TV, not TikTok, will educate the world about blockchain

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Opinion by Sander Gortjes, co-founder and CEO of Hello Labs, seasoned TV veteran.

In this age of digital distractions, it’s easy to dismiss television as an antiquated medium. However, as someone who has spent years navigating the world of reality shows and prime-time dramas, I can confidently say that TV remains a powerful force in shaping popular culture.

While short-form platforms like TikTok have exploded in popularity, they lack the depth and production value necessary to fully educate the masses about complex topics such as blockchain technology. The crypto world needs a more substantial platform to effectively communicate its message to the mainstream audience.

The Shark Tank model

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Just consider the success of shows like Shark Tank, a reality series that has been educating and entertaining audiences since 2009. The show’s formula of high-stakes pitches and venture capital discussions has resonated with millions, demonstrating the potential for a similar format to succeed in the crypto space.

Web3 startups looking to make their mark on mainstream audiences would do well to study the success of shows like Shark Tank. After all, if these entrepreneurs truly want to “onboard grandma,” they need to meet her where she is – and that’s in front of the television.

A vehicle for Web3 messaging

As someone who has spent a lifetime crafting narratives for the small screen, I can attest to the power of storytelling when it comes to capturing audiences. The crypto world is full of fascinating stories – from groundbreaking protocols to the individuals driving innovation – but these stories often get lost in the noise of the digital landscape.

In order to truly capture the imagination of the masses, Web3 projects need to tell their stories on a medium that can do justice to their complexity and potential. For all its flaws, television remains an unparalleled vehicle for storytelling – one that crypto projects should not overlook if they want to make a lasting impact.

A final thought

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So here’s to the power of TV, a medium that has shaped generations and continues to captivate audiences today. And here’s to the crypto world, a world full of potential and stories waiting to be told. Maybe one day we’ll see a blockchain-themed reality show that can rival the likes of Shark Tank. Who knows? We might even call it “Crypto Tank” – now there’s a joke for you!

Opinion by Sander Gortjes, co-founder and CEO of Hello Labs.

While some view television as an outdated cultural cornerstone being overshadowed by the allure of smartphones and social media, in truth, nearly every American household still owns a TV for watching content, making it the primary medium for media consumption.

Platforms like TikTok have experienced rapid expansion, as Web3 increasingly focuses on utilizing Influencers (Key Opinion Leaders or KOLs) on social media to engage with the public, rather than relying on traditional television. While the potential of TV to drive growth and adoption in the crypto world remains largely untapped, it’s a territory that has yet to be fully explored. Web3 pioneers are comfortable communicating with tech-savvy and crypto-native audiences through these short-format social networks. However, these platforms lack the ability to deliver content, context, high production value, and education all at once, making TV’s longer format and widespread reach more effective in educating non-crypto users about the benefits of blockchain, non-fungible tokens, and digital assets.

The Shark Tank template 

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As an analyst, I recognize the controversy surrounding video-sharing platforms potentially impacting attention spans and shaping culture, especially among youth. However, instead of engaging in a prolonged argument, it’s clear that longer-format media offers undeniable benefits. Similarly, for cryptocurrency to thrive in the long term, we must focus on expediting its entry into mainstream society. Television, with its proven model of blending high-quality production and real-world content, can provide a solid foundation for entrepreneurs and the wider adoption of Web3 technologies.

To thrive and appeal to a broader audience, Web3 startups should take inspiration from the triumph of shows like Shark Tank, an adaptation of the British series Dragons’ Den, which airs on ABC. Since its launch in 2009, this reality program has captivated audiences worldwide as a panel of investors evaluates entrepreneurs’ business proposals.

Produced by Mark Burnett, the creative mind behind shows like “The Apprentice” and “Shark Tank”, this program has earned numerous Emmys over its 15-year span, amassing 340 episodes and moving into its 16th season. Balancing both entertainment and education, it’s accurate to say that the series has played a role in teaching the public about entrepreneurship and investment, particularly within the context of thriving tech startups. It’s reasonable to assume that a similar format could also educate people about cryptocurrency.

