Thoughts on NFT Marketing (and Why It’s Easier for Generative and/or Larger Sets / Collections)

Photo by Arno Senoner on Unsplash

[2022 UPDATE: As noted in placed below, marketing NFT sets has changed a lot since 2021 when I wrote this article. I should probably do an entire 2022 guide to NFT marketing. That said, I’m leaving this article posted as it probably has a few decent ideas.]

If you’ve been following my writings on Non-Fungible Tokens (NFTs), and especially generative NFT programming, you’ll be familiar already with my fascination regarding the production side of NFTs. I feel like, at least as far as programmatically generating huge sets of NFTs goes, I have a fine handle on that.

But there’s so much more to the NFT game. I get asked all the time about aspects of it that I just do not know (well, at least yet). For example, as of this writing, I’m not experienced with coding smart contracts or, say, the OpenSea SDK end of things. DAOs is another giant area I really really need to dive into as soon as I can!

But today I want to talk about marketing because, just like anything, NFTs aren’t just a “build it and they will come” scene. Even for anyone who’s gone viral lately, there was surely at least some level of marketing that happened. Though, of course, some NFT makers get luckier than others. If the right influential person sees your NFTs and likes them for some reason, then you’ve got a much better chance of success.

As great as those stories are, though (and I love seeing them!), I feel like the necessity to do marketing is a reality for most NFT producers and teams.

After seeing what I’ve seen so far over the past few whirlwind months of NFT activity (which sounds like nothing but actually is a long time in the NFT world!), I personally believe that marketing sets of NFTs (whether they’re a hundred hand-drawn avatars or 10,000 programmatically generated unique Tuxedo Cat portraits) is a bit easier to do than marketing one-off art pieces.


For one, the one-offs are usually more $$$ (and deservedly so, as an artist might’ve spent countless hours creating it). But not a lot of casual buyers are willing to drop, say, 1 ETH on a piece no matter how cool it is (and that goes doubly if you’re not already known as a digital or…