NFTs and cryptocurrency are often perceived outside of the regular digital sphere. Running parallel and retaining their own rules and customs, they are significant parts of the era known as Web3. Previously, Web2 offered users the ability to create and publish their own content on the internet, leading to the widespread adoption of digital marketing. Social media platforms and brands benefitted from the ability to monetize user-generated content.
Flash forward a decade or two, and the user’s role in online content has gone one step further. Many have awakened to the reality of tailored advertising and corporate strategies and instead seek a stake in online activity. Cryptocurrency and, more recently, NFTs have been at the forefront of this shift, enabling users to possess ownership of online assets. The way they are marketed also differs from corporate brands during Web2.
Today, traditional online marketing is falling out of favor with NFT project leaders and cryptocurrency enthusiasts. The shift is thought to be due to decreasing value in social media advertising and increasing FUD (fear, uncertainty, and demand) in communities. In its place, public relations is filling the void. PR strategists specializing in Web3 are filling the space where social media algorithms once stood. A key player is the newly-launched 15 Love NFT, which has notably put public relations at the heart of its roadmap.
Sabrina Stocker, a co-founder of the project, is also the CEO of Metaverse Media, a company that enhances Web3, blockchain, and NFTs using the press. It has run successful PR campaigns for existing tokens and now holds a pivotal role in 15 Love’s development. Blockchain public relations experts have provided some guidance on how digital press strategies could forge a new path through the ‘wild west’ of NFTs:
Stand out from the crowd
Typically, the different marketing stages for NFT projects are awareness, consideration, action, and loyalty. It would be best to spend most of your NFT marketing budget on awareness because your audience doesn’t know you and your NFT project.
The NFT space is highly competitive, and with so many active projects, it’s vital to stand out in this rapidly growing industry. When people think of digital marketing campaigns, they think of social media advertisements. But oversaturation has led to dwindling audience engagement with traditional ads. Public relations is becoming the differentiating factor for businesses across the global economy.
Six months ago, social media marketing could have been the optimum way to promote your NFT. But the world of NFTs is rapidly changing, and PR is fast becoming the best way to promote your project due to its underutilization and potential distinguishing impact. In short, the development of NFT PR is still in its infancy, so make the leap now to maximize audience interest.
Grow trust with your consumer
PR has become the best way to get awareness for your NFT project, but it also builds credibility and trust. The average person is likely to believe NFTs are scams, so PR is essential. Even among industry insiders, FUD is a significant problem.
Furthermore, PR campaigns can build your personal brand, bringing more trust to the project and your character. Strong teams, solid founders, and exceptional brands are critical elements people look for when purchasing NFTs.
Use metaverse-oriented PR
PR startups are no longer interested in laboring constantly changing social media algorithms. They are experts in cryptocurrency and NFTs who continuously innovate strategies to set some projects apart from the rest.
Stocker’s company, Metaverse Media, offers Web3-based digital public relations services, including verification on OpenSea, crypto match-makers, and brand development. The launch of her new tennis NFT project and launch pad 15 Love during the carnival of media attached to Wimbledon is set to benefit from PR informed by the metaverse as planned strategies highlight the utility on offer.
15 Love is an NFT project and launch pad that aims to bring tennis into the metaverse. Co-founders Sabrina Stocker and her brother Kyle plan to use PR as the primary source of marketing for the project, as well as TV appearances and Sabrina’s brand. Launching during the 2022 Wimbledon Championships, the project expects to stand out from the crowd by using dedicated NFT PR to draw attention to its utility. For Web3 communities, these perks set projects apart, which is why she believes centering a PR campaign around them is essential.