Introduction
By Sander Gortjes, Co-Founder and CEO of Hello Labs. In an era where many see television as a relic of the past, shifting toward smartphone consumption and social media, the potential of traditional media remains significant for Web3 adoption. While platforms like TikTok have exploded in popularity with short-form content, TV’s unique blend of depth and reach offers a promising avenue for educating the masses about blockchain, DeFi, GameFi, and other innovations.
The Obsolescence of Television
While 97% of U.S. households still own TVs, their consumption patterns reflect a shift toward digital media. However, this does not diminish TV’s role as a go-to source for media consumption. Its ability to provide extended content, paired with its widespread reach, makes it an ideal medium for educating viewers about complex technologies.
The Web3 Innovation Blanket
Web3 adopters have been slow to adopt blockchain concepts due in part to the limitations of short-form social media platforms. These platforms often lack the depth and production quality necessary to convey the nuances of Web3 innovation. This has led many projects to fall short of their potential, as evidenced by cases where Web3 pioneers have misled consumers with misleading information.
Shark Tank: A Model for Effective Communication
Shark Tank, a TV show popular in the U.S., serves as an invaluable example of how storytelling can influence consumer behavior. The show’s format allows for clear narrative structure and emotional engagement, making it highly effective at persuading viewers to adopt Web3 technologies. By studying this model, Web3 projects can learn to communicate their value propositions more persuasively.
Long-Format Content: A Silver Bullet
Long-form content has proven successful in other niches, offering consumers a deeper dive into complex topics. Examples include long-form YouTube series and podcasts that provide detailed analysis of niche markets. Applying this approach to Web3 could yield significant benefits, as it allows viewers to engage with the material on multiple levels.
The Joe Rogan Experience: A Goldmine of Insights
Sander Gortjes draws parallels between Shark Tank and his own TV show, "The Joe Rogan Experience," which has consistently delivered high-quality content. Just as Shark Tank leverages narrative strength to influence consumer behavior, Web3 projects could benefit from similar strategies that create an emotional connection with their audience.
Enhancing Consumer Engagement
To maximize the impact of long-form media in Web3 adoption, brands should focus on storytelling that resonates emotionally and intellectually. This approach can help bridge gaps between audiences and complex technological concepts, fostering a more informed and engaged consumer base.
The Fintech Frontier
Fintech entrepreneurs leading the DeFi movement stand to gain significant advantage from traditional media platforms like TV. These mediums offer unparalleled reach and cultural significance, providing an opportunity to engage with millions of viewers at once. By understanding how these platforms can be leveraged effectively, Web3 projects can unlock new avenues for growth.
Hello Labs: A Pioneer in the Fintech Frontier
Sander Gortjes, co-founder and CEO of Hello Labs, has been a trailblazer in the Web3 space, entering the field in 2017 and taking on venture capital roles since 2020. His company focuses on developing mainstream intellectual properties, including his signature series "Killer Whales," which has garnered a loyal following.
Conclusion
In an era where innovation is abound but education lags behind, traditional media like TV holds immense potential for Web3 adoption. By drawing lessons from successful long-form content models and applying them to the evolving landscape of blockchain technology, projects can unlock new opportunities for growth and mainstream adoption.
