NFTs and Paid Social Media: The New Frontier of Digital Advertising?

November 7, 2023

In the fast-paced world of digital advertising, innovation is essential to standing out from the competition. Two trends that have burst onto the scene in recent years are undoubtedly here to stay. One of these trends is NFTs (Non-Fungible Tokens), and the other is paid social media. But what if we combine these two disruptive forces? How are NFTs opening up a new frontier for paid social media?

NFTs and their rise in the digital world

NFTs have revolutionized how digital assets are acquired, exchanged, and monetized. These unique tokens, based on blockchain technology, make it possible to authenticate the “ownership” and originality of any digital content, ranging from art and music to virtual collectibles. The popularity of NFTs has grown exponentially, thanks to their rarity and exclusivity.

Several industries have ventured into the world of NFTs, including the art and entertainment industry. Many artists and musicians have found that NFTs enable them to monetize their work by offering their audience an exclusive product and an authentic experience. 

In an example of how it’s done, Pringles® announced the company’s new flavor, “CryptoCrisp,” on Twitter. These digital, virtual potato chips were created by the artist Vasya Kolotusha. The product was distributed as an NFT in a limited edition of 50 units, starting at US$2.00 per unit, reflecting the average price of a can of Pringles. Some units were ultimately auctioned for as much as US$539.74 (around €492.32).

NFTs and Paid Social Media

Paid social media has been a powerful tool for reaching highly segmented audiences on social media. Brands and companies have effectively promoted their products and services using ad platforms like Meta, Twitter, TikTok, and Google Ads. But NFTs have taken this approach a step further.

Brands are exploring the possibility of creating ads as NFTs and promoting the resulting NFTs as products. These exclusive ads may contain art, music, or interactive content that users can purchase as digital property. By creating and selling NFTs, brands can promote their products or services—and, at the same time, they can allow their followers to own unique, valuable pieces.

Combining NFTs with paid social media leads to a more immersive ad experience while also building customer loyalty. Users who engage with ads for or about NFTs can get anything from special rewards to discounts and privileged access to events and launches. This approach creates a stronger emotional tie between the brand and its followers. The sports industry offers one example of how to do this: Sports brands related to tokens offer various prizes for entering contests or making successful sports bets. Leveraging these digital advertising strategies allows a broader reach, resulting in more entries and sign-ups.

Challenges to keep in mind

While combining NFTs with paid social media offers exciting opportunities, there are also some challenges to remember. The volatility of the NFT market and the need to ensure the authenticity of the content are essential aspects to consider. In addition, brands need to be mindful of not flooding their audiences with ad content that is repetitive, unremarkable, and lacking a clear, pre-defined strategy. Otherwise, users could lose interest, resulting in poorly performing ad campaigns.

In summary, NFTs are opening up a new frontier for digital advertising in paid social media. NFTs afford exclusivity and authenticity, while social media affords reach and segmentation—so, in combination, they offer brands a unique and innovative way to connect with their audience. As technology and the market evolve, brands need to be willing to adapt and make the most of new trends.

The future of digital advertising is ever-changing, and NFTs are sure to play a vital role in shaping this exciting evolution!

Learn more about Globant’s specialized services in data integration, AI, paid media, and search strategy to increase the potential business return on investment, take advantage of opportunities, and achieve your goals here.

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