Making complex products easier to understand
Binance Africa wanted crypto to reach people who had never touched it. I took it to the street: short, unscripted interviews that turned one crypto idea into one question anyone could answer, made for Instagram and TikTok.
Role
Content creator
Region
Nigeria, West Africa
Channels
Instagram, TikTok
Street interviews were winning the feed
Look across crypto exchanges’ social pages and one format keeps showing up near the top: street interviews. They regularly outperform almost everything else on the page, often pulling 50% more views or higher.
Binance Africa wanted more of that energy: content that could take crypto out of the jargon and onto the street, where everyday people could see it, question it and talk about it. Alongside that, they wanted a steady flow of educational content across the region.
Most crypto content at the time was built for people who already understood the space. Very little of it met ordinary people where they were.
Taking crypto to the street
I was brought on as a content creator to make that happen. Every episode started with one idea people already had questions about, framed as a simple question a stranger could answer on camera. No scripts for the people I spoke to; the honesty was the point.
- 01
Research
Find what people already ask, doubt or get wrong about crypto.
- 02
Concept
Turn one crypto idea into a question anyone can answer.
- 03
Shoot
Film on the street with everyday people, no scripts for them.
- 04
Edit
Cut tight for short-form, hook in the first two seconds.
- 05
Distribute
Post natively on Instagram and TikTok, built for each feed.
The episodes that travelled
The videos ran on Binance Africa’s Instagram and TikTok, drawing tens of thousands of views and growing followers on both pages. A few of them:
11.8K
Views
40.3K
Views
17.6K
Views
15.4K
Views
10.5K
Views
Crypto, in the language of the street
The series made crypto feel like a conversation you’d overhear on your own street, not a pitch aimed at you. It gave Binance Africa a format its audience actually stopped for, and a repeatable way to turn education into reach.