Deep dives dive deep

When discussing long-format content and its relevance in education, it’s important to bring up “The Joe Rogan Experience,” which coincidentally debuted in the same year as “Shark Tank.” This podcast is renowned for its extensive discussions with a diverse range of guests including comedians, scholars, scientists, politicians, athletes, and business owners. The show’s success led Joe Rogan to sign a multi-year deal with Spotify this year, valued at up to $250 million.

Similar to Shark Tank, The Joe Rogan Experience combines entertainment and learning. The host, with his inquisitive mind and relatable personality, conducts unstructured conversations with guests who are frequently renowned figures, such as Neil deGrasse Tyson or Elon Musk. The discussions can swiftly shift from Unidentified Aerial Phenomena (UAPs) to economic inflation, making for an engaging and informative podcast.

Indeed, the success of Rogan’s podcast is the perfect riposte to anyone claiming that short, viral videos represent the impending death knell for the dodo that is TV. We can still sit for several hours and watch and listen to two people have a long-winded conversation. 

Frequently, an in-depth exploration becomes necessary. Brief materials may not delve deeply enough into any subject. Extended format television shows have proven successful in educating the public about blockchain technology.

In a clear and straightforward manner, Italy’s primary broadcasting station, Rai Uno, developed #Codice – an hour-long program that demystified the potential applications of blockchain technology across various sectors. The show garnered a significant audience, accounting for almost 10% of total viewers, with its title being the most popular hashtag in Italy at the time.

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A vehicle for Web3 messaging 

Returning to the topic of Web3, it’s evident that intricate ideas such as Decentralized Finance (DeFi), Gaming Finance (GameFi), decentralized identity, self-custody, and decentralized physical infrastructure networks (DePIN) require more thorough explanations than what would be provided in a TikTok video.

Instead of using short, catchy videos to distribute educational content about technology, which may come off as trendy or viral, it’s crucial to emphasize its transformative and substantial potential. The innovators in Web3 are not peddling the latest passing fad; they’re often offering innovative protocols with practical applications that hold significant value.

On TikTok, dishing out financial advice hasn’t exactly had the best reputation. For instance, some users have been urging others to exploit an alleged loophole in Chase Bank ATMs. However, what was claimed to be a glitch was actually a fraud detection mechanism, leading individuals with overdraft accounts to incur fees for this unexpected activity.

In this context, the phrase “Why not embrace both?” could work well: It’s important to cater to both concise and detailed content when explaining Web3 and cryptocurrencies to a broad audience. Unfortunately, some projects underestimate the benefits of long-form content, thinking that stripping away all complexity is the ideal solution.

As a crypto investor, I’d like to add another perspective: Mainstream media, by its very nature, is widely accessible. Despite Web3 projects aiming to attract even tech-skeptical grandmothers, they seem to be stuck in the closed circles of X and Discord, rather than reaching out to the millions of TV viewers. If they truly want to convert doubters into believers, it’s crucial for them to share their message through a familiar platform that offers the space to explain why blockchain technology is not just a passing trend but a lasting solution.

As a crypto investor, I’ve noticed that fintech pioneers leading the DeFi revolution might be underestimating traditional media such as television to their detriment. Although it may not dominate our family time like before, TV still holds an unusual level of influence.

As a researcher delving into the dynamic world of cryptocurrencies, I find myself constantly intrigued by the story of Sander Gortjes, a pioneer in this field. He co-founded Hello Labs back in 2017 and has since taken on the role of CEO. His journey began in 2017 when he entered the cryptocurrency scene, and from 2020 onwards, he’s been actively involved in venture capital and advisory roles.

In this piece, we’re merely providing some general insights; it’s neither meant to serve as legal or financial guidance nor should it be construed as such. The ideas, perspectives, and opinions expressed belong solely to the author and may not necessarily align with those held by CryptoMoon.

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2024-11-13 10:25