You might have heard the news that NFTs are back. After seeing a slump in value a few years ago, the asset class seems on track to experience a resurgence. With this, there’s a decent chance that your business will be launching a new project soon and, thus, will need an NFT press release.
While it might seem easy to just write a traditional press release for your NFT project, it’s not that simple. There are a few things that make an NFT project unique, and this should be reflected in its press release for the best results:
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Note the Platforms Being Used
Within the NFT space, a handful of platforms like OpenSea have instant recognizability. Listing an NFT project there means that it is more likely to reach a wide audience. Because of this name recognition, the platform on which the project will be listed should be front and center, especially if it is well known. An example of this would be ‘XYZ NFTs to Arrive on OpenSea’. This grabs the attention of both everyday readers and journalists, who will be more likely to cover this development.
If the platform being used isn’t a very recognizable one or the NFTs are being listed on a project-specific site, it would be best to mention this early in the release. The last thing you want is people having to scroll far to find out where they can buy the assets. This is not just about publicity but about making the assets as easy to buy as possible. Ideally, this information should be provided in the first paragraph.
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Emphasise Rarity
It is no secret that one of the major appeals of NFTs is how rare they are. The idea of owning an asset that no one else can get their hands on has proven to be a hit with NFT buyers, and this needs to be at the forefront of your NFT press release. ‘XYZ Unveils 1,000 Limited Edition NFTs’ will be a better fit than ‘XYZ Launching NFT Collection’. The former conveys a sense of urgency and indicates to the reader that what they are being offered is very rare.
When crafting an NFT press release, you want to use phrases like ‘limited edition’, ‘one-of-one’, ‘ultra-rare’, and so on. Throughout the release, make sure to emphasize, if applicable, that the NFTs will only be sold once, that there are only x assets in existence, and so on. This makes your collection more interesting to read about and this will help you get more coverage.
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Hone in the Attached Value
Besides the rarity, several other things give NFTs value, and these need to be emphasized. In fact, this is one of the biggest selling points of NFTs, as there are many ways to attach value to them. Some NFTs grant access to exclusive events like restaurants and music festivals. Some NFTs come with physical items attached. Some NFTs come with exclusive digital files like songs and pictures.
When crafting an NFT press release, make sure to include these benefits in the headline and/or in the first paragraph. ‘XYZ established Offering Access Via NFTs’ is one way to go about it. This sort of headline immediately emphasizes the benefit for buyers and makes it more eye-catching. This should also be named if the benefit is attached to a notable brand, e.g., the NFTs that granted access to Coachella.
Whatever the selling point of your NFT collection, it should be noted as early as possible to give your press release the best chance of wide circulation.
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Prioritise Visuals in Your NFT Press Release
As much as a well-known platform or affiliation can get more eyes on your NFT press release, you should also make it a point of duty to leverage visuals. Because NFTs exist only in digital form and many of them are tied to art and other aesthetic content, how NFTs look is very important to buyers.
As such, you should ensure that your NFT press release incorporates visuals. If possible, include an image of the NFT to give readers an idea of what they look like. If the platform publishing your NFT does not currently allow visuals, consider describing how NFTs look in the text to build excitement among readers.
The thing to keep in mind is that NFTs are not like other blockchain-based assets that are sold purely based on utility. By leaning into the visual appeal of the assets, you can supercharge your NFT press release.
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Build Excitement Around Promotional Efforts
There are several ways that NFTs are marketed to the public that may or may not be included in the press release, such as free airdrops, scavenger hunts in metaverses, and so on. These should be noted in your press release alongside other basic information, and it will help drive attention to these efforts.
While surprise airdrops are not uncommon, announcing the airdrop in your press release will increase participation. The same applies to other promotional efforts. Depending on word count restrictions, you may be unable to note these efforts in the press release headline. However, they should be noted in the body of the release. Some readers might not be interested in buying the NFT but might be keen on participating in a scavenger hunt or airdrop. As such, you should include these efforts to get the most mileage out of your press release.
Conclusion
An NFT Press release is similar yet different from other types of blockchain-related press releases. You have a limited window to ‘sell’ your press release to journalists and the public, and you need to maximize it. Make sure readers know that your NFTs are rare, valuable, and worth their time. Drive home the message with visuals, and make sure your upcoming promotional efforts and the platform they will be available on are front and centre.