The NFT market stands at a crossroads like a jazz musician between sets. The wild improvisation of 2021’s peak has given way to a more measured rhythm. Trading volumes cooled in 2024, marking arduous times for NFTs since 2020. Industry observers wondered if the digital collectibles movement had reached its finale. Yet Matteo Ferretti, CEO of crypto PR agency Spynn, sees this downturn differently. He views it as the necessary pause before a more advanced structure begins.
“The SEA token launch changes how everything works,” Ferretti observes, referencing OpenSea’s February 2025 token introduction that has restructured the entire ecosystem. “Generating hype alone is lacking. Projects must establish a strong position.” This change from spectacle to substance shows the maturation Ferretti believes will drive the next wave of NFT market growth.
The Psychology Behind Digital Ownership
Ferretti’s approach to understanding NFT market dynamics draws from human psychology, particularly the commitment and consistency principle. People naturally align their actions with their stated beliefs. Successful NFT projects create emotional investments that transcend financial speculation. The most enduring collections succeeded because they offered buyers a way to express identity and belonging.
This psychological foundation explains why the market’s projected growth reflects more than wishful thinking. The compound annual growth rate demonstrates a more profound shift toward utility-driven adoption. NFTs serve as membership tokens, gaming assets, and digital identity markers rather than collectibles. Ferretti knows that projects understanding this evolution will capture disproportionate value.
The sports NFT segment is a good example of this trend, with forecasts showing sustained growth and continued enthusiasm for meaningful digital ownership. People can no longer consider these as just trading cards. They are emotional connections to athletic achievement and community identity.
Authentic Projects Do Not Talk About Being Authentic
The NFT creators also need to learn to balance how they play the authenticity card. According to Ferretti, most projects experience the authenticity paradox. The more creators explicitly claim authenticity, the less genuine they appear. “Everyone’s talking about authenticity while carefully crafting every word to appear authentic. It’s become performance art,” he notes. This observation cuts to the heart of why so many NFT projects fail despite sound execution.
The solution requires understanding how to promote an NFT project through genuine value creation, surpassing the usual manufactured hype. Successful projects like Art Blocks have thrived by focusing on algorithmic art generation and artist empowerment. They allow the work to speak for itself rather than relying on celebrity endorsements or artificial scarcity. Their approach demonstrates how authenticity emerges from consistent action.
Ferretti emphasizes that brands should not fear showing imperfections. These human elements make projects relatable and trustworthy. When NFT creators take genuine stands on issues that matter to their communities, they create commitments that the brand and its audience feel compelled to honor through consistent actions.
Infrastructure of Trust
The technical evolution supporting NFT market growth is more than blockchain improvements. Artificial intelligence integration represents a particularly significant development. Platforms use intelligent algorithms to create original artwork and enhance user experiences through personalized recommendations. The technological progress addresses the usual criticisms about NFT utility.
Gaming NFTs have emerged as a dominant force, showing how utility drives engagement. Unlike the usual profile picture collections that rely heavily on social cues, gaming NFTs offer functional value in virtual environments. This creates natural demand tied to gameplay.
The regulatory landscape also continues to mature. North America’s developed digital economy and legal framework provide investors with confidence that supports market growth. This institutional foundation creates the stability necessary for long-term value creation, moving beyond the regulatory uncertainty that previously constrained adoption.
Building NFT Stories That Stick
Ferretti reveals another crucial factor in the NFT market, and that is the reworking of communication. He believes it requires finding partners who understand both blockchain technology and community-driven marketing. Traditional PR approaches, designed for physical products and services, often fail to capture the unique value propositions of digital assets. Hiring a PR agency for NFT projects requires finding partners that understand these nuances.
“Media outlets are desperate for original insights backed by credible data,” Ferretti explains. “Yet most companies are still pitching product features instead of insights.” The disconnect between what the media wants and what projects offer creates opportunities for communicators who can bridge the gap.
The Half-Life of Attention
The most actionable insight in NFT PR concerns the importance of cultural timing. “The half-life of news is now measured in hours, not days,” he observes. “Brands that can identify relevant cultural moments and contribute something meaningful within that narrow window are winning disproportionate attention.”
This principle explains why some NFT drops capture massive attention while technically superior projects languish in obscurity. Success depends on reading cultural currents and setting up projects within larger conversations about technology, art, and digital ownership.
The OpenSea 2.0 launch and SEA token distribution show this dynamic. Projects that quickly adapted their messaging to address the new competitive landscape gained significant advantages over those that maintained static communication strategies.
Ferretti sees NFTs evolving beyond collectibles into fundamental infrastructure for digital identity and ownership in the future. Integrating augmented reality and extended reality will create new ways for consumers to experience what digital property looks like.
