Using PR to promote NFTs: Best practices and approaches

by | May 1, 2023 | Marketing, Public Relations

As the world of digital assets continues to evolve, non-fungible tokens (NFTs) have emerged as a hot topic in recent years. In fact, the NFT market is set to grow from 3 billion in 2022 and reach 13.6 billion in 2027, as indicated in a report by Markets and Markets. NFTs have gained significant popularity in several industries such as

  • Artists 
  • Musicians 
  • Athletes 
  • And of course, brands

These industries and more are all jumping on the NFT bandwagon, to leverage the potential of blockchain technology for ownership, authenticity and scarcity. However, with the growing hype and controversy surrounding NFTs, PR professionals now play a crucial role in navigating the landscape and promoting NFTs effectively. 

In this article, we will explore the best PR strategies for successful NFT promotion. This ranges from educational approaches, influencer collaborations and utilizing multimedia content. So buckle up and let’s dive into the world of NFTs!

Using PR to promote NFTs: Best practices and approaches


Understanding NFTs and their popularity

You might be asking yourself, what are NFTs? NFTs are unique digital assets that are stored on a Blockchain. This makes them verifiable, transferable and immutable. NFTS hold speculative value, which is determined by the community and can be exchanged or traded without fear of duplication

They can represent various forms of digital content, including

  • Art
  • Music
  • Videos
  • Virtual goods

and much more.

NFTs have gained popularity due to the potential to provide their creators with new revenue streams. These NFTs establish ownership and authenticity while simultaneously creating scarcity in the digital realm, leading to the creation of highly desirable products. 

According to recent data, the number of active wallets that are engaged in NFT transactions, including buying, selling, holding, or utilizing them in a blockchain application, has significantly surged from 89,061 in 2020 to over 2.5 million in 2021 (2,574,302), reflecting a remarkable increase of 1,822%

NFTs have also been embraced by collectors and investors, who see them as a way to diversify their portfolios in addition to participating in the booming digital asset market. However, the concepts of NFTs can be complex and technical. Therefore PR professionals need to understand the intricacies of NFTs in order to promote them to a sophisticated technological audience effectively.

PR pros should invest time in researching and understanding the underlying technology trends and market dynamics of NFTs. This will assist them in developing compelling PR strategies that resonate with the target audience. By understanding the unique value propositions and target audiences of NFT projects, PR can craft effective messaging that resonates with both the art and technology communities.

Educational approach

As NFTs are relatively new to many people, PR pros should use an educational approach to promote NFTs effectively. This involves creating engaging educational content such as

  • Articles
  • Blogs
  • Posts
  • Infographics
  • Videos

These various media should aim to demystify NFTs and explain the benefits and risks, as well as provide practical tips to get started. According to a recent survey conducted by The Harris Poll, 40% of the American population has shown familiarity with the concept of NFTs. This is a decent start, but clearly indicates the need for more education to promote and sell these NFTs.

PR professionals should collaborate with industry experts, influencers and thought leaders to share their insights and perspectives on NFTs. This can be accomplished through webinars, panel discussions and interviews. By providing valuable and educational content PR professionals can position themselves and their clients as trusted authorities in the NFT space. This will allow them to build credibility among the target audience.

When adopting this educational approach PR professionals should focus on providing unbiased and transparent information about NFTs. This should include their potential benefits and risks.

Using PR to promote NFTs: Best practices and approaches


Craft compelling storytelling

Storytelling has always been a powerful tool in PR. Therefore it can also be employed to promote NFTs effectively. PR professionals can craft compelling narratives around NFT projects. This can highlight the story behind the creation of the NFT and include the artist’s inspiration as well as the significance of the digital content. Furthermore, the story can include the impact of NFTs in the art, music or entertainment industry.

PR pros can use all the tools available in the modern marketing era, including press releases, social media posts, electronic press kits and more. These are used to tell captivating stories that resonate with the emotions, values and aspirations of the target audience. By humanizing the NFT and connecting with the audience on an emotional level, PR professionals can create a deeper engagement and interest in the NFT project. A successful campaign will lead to increased visibility and promotion.

It is quite common to collaborate with the creators and artists behind the NFT projects to capture their authentic voices and perspective. 

To stand out in the crowded NFT space, PR professionals should focus on developing compelling narratives around NFTs and the artists or brands behind them. This can involve leveraging the NFT’s unique value proposition, such as its ability to provide ownership and authenticity in the digital realm. 

Influencer collaborations

Influencers and content creators have a significant impact on the buying decisions of their followers. With this knowledge in mind, PR professionals can provide Influencer collaborations to promote NFTs effectively. Identify influences who align with the target audience and the NFT’s project theme to collaborate with. Work with these influences to create engaging content, for example:

  • Reviews
  • Unboxings
  • Demos
  • Tutorials

Which can showcase the NFT project and its benefits. Encourage influences to share their personal experiences, opinions and stories directly related to the NFT. This can facilitate meaningful interactions between the influencers and followers. These collaborations can amplify the reach, visibility and credibility of the NFC project. A successful campaign will lead to increased engagement and advanced sales.

Influencer Marketing Hub issued a report stating 67% of businesses intended to increase their influencer marketing spend in 2023. This shows the trend towards using influencers when marketing NFTs. This report also indicated that influencer marketing now has a market value of $21 billion.

When undertaking influencer collaborations, PR professionals should focus on building genuine relationships with influencers, based on mutual trust and respect. Avoid one-time transactional collaborations and strive for long-term partnerships aligned with the NFTs projects and values.

Using PR to promote NFTs: Best practices and approaches


Creating engaging multimedia content

In this ever-evolving digital age multimedia content plays a crucial role in capturing attention and conveying messages effectively. PR professionals can create engaging multimedia content to promote NFT in a visually appealing and interactive way. This can include

  • Videos
  • Infographics
  • Animations
  • Interactive websites
  • Virtual exhibitions

These multimedia promotions can be shared on social media websites and other digital platforms to create interest and drive engagement. In fact, 39% of those who use NFTs say they have the best return on investment of any channel in their media mix, according to HubSpot Blog Research. 

PR professionals can also collaborate with traditional media outlets and publications to create educational and informative content for their audience about NFT and the specific NFT project. This will further amplify the promotional efforts for this campaign.

When creating multimedia content PR professionals should prioritize quality and relevance. Ensure the content is visually appealing, interactive and aligned exactly with the NFT project’s theme and target audience. Collaborate with experts and media multimedia production to ensure high-quality content that stands out against the noise of the digital space.

Using PR to promote NFTs: Best practices and approaches


Promotional magic

After examining the best ways to promote NFTs using PR, it’s clear that a strategic approach can make all the difference. This approach should take into account the unique characteristics of this emerging market. The modern promotion of NFTs requires a well-thought-out strategy and a deep understanding of the target audience. As the popularity of NFTs continues to grow, businesses and individuals need to adapt their PR approach to stay relevant in the market. 

This PR requires a multifaceted approach that considers the unique characteristics of the NFT market, the target audience, and the broader cultural context. While traditional PR tactics such as media outreach and influencer partnerships can be effective, they must adapt to the specific needs and goals of the NFT project. Moreover, with the growing competition and hype around NFTs, it is crucial to be creative, authentic, and transparent in one’s PR strategy.

Brodie Gee
Brodie Gee is a content writer and strategist, based in London, UK. He has been working in social media and content creation for six years. He specializes in tech, business and marketing sectors.