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Although social media like TikTok have revolutionized communication, TV remains a powerful tool for educating people about blockchain and Web3.
Its longer formats indeed provide the context and depth necessary for understanding, according to Sander Gortjes, co-founder and CEO of Hello Labs. In this article, we see all the details.
Summary
Won’t TikTok be the key to educating the masses about blockchain?
In an era in which short and engaging content dominates people’s attention, one might think that platforms like TikTok are the unstoppable future of global communication.
However, when it comes to educating the public about complex technologies like blockchain and Web3, television still has a unique and underrated advantage.
Despite the common idea that TV is a relic of the past, its ability to reach a vast audience and offer deep and well-developed narratives remains a significant opportunity for the crypto community.
According to the most recent data, 97% of U.S. households still own a television.
While young people might be more attracted to short and viral content, the general audience continues to turn to TV for news, entertainment, and to learn new information.
This reality makes television a perfect channel to explain and promote technologies like blockchain, which require thorough education and well-defined contexts.
Television offers structured content that can explain complex concepts with high-quality production and wide reach.
On the contrary, short videos often lack the depth necessary to address the nuances of decentralized finance, digital assets, and blockchain.
Web3 content creators are often too focused on speaking to an already knowledgeable audience and fail to reach the so-called “normies,” that is, those who are not familiar with these concepts.
Inspiration from Shark Tank and the example of Joe Rogan’s podcast
One of the best examples of the effectiveness of TV in combining education and entertainment is the program Shark Tank. This series has demonstrated how long-form media can be both engaging and educational.
For over fifteen years, Shark Tank has provided a platform for entrepreneurs and investors to discuss startups in an accessible and engaging way.
The program introduced millions of viewers to the basics of entrepreneurship and investments, showing how a long format can be used to educate effectively.
Following a similar model, a program dedicated to blockchain and Web3 could do the same, making the technology more understandable for the general public.
The idea is to leverage the potential of television to present financial and technological concepts in a structured way, using real stories and practical cases to illustrate the applications and advantages of blockchain.
The podcast of Joe Rogan, which has achieved enormous success, also demonstrates the audience’s appetite for long and in-depth formats.
Rogan, through detailed interviews with experts from various sectors, has gained millions of listeners worldwide. Thus demonstrating that people are willing to dedicate hours to conversations that thoroughly explore complex topics.
The success of Rogan’s podcast responds to those who claim that viral videos will mark the end of traditional media like TV. It is clear that there is still a demand for content that offers a complete immersion on important topics.
Consequently, to educate the public about blockchain, something more is needed than short videos that capture only fragments of attention.
TV as a bridge to the mainstream
As we know, blockchain, DeFi, and Web3 are not easy topics to understand. They require in-depth explanations and context that only long-form media can provide.
The narration through TV can show how these technologies work in real life, giving viewers practical examples and success stories.
Despite the popularity of social media, relying exclusively on short content to educate on complex concepts risks trivializing the topic.
The blockchain is not a passing trend, but a technology with the potential to transform various sectors. Reducing the message to a few seconds therefore risks undermining its impact and not conveying the real value.
For Web3, the goal is to achieve mass adoption. This requires the ability to educate ordinary people, including those who do not spend time discussing blockchain on X (formerly Twitter) or Discord.
The TV, with its familiarity and credibility, could be the bridge that brings blockchain into the homes of millions of people.
Web3 projects should consider using television as part of their communication strategy. It is no longer the focal point of domestic life, but it remains a powerful medium that can tell the story of the blockchain in an effective and comprehensive way.
Ignoring the potential of TV would be a missed opportunity to educate and attract a wider audience.