Mastering the art of promoting, selling, and building your NFT brand can be a long and exhausting journey. In an attempt to help you out, I’m going to share with you everything I’ve learned while watching successful brands execute in this field.
Why Promote Your NFT?
Promoting your NFT means you get more eyes on your creations which allows you to earn a living doing what you love to do. Also, not only does it improve your odds of selling your NFT, but it can help you build a stronger brand in the long run.
The reason anyone promotes anything is to foster more attention on whatever they’re offering. It could be a product, a service, or both. In this case, it’s an NFT. And depending on what your NFT offers to your consumers, it might include a physical product or service as well.
In reality, promoting your NFT isn’t much different than promoting your social media profile, business, or your website, it goes hand-in-hand with all of those. That’s why these twelve effective promotion ideas are sure to help your blast past any plateaus you might be experiencing.
Let’s get into it.
1. Get Active On Social Media
If you want your NFTs to be noticed, you have to use some sort of medium as your starting place. Social media is the perfect place to start telling people that you have something to offer. After all, no one knows you have anything to offer if you don’t tell them.
Social media is great because it’s essentially free advertising. And the more platforms you’re on, the more people you’re likely to reach. If you’re someone who doesn’t like using social media, believe me, I understand. There’s a lot of negativity and haters flowing through these platforms.
But, that doesn’t mean you shouldn’t try using it to promote your creations. When you’re using social media to story tell it’s a different experience than simply shitposting. In fact, you’ll probably make a lot of new friends that might even want to help support your vision.
As for the haters, greet them with empathy. But never take it personally.
Here are some of the best platforms for promoting your NFTs.
Obviously, being present consistently on five different platforms is a lot of work, especially if you don’t have a team to help you. That’s why creating one solid piece of content daily can help lessen the load. This single piece of content is called pillar content.
2. Document Pillar Content
Creating one long-form piece of content daily is useful for a number of reasons. It will help you structure your day because you know what you’ll be talking about. Plus, you can use it to create content for all the other platforms you’re on.
In my experience, coming up with the kind of content you want to create can be the toughest part. That’s why pillar content is so awesome. You have one main idea or point you want to express, then you create the best possible content from that idea.
That way, you don’t have to come up with a new idea for each platform, you simply repurpose it. More on that in a minute though.
So, what are the different types of pillar content you can create? I’m glad you asked. Here are the different types of long-form content you can turn into your pillar post.
- Audio (podcast, interview, Q&A)
- Video (vlog, series, everyday chats, AMA session)
- Written (article, guide, data)
The type of pillar content you choose to create ultimately depends on what your strengths are. If you’re a good writer, craft an in-depth article. If you’re someone who could talk to a brick wall, consider doing audio or video (or both).
Then, once you go to create your micro-content, it’s easier since you’ve already done all the work with your pillar content. If you don’t know what your strengths are when it comes to crafting content, try them all out and see which one feels most natural to you.
Maybe you discover you’re good at everything, or perhaps you really suck at all of it. That’s okay, you have to start somewhere. Ultimately, using your intuition to choose what feels best for you is the right choice. No one knows you better than you.
3. Repurpose Into Micro Content
As I mentioned earlier, being on one platform isn’t enough. At least, not if you’re trying to promote your NFT effectively. That’s why micro-content is your secret weapon to success.
Micro-content is simply a shortened form of your pillar content. For example, say you recorded a 30-minute YouTube video that’s full of juicy information. To create your micro-content, all you have to do is cut a 30-second to 1-minute clip from your pillar video. Wallah! You have a fresh piece of content that can now be posted to Instagram.
You can get even more creative and give your micro-content a title that’s different from your pillar post. Maybe your pillar video is called: “Why I Enjoy Creating NFTs”.
Perhaps within your video, you talk about how you loved painting pictures as a child. So, you cut that clip out and title it: “How My Love For Painting Became My Career.” Now, you can distribute your micro-content to a different platform with a fresh perspective.
From there, you just have to create however many pieces of micro-content you need for the number of platforms you’re on. One person who does this strategy extremely well is Gary Vaynerchuk. In fact, he’s who I learned it from.
4. Distribute Across Each Platform
Once you have your pillar post created and your micro-content ready to go, you can distribute it all across each platform. One of the goals of distributing micro-content is to help drive views to your pillar content.
Meaning, that if your pillar content lives on YouTube, you could Tweet your micro-content with a link to your YouTube video. Now users on Twitter will see your micro-content and have the option to view your pillar content if they’re curious to know more.
