss. Once your video is done, share it with your network on all social media platforms, groups, and friends who may be interested in the content. You should spend around three hours creating content around your animated short, maybe more if you can contact outlets to pick up the video.

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How To Start A Podcast Tour For Your Brand

At the beginning of 2020, my plans for the year were vastly different from how things ultimately turned out. Originally, I had intended to embark on an in-person tour spanning ten countries, beginning with a stop at CES 2020. Unfortunately, due to the pandemic, I was unable to carry out this tour beyond the initial CES appearance. With the need to stay productive despite the change of plans, I began researching digital alternatives to in-person touring, ultimately settling on podcasting as my medium of choice. Using my prior experience as a public speaker and YouTuber, I developed a straightforward plan for how to effectively tour as a podcast guest. This is also helpful if you are starting a new company or brand and want to get the word out about it.

Step 1: Set Up a Speaker/Podcast Website

Before speaking on a subject, it's important to show that you know what you're talking about. Setting up a speaker website is one of the best ways to do this. Having a collection of articles and appearances can be incredibly helpful for anyone deciding whether to have you as a podcast guest or not. If you're just starting out, this step might be the hardest, but you can reach out to anyone you know who hosts a show or event related to your subject matter and ask for a slot. If you can put together 6-8 events where you are shown to be an authority on a subject, you can use this for your website. You might find events that are already happening and ask to join a panel as a way of building your base.

Step 2: Join a podcast connection website.

One effective way to boost your search for podcasts to appear on is to use a podcast connection website. On these platforms, you can create a profile and reach out to podcasts on the platform to request to be a guest. One option to consider is MatchMaker.FM, though it is no longer a free service. Alternatively, you may want to explore other platforms, such as Podchaser.com, to help you connect with potential podcast hosts.

Step 3: Crafting your introduction

I found a helpful video by Think Media about how to solicit events and podcasts for guest spots or gigs. The formula can be broken down into several sections, as follows:

Start with a common connection, such as someone you both know or the platform you both are on.

Talk about the person, their qualities, and the good they’re doing in the world, and mention their reviews. Brag about them and thank them.

Discuss the problem you solve and how you can offer insight or a solution.

Provide social proof that you have solved that problem.

Create a win-win opportunity, with your win being a spot on their podcast.

Include a call to action, and schedule a 5–10 minute time to connect for vetting.

Example:

“Hello ___________,

[Introduction and compliment]I recently came across your podcast and was really impressed with the professionalism and how clean your show’s format is. Most podcasts that I come across seemly are still trying to find their voice. ________________ has a truly developed premise and foundation so I applaud you. As your podcast is focused on trends in ______________, it falls directly into my mission to elevate the industry. [Personal information] I’ve been a content creator for 13 years in a variety of formats but my most noticeable achievement is that I created, hosted, and sold the first in VR talk show to be ordered by a social network in the same style that a high-end network would purchase a TV show. In the last 9 years, I’ve been speaking about how social media is going to evolve. These topics include XR, AI, social media, and The Metaverse. These are some incredible shifts in the social media world and topics almost no social media educator is willing to cover. [Value proposition] All things I’m sure your audience would find greatly valuable now or in the future. [Call to action]Would you be interested in having me on as a guest or taking 5–10 minutes to discuss it? Kind regards

-Eugene Capon”

Step 4: Keeping a Record

When I began planning my podcast tour last year, I contacted 60 podcasts that I felt were worth my time. To keep track of my outreach, I created a spreadsheet where I recorded all relevant information about each podcast, including the contact person, links to their social media profiles, past topics they covered that related to my message, and whether they responded to my request or not. This helped me stay organized and follow up with the ones that showed interest in having me as a guest.

Step 5: Showtime!

Many podcasts are in video format as well as audio, so I like to make sure I have a quality setup for conducting these interviews. This means having a well-lit room, a quality microphone, an HD camera, and a great-looking backdrop to tie everything together.

