30s Summary

Sander Gortjes, creator of Hello Labs, contends that while short videos are prevalent and popular on platforms like TikTok, they struggle to adequately explain complex topics like blockchain and digital assets, due to their brevity. Long-format shows, such as business pitch show ‘Shark Tank’, or Joe Rogan’s topical podcast, garner large audiences while allowing deeper exploration of topics. Gortjes argues that cryptocurrencies could follow these formats to reach larger audiences and provide quality, in-depth content. TV also offers a trusted platform for potentially skeptical consumers. He concludes by urging tech innovators to not overlook the reach and impact of TV.

Full Article

So, Sander Gortjes, the big boss and creator of Hello Labs, has got a point. People keep saying TV is dead, replaced by smartphones and social media. However, nearly all of us in the US still have our TV hooked up and use it to watch stuff.

Short videos on platforms like TikTok are surging in popularity, and many tech and crypto companies are using popular influencers on these platforms to connect with audiences. But there’s a problem: when it comes to explaining complex tech topics like blockchain and digital assets, short videos can’t quite cut it. That’s where TV’s long formats and huge viewer base come in handy.

Have you thought about shows like ‘Shark Tank’? Despite criticisms that viral videos are shortening our attention spans and dumbing things down, long-format shows like it are still big hits. To break into the mainstream, crypto needs to follow this style – providing a perfect mix of high-quality production and coverage of the real world, all in one place.

What makes ‘Shark Tank’ so great? It allows viewers to delve into the world of entrepreneurship with a very ‘real’ feel to it. Ever since it first aired in 2009, the show has been a massive hit, pulling in huge viewership numbers. The idea is that a similar format could do the same magic for crypto.

And it’s not just ‘Shark Tank.’ Take Joe Rogan’s podcast, ‘The Joe Rogan Experience.’ Talking about deep stuff, it’s highly popular and offers a wealth of education through engaging conversations on a broad range of topics. This shows that short, viral videos aren’t the death of TV. We can still enjoy long, meaningful discussions too.

An interesting example is Italy’s main broadcasting channel, Rai Uno. They put out an hour-long show called #Codice which explained blockchain technology in simple terms. The program was a huge success, with nearly 10% of total viewers tuning in.

Coming back to crypto and blockchain technology – serious topics like decentralized finance (DeFi), game finance (GameFi) and decentralized identity can’t be adequately covered in quick TikTok videos. They need more detailed discussions. Remember, the stakes are high here – Web3 startups might be dealing with game-changing protocols, not just the latest internet sensation.

Let’s also understand that TikTok isn’t all roses. There have been instances of users sharing terrible financial advice, encouraging others to exploit a supposed “glitch” in Chase Bank ATMs, which ended up being a fraud case.

So why not have the best of both worlds? Both short, snappy videos and longer-form content can play their part in educating folks about Web3 and crypto. Sad part is, many projects don’t see the value of the long format, focusing instead on simplifying everything to bits.

There’s also the issue of comfort: TV is mainstream. It’s distributed directly to millions of households. If these startups are genuinely aiming to convert skeptics and win over your grandma, they need to head to TV – a platform everyone knows and trusts – to fully communicate the importance and functionality of blockchain.

Finally, this warning for budding tech trailblazers: ignore the power of TV at your own risk. Sure, it might not be the center of family life these days, but it’s still got the power to captivate millions.

Just a note: The thoughts here are all Sander Gortjes’. He’s been involved in the crypto world since 2017 and has been active in a bunch of advisory roles since 2020. His company, Hello Labs, works on mainstream intellectual properties like the TV show Killer Whales and boasts a solid team of influential figures.