How Ryan Trahan's Penny Series Broke YouTube (Forever)

[00:01] i have this idea i can't stop thinking about it i keep telling myself it's i shouldn't do it no i'm gonna do it i'm gonna do it the crazy idea ryan trahan is talking about here has just changed the formula for

[00:15] growing on youtube his new daily series where he crosses america with one penny has gained his channel 2 million subscribers in the last month i closely studied each episode and started to realize something ryan has stumbled

[00:28] across a new growth method for youtubers that was hiding in plain sight all the episodes in the penny series are built around a three-part formula a video formula that has turned this guy into america's fastest growing youtuber and

[00:42] it starts with part one giving the algorithm what it wants now the title of this part might confuse you because daily vlogs aren't supposed to work they were huge five years ago but in recent times youtube has been dominated by high

[00:55] effort content uploaded a few times per month with big stakes and even bigger budgets the reason vlogs are typically not as good at holding audience retention the art of keeping people watching from the first to the last

[01:09] second if you give the algorithm a choice between two videos it will pick the one with higher attention to go viral but the penny series has changed everything ryan uses a few really smart tactics to make these episodes addictive

[01:22] first of all let's watch the intro to episode 1. there's something he does really well here this is a penny and i'm going to use it across america in the number one all profit must come from the penny hey y'all can anyone sell me a pen

[01:36] you just started a revolution rule transportation must come from the profit from the penny you guys want to buy this thank you so much thank you guys

[01:50] notice how ryan gives context on how the challenge works and then jumps into action and then repeats the cycle again i call this tactic drip feeding context ryan does this in every episode to make sure he never has boring lumps of

[02:04] explanation he also uses retention sentences throughout these videos so i'm everything we need to finish this challenge almost i will explain at you guys the game plan which is accompanied by some really really really

[02:20] really big news and so i'm kind of vibing like i'm kind of in a good mood meal enjoy it as long as someone doesn't freaking reset us in real life on the way to walgreens we'll be fine why am i not going to be surprised if that

[02:32] happens foreshadowing like this is one of the oldest retention techniques in the book ryan is constantly teasing you with what's coming next giving you a reason to keep watching even take this episode for example ryan constantly

[02:45] hints at the next city without revealing what it is getting ready to go to the to shift our focus to the next city to the next city in the next city doing going to it's a secret you really think i'm going

[02:58] a surprise it's literally more fun if you don't know what it is and then i do it's gonna be worth it i promise this not only helps view duration but also the return rate so that more people tune in the next day when he ends an episode

[03:13] with a sentence like this i have kind of big news to tell you in the morning so i'll see you then you just can't wait for the next video while these things are important lots of other smart youtubers already do this the next

[03:25] tactics make all the difference firstly ryan is putting on a master class in how to build familiarity with an audience he has uploaded this series at 10am est each day so people can make it part of their daily morning routine

[03:39] he also uses the same music throughout the series this track here is basically the theme tuned to his own sitcom [Music] [Music] and his outro song has been searched 147

[03:54] 000 times this month but by far the most important thing is not about the edits or what ryan cuts out it's about what ryan leaves in his videos are deliberately imperfect sometimes this is just as silly as his camera falling

[04:08] other times it's sharing an emotional moment with the world i like i've been asking everyone this if you had the chance to just say one thing to the world what would it be man if you guys anybody going through hard times right

[04:20] just straight up be positive and keep moving forward and keep your head up you help those who are willing to help themselves and let's feed america

[04:34] the penny series videos are basically a pendulum swinging between retention optimized moments and deeper connections to his personality a lot of youtubers are neglecting this side of the equation something ryan has capitalized on

[04:48] however these tactics might have helped him solve the retention issue with vlogs but there's another major hurdle the penny series needed to overcome which brings us on to part two the episodic problem content with multiple episodes

[05:01] has always struggled to bring in new viewers if you don't watch the first episode typically you are unlikely to watch any others series also often rely too heavily on the audience already knowing the creator but ryan solves this

[05:15] in three smart ways number one each of his episodes has an intro that quickly gets you up to speed with what's happening and hooks you into the story structure greeting

[05:29] one line explainer update and first objective follow along yourself good morning sleepyheads this morning i woke up and forgot i was trying to cross america starting from one penny it is day six we

[05:41] have six dollars and 32 cents we are in las vegas like 10 of the way across the country mr beast don't you worry even one bit sweetheart i'm going to deliver you this penny no matter what but first morning routine

[05:58] need to enjoy the video right away the second thing is ryan has made standalone what i mean by this is each thumbnail looks like it's for an individual challenge video not necessarily a series the secret is

[06:12] ryan planned and shot all of these images in advance and it shows the concept itself is 90 percent of why these thumbnails are great ryan and his team put together the most interesting action shots to visually show the

[06:26] challenges he was planning to undertake there's a heavy focus on blue and green color combinations these colors are often correlated with higher click-through rate just like in the episodes ryan also uses his thumbnails

[06:39] to foreshadow the events taking place the result are images that when you see them are interesting even if you missed previous episodes and perhaps the most important is number three the series itself is a high stake

[06:53] challenge in a way ryan has fused the daily vlog with the current optimized for comparison ryan has done more than double the views per month than casey neistat did in his prime high stakes daily vlogs could be

[07:10] the new algorithm beta so now we have two parts of the formula retention and optimizing for new viewers but part three is where ryan's best idea comes into play audience hacking you see as the mr beast squid game video has

[07:24] shown the best youtubers not only know how to make great videos they know how how does ryan do this the great recess

[07:42] i was waiting all video to say that but really the concept of being reset by a donation is genius not only does it give the series a really interesting twist it also grabs the attention of the entire platform dozens of massive youtubers

[07:57] have made tweets shorts and even full-length videos about their donations this unlocks new fan bases for running series not only is the algorithm pushing new viewers to his videos but other creators are too and the reason it all

[08:10] works the whole series was for a great cause ryan has changed youtube and raised over 1 million dollars for people in need and i'm feeling brave so for every subscriber this video gets i'll donate not one but five pennies to

[08:25] ryan's fundraiser go ahead bankrupt me go ahead bankrupt me [Music]