After the NFT boom and bust cycle of 2021/2022, many people thought that these intriguing digital assets would fade away into obscurity. Yet, here we are in 2024, and NFTs are well and truly still on the scene (and many expect a serious NFT revival in the coming years).
So, as more artists, musicians, influencers, brands, and companies join the NFT bandwagon, they all need a way to market their projects and updates to the world. And one of the better and more underutilized ways is through NFT press releases.
Rather than solely relying on social media and telegram channels to share updates, press releases offer a more traditional and credible way to let people know what you’re up to. This can help score you earned media in some of the biggest publications around, both Web2 and Web3 – and that’s exactly what you’re going to need if you want your next NFT project to be a success.
Yet, for one reason or another, many project owners lean too much on corporate legal jargon, blockchain terminology, and even the dollar valuations of their creations rather than the stories behind them. So, in a sea of monotonous launch announcements, how can brands make their NFT press release stand out from the crowd?
Hook Journalists With the Story Behind the Art
NFTs represent a digital transformation in how creators monetize and distribute art. Yet, many NFT press releases tend to boast about flashy sales numbers while revealing very little about the creative vision behind the NFT drop. This clinical approach fails to create an emotional bond between the creator and the audience.
The best NFT press releases spotlight the art first before diving into logistical details. They offer a window into the creative process, explaining the artist’s vision and what inspired the work.
With this in mind, when drafting your release, it may be worth spending some time reflecting on the art’s deeper meaning. Does it represent a value you care about or address some sort of social issue? Were traditional distribution barriers the motivation for approaching NFTs?
Tug at the reader’s heartstrings by telling the human story around your NFT drop. Share why this work matters and how you hope it impacts audiences. If you can, resist simply showcasing dollar signs and how well your project is doing. While numbers might impress business circles and some journalists, they won’t necessarily excite art lovers – and you want both on your side.
Bring Your Brand Voice to Life
Most NFT press releases try too hard to sound professional. They get bogged down in stuffy language when they should focus on connecting with fans. The best announcements adopt a down-to-earth tone that sounds like actual people wrote them, not lawyers. After all, these are Web3 audiences you are speaking to (for the most part).
The key is writing conversational copy that captures a brand’s authentic voice. Draft press materials that sound like they came straight from the source rather than some random outsider. Infuse that signature vibe fans know and love. Being real, a little raw, and even funny at times breathes life into boring press releases.
Audiences and journalists both crave that insider view into the creator’s world. As such, share tidbits from behind the curtain, like the creative process, obstacles faced, or what success means to you. Treat fans like friends at a dinner party who want to know what’s going on in your world.
Liven Up With Creative Visuals
NFTs are all about cutting-edge digital art, but so many press releases just wall journalists behind blocks of text. They ramble on describing pieces without actually showing them.
Instead, bring reporters directly into the creative experience. Give them multimedia assets to play with, such as video clips, audio tracks, 3D renderings, animation excerpts, or anything that transports them visually.
Produce a swanky digital press kit with photos, GIFs, and interactive files they can embed right into articles. Don’t just limit assets to still images, either. Offer diverse artistic snippets they can showcase across different formats.
These vivid media elements help journalists translate those complex NFT concepts into compelling insights for real audiences. This way, readers end up taking away much more than they would by actually seeing the groundbreaking artwork versus giant chunks of wordy descriptions.
Write structured content for Easy Scanning
Chances are journalists won’t carefully read every word of your press release when initially evaluating whether a story has merit. Because of this, you need to make sure that all the key details are formatted for easy skimming on the first pass. Some may also use software to do this, so make sure it’s optimized and structured in a logical way.
Opt for section headers, bullets, and bolded intro paragraphs to foreground important information like launch timing, NFT specifications, participating platforms, and brand bios. This will make it effortless for busy reporters to instantly spot the hook.
Short, scannable content allows journalists to grasp newsworthy angles quickly that are worth investigating further through interviews. Emphasize what makes your launch distinct to accommodate their hurried workflows.
Final Word
The main takeaway is that most journalists are slammed screening piles of press releases daily to uncover what’s trending and what is worth covering (or not). The easier you do that job, sorting the wheat from the chaff, the better chance your NFT launch will grab attention.
So give them a scannable header structure with the most vital specifics right up top. Outline the trigger points proving your project deserves a headline spot. Embed those stylistic multimedia previews to hook interest right off the bat. And definitely try to share the human component and the story beyond the art.
Both journalists and your audience need that central “so what?” from your press releases, so make sure you give it to them.
