How will the user behaviour shift towards immersive experiences (e.g., metaverse, AR/VR) on social media impact the type of visual content UK small businesses need to produce by 2027, and what skills should I prioritise developing now?
Quick Answer
By 2027, UK small businesses will need to adapt their visual content strategy for social media to incorporate more interactive and immersive elements, such as 3D content and AR filters, to engage users increasingly drawn to experiential formats.
As we look towards 2027, the landscape of social media is undoubtedly evolving, with immersive experiences like augmented reality (AR), virtual reality (VR), and the nascent metaverse gaining traction. For UK small businesses, understanding how this shift in user behaviour will impact visual content production is paramount, and it's certainly a topic that comes up frequently in my coaching sessions. Many of you are asking, 'What should I be focusing on *now* to stay relevant?' It's a fantastic question, and one that taps into the underlying currents shaping our digital future.
The good news is that the core principles of authentic connection and delivering value remain, regardless of the platform. However, the *format* through which we express these values is indeed diversifying. We're moving beyond a solely flat, 2D experience to one that offers depth and interaction. This doesn't mean abandoning current successful strategies like Reels, but rather, understanding how they fit into a broader, more interactive content ecosystem. The trajectory of user engagement points towards content that allows for participation, exploration, and a deeper sense of presence.
## Future-Proofing Your Visual Content: Immersive Opportunities for Small Businesses
The move towards more immersive experiences opens up exciting avenues for small businesses to engage their audiences in new and memorable ways. It's about moving from simply showing to *allowing engagement* with your brand's world. When this works well, it's often because businesses understand and embrace these new formats as extensions of their brand story, not just as fleeting trends. What makes the difference for most creators is a willingness to experiment and an understanding that authentic engagement transcends the medium.
* **Interactive 3D Assets and AR Filters**: Imagine a furniture shop allowing customers to ‘place’ a new sofa in their living room via an Instagram AR filter, or a jewellery brand letting users virtually 'try on' a necklace. These experiences are already possible and will become more commonplace. Think about creating **3D models of your products** or developing **simple filters** that align with your brand's aesthetic. This fosters a playful interaction that goes beyond static product photos. It's about letting the customer experience your offering in their space.
* **Short-Form, Experiential Video**: While the metaverse might feel far off, the rise of short-form video has been a clear precursor to more immersive content. Reels, for example, already get 22% more engagement than static posts on Instagram. By 2027, this will lean even more into vertical video that transports the viewer, often with interactive elements or a more 'first-person' perspective. Focus on creating **engaging narratives through short video clips** (15-60 seconds perform best for engagement), perhaps showcasing products in a context that invites imagination, or 'behind-the-scenes' peeks into your creative process that make viewers feel like they're right there with you. Remember, the first 3 seconds are critical for retention, so a strong hook is vital.
* **Virtual Showcases and Events**: For service-based businesses or those with physical products, virtual spaces offer a new way to connect. Think about hosting a **virtual workshop in a shared 3D environment** or designing a **digital 'pop-up store'** where customers can browse and interact with your brand's story. While full-scale metaverse presence might be a budget stretch for many, knowing how to create engaging 360-degree content or compelling short videos that simulate such an experience is a valuable bridge.
* **Community-Driven Content and Co-Creation**: Immersive worlds are inherently social. Encourage your audience to **create and share content within these new formats**, perhaps by using your AR filters or participating in virtual challenges. User-generated content already boasts 4.5x higher conversion rates, and in immersive spaces, this will only amplify as people become creators within the brand's ecosystem. This aligns perfectly with building authentic connections.
* **Authentic Storytelling with a 'Sense of Place'**: Even if you're not building a full metaverse experience, the principle of creating a 'sense of place' is vital. Use your visual content to transport your audience. This could be through high-quality 360-degree photos for a property business, or beautifully shot vertical videos that make viewers feel like they're walking through your artisan workshop. Speaking directly to the camera in these settings, even for talking head videos, can build trust faster than text overlays, as it personalises the journey. Posts with faces also get 38% more likes, reinforcing the power of human connection.
## Pitfalls to Navigate: What Holds Most Small Businesses Back
While the opportunities are exciting, there are common missteps that can hinder a small business's successful transition into more immersive content. The key consideration for your specific situation is to avoid getting swept up in the hype without a clear strategy. Results tend to vary based on your audience, goals, and current stage.
* **Over-investing in Unproven Technologies**: The metaverse is very much in its infancy. Spending significant resources on building a complex VR experience without a clear understanding of your audience's adoption rate or a measurable return on investment can be a costly mistake. Focus on readily available tools like Instagram AR filters or 3D product visualisers before jumping into more complex, expensive platforms. This is where many solopreneurs get stuck, trying to be everywhere at once.
