And what will happen as Adobe’s relationship with NFTs grows stronger?

The sky seems to be the limit for the booming NFT sector. Dominating the media, Nfts have seemingly appeared overnight and we think there’s plenty more to come! This makes it the perfect time to talk about NFTs and their relationship with our favourite digital creator software; Adobe.

How the relationship started…

Late last year amidst the NFT boom came an era-defining relationship for the digital world. Technically, NFTs were being created at least partially on Adobe software long before the digital giant joined the movement but, in October 2021, Adobe officially announced Content Credentials.

Content Credentials gives creators the option to capture identity data whilst editing an image and store it as metadata. Adobe also launched a website where the metadata could be verified and legitimised. The true beauty of the coupling, however, lay beyond the verification process, as users could now link their Adobe accounts with crypto wallets and Social Media profiles.

You’re probably thinking, what do online wallets and social media have to do with this? Well, they allow users to host and sell NFTs directly on social media, receiving payment instantly in exchange for digital metadata certificates. Adobe then offered users the opportunity to share credentials on Behance, their personal portfolio site, so everything became pretty much seamless!

In response to consumer and creator demand, Adobe continued to connect the dots. They’ve formed partnerships with multiple NFT marketplaces, including Rarible, KnownOrigin, OpenSea and SuperRare and have started conversations with popular blockchains.

The addition of the incredibly straightforward ‘Prepare as NFT’ button to Photoshop has shown how strongly Adobe believes in the NFT movement. Adobe wasn’t just joining their users and competitors in the NFT sector; they were making moves to position themselves as the go-to NFT creation platform.

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How can the relationship benefit the creator?

When Adobe announced their new outlook, they supported it with figures highlighting how creators will be the ones to benefit most. Starting with Behance, Adobe spoke about how much traffic the website gained in the previous year, stating that more than 160 million people visited the website and that the artwork hosted there was viewed well over 2 billion times. On those numbers alone, Behance is an art hub absolutely jammed full of potential buyers. If you’re a creative you should certainly look at leveraging this traffic as much as possible.

Adobe went on to tell us that the majority of Behance traffic is made up of users wanting to gain insight on how their favourite illustrators, designers and artists work. This suggests that by providing behind-the-scenes footage of creative processes, there’s another market of potential customers.

Adobe has been relatively clear from the off that the onus of this move is to help its users monetise their skill. And let’s be honest; when you’re a company as big as Adobe, gaining more subscribers and keeping existing ones happy is a long-term win-win.

The final building block(chains)

There was talk of blockchains right at the start of Adobe’s interest in the NFT movement, but it took until March to come to fruition when Adobe announced an official partnership between Behance and cryptocurrency platform Polygon.

Polygon works on top of the Ethereum blockchain, meaning it has far more influence than most crypto platforms. On top of being attached to one of the most prominent blockchains in the digital world, Polygon is also touted as one of the most eco-friendly crypto platforms to exist (although this will always be up for debate). However, some say that by being advocates of Polygon, Adobe is sending more traffic to Ethereum, which is not an eco-conscious company. Carbon-footprints aside, Polygon avoids the hefty fees associated with the Ethereum blockchain, which will be music to the ears of Adobe content creators.

How will Polygon help?

With the use of Polygon, NFT creators will be able to sell their artwork on the popular marketplace OpenSea. They will also be able to display an image associated with their creation on Behance and direct viewers to OpenSea so that they know where to buy it.

Overall, it’s hard to see how Adobe offering support to its users would be a wrong move or where critique of the relationship between Adobe and NFTs could be aimed. As a creative-based agency that strives to see others succeed, we think Adobe’s support of NFTs will elevate individuals on all sides, since protection will be provided to artists and customers alike via metadata certificates.

At Create8, we align our clients with their audience to drive sales and build unforgettable brands. We believe there’s no point in settling for something that’s been done a hundred times before, and we want your next project to be bigger and bolder than ever.

Take a look at some more of our blogs for helpful tips, tricks and advice:

• Translating Your Brand to Social Media
• Why Your Socials Need a Tone of Voice
• What to Put On Packaging

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