Image Credit: Meta

Creators might be flocking to LinkedIn.

But for NFT creators, Instagram might be our next ride.

I don't tell you that for talks but to highlight a trend that has become a thing after the pandemic sent us all yearning to earn from the comfort of our screens.

The trend is for social platforms to make creator-friendly moves as a way of driving engagement on their platforms. A popular one is putting money on the table, called Creator Funds, so creators can earn the more they create content.

Facebook, Snapchat, Quora, TikTok, you name it; for these guys attracting creators became a strategy, a viable one at that.

In the internet age, trends are now being modeled around the needs of creators. Here’s how I see it, if content is king, then creators are gods.

So the thing now will be for these platforms to make NFT-friendly moves, jumping on the trend in an attempt to impress creators and in turn get them to hop in and drive more engagement of their platforms.

Starting, Instagram is rolling out NFT features on the platform, and though it’s starting out with just a handful of creators, this is a test that the platform will learn from before making the NFT feature a general thing.

If you're an NFT creator but haven't been using Instagram to promote your works, let me show you why jumping on the platform is a good idea.

The centralization-decentralization tension

We lost Web 2.0 to the hands of big Tech Giants; these guys are behemoths of control that can censor anything and put a cap on what you can earn as a creator. But Web3 was going to salvage that, and NFT is Web3's lovechild.

But Instagram is a Web 2 platform, so its dabbling into NFT is a thing of concern. Even IG’s head Adam Mosseri acknowledged this tension while announcing the move.

But to suit your nerves here's what you need to consider: this move, and others like it, all go to show that the web3 ethos is valid enough that some social platforms want in. It's akin to what transpired between the creator economy and these social platforms.

Same way, platforms are now making NF-friendly moves, and traffic and engagement will in due time go to the platform with better NFT move(s).

How did I know?

It's not just IG because, in January, Twitter introduced NFTs on the platform as hexagon-shaped profile pictures.

And Meta’s CEO announced it will soon roll out similar NFT features, both on Facebook and others of its family platforms, as will be coming to Instagram.

Marketing NFTs on social media

An NFT project is as good as its marketing, and there's no way we can rule out social media in the NFT marketing equation.

On one hand, there's no doubt that NFT creators use social media too, and it's standard practice to use social media to market your NFT arts, projects, and collectibles.

On another hand, all of this is possible because social media helps you build influence; helps you grow and better connect with your audience, and helps make your work visible to those who are loyal to your brand.

Social media is important, we can't deny that.

So having these platforms become NFT-friendly by intentional design is no doubt an added advantage.

At the moment, you have to build a community on social media and then direct them to an NFT platform for further transactions, but in due time, with the features Instagram is bringing, you will be able to both build a community and run more transactions without moving from one platform to another.

We all like convenience.

Instagram creator accounts

Like I said earlier, the platform with better NFT move(s) will drive the most engagement in due time. For Instagram, bringing NFT to the platform is a creator-friendly move, among many others, that will undoubtedly pull a crowd of NFT creators to the platform.

IG has been intentionally making other moves, another of which is its creator account feature.

Instagram introduced this account type in 2019 as an alternative to the business account. The creator account has features specially designed for creators and is available for new and old users.

The perks of the Instagram creator account include:

Detailed growth data

With the account you're equipped with information such as:

  • A daily number of unfollow and follows. This is helpful as it allows you to know which post positively or negatively impacted you each day.
  • Demographic data (age, location, etc.). You can look at who your followers are, this helps in knowing what content to deliver to them.
  • The “Creator Studio”, to help you gain all of your insights on one handy dashboard

Streamlined Messaging

You have access to three message folders with the creator account:

  • Primary. Containing messages you want to receive and be notified of.
  • General. Those you don't want notifications for.
  • Requests. Messages from people you're not following

With this you can move messages between folders whenever you wish, allowing you to prioritize messages from friends, families, and those you do business with.

More labels

With a creator account you get more flexibility with how you label and brand yourself.

To understand how important this feature is, you need to understand how labels work on an Instagram business account.

With a business account, Instagram carries over to your account the category you used on your connected Facebook page. But with an Instagram creator account, you're able to choose whatever label you want to brand yourself as, and you have assorted choices.

With this feature you can choose a category that suits your niche, selecting a label that best fits you.

With time, I do not doubt that some NFT-related terms will be included among the label types a creator can choose to identify their account with.

By the way, Web3 can’t be fully Decentralized

It's easy to be skeptical about moves like this. These big boys should not soil our decentralized happiness with their centralized baits.

But one has legit reasons to believe that 100% decentralization is not possible. Some of the popular preachers of NFTs and crypto are skeptical about Web3; Jack Dorsey said it will soon be highjacked by Big Tech, and Elon Musk famously called the idea BS.

Perhaps the greatest show of how impossible it is to achieve 100% decentralization is when Yuga Labs, on the eve of launching its Otherside NFT, restricted minting abilities to users who identified themselves via a formal verification process.

Further, even if blockchains are decentralized, the Web3 services that interact with them are controlled by a very small number of privately held companies. That should read 'centralized' companies.

In fact, Quartz noted that the industry emerging to support the decentralized web is highly consolidated, potentially undermining the promise of Web3.

For more on this, you can read this widely circulated article by popular cryptographer Matthew Rosenfeld.

If a fully decentralized Web3 is still far-fetched with the technology we have today, Web3 will be a better mix of Web2 and the beauty of blockchain technology.

This highlights why Instagram's move is not offkey and should dismiss all skepticism towards the move. Many will soon join, and your best bet will be to maximize these opportunities.

When the time comes, you will get to choose to list your works on IG, as a collector, but should things go south you can always move to other platforms, without any effect on your portfolio.

You’re still in charge.


NFT is Coming to Instagram, and Here’s Why You Should Jump On It was originally published in The Startup on Medium, where people are continuing the conversation by highlighting and responding to this story.