Welcome to the metaverse. It’s not quite what you think and you’re already in it. This year, as the world reopened and people started doing things IRL again, what we thought we would see in our social media data deep-dive was quite different to what emerged. Social media and screen use surged, even as we moved away from our lockdown lives. We’re consuming record levels of social media content and, to cater for that, brands are creating more video and audio content than ever before.