The Power of NFTs in Social Media — Inspiring Examples

16 min readFeb 25, 2024

The integration of NFTs into social media platforms is poised to redefine how brands and creators monetize their work. From authenticating distinctive profile pictures to minting limited-edition content, NFTs offer new revenue streams based on direct ownership and monetization opportunities for various physical and digital assets.

This article discusses a wide spectrum of NFTs in social media and general marketing to serve as a valuable source of knowledge for any company or creator considering the use of NFTs in their social media marketing strategy. The outline of the content includes:

Overview of NFTs in social media (market growth & potential).
Identification of popular social media platforms accepting NFTs and those that do not.
Showcase of decentralized social media alternatives incorporating NFT-operated features.
Proposition of strategies for leveraging NFTs in social media for brand promotion.
Presentation of case studies featuring brands and creators utilizing NFTs in marketing campaigns and social media endeavors.
Final thoughts — Is it worth investing in NFTs for social media marketing?

NFTs in social media — overview

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As evidenced by the growth statistics from Statista, the NFT market is on track to become a formidable player in the global economy. With revenue expected to soar to $2,378.0 million by 2024 and a projected total of $3,369.0 million by 2028, the significance of NFTs cannot be overstated. Moreover, the increasing number of users — predicted to reach 16.35 million by 2028 — underscores the rising popularity and adoption of NFTs, which could be successfully used for social media marketing strategies. This data suggests a rapid growth trajectory, highlighting the dynamic and swiftly evolving market of NFTs. Consequently, an increasing number of popular businesses have capitalized on the growing popularity and potential of NFTs to enhance their marketing initiatives, including Adidas, Sephora, Crocs, Lufthansa, Red Bull, and many more.

The overall possibilities for leveraging NFTs in social media marketing are diverse and promising. Brands can tokenize and monetize content, reward users, collaborate with different creators, offer limited collections, build community, and provide innovative access to company offerings, thereby enhancing the potential for loyalty, creativity, and a sense of belonging. NFTs also have the capacity to catalyze virality and encourage user-generated content across social media platforms. As users possess NFTs associated with a certain campaign, event, or brand, they become personally invested in promoting and sharing related content with their audience, potentially triggering organic and extensive brand exposure. From a marketing standpoint, this presents significant opportunities for brand awareness and demand generation.

NFTs integration for marketing on popular social media platforms

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Despite facing obstacles such as limited support from social media corporations, regulatory changes, environmental concerns, and evolving public perception, the viral nature of mainstream social media can significantly support NFT adoption. NFTs are predominantly featured on platforms such as OpenSea; however, popular social media channels offer an ecosystem connected to vast fan bases, along with access to celebrities and influencers boasting millions of followers. Encouragingly, social media giants like X (formerly Twitter) and Reddit have begun integrating NFT profile pictures, signaling an increasing acceptance of NFTs in mainstream social network.

While certain players in the social media realm lead in NFT adoption, others are still iterating or have future plans for integrating NFT-related features — or may opt not to pursue them at all. For example, the withdrawal or ongoing deliberation of NFT-based features in 2023 and 2024 by major social platforms like X or Instagram is not accelerating this adoption process as fast as some creators hoped. Therefore, it becomes imperative to diversify the customer journey beyond mainstream social media platforms by exploring alternative gateways to expand reach. Platforms like OpenSea, Nifty Gateway, The Sandbox, Decentraland, or emerging dedicated Web3 marketing tools offer various avenues for NFT engagement, presenting creators and brands with novel opportunities to engage with their audiences in innovative ways.

Below is a brief summary of the current stage of NFT development integration on select social media platforms:

X (formerly Twitter)

Twitter has stopped supporting non-fungible tokens (NFTs) as profile pictures for paid subscribers, signaling a shift from its previous stance. This move comes alongside Twitter’s plans for 2024, including peer-to-peer payments and AI tool enhancements. Previously available to Twitter Blue subscribers, NFT profile pictures displayed details about the NFT collection, but this feature’s removal has sparked discussions in the crypto community. Twitter’s decision limits users’ ability to express support for NFTs, leaving the future of hexagonal NFT profiles uncertain.