* **Neglecting Current High-Performing Formats**: While looking to the future, it's crucial not to abandon what's working now. Reels, for instance, remain a powerhouse, and should be part of any current strategy. Short-form video engagement is high, and the skills learned here (hooking viewers in 3 seconds, concise messaging) are directly transferable to future immersive content. Don't throw the baby out with the bathwater, as the saying goes.
* **Failing to Tell a Story**: Immersive experiences, at their heart, are about stories. Just creating a 3D model isn't enough if it doesn't serve a narrative purpose or solve a problem for your audience. Content that lacks a clear message or emotional connection will still fall flat, regardless of how advanced the technology. Remember the 80/20 rule, with 80% value content and 20% promotional. Educational content gets saved and shared most.
* **Ignoring Accessibility and Inclusivity**: As content becomes more technologically advanced, it's easy to inadvertently exclude segments of your audience who may not have access to the latest tech or have specific accessibility needs. Ensure that any immersive content you produce has alternative, accessible versions or is designed with a broad range of users in mind. Captions, for example, increase watch time by 80%, demonstrating how essential inclusive design principles are.
* **Lack of Experimentation and Iteration**: The immersive space is rapidly changing. Businesses that try to achieve perfection on their first attempt often get left behind. It's far better to launch a simple AR filter and refine it based on user feedback than to spend months developing something complex in isolation. Imperfect action beats perfect inaction, especially in this evolving area.
## Alice's Rule of Thumb
Embrace evolution, but don't abandon your roots. Focus on the transferable skills of authentic storytelling and visual engagement, as these will always be the bedrock of connection, no matter how immersive the platform becomes.
## What This Means For You
Building out a strategy for future visual content doesn't have to be overwhelming. You don't need to be a coding genius or an AR/VR expert overnight. What's more important is understanding the underlying shift in user expectations for interaction and immersion. This is where many business owners get stuck, not from lack of effort, but from trying to follow generic advice that wasn't designed for their unique situation or audience. Building a content strategy that actually works for you, incorporating these forward-looking elements incrementally, often comes down to understanding your specific niche, audience behaviour, and current resource capabilities, which is exactly what we explore together in coaching. It’s about making iterative steps, learning from each one, and slowly building your confidence and capabilities in these new areas.
Alice's Take
The shift towards immersive experiences feels like a huge leap for many introverted small business owners, but I believe it's an exciting opportunity, not a threat. You don't need to dive headfirst into building a metaverse brand overnight. Instead, think about the *principles* behind immersive content: engagement, interaction, and a richer experience. Prioritise developing skills in easy-to-access formats like short-form vertical video and even experimenting with basic AR filters, which build directly on skills you're likely already using. The confidence to show up authentically, even with new technologies, will always be your greatest asset.
What You Can Do Next
Start with Short-Form Video Mastery: Focus on creating engaging 15-60 second Reels. Practice strong hooks in the first 3 seconds and concise storytelling. This foundational skill is directly transferable to future immersive formats for Instagram Reels tips and how to make Reels.
Experiment with Basic 3D/AR Tools: Look into free or low-cost apps that allow you to create simple 3D product visualisations or basic AR filters for Instagram. Many platforms offer templates; you don't need to code from scratch. This helps you get comfortable with new digital asset types.
Develop Storytelling for Interaction: Practice crafting narratives that invite participation rather than just passive viewing. Think about how your content could encourage a user to 'do' something, whether it's answering a poll or imagining themselves in a virtual space.
Prioritise Camera Confidence in Vertical Video: The more comfortable you are on camera, especially in a vertical format, the easier it will be to adapt to more immersive 'first-person' experiences. Start with Instagram Stories (which disappear in 24 hours, lower pressure) and batch record content to build momentum.
Monitor Industry Trends & Your Audience: Stay updated on how your specific audience is adopting AR/VR content. Don't jump on every trend, but recognise when a technology gains enough mainstream traction to be worth your investment. Look at what your competitors (and complements) are doing.
Focus on Community Co-Creation: As immersive environments are inherently social, lean into encouraging user-generated content, especially if you create AR filters or interactive elements. This not only lightens your content load but also builds stronger brand loyalty.
Expert Guidance from Alice Potter
Alice Potter is a social media coach and founder of AJP Social Studio. She helps creators, entrepreneurs, and businesses grow their online presence through practical, proven strategies for Instagram, TikTok, and beyond.
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