Virtual Worlds = The Present and Future Of Online Social Communities

I can’t even say virtual worlds are the future of social communities, but rather the present. Virtual worlds have proliferated among internet users younger then 18 here in the US and especially internationally. Sites such as Gaia Online, Cyworld, Habbo Hotel, Barbie World, Webkinz, and Club Penguin blow social networks out of the water in terms of user base and engagement among this young demographi. Barbie World alone hit 3 million members within 60 days of launching, and a short 9 months later are at over 10 million. MTV and Nick.com have both committed $100 million to virtual worlds in 2008. If you follow VirtualWorldsNews.com it seems like a new virtual world is launching every day.

But besides impressive numbers, what makes virtual worlds the future of online social communities?

Richer Social Interactions

Social communities are built on the quality of the social interactions being exchanged. Virtual worlds offer a larger variety of higher quality social interactions. It goes far beyond the standard messaging or IM’s. Avatars can make facial expressions, or change their body language. You can buy someone a new piece of clothing, or item for their virtual room as a gift. Avatars can dance with each other, hold hands, and even play games.

A study at Stanford has shown that our brain responds in the exact same way, at the exact same levels, when an avatar smiles at you as when someone smiles at you in the offline world. And there have been numerous studies in the past that says body language and facial expressions communicate much more then the actual words that are said.

Bottom line is that virtual worlds are offering forms of interactions and expressions that enrich the social experience.

Better Self Expression and Personalization

Take one look at high school teen’s MySpace page and you will quickly see that a large part of social communities about self expression and personalization. “Blinging” out your social network profile was the first evolution of this.  But virtual worlds offer the opportunity for much better personalization through their avatar, virtual room, expressions, etc. Dressing up your avatar to express your personal style is much more compelling then dropping a glitter text badge or a slide show widget on your Myspace profile. Check Gaia’s sign up process. Within 10 seconds they have you playing with your avatar’s hair style, shoes, accessories. It literally sucks you in and before you know it you are trying to find the perfect match between your virtual hat, and those cool pair of trendy jeans.

Real World Interactions Are Better Resembled

With the above two points in mind, virtual worlds are starting to take on qualities that closely resemble to how we interact offline. They also give us the opportunity to interact and portray ourselves in a way which we would like to, but are unable to in the real world.  This makes the online social experience more engaging, and ultimately of higher quality.

It’s All About Fun

A long time ago I wrote about 3 qualities of a successful social network in which I explained why Fun is one of the most important elements to a social community. Bottom line the experience that virtual worlds are offering are more fun for their users.

Will Social Networks Cease To Exist?

All of this begs the question, “are social networks going to cease to exist?” The quick answer is no. But we will see an intersection of social networks and virtual worlds. Properties such as Gaia and Cyworld already resemble this intersection and have been extremely successful with it.