Reddit‍

Reddit, a leading online community, has embraced NFT integration as part of its platform evolution. In collaboration with the Ethereum Foundation, Reddit initiated a scaling competition for NFT-based applications in January 2021. Reddit also has piloted NFT-based community points, allowing users to earn rewards within specific subreddits. The platform introduced Reddit NFT, a marketplace enabling creators to mint and sell tokens, with Reddit receiving a 5% commission. Leveraging blockchain technology, Reddit aims to enhance content moderation and operational transparency, showcasing its commitment to innovation and community engagement.

Meta (Instagram & Facebook)

Meta announced the discontinuation of NFT support on Facebook and Instagram in early 2023. Led by Stephane Kasriel, Meta’s commerce and fintech lead, the decision ends NFT-related tests, including minting and selling on Instagram, and sharing across platforms. This shift aligns with Meta’s focus on supporting creators, individuals, and businesses through messaging, Reels monetization, and Meta Pay enhancement, in line with CEO Mark Zuckerberg’s efficiency goals. Despite Meta’s withdrawal, interest in NFTs persists on other platforms, indicating ongoing market engagement amid fluctuations.

TikTok

TikTok, a popular short-form video platform, is venturing into the world of NFTs to support creativity. In September 2021, TikTok announced its partnership with the Ethereum Layer 2 solution for its inaugural NFT collection, expanding its offerings for creators. By collaborating with platforms like OpenSea, TikTok allows creators to sell their tokens directly on the platform, potentially creating new revenue streams. Moreover, TikTok is developing its marketplace for buying, selling, and trading digital tokens, aiming to provide users with a seamless NFT experience. This aligns with TikTok’s commitment to enhancing content moderation and transparency using blockchain technology. In 2023, Nfinity, a leading social media platform, has introduced “Collect” on TikTok, enabling creators to turn their videos into NFTs for monetization. With Collect, creators can control pricing and availability, fostering scarcity and increasing content value.

YouTube

YouTube has unveiled plans to incorporate NFTs into its ecosystem, offering creators a new avenue for monetization. With the introduction of the “YouTube NFT Marketplace,” creators will have the capability to mint and sell exclusive digital content directly on the platform, encompassing limited-edition videos, unreleased songs, and personalized messages for fans. These NFTs will serve as certificates of ownership, granting fans unique access to the purchased digital assets. Neal Mohan, YouTube’s Chief Product Officer, announced the initiative on February 10, 2022, emphasizing the potential for creators to forge stronger connections with their audiences and explore novel monetization methods. While specific details regarding the integration of NFTs are yet to be disclosed, the move signifies YouTube’s commitment to empowering creators and enhancing fan engagement within its dynamic ecosystem.

Decentralised social media platforms with NFTs features — examples

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The emergence of new decentralized social media platforms is revolutionizing user interactions by incorporating NFTs. These platforms are driven by blockchain technology, offering brands unique opportunities and reshaping the online experience for creators and users alike.

Let’s explore some examples of them that are leading the charge in integrating NFT features:

Diamond App is a decentralized social media platform founded on DeSo blockchain technology, empowering users to govern their social personas and capitalize on their content with unique creator coins. Through Diamond, individuals can trade creator coins, engage with content creators via likes and diamonds (crypto tips), and transform their posts into NFTs. With its NFT feature, Diamond simplifies the process of minting digital collectibles, whether they’re audio files, photos, or 3D images. These NFTs are securely stored on the DeSo Blockchain, ensuring their safety.

Audius stands as a cutting-edge decentralized social media platform crafted specifically for musicians and music enthusiasts. Artists can upload, share, and monetize their music, earning revenue through streaming royalties, tips, and fan engagement. In addition to its native crypto, Audio ($AUDIO), Audius introduces NFT-based features. Artists can upload their songs as NFTs, ensuring their immutability and security through a decentralized network. Audius allows artists to “gate” their content, limiting access to token holders of the corresponding collection. Listeners can link their wallets to Audius to verify NFT ownership and unlock exclusive content like B-sides and unreleased tracks.

