Social media has become an integral part of modern marketing strategies. It provides companies with a platform to connect with customers and create brand awareness, loyalty and engagement. However, with so many companies vying for attention on social media, it can also be challenging to stand out and make an impact. With social media giants like Meta constantly redefining what works and a mysterious 'algorithm' that baffles social media strategists and account managers, it's also a field riddled with error.
One solution to this problem is the use of NFTs, which offer a unique and innovative way to engage with customers and create buzz around a product or service. Here are five ways to make your social media marketing campaigns more innovative with the use of NFTs, illustrated with an imaginary musician's album release campaign.
Pre-Buzz: Listening Parties
Virtual listening parties also offer the advantage of reaching fans anywhere in the world.
NFTs can provide fans with access to exclusive content or experiences related to the product or service being promoted. For example, the imaginary musician could offer fans on platforms like Instagram or Twitter the chance to win an NFT through a social media contest. The NFT can give winners exclusive access to a private listening party for their upcoming album. This would create a sense of exclusivity and excitement around the album release, and fans who purchase the NFT would feel like they are part of a special group with inside access to the artist.
Launch: Limited-Edition Merchandise
Limited-edition merchandise is a huge point of interest for fans, because they get to build a collection, like with BTS' Army of fans.
NFTs are unique digital assets that cannot be replicated or duplicated, creating a sense of scarcity and exclusivity around them. On the day of the release, the musician can release a limited number of NFTs that give fans access to merchandise related to the album, notes and unreleased lyrics, etc. By limiting the number of NFTs available, the artist can create a sense of urgency among fans and encourage them to act quickly to secure their spot.
Tour: NFT Tickets
You can use NFTs to encourage ticket sales while engaging fans on social media.
NFTs can be used as a way to reward loyal fans and create a sense of appreciation for their support. For example, the musician could offer an NFT to fans who purchase a certain number of tickets to their album tour or who have been following their social media accounts for a certain amount of time. This would make fans feel valued and appreciated, and encourage them to continue supporting the artist in the future. It ensures higher followers on the social media accounts and more ticket sales to boot.
Your topics of choice can see consistent buzz when you encourage fans to hit certain thresholds.
NFTs can also be used to create a sense of community among fans. While they're touring, the musician can engage with fans who aren't attending tour on social media. With certain engagement thresholds (a specific number of retweets, for example) they can release a series of NFTs that are designed to be collected and traded. Each NFT can represent a different song on the album, and fans can trade them with each other to complete their collection. This would create a sense of community and shared experience among fans, and encourage them to interact with each other on social media - which helps keep the discussion about the album itself high. In a world where 'trending topics' live and die in a matter of hours, this can be invaluable.
Post-Launch: Creating Legacy
It becomes a sign of a 'superfan' to own merch across eras, like with Taylor Swift's many albums. (Credit: Megan Kwek, TheSmartLocal)
Finally, NFTs can be used to create a sense of legacy around a product or service. The musician could release a series of NFTs that are designed to be collected over time, with each one representing a different album or milestone in their career. Fans who collect all the NFTs would have a complete digital history of the artist's career, creating a sense of legacy and nostalgia around their music.
What’s Our Conclusion?
NFTs offer a unique and innovative way to make social media marketing campaigns more engaging and effective. While it's easy to say you can 'offer exclusivity' or 'create scarcity', the true advantage is how you can tailor the nature of NFTs to your campaigns and make them better. It can help you stand out on social media and create a lasting connection with their customers. Our imaginary musician's album release campaign is just one example of how NFTs can be used in social media marketing, but the possibilities are endless. With a little creativity and ingenuity, any company can use NFTs to create buzz, engage with customers, and build their brand identity.