Can NFTs Deliver Real Marketing Value?

Non-fungible tokens (NFTs) exploded into public awareness with headlines about million-dollar digital art and collectible assets. But beyond the hype, businesses began exploring how NFTs might fit into their marketing mix. While some brands jumped in early to attract attention, others are still questioning whether NFTs are a short-lived trend or a viable long-term tactic.

This blog unpacks how NFTs have been used in marketing so far, analyzes their effectiveness, and explores whether they’re worth investing in for sustained brand value.

What Are NFTs in Marketing?

NFTs are unique digital assets stored on blockchain networks. In a marketing context, they’ve been used to:

• Offer digital collectibles or merchandise
• Reward loyal customers with exclusive content
• Build community and brand engagement
• Create scarcity and hype around product launches

Unlike traditional marketing assets, NFTs can be owned, resold, or traded — adding an extra layer of perceived value for consumers.

Early Brand Experiments With NFTs

In recent years, major companies experimented with NFTs to create buzz and position themselves as forward-thinking.

Examples include:

• Coca-Cola: Released a collection of digital wearable NFTs in a charity auction.
• Nike: Acquired RTFKT, a digital sneaker brand, and began selling limited-edition virtual shoes.
• Taco Bell: Issued taco-themed NFT art pieces that sold out in minutes.

These campaigns generated publicity and social media engagement. But most were one-off campaigns focused more on visibility than long-term impact.

Advantages of Using NFTs in Marketing

NFTs can offer unique value to marketers when used strategically:

1. Exclusivity and Scarcity

NFTs create a sense of exclusivity. Limited digital drops can fuel demand, especially among younger audiences used to digital-first experiences.

2. Customer Engagement

Offering NFTs as loyalty rewards or access tokens can deepen customer interaction with a brand.

3. Resale Royalties

Brands can embed royalties into NFTs, earning a percentage whenever the asset is resold.

4. New Revenue Streams

Digital collectibles can become a paid product line, opening new sources of income.

Limitations and Challenges

Despite the potential, NFTs come with significant hurdles:

1. Technical Barriers

Many customers still struggle with setting up digital wallets or understanding blockchain transactions.

2. Speculative Nature

The value of NFTs often hinges on hype. Without strong utility or demand, many NFTs lose value rapidly.

3. Environmental Impact

Certain blockchain networks consume high energy, leading to criticism from environmentally conscious consumers.

4. Legal and Copyright Issues

Ownership of an NFT doesn’t always mean owning the rights to the underlying content — a legal gray area many consumers misunderstand.

[See related post: How To Use Stock Photos Without Getting In Legal Trouble?]

Are Consumers Ready for NFTs?

Adoption depends heavily on the audience:

• Younger, digitally savvy users (like gamers and crypto enthusiasts) are more open to NFTs and their mechanics.
• Mainstream consumers may engage only if the experience is frictionless and the value proposition is clear.

The novelty of NFTs isn’t enough on its own. Customers need a compelling reason to participate — whether that’s access to exclusive experiences, community perks, or genuine ownership.

Long-Term Strategies: Making NFTs Work

To go beyond the gimmick, brands need to ensure that their NFT campaigns are part of a broader digital marketing strategy. Here’s how to make that happen:

1. Tie NFTs to Real Utility

Offer token holders:

• Discounts
• Event access
• Membership benefits
• Exclusive content

This grounds the NFT in real-world value.

2. Integrate NFTs With Loyalty Programs

NFTs can become loyalty assets. For example, holding a token might unlock higher tiers in a rewards program.

3. Use NFTs to Co-Create With Fans

Allow NFT holders to vote on new designs, suggest features, or be part of a closed community — increasing emotional investment in the brand.

4. Focus on Simplicity

Avoid technical jargon. Let users mint or claim NFTs with just an email or social login. Remove the need for crypto wallets unless absolutely necessary.

A Look at Cost-Efficiency and Global Teams

Marketing strategies involving new tech like NFTs can be resource-heavy — requiring developers, content creators, and community managers. Businesses often face challenges scaling these campaigns while managing costs.

This is where global hiring solutions come into play.

Build Your Marketing Team Without the High Costs

Some businesses are turning to platforms like VirtualStaff.ph to hire full-time marketing talent in the Philippines at sustainable rates.

Here’s why this approach works for brands exploring long-term tech initiatives like NFTs:

• Affordable Talent: Hire marketing managers, community specialists, or creatives for $500–$1,500/month.
• Flexibility: Hire full-time or part-time staff depending on the scope of your campaigns.
• No Admin Hassle: VirtualStaff.ph handles payroll, HR, and compliance for just $99/month per seat — so you can focus on strategy and execution.
• Full Control: You choose who to hire and what to pay. Staff work directly for you, just like your local employees.

For marketing teams needing long-term support to explore emerging channels — like NFTs or AI-generated content — VirtualStaff.ph offers a streamlined way to expand without bloated costs or complicated freelancer contracts.

Are NFTs Just a Marketing Gimmick?

Not necessarily — but many campaigns have treated them that way.

A gimmick is something that generates short-term attention without long-term value. NFTs can certainly fall into that category when used purely for headlines. But with proper planning, they can form part of a broader loyalty, engagement, or community-building strategy.

NFTs are more likely to succeed when:

• They are connected to real value.
• They are easy to access and understand.
• They serve a purpose beyond digital novelty.
• They align with your brand’s long-term goals.

Who Should Avoid NFTs in Marketing?

NFTs aren’t suitable for every brand or stage of business. You may want to hold off if:

• Your customer base is not digitally mature.
• You lack the internal resources to execute and maintain a token ecosystem.
• Your product or service doesn’t align with digital ownership or scarcity-driven marketing.

In such cases, traditional digital marketing channels like email, paid social, and influencer marketing may yield more predictable results.

Comparing NFT Marketing Campaigns: Short-Term Buzz vs. Long-Term Strategy

Not all NFT marketing efforts are created equal. Some are designed to grab attention and go viral, while others aim to build deeper customer relationships over time.

The table below breaks down the characteristics of short-term and long-term NFT marketing campaigns to help you assess what approach may suit your business:

Key Insight:

If your business wants lasting engagement and brand loyalty, invest in infrastructure and strategy that supports a long-term NFT use case. If you’re testing waters or launching a major campaign, a short-term NFT drop might make sense — but manage expectations accordingly.

Final Thoughts: Gimmick or Strategic Tool?

NFTs are not inherently a gimmick — but the way they’re used often is.

For brands willing to invest in education, user experience, and long-term community development, NFTs can be part of a broader engagement strategy. However, those chasing quick wins or media buzz may find the returns disappointing.

Before diving in, ask:

• What purpose does the NFT serve?
• Is it part of a broader strategy or just a stand-alone initiative?
• Do you have the team and tech to support it?

NFTs may not replace traditional marketing tools, but when used wisely, they can become a valuable part of a modern brand’s digital toolkit.

[Recommended reading: The Influence Of Color And Lighting On Brand Photography]

[Image credits – Main Photo by Thirdman; Banker NFT: OpenSea; Coca Cola NFT: The Drum]

Amaiya Rathi

Amaiya R is the Content Marketing Manager at VirtualStaff, bringing over four years of experience in crafting high-impact content across diverse industries. From SEO-optimized blog posts and web copy to engaging social media content, she specializes in creating clear, conversion-driven messaging that aligns with brand goals and audience needs.

www.virtualstaff.ph/