Nfts as an engagement and monetization strategy for digital influencers: Global overview and future perspectives

Abstract

This article aims to analyze the use of non-fungible tokens (NFTs) as strategies for engagement and monetization applied by digital influencers, considering their symbolic, emotional, and economic functions in virtual environments. The research was conducted through a qualitative bibliographic review, with a time frame from 2022 to 2024, emphasizing the last five years, during which the use of NFTs has become a common practice in the creative economy and network culture. The results reveal that NFTs function as symbolic extensions of influencers’ personal brands, acting both in the creation of emotional bonds with the public and in the construction of new sources of revenue based on scarcity, originality, and exclusivity of digital assets. It was observed that influencers who integrate NFTs into their narrative strategies are able to transform simple digital products into artifacts filled with emotional and identity value, reinforcing the sense of belonging of their followers to exclusive communities. Furthermore, the use of smart contracts enables recurring earnings through royalties, while emotional engagement promotes loyalty, a sense of prestige, and active public participation. Direct monetization via NFTs also contributes to creators' financial autonomy, breaking away from traditional models based on advertising and visibility algorithms, while enhancing the presence of micro-influencers and niche content creators. The analysis indicates that the symbolic valuation of NFTs directly depends on the consistency between narrative, aesthetics, authenticity, and community engagement, making it essential that the assets align with the influencer’s identity and values. It is concluded that NFTs represent a significant innovation in the creator economy, transforming influence dynamics into more participatory, sustainable, and emotionally connected models in which audiences do not merely consume but invest and actively participate in the creator’s journey.