"Man is by nature a social animal, and those individuals who are born solitary are either unworthy of our attention or not human." - Aristotle

Source | Carbon Chain Value

Editor | Carol

When Facebook, the world's largest social network, announced that it would change its name to "Meta"—whether you want to admit it or not, the era of the Metaverse has come before us.

The iterative speed of the Internet has exceeded people's imagination. From Web 1.0 to Web 2.0, and then Web 3.0, the success of each iteration is actually inseparable from an important factor, that is, people. Driven by physical media and software, the web has connected people to each other more easily. Conversely, people will inevitably become one of the most active and important factors in the network. Looking at Internet giants such as Facebook and Twitter, WeChat and Weibo, all of them have achieved success by building a "human network".

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The driving force of the metaverse is still social

Frankly speaking, the development of the Internet industry has reached a certain height, and the overall growth rate has slowed down. At the same time, capital is also looking for new growth points. In addition, the growth rate of the digital economy is particularly impressive, and it is against this background that the "Metaverse" is showing a trend of fire.

Of course, since technology usually plays the role of "infrastructure", if the metaverse concept wants to "take off", the driving force is still inseparable from the social concept based on "people". At this stage, with the gradual realization of full coverage of the Internet infrastructure, people's digital needs are increasing. The group represented by Generation Z has always kept paying attention to new things and actively embracing the digital future. To a large extent, mobile games (nearly 518 million domestic online game users as of December 2020), digital payment (850 million domestic online payment users as of December 2020), social media (the average monthly domestic mobile social users in 2020 The number of independent devices is about 850 million) The extensive user base established has provided the impetus for the construction of the Metaverse, so the full-scale explosion of the Metaverse may be just a step away.

In fact, in the Internet era based on the "human network", the development and iteration of technology have created a depression in the value traffic of different forms of social media such as Weibo, WeChat, and Douyin, and at the same time, it has also spawned waves. Different forms of "influencers", as the core link connecting merchants, content platforms, and consumers, influencers are not only a marketing resource, but also a brand-new productivity factor, realizing the leadership and promotion of the consumer market , They will produce and share content on the Internet, attracting people's attention, and some people get the bonus of the times by this. The development and realization of the metaverse will inevitably bring a brand new social form - virtual immersive social interaction, coupled with the realization and application of AR/VR technology in the future, the social era of the metaverse is coming, and with the emergence of social media The new generation of metaverse "social influencers" must be the main force of the next generation of traffic. The metaverse product that has been hotly discussed recently by Tianxiaxiu, a listed company, is Honnverse, which is exactly in line with the characteristics of the new generation of social media.

Under the foundation of next-generation information technology such as blockchain technology and virtual reality, Rainbow Universe is a 3D version of virtual social products. Users can customize and build 3D virtual images, virtual houses and virtual props according to their own preferences. Conduct virtual social activities in the built virtual space. Rainbow universe will unite global social celebrities to create an immersive pan-entertainment virtual life community for users. Cut into the metaverse market by using "social" as a breakthrough. Rainbow universe has built a completely free virtual reality social space and created a brand new economic infrastructure for influencers, which can maximize the value of influencers.

Based on the virtual community, Rainbow Universe allows users to have an immersive virtual social experience. Compared with traditional social media, Rainbow Cosmos has decentralized data and application scenarios, scenario-based interaction and social interaction, diversified content and IPs, takes into account both private and public domains of operation, and empowers creators Custom spaces for imagination and creativity.

You will find that Rainbow Universe has actually grasped the key "Vital Gate" of the Metaverse, namely: social interaction. Imagine that when you build a metaverse platform, but there is no social scene in it, then no matter how big the "universe" is, it will be boring.

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And how do we breathe life into the metaverse?

The rise of the metaverse is actually an inevitable phenomenon when society develops to a certain stage.

With the development of the times, the number and popularity of creators are increasing, and the demand for new ways of community participation and interaction with creators is also increasing. We know that Metaverse can already give creators and fans Provide innovative and unique interactive experiences, while Rainbow Universe tries to reconstruct the social relationship between traditional creators and fans, so that both parties can obtain an immersive experience that is closer and more highly involved than ever before.

So, how can we infuse social elements into the Metaverse?

