Meta adds Ethereum, Polygon, Flow NFT cross-posting between Facebook and Instagram

Meta continues to gradually roll out NFT capabilities for its properties, adding the ability to cross-post NFTs on Facebook and Instagram for select US users on Monday.

The billion-dollar tech company wants to make it easier for users to share their NFTs — which they refer to as digital collectibles — by only requiring a one-time wallet connection on either Facebook or Instagram.

After that, the user’s wallet can be recognized automatically if cross-posting is enabled under account settings on either application.

NFTs– unique blockchain tokens signifying ownership – have gained traction on Twitter as a social media feature, with users buying Twitter Blue to “verify” NFT ownership and reverse Profile pictures in hexagonal marks.

Now, Instagram and Meta’s push into NFTs – something CEO Mark Zuckerberg confirmed back in March– is another step Web2 companies are taking to move towards Web3. Meta currently supports Ethereum, Polygonand Flow NFTs on Facebook and Instagram. And when it matters crypto wallets, MetaMaskRainbow, Trust Wallet, Coinbase Wallet and Dapper can be connected to verify and share NFTs.

When NFTs are shared on Instagram or Facebook, the artist and owner are automatically tagged, and there are no fees for sharing, says Meta.

Why is NFT cross-posting important? Firstly, it is a huge plus for the user experience. A one-time wallet connection is much less of a burden for users who may be new to managing cryptocurrency wallets.

“Interoperability in the metaverse” is a primary motivator for the cross-post feature, according to a statement from Meta.

It’s no surprise that the line between Facebook and Instagram continues to blur as parent company Meta tests the Web3 waters. Since it acquired Instagram a decade ago, Meta has added a number of features that deepen the link between Facebook and Instagram.

For example, Instagram Stories can be cross-posted to Facebook, Instagram posts can easily be posted to Facebook, and Instagram payments require Facebook Pay to be set up and added to purchase items or run ads through Instagram.

Meta did not respond to Decryptits request for comment on when the NFT features will go live for all users, but reiterated that starting Aug. 4, Meta began “rolling out digital collectibles to people, businesses, and creators internationally on Instagram.”

“As of today’s announcement, we will continue US rollout on Facebook that we started in June, told a Meta representative Decrypt by e-mail.

Zuckerberg seems to be keeping an eye on the Web3 world and some of its basic principles like decentralized governance. When it comes to corporate decisions around content censorship, for example, Zuckerberg told podcaster Joe Rogan in an interview last week that he doesn’t want Meta to be monolithic.

“I think the right way is to establish principles of governance that try to be balanced and not have too centralized decisions,” Zuck said.