That’s not to say that you should spam every one of your micro-content pieces with redirects to your pillar content. Rather, the real secret is to provide so much value in your micro-content that others seek more. Then if they ask, then you can tell them where to find your pillar post. Or, they’ll just find it themselves.
Overall, posting your content across each platform ensures a constant web of value for all of your consumers. No matter which platform someone finds you on, your content is sure to leave them desiring more.
5. Alter Your Approach For Each Platform
Distributing your content across each platform is just part of this strategy though. You need to also make sure you post to each platform with the right approach. What works well on Instagram probably won’t work as well on Twitter.
In order to know how to post natively to each platform, you need to spend time studying how each one works. Instagram does well with short videos and pictures that demand your attention. While Twitter is more of a short-form, text-based platform.
Knowing what works best for each social media channel is the only way to optimize your distribution strategy. And quite frankly, if you want to get the most eyes possible on your NFTs, it’s just something you have to learn.
That being said, some social media platforms such as LinkedIn and TikTok have a higher organic reach compared to other platforms. According to Gary Vee, this happens when the amount of users is high, but the number of creators is low.
This is a common scenario with newer social media platforms especially. Then, once everyone figures out how to use the platform to form a huge following, the word gets out, and organic reach is reduced.
Ultimately, creating content that is contextual to the platform you’re posting to is key. Otherwise, your content may not perform well and you will see minimal results. But, if you can successfully craft content that’s contextual to the platform and catered to your consumers’ interests; you will have created the perfect concoction for organic reach.
6. Listen To Your Audience
One of the best ways to know if you are creating the right content is by the feedback you receive from your audience. Posting your content across multiple platforms provides you with more insight than you know what to do with. And that’s exactly what you want. The more insight, the better.
Aside from posting content and expecting your audience to provide feedback, you should make an effort to consume your audience’s content as well. Spending at least an hour or two listening to what others in your community are saying is key to creating content people want to consume.
Here are a few ways in which you can gain more insight from your audience.
- Post and listen to feedback
- Scan the comment sections on posts
- Run polls
- Host an AMA session
- Post your own Q&A
- Utilize the search function on each platform
If you’re starting from scratch with zero followers, it can be hard to know if your content is actually performing well or not. The best thing you can do early on is to stay consistent with your content publishing.
The more you post, the better your chances are that someone will come across your content. To be honest, the nice thing about having little or no following is that no one is watching while you practice honing your content creation skills. That means you don’t even have to worry about haters because they don’t even know you exist yet.
7. Engage With Your Community
You can’t just listen to your community, you have to engage with them as well. Whether you have 10 or 10,000 followers, engaging with others is the only way you can build a community around your NFTs.
If you don’t engage with your community you’re not actually building a community. You’re just asking people to give you value by following you, without providing anything in return. That’s a big no-no and the quickest path to disappointing results.
Engaging with your community isn’t as hard as it seems. All you need to do is reply to all the comments and DMs you receive, leave thoughtful comments on others’ posts, and give other people roses (build them up).
You can build others up by sharing their work or leaving a friendly comment. Don’t overthink it, just be a genuine and nice human being. It will get you a lot further than you think. Never, for any reason, try to tear someone else down. That’s just a bad look.
Most importantly, never stop engaging with your community. It doesn’t matter how big you get or how special you think you or your brand are. The moment you stop engaging with your community is the moment you decide you no longer want a community.
Of course, if you have hundreds of thousands of followers across multiple platforms, it might not be possible to reply to everyone. But, you can still reply to as many people as possible and create content that’s catered to their wants and needs.
8. Provide Value
If you listen to your audience and engage with them, then you should know the exact content you need to create to provide value. When I say value, it’s subjective. What might be valuable to my community, may not be valuable to yours.
So, what are the different forms of value that you might find yourself creating? Let’s take a gander.
I think the majority of content can be categorized by two types of value:
Information is almost always valuable. Whether you’re providing a solution to someone’s problem, handing out general knowledge, or dropping alpha, everyone loves to learn something new.
To ensure your information is valuable, seek to provide info around the topics being discussed within your community, and answer questions you see asked a lot. Another way to ensure your info is valuable is to find something that might be beneficial but is largely unknown by most people. This is called alpha.
Most importantly, information is only valuable if it’s true and accurate. Whereas false information could actually have a negative effect on your reputation.
If it doesn’t make sense for your brand to provide info to your community, then you’re likely creating value through entertainment. Perhaps you’re an artist or performer of some sort and your main focus is to entertain. That’s completely fine, there’s a ton of value in entertaining people.