Step 6: Social media and follow-up

Every time a podcast I was a guest on is released, there are a few things I do to make sure I do my part for its success. I create a copy of its audio and place it into a playlist I control on Anchor.fm with links back to its original posting. If they release a video version of the podcast, I add it to a playlist I have on my YouTube channel. If they tweet me about the podcast release, I make sure to retweet it. These things will help them grow a bigger audience while helping you reinforce your established relationship with the podcast host. It might also be beneficial to send a thank-you message to the podcast host for having you as a guest on their podcast.

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Going viral with AI on Instagram

Recently my business partner Topher Welsh and I were able to take his Instagram account from 1k to 125k in only 8 weeks flat. When I tell my friends who are in the influencers what we did they almost can’t believe it. Some of them have almost 100k in followers after 4 years of continued growth. What we did was part luck and part skill with 20 years of experience each behind it. We knew there were some simple methods that could be used to get our content to take off. Marvel babies were born…. Expanding into other pop culture icons.

The Content…

AI is a bad word for artists these days but with it, we were able to post 1–2 times a day. Each post had between 4–8 images all related together. We knew that if we used AI, we would be able to make base images and then Photoshop them to look like the images we wanted. (We are both professional designers.) This method is just like how other artists might use stock images and then edit them into a new piece. There is a misconception that it’s a collage tool that cuts out pieces of other art to make new ones which is incorrect. AI analyzes images and then creates new images based on machine learning algorithms.

[While we use Midjouorney, we do believe that artists should be able to opt out of their trained data set and these generative AIs should be retrained with ethical means. We also believe that retraining should also include non-bias models for a better representation in their outputs. We hope to see this change in the future.]

This is how we did it…

Knowing the Basics:

It’s going to be hard to grow on IG without knowing the basics. There are things you will have to research like which hashtags to use for your content, how to make reels, and what the best starter image for a carousel. These are conditional on your content. Some people may have a great engagement with normal photos and some might find more success with just reels or stories. You will need to research what works for others so you can copy their formula. Our niche was “baby versions of famous pop culture icons”.

4 Quadrant - Method:

I like to use a system called the “4 Quadrant Method” invented by the studio Cineasaurus. It basically pulls from 4 specific areas that allow for content to find maximum reach.

Fandom: You can create content around subject matter that people are already interested like Starwars, Marvel, Ghostbusters, Nascar, cakes, etc. By utilizing these fandoms you can tap preexisting audiences rather than building your own. Just remember to keep your feed of content related to each other in some way. If you build a following around cartoons but then start making content around hiking you have essentially “bait & switched” your followers. They will leave in droves.

Flagpole content: Content released around an event, release, or holiday can give you a boost because people are talking about the subject matter. Our best release over the 6 weeks was that of the Addams Family because the show Wednesday had just been released. It got 3 times more views than the next post. People went as far as getting the pieces tattooed on their bodies!

Quality: You need to be able to judge your content independently. Too many people fall in love with their own work expecting other people to feel the same way about it. That just doesn’t work, coming from a place of a professional we can judge a set of works pick out the best ones then improve upon them. This improves the quality of the page overall.

Marketing: You have to have a distribution system to put your work in other places to guide people back to your page.

It’s not a problem if its a feature - Method:

One of the downsides of using Midjourney as a base is that it has a hard time doing hands and feet. We used this to our advantage. Instead of fixing the issues in photoshop, we made sure to leave them in resulting in people feeling the need to call out the imperfections. This led to more engagement, with the posts spreading their reach. I’ve seen people purposely leave mistakes in their reels as a way of enticing people to leave comments correcting them.

Credit and community!

There was an influx of accounts making things out of our content. They were seen in everything from printed on walls, used in marketing content, reuploaded to wallpaper websites, and even was seen tattooed on people. We asked people to tag and credit the account if they were going to re-upload the content. We had to contact Instagram several times over stolen work and accounts passing them off as their own.

The Metrics… How did we do?

8-week growth Growth: Around 12,400% increase

Accounts reached: 16.9 Million

Accounts engaged: 980k

Engagement: 4.1% Rate

Note: Engagement for Instagram is typically very low across all metrics.

Less than 1% is low engagement

Between 1% and 3.5% is average/good

Between 3.5% and 6% is high (This is where our account ranks)

More than 6% is incredibly high

See the account for yourself on Instagram

Write Up in Bored Panda

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