NFTs and Marketing: What Brands Should Consider

Originally published October 4, 2022. Updated September 18, 2026.

An NFT is a uniquely identifiable token recorded on a blockchain. For marketers, the useful question is whether that token supports an experience or benefit that an audience actually wants.

What is an NFT?

Ethereum describes NFTs as individually unique tokens, unlike interchangeable units such as ETH. Smart contracts can record token identifiers and ownership. Examples include digital collectibles, event participation and game items. The token's technical properties should be distinguished from the specific benefits a project promises.

When could an NFT support a brand?

Begin with a customer need. A collectible or participation experience may be worth exploring when it offers a clear benefit and suits the audience. Compare it with simpler alternatives, such as a conventional membership or loyalty program, before choosing the technology.

Questions to answer before a launch

What does the holder receive? How will people access that benefit? Who maintains the experience? How will you measure participation and ongoing use? Clear answers matter more than novelty. Avoid building the proposition around an assumed resale value.

What risks need attention?

Ethereum identifies phishing, smart-contract vulnerabilities and user mistakes among NFT security concerns. Plan how users will get help and understand the experience before making a commitment. An NFT does not, by itself, establish that a marketing campaign will succeed.

Start with strategy

Explore MetaVari Media's strategy and consulting services to discuss the audience, objective and experience behind a proposed initiative.

Source

Ethereum: Non-fungible tokens (NFT). https://ethereum.org/nft/