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FleishmanHillard Report Shows Fast-Emerging Metaverse Ecosystem Opens Up New Influencer Opportunities for Brands, Creators and Consumers 

September 6, 2022

FleishmanHillard in India and Eleve Media Release Web 3.0 Influencer & Intelligence Report 2022, Highlighting How the Next Evolution of the Internet Demands New Actions by Brands 

MUMBAI, India – FleishmanHillard and its research practice, TRUE Global Intelligence, in partnership with Eleve Media, today released the Web 3.0 Influencer & Intelligence Report 2022, showcasing the ways that conversation and influence are quickly changing in India around the rising evolution of the ‘metasphere’. 

Both the creator economy and the topics driving discussion of Web 3.0 on social media have sharply increased over the past 12 months. The report research included a survey of over 500 influencers, content creators and select Web 3.0 players from March through April 2022, in addition to the analysis of more than 12 months of social conversations. The research confirms the massive excitement around Web 3.0, as well as specific areas of interest, including education, regulation and the need for re-imagined communities. 

“Our report confirms the rapidly growing appetite for news and views about the metaverse and Web 3.0-related trends. These advancements are already setting a precedent for brands and content creators who can design highly engaging and differentiated campaigns that leverage this advantage. We hope this report will increase our understanding of the subject and contribute toward the adoption of Web 3.0 in a meaningful way for brands and creators,” said Munavar Attari, managing director and partner, FleishmanHillard in India. 

The Web 3.0 Influencer & Intelligence Report 2022 also provides a detailed conversation analysis and overview of the Web 3.0 landscape in India.  

“Our research inspected the developments in the Web 3.0 space over the past year and highlights just how dynamic the topic is, and how much open territory still exists for brand communications that satisfy this hunger,” added Michael Rinaman, managing director of TRUE Global Intelligence in APAC and global head of analytics for FleishmanHillard. “As brands adopt new technologies in Web 3.0, understanding the velocity and direction of the current conversation can be valuable to start from a place of intelligence and understanding in India.”  

Major themes and findings are discussed in detail in the Web 3.0 Influencer & Intelligence Report 2022, including how:  

  1. The popularity of Web 3.0 content reveals a dire need for better understanding about the new generation of web technologies.  
  1. The evolving landscape requires close attention to shifting conversations to understand emergent trends, nuances and new risks. 
  1. Most influencers want to create for community (Web 3.0) over algorithms (Web 2.0) in the metaverse. 
  1. Influencers are on the lookout for next-gen tools to strengthen the creator economy. 
  1. Creators and non-fungible tokens (NFTs) have paved the way for the metaverse to become an accelerated reality. 
  1. Creators vote for Discord, virtual influencers and social interactions as key Web 3.0 tools. 

“Web 3.0 promises a more direct relationship between brands and consumers. And we would want brands to be equipped to experiment and explore Web 3.0 platforms and opportunities. The Web 3.0 Influencer & Intelligence Report 2022 is a joint effort with FleishmanHillard in India to help brands strategically leverage this societal shift,” said Prince Khanna, CEO and co-founder of Eleve Media.  

From the Web 3.0 Influencer & Intelligence Report 2022, the research from FleishmanHillard in India and Eleve demonstrates a sense of urgency that brands need to start to develop Web 3.0 strategies now while there is still room for differentiation and partnership. As audiences become more familiar with Web 3.0 topics such as NFTs, cryptocurrencies, blockchains and tokens, there will be less opportunity to differentiate. 

Web 3.0 is set to change the influencer ecosystem and continue to drive conversation. In the report, brands can learn more about immediate opportunities to act – from embracing the key trio with creators (creation, consumption and compensation) to crafting the right strategies and messaging to be considered relevant. 

About FleishmanHillard   
FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. FleishmanHillard was named 2021 PRovoke Global Agency of the Year, 2021 ICCO Network of the Year, 2021 Campaign Global PR Agency of the Year, 2022 PRWeek U.S. Agency of the Year and Outstanding Extra-Large Agency of the Year; 2021 PRovoke APAC Consultancy of the Year; 2021 PRWeek UK Large Consultancy of the Year; Human Rights Campaign Best Places to Work for LGBTQ Equality 2018-2021; and to Seramount’s (formerly Working Mother Media) “Top Companies for Executive Women” list 2010-2021. FleishmanHillard is part of Omnicom Public Relations Group and has nearly 80 offices in more than 30 countries, plus affiliates in 45 countries.   

About Omnicom Public Relations Group    
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, language strategy, global health strategy and change management. As the largest group of communications professionals in the world, our employees provide expertise to companies, government agencies, NGOs and non-profits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group is part of the Communications Consultancy Network, a division of Omnicom Group Inc. (NYSE: OMC).     
About Omnicom Group Inc.   
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other specialty communications services to over 5,000 clients in more than 70 countries. Follow us on Twitter for the latest news.   

About Eleve Media 
Eleve Media is one of India’s largest brand advocacy companies operating in the digital space for the past 8 years. Eleve’s powerful solutions & services enable brands & agencies to leverage the power of word of mouth through Influencers on social media platforms and streamline their Influencer marketing initiatives.