BitClout is a Web3 social media platform that enables users to invest in individual creators and influencers. BitClout smoothly integrates NFTs into its social media environment. Users can proudly showcase their NFT collections on their profiles and engage with them socially by interacting through comments, likes, and other features. This integration offers a myriad of possibilities, ranging from collectible event tickets to verified memorabilia and unique experiences curated by creators.

NFTs in social media marketing strategy — use cases

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NFT Ticketing: Providing exclusive access to events and experiences through NFTs.
NFT Gaming: Incorporating NFTs into interactive games to reward players with unique digital assets.
Collectible Items: Creating digital collectibles with varying rarity and value.
Virtual Realm in the Metaverse: Owning digital spaces for immersive brand experiences.
Exclusive Digital Art: Collaborating with artists to create and sell exclusive digital artworks.
Tokenization of Content: Releasing digital content as NFTs to offer unique ownership experiences, for example, social media posts, music videos, etc.
Customer Loyalty Rewards: Implementing NFT-based loyalty programs to reward customer engagement.
Sponsoring NFT Marketplaces and Artists: Supporting NFT communities and projects to enhance brand presence.
Digital Fashion: Creating and selling digital clothing as NFTs for virtual identities and experiences.
NFT Giveaways and Contests: Hosting NFT giveaways and contests on social media platforms.
Behind-the-Scenes Access: Offering exclusive behind-the-scenes access to your brand’s creative process or events through NFTs.
Interactive Polls and Quizzes: Creating interactive polls, quizzes, or challenges related to your brand and rewarding participants with NFTs.
Limited-Edition NFT Drops: Launching limited-edition NFT drops on social media platforms to generate excitement among followers.
Community Building and Engagement: Using NFTs to build and engage your online community through exclusive social media groups or channels.
Influencer Collaborations: Engaging with influencers to boost NFTs and social media initiatives. For instance, an influencer might tokenize a sponsored post or art collection as an NFT and offer it to a brand for exclusive ownership and utilization.
User-Generated Content (UGC) Campaigns: Encouraging user-generated content creation for NFT collections inspired by your brand.
Educational Content and Tutorials: Sharing educational content and tutorials about NFTs and blockchain technology on social media.
Interactive Experiences and AR Filters: Creating interactive experiences and AR filters that incorporate NFTs into social media content and unlock interactive AR content related to brand.
Cross-Promotion with Social Tokens: Exploring opportunities to cross-promote NFTs with social tokens and digital currencies within the Web3 ecosystem.

NFTs in social media marketing campaigns — examples

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1/ Starbucks Korea introduced “STARBUCKS STAR★LIGHT”, its first NFT project in Asia, urging customers to use personal cups. Through Starbucks® Rewards, users earn Eco Stamps per purchase via the Siren Order app. These stamps unlock limited edition NFTs, with three tiers available. Collaborating with Print Bakery and artist DADAZ, the NFTs feature diverse digital artwork themed “My Own Cup”. An exhibition at Starbucks® Jongno R store in Seoul showcases local Korean artists’ NFTs. CEO Ryan Sohn hopes customers embrace personal cup usage. Each account can claim one NFT, with limited functionality. This accomplishment underscores the commitment of Starbuck’s customers and the effectiveness of community working together toward a common goal. In addition to the initial eco-friendly initiative, Starbucks Korea has entered into a joint collaboration with The Korea Tourism Organization (KTO) to promote VISIT KOREA YEAR 2023–2024 through another eco-friendly campaign, albeit without an NFT element. According to the 2024 agenda, more than 1,800 Starbucks outlets across the country will feature promotional materials for VISIT KOREA YEAR 2023–2024, aimed at enhancing visitors’ appreciation for Korea’s attractions. The campaign also encourages visitors to upload photos of their Starbucks drinks in personal tumblers or in-store cups to social media.