That’s not to say that entertainers can’t also inform though. A best-case scenario is when you can incorporate these two types of value. Either in one piece of content or by diversifying the type of content you create. Either way, if you can do both, you’re already a step ahead of most folks.
When you provide value, you should create it out of selflessness, not selfishness. Remember, the aim of valuable content is to provide it to your community, not necessarily yourself. However, if done right, the results are generally positive all across the board.
9. Foster A Community
A community is described as a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.
Fostering a loyal community is simply the result of all your commitment and hard work. There are no shortcuts to forming a real community. And I’m not talking about “customers”—I mean a real network of individuals who share common interests, enjoy each other’s company, and value your input.
It’s important to note that you can’t put a number on what defines a community either. If you only have 10 followers but they interact with you often, then you have a community. By thinking any other way, you’re only limiting yourself.
Also, fostering a community isn’t a one-and-done deal. It takes consistent effort to maintain and grow it even greater. Ultimately, how big you want to grow your community is up to you.
10. Create Demand
Now you get to the good part. You’ve taken numerous jabs, now it’s time to throw a right hook. You’ve been creating content, providing value, and fostering a loyal community along the way, now it’s time to create demand.
Or rather, it’s time to offer something and let those who want it grab it, and those who don’t, not grab it. Since you know your community so well, you either know exactly what they need or what they want. All you’re doing is making it available.
The demand has been there the entire time, but the trust wasn’t. But, now that you have gained the trust of your community, many of them would be more than happy to support you by purchasing your NFT, for example. Especially if that NFT provides them with value.
Hopefully, things are a bit more clear now.
I know people who have NFTs for sale and wonder why they can’t sell them. Shoot, they can’t even give them away for free. It’s likely due to a combination of reasons, but ultimately, they just haven’t put in the work to harvest the demand.
And by no means am I hating on anyone, I’m just pointing out the truth. I’ve even experienced it for myself when I first started learning about NFTs. It was hard to give away one of my NFTs, and even though I ended up giving it away through a raffle, it’s not like people were chomping at the bit.
11. Contests and Giveaways
All this hard work calls for a little fun, both for you and your community. That’s why contests and giveaways are a great way to get people excited and get people talking about your NFTs. There are many ways to go about hosting contests and giveaways, so I’ll share some of the most successful ones I’ve seen.
Social media engagement giveaway: This kind of giveaway requires very little effort to qualify for the giveaway. An engagement giveaway requires users on a particular platform to like, follow, share, and tag their friends. It’s basic, but it works.
You gain brand awareness through the added exposure, and your community gets a low-barrier entry opportunity to win something cool (hopefully).
Whitelists (Allow lists): I’d consider a whitelist to be both a giveaway and a contest in one. A whitelist is a list of wallet addresses that get to mint an NFT before the public sale. Benefits of a whitelist include reduced gas fees, a potentially cheaper minting price, and other perks.
Generally, to get on a whitelist, people have to complete a simple task. It might be something as easy as engaging with your social media posts, or it could be something more challenging like bringing the most, new people into your NFT Discord group.
If you have done a decent job at fostering demand for your NFT before mint, then a whitelist opportunity might just be the right move for you.
Though these are some of the most successfully executed giveaways, you can do whatever you want. Just make sure it’s fun and engaging, and that whoever wins the giveaway walks away with some form of value.
12. Build A Brand
If you haven’t figured it out yet, you’re on your way to building your own brand. Promoting your NFTs is one thing, but building a brand is what allows you to stand out in a sea of others who are like you.
When NFTs first became popular, hundreds of new “brands” were popping up every day before vanishing into thin air after selling out. Unfortunately (and fortunately), that train has left. The market is more experienced, and so are the people.
So, if you’re hoping to promote your NFT for a quick flip-and-dip. Good luck. It’s not that easy anymore, and it will only get harder as time goes on. That being said, you need to ask yourself why you want to sell NFTs.
Are you doing it for a quick buck or are you trying to build something greater? There’s no right answer, but it’s a question that you need to ask yourself and answer honestly.
If you want to leverage NFT technology to help build your own brand, then you’re on the right path. If you can put to use these twelve effective NFT promotion ideas, I think you’re a step closer than a majority of people.
And although there’s a long road ahead of you, at least now you’re equipped with the knowledge to take it all on. Building a brand can take a long time, especially if you’ve never done it before.
So sit back and enjoy the ride, because you never know where life will take you.