Non-fungible tokens (NFTs) are unique, non-replicable digital records that guarantee ownership of the electronic asset to their respective holders. These characteristics make them quite versatile to be included in the most varied business models.
Although they are known mainly because of the “boom” of digital arts, these tokens can be incorporated in various ways. Rare digital collectibles, such as cards and stickers, exclusive items within electronic games or even lands, houses and virtual items in the metaverse can be purchased with these digital assets.
Investing in NFTs? Not necessarily
Many users became familiar with the technology because of the popularization of exclusive digital arts that make use of this registration model. OpenSea is the largest NFT marketplace in the world and moves billions of dollars in cryptocurrencies every month. But these assets do not need to be necessarily linked to investments and speculations.
According to the founder of gotas.social, Ariel Alexandre, it is more likely that the technology will be incorporated into businesses as a way to better understand consumers, providing valuable data for the personalization of products and services.
Ariel Alexandre (Photo: NFT.Brasil/ X)
“In terms of monetary appreciation, it will be something quite variable. When we talk about technology, it is a distribution in volume of data, as it is one of the most effective ways to do it,” Ariel said.
Football clubs around the world are using these digital certificates to offer exclusive access to games and sporting events, as well as gifts and discounts to fans. Flamengo, Vasco, Barcelona and Manchester City are some examples of institutions that aim to promote their respective brands, since the players themselves tend to attract a larger audience on social media.
In his last international tour, the musician and composer Milton Nascimento sold 400 NFTs. Each unit contained, in addition to the ticket for the show, a drawing made manually by the artist.
Gotas.social seeks to renew the existing miles system, “which has stopped in time for several years,” according to Ariel. “Besides everything, it is a good draw for you to have access to customer data, only in an organic and uncomplicated way. Data analysis and public predictability make a big difference for companies to develop increasingly personalized products and services,” he commented.
The benefits of technology
Users that are less accustomed to the blockchain universe may believe that it is something exceedingly complex. However, the ease of acquiring an NFT can be as great as making a simple banking transfer through a mobile app. It is a question focused solely on the user experience (UX) and the user interface (UI): the friendlier it is, the more easily digital assets will be incorporated into everyday life.
The internal and development manager of gotas.social, Gabi Cipriani, reinforced the importance of users owning what they acquire: “In traditional platforms, such as those of Meta, users pay to have the right to use a certain thing. With NFTs, the consumer owns what he has purchased.”
The cost of acquisition in social networks tends to be higher, too. The fees charged to boost posts and perform other digital services vary according to the desired target audience, the projected reach, geolocation, among other parameters. With non-fungible tokens, this process can be cheaper and directed more easily and at a lower cost.
Digital influencers are among the main users of this innovation, according to entrepreneurs. “They have the audience in their hands, but they don’t have the data of their users to produce specific content,” commented Ariel. This is because the platforms do not provide the necessary parameters for content producers to know, in fact, their target audience. This barrier is broken through the engagement provided by these digital records.
The system is being increasingly used to reduce costs, personalize content and develop a more solid sense of community. Although most of the adoption comes from businesses fully focused on digital, it is expected that many other segments will incorporate them for the strengthening of brands.
To understand even more about the role of NFTs in the real world, follow the interview with the Secretary of Economic Development and Innovation of Rio de Janeiro, Chicão Bulhões. (In Brazilian Portuguese)