2/ The Australian Open consistently delivers innovation, setting new standards in the world of sports. In 2024, Company is continuing unveiled groundbreaking initiatives that fuse NFT technology with real-time match data and immersive virtual reality experiences in the Metaverse. The AO Art Ball NFT collection comprises 6,776 unique generative art pieces linked to live match data, with each NFT corresponding to a 19cm x 19cm plot on the tennis court. This innovative convergence of art, sport, and technology includes algorithmically generated designs, including 22 AO Legend creations and over 160 NFTs from the AO Artist Series. The AO Artball NFT collection provides holders with unparalleled access to tickets for premier tennis events and unique rewards from leading web3 projects, spanning both real-life events and virtual worlds. Moreover, AO Decentraland, a virtual hosting platform, enables global tennis fans to interact with players and access historic AO content, transcending physical boundaries and fostering global tennis camaraderie.

Source: https://opensea.io/collection/ao-artball

The Australian Open announced on its official X account that holders of NFTs dedicated to AO22 and AO23 ArtBall Collections have increased chances of receiving exclusive access to the rare NFT collection, AO ArtBall x LightLink Commemorative Series 2024. This unique collection connects tennis fans with the digital world, offering an exclusive NFT drop to AO ArtBall holders through LightLink. The more ArtBalls you hold, the better your chances of obtaining NFTs. It is evident that this special NFT drop will serve as a loyalty ticket to exclusive privileges in future AO initiatives. For more details, please visit this collection here.

source: X account, @AOmetaverse

3/ Hakuhodo and Japan Airlines (JAL) are launching the second phase of demonstration experiments for KOKYO NFT, with the objective of tokenizing local experiences and assets across six Japanese regions. Beginning in February 2024, this initiative seeks to strengthen the connection between buyers and visited areas through NFTs. Building upon a successful initial trial in February 2023, which showcased the potential of NFTs in enhancing local experiences, Hakuhodo and JAL are expanding their efforts to include regional real-world assets. The project aims to promote cultural heritage and tourism by tokenizing unique experiences, such as personal fireworks displays and rare sake tastings. Alongside the sale of KOKYO NFTs, a dynamic NFT campaign featuring evolving origami art will be introduced. This initiative aims to address Japan’s declining population while fostering global appreciation for its diverse offerings. JAL and Hakuhodo will collaborate with various partners to oversee service planning, project management, NFT minting, and social media operations. Through these efforts, they aim to engage global audiences and amplify the impact of the KOKYO NFT campaign. Companies will share details of the promotion for this event here.

Source: https://www.hakuhodo-global.com/

Introducing the Dynamic NFTs Campaign

To complement the release of six distinct types of KOKYO NFTs, an innovative promotion featuring dynamic NFTs is active now. This campaign promises an immersive experience with NFTs that dynamically change through the art of origami, a cherished symbol of Japan known worldwide. The initiative will be showcased across social media platforms and a dedicated website, encouraging users to actively participate and share their Origami NFTs on their social media accounts.

Key Details:

Date: Monday, February 5 — Sunday, March 17, 2024
Content: Free NFTs will be distributed to participants who successfully complete the initial mission (quest) on the designated site. (Distribution ends upon reaching the limit)
Weekly missions will unlock changes in the NFT image, gradually revealing the completed origami.
Participants who complete all seven missions and the origami will gain priority access to purchase KOKYO NFTs.

Source: X account @Koyko_nft

4/ Splinterlands, the NFT-based play-to-earn game, is launching the Rebellion Social Media Challenge, consisting of regular step-by-step challenges for social media content promoting its newest card set: Rebellion. As part of the challenge, participants are tasked with creating Rebellion-themed content on the HIVE blockchain, focusing on visually appealing and well-structured presentations. Seasoned players are also invited to share tips and insights on platforms like Twitter, Facebook, and YouTube, fostering a supportive environment for novice players. Players have the opportunity to win rewards, including the chance to design a Legendary Summoner card and earn in-game titles. By using hashtags like #splinterlands, #play2earn, and #rebellion, participants can amplify their impact and engage with the broader gaming community. These weekly challenges not only encourage active participation but also provide a platform for community members to display their creative abilities. For more details, explore posts that company made on PeakD which is another decentralised social media alternative — first link and second link.

