A lot of content on social media exists just to get clicks and comments and make the creator money through sponsorships and ads. But social media content can also be a way of shining a light in the darkness, lifting up those in need, and being the hands and feet of Jesus. When you sit down to make some content, how can you make sure you’re doing the latter?
Ryan Trahan is an American YouTuber with 21.5 million subscribers. While his content may seem goofy on the surface, he looks at his content as acts of service. Ryan recently completed a campaign where he visited fifty states in fifty days and raised more than $11.5 million for St. Jude Children’s Research Hospital. He’s also known for his Penny Series, where he survives on one penny per day and has raised more than $1.4 million for Feeding America, which equates to 14 million meals given to families in need.
His content wasn’t always like that, though. Ryan’s YouTube channel started as a running channel and then transitioned to commentary videos. He has since removed the commentary videos from his channel because he isn’t proud of them. The videos were often negative and criticized others. “It’s crazy how often on the Internet negative things get traction,” he said a few years ago on the SmoshAlike podcast.
What makes content exploitative?
While on that podcast, Ryan also talked about the difference between exploitative content and redemptive content. “I wanted to figure out a way to make the videos we’re making not feel exploitative,” Ryan said.
He even created a framework for differentiating between exploitative content and redemptive content.
Ryan Trahan’s Content Framework
| Type | Type | How We Build | How We Build |
|---|---|---|---|
| Exploitative | We toil for rewards | We strive for control | We win by force |
| Redemptive | We create for restoration | We work with care | We serve for the greater good |
In terms of what content you make, Ryan considers it exploitative if it’s about getting your own rewards. In his context, that could be making clickbait videos that will get views and engagement, but offer no real value. “It’s just doing something that’s good enough for people to click on it and hopefully, making an experience that’s good enough to where they watch the whole thing so you make money,” Ryan said.
Redemptive content is made for restoration. “It’s not for rewards, profit, it’s for restoration in the consumer,” Ryan said. “It’s such a loving, almost like a maternal approach to work.”
With exploitative content, creators win by force. “It doesn’t matter what it takes. Doesn’t matter who gets hurt in the process,” Ryan said. “The redemptive version of that is serving for the greater good.”
Christian content creators can serve through redemptive content
Ryan uses his videos to raise awareness, raising money for nonprofit organizations, and uplifting others. For Christian social media creators, there are a lot of ways to make redemptive content. Evangelistic short films like Falling Plates and La Liberté De L’Interieur are used around the world to start gospel conversations. Writers and performers of Christian Contemporary Music create songs that help people worship God. People like York Moore and Dave Adamson use simple videos on TikTok and Instagram to teach biblical truths, share the gospel, and start faith conversations.
It’s not just video and music creation, either. Bituin uses her love of calligraphy and design to share redemptive messages on her Facebook page. Mick uses photography to tell the stories of what God is doing in the world, while John shares inspiring messages and biblical principles through his illustrations.
If you’re a follower of Jesus who has creative interests, God can use your talents for the greater good. One key to doing that well is to make sure what you’re creating is redemptive rather than exploitative. And if you feel like you’ve been doing it wrong, it’s not too late to change tactics like Ryan did.
“I really encourage anyone who feels like what they’re creating or what they’re doing is exploitative and doesn’t feel right, just try to shift the exact same product, shift how you do it. You can actually achieve the same thing in a more loving way,” Ryan said.