Needless to say,Interaction is the most important element in social, If the interactive experience is not good, it will definitely not attract more people to use it (think about how WeChat beats Alibaba's "Lailian" and other similar products). Let’s take a look at the example of Rainbow Universe here. Through 3D and virtual realization and other technical foundations, Rainbow Universe provides users with another tool to express themselves, combining real life with the virtual world, so that everyone can see a different self and friend. It can be said that Rainbow Universe breaks through the traditional social forms, namely voice, pictures, text, short video, etc., and uses a brand-new 3D, multi-dimensional and customized method to integrate voice, text, short video, etc. into social scenes Among them, giving users a better social experience makes social networking more realistic, more three-dimensional, more visible, and more interesting. Although the current product is still in the internal testing period, according to the future product planning officially disclosed by Rainbow Universe, real-life scenes such as clubs, garden parties, and commercial areas will be realized in Rainbow Universe, and then various interesting interactions can be easily carried out. You can also use the house as a social place, invite friends to visit, visit, and even hold virtual social activities such as virtual concerts, concerts, and exhibitions.

Secondly, personalized content is a necessary label for social networking.In the Internet world, personalized content reflects the interests and hobbies of users, and thus gathers fans with the same hobbies. In the process of social development, creators and fans have formed special tags based on content, which has made social socialization vertically differentiated. The social interaction in the Metaverse will be more personalized. The social content and scenes in Rainbow Universe products are formed by users based on their personal preferences, such as house decoration, personalized personal image, collected digital music, digital artwork, etc., will be displayed in social assets. It allows users to easily find partners with the same interests as them.

Third, diverse creators are a social trend

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fish too idle scene

Fourth, the reshaping of social assets has become a new model for commercial realization

In the Internet era where traffic is king, the purpose of social networking is to accumulate fans, thereby enhancing one's influence and status, and fans are one's own social assets. The number and interaction of fans directly affect the realization value of social accounts. In the world of Metaverse, the social visualization scene makes the interaction of fans more three-dimensional and real. For creators, the value of social accounts is no longer simply cold data such as the number of fans, but real interactive data and appeal, coupled with digital collections in virtual spaces, limited editions of avatars, and creators' exclusive IP content, etc., can constitute the social assets of the Metaverse. The monetization model of social assets is not a simple advertising model, and a new business monetization model will be born based on social interaction, interaction, and scenarios.

As for the brand side, Metaverse will bring more brand exposure and interactive forms to the brand side. In the metaverse, it is easy to build a "trinity" model of celebrities, brands, and fans (such as Nike, Disney and other brands have begun to accelerate the exploration of commercial use cases in the metaverse). Member value-added and 2B advertising), merchants can break the traditional restrictions such as regions and markets, shorten the distance between brands and users, and provide consumers with a better virtual experience. Still taking Rainbow Universe as an example, the brand communication method is more three-dimensional and visual, and with the support of social interaction and brand activities, the marketing method is more diversified. The scene-based social e-commerce makes it easier to bring goods and the participation of users It will also become easier, and may even boost the O2O model to accelerate upgrades and iterations.

It is worth mentioning that Rainbow Universe provides a natural application scenario for users' digital collections based on scenario-based social networking through blockchain technology. Enable users' digital collections to be displayed, with clear ownership, transparent quantity, and traces of transfer.

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Summarize

Thirty years ago, when Neal Stephenson wrote the novel "Avalanche", the Internet was experiencing the Web 1.0 era. Perhaps even he himself did not expect that the scene of a science fiction novel could become reality in such a short period of time. Although the metaverse is a new concept that has entered reality from fiction, it does not deviate from the basic concept of market development, that is, the "people-oriented" social attribute. It is undeniable that the so-called "Metaverse" is still in its early stages. Perhaps what Rainbow Universe is currently doing is exploring the prototype of the Metaverse, but their advantage is that they have escaped the shackles of traditional social interaction and overlooked the entire universe from a larger perspective. Influencers and the wider social industry look forward to the future of the metaverse. If the metaverse is regarded as the big trend of the future world, then we may be in the wonderful era when the big trend opens prehistoric times.

Of course, although we know that social networking will be one of the key factors affecting the success of Metaverse, Metaverse will actually promote social iterative upgrades, from social networking 1.0 (Baidu Tieba, Douban) in the BBS era, which is the prototype of social networking, to WeChat social networking Social 2.0 (Weibo and WeChat) in the Internet age, Social 3.0 (Douyin and Bilibili) in the entertainment social network era, and Social 4.0 (Hong Universe and Roblox) in the vertical social era.

In general, whether it is the personal imagination of social platforms or the analysis and predictions of industry experts, all have certain expectations and longings for the "Metaverse". Social networking may not be the only application scenario of Metaverse, but it will be the best scenario to promote Metaverse to become mainstream. WeChat is the social "overlord" in the Web 2 era, and Douyin is the top social media in the Web 3 era, so who will become the social benchmark based on celebrities in the metaverse? Maybe Rainbow Universe can bring us more surprises, let us wait and see.