Source: X account, @mrdustflover

5/ Adidas and Moncler are leveraging NFTs to boost their collaborative campaign, which features generative AI, mixed media sculptures, and an exclusive NFT collection. Moncler’s “The Art of Explorers” initiative sets the stage for its partnership with Adidas Originals, presenting AI-generated adventurers and captivating sculptures by artists like Gary Card, Ibby Njoya, and Kate Tabor. Complemented by makeup and hair designs by Isamaya Ffrench and Shirori Takahashi, the campaign blurs the lines between reality and digital art. The digital interactive experience, hosted on Moncler’s website, offers exclusive items for sale through digital billboards. The limited-time NFT collection can be also accessed on the digital platform and the Adidas Confirmed app. Adidas and Moncler are promoting the campaign across their social media channels, while the NFT collection is available for purchase on OpenSea through this link.

Source: Moncler x Adidas Originals Youtube Video

Source: https://opensea.io/collection/adidas-moncler

6/ Crocs’ recent collaborations with the NFT world have been intriguing, showcasing innovative partnerships that bridge fashion and digital collectibles.

Crocs x Doodles — Crocs teamed up with Doodles to introduce a vibrant, pastel-infused collection of limited-edition footwear, creating a buzz in the NFT realm. Exclusive to OG Doodles holders initially, these eye-catching shoes featured 8 Doodles Jibbitz™ charms, enhancing the iconic Crocs design. What distinguishes this collaboration is the introduction of the NFT Mystety Box: Doodles Croc Box NFT, promising additional utility and excitement. Owners of this NFT will have the opportunity to exchange it for 2 bonus Doodles wearables and a coveted Stoodio Beta Pass, illustrating the innovative and multifaceted nature of this partnership.

Source: OpenSea, https://opensea.io/collection/doodles-drops

Crocs x Coolman — Crocs’ collaboration with Coolman, though unofficially announced until the end of last year, has been ongoing for the past two years. Coolman, an NFT artist known for his captivating collections and social media presence, has promoted the brand through animations and events like Art Basel in Miami, where attendees could obtain customized Crocs. It appears that the collaboration has evolved naturally over time as Coolman included a Croc as a character in his animations and art without a previous official claim of this partnership. Coolman’s positive and uplifting message resonates deeply with millions, and the potential inclusion of Crocs in his NFT collection remains highly probable, as some fans expressed their desire to see “Coolman’s Universe continue to expand.”

Source: X account, @CoolmanUniverse

7/ Kai Cenat’s showcase is an example of how creators drive the promotion of NFT-based brands within social media. The prominent livestreamer, with approximately 7 million followers, proudly presented a Pudgy Penguins plush to his vast Twitch audience during a live broadcast in December 2023, emphasizing its NFT element. This action significantly bolstered the popularity of the blue-chip NFT collection, particularly after the introduction of these toys in Walmart stores across the US in September 2023. The Pudgy Penguins collection, comprising 8,888 collectible NFTs crafted by a team of American university students and launched in July 2021, gained substantial traction. In April 2022, 25-year-old Luca Netz acquired ownership of the collection for $2.5 million USD in Ethereum, propelling its value to a current floor price of 10.8 ETH. This milestone marked the collection as the first web3-native brand to secure a substantial toy distribution agreement.

Source: X account, @LucaNetz

Final thoughts

In conclusion, is investing in NFTs for social media marketing worthwhile?

Indeed, it is worth exploring and experimenting with NFTs to gauge audience interest and engagement. NFTs offer opportunities to develop innovative business models and augment both digital and physical assets. Looking ahead, it’s essential to envision NFTs beyond digital art. The practical use cases of them as unique digitized assets extend across various domains such as gaming, music, real estate, event tickets, and more. Different applications of NFTs are poised to gain momentum in 2024 and beyond, significantly influencing the future landscape of NFT utilization.

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This article is written by a participant of the NFT Talents (Web3 Talents) community at the Frankfurt School Blockchain Centre.