Zak Michaelwaite

The algorithm – where to start?

It’s constantly evolving. As time goes on, there’s more to consider. If there’s one thing that makes the algorithm favour you, it’s building a community or an audience of dedicated fans who will actively seek the next piece of content.

Over the last few weeks, I’ve been following Ryan Trahan’s journey across America to deliver one penny to Mr Beast in just 30 days. It sounds easy, but he started with a penny, and is only allowed to spend anything made from this original penny throughout his journey – this is for food, travel and accommodation. 

I Survived On $0.01 For 30 Days – Day __

It’s a title we’d probably all click on – with the cost of living increasing, most people are searching for ways to cut costs and make their money go a bit further.

There’s no need to be familiar with Ryan’s content to understand the context of the title – it’s a challenge, and everyone loves to watch a challenge regardless of whether we want the participant to win or lose.

Numbered episodes keep us updated with his progress while giving no indication of how the day went, if you were to watch just a couple of episodes, you’d be gripped and keen to watch as soon as you see the next number. For anyone new to the channel and watching from a later date, it allows them to go back and easily watch in the correct order from the beginning.

The Great Reset

There’s a continuous threat of ‘The Great Reset’ throughout the challenge – if a donation of $50,000 is made, Ryan must reset his cash and start again from a penny the following day.

This is a great tool for retention, as well as an incentive for viewers to donate to a great cause. Being able to set the challenge back to the starting point makes for more engaging content, leaving viewers to wonder how the next sum of money could be made. 

It’s surreal how often this has happened throughout the last 23 days, and the reaction we see every single time is incredible – the combination of knowing he’s got to put the work in all over again, while simultaneously acknowledging the kindness of his audience is present every single time and it’s heartwarming.

This leads on nicely to the next point. While the concept is one thing, Ryan’s personality shines through every single video.

The Anti-Influencer

Ryan shows how it is in his videos. He is his natural, awkward self and this is portrayed through us seeing multiple rejections, raw emotion and just being let in to some of the thoughts that occur throughout each day. The openness of Ryan’s thoughts, opinions and rejections helps to build a more ‘raw’ relationship with his audience, and creates a reason for us to come back the next day.

‘I keep getting hit with waves of like, gratitude and confusion and awe all from this series. Not only to give your time to this series but to give your money to this series and the fundraiser, it’s been a dream, it’s been so inspiring’

That’s a quote from Day 23, sitting in a Whataburger with his phone sitting on the table recording as he dips some chips in ketchup, speaking into a lapel microphone.

We want to see what’s happening. Has he been reset, how is the money being made, who has he met, where is he?

The videos are mostly filmed on an iPhone, highlighted by Ryan’s regular surprise at cinematic mode being on, static angles and handheld vlog footage. This again builds a bond between the viewer and the content, being familiar with the colours and focal lengths used as they live in our pockets can make it feel as if it is self-created, helping to make us feel a part of the journey.

There’s only seven days left, and this is probably the most engaged I’ve been in a piece of content for a long time. Although I’ve tried to explain it, I’m still not entirely sure what makes this style of storytelling catch my attention is such a strong way.

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