Spirited Engagement

Buzzfeed’s “Unsolved” Questions More Than History’s Mysteries By Asking Social Media Viewers to Get Involved

One University of Florida grad student’s investigation into “feedback loops” and how they help build YouTube communities.

Sarafina Murphy-Gibson
Nov 2 · 3 min read
Photo by terimakasih0 from Canva

One of my favorite YouTube communities is Buzzfeed’s Unsolved Network. The page features hosts Ryan Bergara and Shane Madej as they explore curious stories in both the realms of supernatural and true crime. They investigate newspaper records, personal statements, history books, and sometimes visit physical locations to get the scoop on history’s biggest riddles. Over numerous seasons they’ve covered everything from Lizzie Borden and allegedly haunted vessel the Queen Mary to the Texarkana Phantom Killer and the tragic Black Dahlia. Bergara’s credulous belief and enthusiasm are offset by Madej’s cynical dry wit.

I like the channel because it’s an appealing trifecta; history, mystery, and humor. The hosts also do a great job of engaging with their audiences in what I’ve come to know as a “feedback loop.” Which is to say that they pose questions to the audience, film video reactions to answers given, and end with more questions to viewers, thus repeating the cycle. Through fostering this connectivity to their publics they give their audience a sense of participation and value in the relationship.

For example, the hosts frequently end videos by asking viewers to submit their ideas on what cases they should look into next. This allows watchers to get involved and feel participatory. It pays off too as Bergara and Madej will sometimes run with a suggested story. Recently, they partnered with another popular YouTuber, Loey Lane, who had invited the pair to investigate her haunted apartment. She was concerned the purchase of an antique Ouji board may have invited demonic energies into her home.

The cross-over video held high-appeal to fans of both parties, a clever way to mutually promote. The sleuths thoroughly examine Lane’s story, the history of the apartment building, and bring in ghost hunting equipment, such as EVP (electronic voice phenomenon) recorders to the building. Entertainment is made as Bergara is intrigued, Shane remains unmoved, and Lane is properly spooked. The pair then invites viewers to ask follow-up questions in the comment section below or on their Facebook or Instagram pages.

The initial video is followed up with their “Post Mortem” segment in which they answer the fan’s questions. It’s fun for fans who can potentially get a shout out and the pair gets a better understanding of what interests their audience. They also do a bit called #roastmortem, where they read “burns” that folks send their way. The pair has managed to build a pretty substantial following of devoted fans (there are #shaniacs and #boogaras camps) and a lot of it comes from their ability to involve their community. As fans suggest new subjects for videos, the feedback loop repeats itself and the momentum continues.

While the “ghoul boys” may not have solved their more troubling cases, they’ve certainly cracked the mystery of building a devoted YouTube community using established tricks of the trade.

Sarafina Murphy-Gibson

Written by

Creator, world traveler, and PR grad student. I enjoy collecting and sharing stories. Exploring cultural intersections and modern dialogues.

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